Customer Strategy & Segmentation Lead (Trưởng nhóm Chiến lược & Phân khúc Khách hàng)

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.

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.

Job Responsibilities / Phạm vi công việc

1. Customer Strategy Development

• Lead the development of the company’s customer strategy, aligning with overall business, brand, and distribution objectives.

• Identify and prioritize high-value customer segments, growth opportunities, and pain points across the policy lifecycle.

• Translate customer insights into actionable strategies that improve acquisition quality, retention, cross-sell, and profitability.

• Partner with product, marketing, and distribution to ensure customer strategies are embedded in propositions and channel plans.

2. Segmentation & Insight Management

• Design and maintain a comprehensive customer segmentation model based on demographics, behavior, value, and needs.

• Use advanced analytics to inform segmentation — combining traditional data (policy, claims, demographics) with digital and behavioral signals.

• Drive periodic reviews of customer segments and value pools to ensure relevance to changing market and regulatory conditions.

• Partner with Data Science to integrate segmentation into targeting, pricing, and lifecycle models.

3. Cross-Functional Leadership

Work closely with:

•  Marketing: To design campaigns aligned with customer segments.

•  Distribution: To guide agents/bancassurance partners with customer insights and value-based targeting.

• Product: To ensure new propositions meet segment needs and profitability thresholds.

• Digital & Data: To enable personalization through MarTech and analytics platforms.

4. Performance Measurement & Governance

• Be the lead point of contact with Group head office for performance management, budgeting and transformation initiatives.

• Establish KPIs for segment growth, CLV, retention, and acquisition efficiency.

• Create dashboards and executive reports linking customer insights to business outcomes.

• Govern data usage and privacy in line with regulatory standards (e.g., data protection, fair customer treatment).

Job Requirements / Yêu cầu

Qualification:

• Bachelor’s degree in related field. Master’s is a plus.

Experiences:

• 8-12 years of experience in customer strategy, segmentation, analytics, or marketing within life insurance or broader financial services.
• Proven track record in developing and executing customer-led strategies that drive measurable business impact.
• Experience collaborating across marketing, data, and distribution functions.
• Exposure to CLV modeling, journey design, and personalization initiatives preferred.

Skills & Competencies:

• Strong strategic and commercial acumen — able to connect insights to business outcomes.
• Proficiency in analytics, data and storytelling
• Excellent stakeholder management and influencing skills.
• Ability to lead cross-functional teams and embed customer-centricity at scale.
• Understanding of life insurance products, customer journeys, and regulatory environment.

 

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.