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.
This is an opportunity to work for Prudential Singapore to defining, developing, and activating customer lifecycle and company-wide customer conservation strategy. The role in Mass Segment Strategic Programmes Specialist is also responsible for designing and activating segment go-to-market strategy for channel partners. We are on a journey to create meaningful segment, customer lifecycle and retention programmes which will help us drive customer persistency and segment growth so that our customers continue to stay protected. It will bring alive our purpose of “For Every Life, For Every Future”.
Job Description:
Customer Lifecycle Management
- Good understanding of how to leverage customer segment, life-stage, consumer behavioural, lifestyle, transactional, and demographic data to deliver relevant high impact demand generation programs through multiple communication channels with a vision of growing consumer loyalty and increasing their lifetime value to the business.
- Support team lead in the formulation of strategy and implement growth and milestone campaign strategies, execution leveraging marketing automation, asset deliverable management, as well as the testing of all SMS, emails, among other multi-channel communications. Leverage segmentation insights, personalization, and product recommendation, partnerships to drive campaign effectiveness.
- Drive continuous optimization of product recommendations, cross-selling and up-selling based on segmentation models and desired actions.
- Work with internal and third-party vendors to identify new opportunities to improve consumer communications and remarketing campaigns, where relevant.
Customer Conservation
- Be on the pulse of customer attrition trends to monitor and identify churn prevention opportunities across all segments. Conduct market research where necessary to garner further insights to drive relevant outcomes.
- Support team lead to drive the strategic planning and deployment of customer conservation plans and initiatives. Work with Segment Leader, Actuarial, Product, Customer Management and Strategy teams to identify key priorities and co-develop actions and timelines.
- Implementation of firm-wide conservation programs to retain existing customers, policy downgrade management and customer win-back.
- Form and manage working groups as necessary to rally internal key stakeholders towards driving the same objective and collaborate with the necessary departments to journey map and drive the necessary process changes.
- Report planned versus actual performance and monitor the effectiveness of the conservation plans.
Channel Partners Growth
- Support opportunity development for the channel partners and serve as programme lead for the implementation of firm-wide campaigns within the segment including existing customers growth campaigns and other prioritized initiatives. Conduct ideation sessions with internal and external groups to identify new concepts or enhancements to the segment products and/or programs.
- Track and report segment performance and campaign effectiveness.
Project Management
- Develop and manage project (i.e., detailed plan, milestones, and work breakdown structures) and assigns tasks to resources to ensure that the project will be completed on time and according to specifications.
- Ensure proper messaging, timing, and execution of campaigns. Identify key stakeholders and work with them to negotiate process changes, ownership of processes, and manage project impact.
- Design and implement communication plans to ensure those affected by projects are informed and updated.
- Follow up with assigned resources formally (e.g., status meetings, etc.) and informally to continuously manage the productivity of the team, project timelines, and deliverables.
- Apply an experimentation mindset to marketing campaigns to drive, test, learn, and optimize. Continuously conduct A/B testing across all channels
Work Experience
- More than 5-years work experience with 3 years in marketing
- Experience in driving targeted retention, upsell, and cross-sell marketing campaigns. Robust skills in designing demand generation, marketing campaigns and communication design, marketing operations, and reporting.
- Proven campaign and project management capabilities; able to work under deadlines and produce key deliverables
- Experience with marketing automation software (Salesforce Marketing Cloud preferred), A/B testing, experiment design, campaign analysis and attribution reporting
- Strong Analytical and quantitative skills and able to construct lifecycle reports and dashboards in Salesforce and other reporting tools
- Ability to manage multiple projects with intertwining deadlines while staying focused on the details
- Confident in working collaboratively with various internal and external stakeholder and managing them
- Added advantage if candidate has past exposure or experience in financial, insurance or telecommunications industry.
Personality Traits
- Exudes positivity
- Self-driven with a can-do attitude and takes initiative
- Strong interactive skills and is good at taking cross functional teams along to achieve a common goal
- A team player with a strong sense of competing priorities and the interests of various stakeholders with an ability to negotiate, persuade and adapt.
- Ability to deal with ambiguity
- Demonstrates an appreciation of a diverse workforce and working style or perspective
- Strong leadership skills
Who we are looking for:
Competencies / Knowledge
- Excellent communication skills, both written and verbal, able to communicate effectively with senior internal stakeholders
- Competent with the use of Microsoft, Power Point, Word and Excel, including the use of Pivot tables, reporting, charts.
- Skilled in data handling and reporting and data insights interpretation
- Ability to work in cross functional teams across the organization
- Ability to work under time pressure and priorities tasks
Prudential is an equal opportunity employer. We provide equality of opportunity of benefits for all who apply and who perform work for our organisation irrespective of sex, race, age, ethnic origin, educational, social and cultural background, marital status, pregnancy and maternity, religion or belief, disability or part-time / fixed-term work, or any other status protected by applicable law. We encourage the same standards from our recruitment and third-party suppliers taking into account the context of grade, job and location. We also allow for reasonable adjustments to support people with individual physical or mental health requirements.
