Mô tả công việc
Prudential’s Purpose
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 Overview
To define the enterprise-wide customer strategy that maximizes lifetime value, retention, and growth through data‑driven customer segmentation, insights, and personalization. The role bridges strategy, analytics, marketing, and distribution — ensuring the business builds deep understanding of customer needs and behaviors, translating them into actionable strategies across acquisition, servicing, and retention.
1. Customer Strategy & Growth Planning
- Develop customer growth strategy aligned with Prudential Vietnam’s growth ambitions and customer value objectives.
- Define priority customer segments and clarify the strategic role, value potential and growth ambition for each segment.
- Translate customer understanding into segment growth strategies covering acquisition, onboarding, engagement, retention, repurchase, maturity recapture and advocacy.
- Lead annual customer strategy planning, segment growth roadmaps and investment prioritization.
- Identify customer value leakage and growth opportunities across the lifecycle, then recommend focused actions to improve outcomes.
- Partner with Product, Distribution, Marketing, Digital, Operations and Customer Experience teams to convert customer strategy into executable initiatives.
2. Segmentation, Targeting & Market Sizing
- Own the enterprise customer segmentation framework, methodology and governance.
- Continuously evolve value‑based, needs‑based, behavioral, attitudinal, lifecycle and channel‑preference segmentation models.
- Assess market size, customer potential, value pools and segment headroom to support strategic choices and resource allocation.
- Define target audiences, personas, needs, motivations, behaviors, barriers and purchase triggers.
- Establish segment selection and targeting principles for customer initiatives, campaigns, journeys, offers and propositions.
- Develop segment migration strategies to increase value, engagement and relationship depth.
- Embed consistent segment definitions and usage across functions.
3. Customer Insights & Strategic Analytics
- Lead customer research, market intelligence, behavioral analytics and strategic customer studies.
- Integrate evidence from customer feedback, transactions, policies, digital interactions, customer journeys and market research.
- Translate data and research into clear strategic implications, opportunity areas and recommended business actions.
- Establish an insight‑to‑action discipline that tracks recommendations from discovery through implementation and benefits realization.
- Provide customer and segment perspectives for key business planning, proposition and transformation decisions.
4. Customer Value Performance Management
- Design and manage the customer value measurement framework and segment scorecards.
- Establish definitions, baselines, targets and tracking for CLV, retention, persistency, lapse, surrender, repurchase, cross‑sell, upsell, advocacy, engagement and segment migration.
- Build executive dashboards that connect segment performance, customer behavior and commercial outcomes.
- Lead regular performance reviews to identify trends, gaps, root causes and intervention priorities.
- Define a continuous test‑and‑learn approach, including hypotheses, control groups where appropriate, outcome measures and scaling criteria.
- Track the financial and customer impact of insight‑led and segment‑led initiatives.
Job Requirements / Yêu cầu
Qualifications & Work Experience
- Bachelor’s degree in Business, Marketing, Economics, Customer Management, Data Analytics, Statistics or a related discipline. MBA or relevant postgraduate qualification is an advantage.
- At least 8 years of experience across customer strategy, segmentation, customer insights, CRM, customer value management, marketing strategy, analytics or management consulting.
- At least 5 years in a leadership or senior management role, with experience influencing enterprise‑wide decisions and cross‑functional delivery.
- Demonstrated experience in customer segmentation, targeting, market sizing and translating insights into growth strategies.
- Strong experience with CLV, retention, lifecycle management, measurement frameworks and business performance tracking.
- Experience with AI, predictive analytics, customer data platforms, personalization, marketing technology or next‑best‑action solutions is highly desirable.
- Experience in insurance, banking, financial services, telecommunications, retail or digital platforms is preferred.
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.