Sun Life has promoted Chris Hewitt to a newly enhanced global client experience and marketing role as the company looks to more closely align brand, digital and customer-outreach efforts across markets.

The company has appointed Hewitt, pictured, to the title of SVP and global chief client experience and marketing officer, effective July 1. Hewitt has been Sun Life’s VP of global brand, digital marketing and marketing technology for two-plus years and was previously the CMO for Canada from March 2021 to March 2024.

Linda Dougherty, EVP and chief strategy and enablement officer at Sun Life, says the move formalizes Hewitt’s leadership at a time when “clear direction and execution is critical.”

“Connecting strategy, client experience and marketing more closely will help us move faster, work smarter and make a bigger impact,” Dougherty tells strategy.

While elements of Hewitt’s mandate existed previously, Dougherty says the position unifies responsibility for how Sun Life serves clients “from start to finish,” while allowing the company to align strategy, brand, marketing and digital efforts more consistently across global operations. She added that the company plans to make a hire to fill Hewitt’s previous position as it reviews “how best to build on the strong team already in place.”

The move also comes as Sun Life continues investing in digital infrastructure and AI-enabled services. In its first-quarter earnings report last week, president and CEO Kevin Strain said the company was continuing to advance “digital and AI strategic objectives” using “data, automation and intelligent solutions that simplify experiences, deepen engagement and improve outcomes for clients around the world.”

Sun Life reported underlying net income of $1.05 billion, with growth led by Asia, Canada and U.S. health and risk solutions businesses. The company also reported an underlying return on equity of 18.6% and $1.58 trillion in assets under management.

Hewitt tells strategy that his mandate will focus on bringing brand, marketing, digital and client experience together to create “connected, meaningful experiences for clients everywhere.”

“I’m focused on clarity, consistency and impact – making sure our teams share the same purpose and are empowered to create great outcome,” Hewitt says. “We have a real opportunity to use data, technology and AI thoughtfully, to make it easier and more meaningful for clients to interact with us.”