Senior Director, Customer Strategy
4 weeks ago
Prudential’s purpose is to be partners for every life and protectors for every future. Our purpose encourages everything we do by creating a culture in which diversity is celebrated and inclusion assured, for our people, customers, and partners. We provide a platform for our people to do their best work and make an impact to the business, and we support our people’s career ambitions. We pledge to make Prudential a place where you can Connect, Grow, and Succeed.
Role SummaryLead the development and implementation of our overall customer strategies that maximize customer lifetime value. Build customer loyalty and increase our share of wallet, driven by customer insights and data analytics. Identify segment growth opportunities and spearhead segment-led innovations. Support the CCMO in developing overall customer marketing strategy, roadmaps, budget and cadence.
Job Responsibilities
Oversee overall engagement strategy for our existing customer portfolio to increase our share of wallet. Orchestrate cross-functional effort to drive a holistic engagement journey from first time customer to loyal customer. Work with the whole customer marketing leadership team and other functions in developing strategic customer marketing plans, roadmaps, budgeting and cadence to achieve our customer ambition. Ensure the team priorities and progress are well understood by and communicated to all key business stakeholders – Group office, other departments, sales channels and the customer marketing team. Act as the go-to person on regular updates for group, Transformation office and sales channels. Identify priority customer segments and opportunities for business growth. Act as the segment owner to drive cross-functional collaboration to innovate on proposition, engagement tools and offers, grounded on robust segment insights. Spearhead data-driven customer lifecycle management programs to delight new customers during on-boarding, foster customer loyalty and minimize attrition. Drive cross-sell and up-sell metrics through identifying the right triggers and offers. Lead the team to pilot and implement impactful campaigns, enabled by advanced analytics. Grow strategic partnerships with external value-added service providers to deepen customer engagement and enrich our propositions. Be the customer portfolio management focal point for Group office - manage internal stakeholders, external vendors and partners on strategic projects. Ensure team is highly engaged, stay abreast of latest trends and developments in customer engagement - consistently delivers high performance through supervision, coaching, and providing challenging and developmental opportunities.Job Requirement
Degree holder in Marketing/Business or related disciplines Master degree in relevant disciplines will be a plus Minimum 15 years of working experience in customer strategy development, segment marketing / customer lifecycle management Minimum 8 years of experience in leading customer marketing department A demonstrated track record of developing and executing customer strategies and programs that resulted in increased customer loyalty, deepened share of wallet and revenue growth. Well-versed in different customer marketing disciplines, including segmentation, customer lifecycle management and proposition development Strong understanding of the dynamics across customer lifecycle in the insurance industry Proven capability of connecting consumer insights and data analytics with strategies and plans Strong customer leadership and team management experience preferably from financial institutions A collaborative leader with excellent communication skill to manage internal stakeholders, work with cross-functional teams and manage external partners Excellent command in written and spoken Chinese and English-
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