Customer Segments

Prudential's purpose is to help people get the most out of life. We will deliver our purpose by creating a culture in which diversity is celebrated and inclusion assured, for our colleagues, customers, and partners. We provide a platform for our people to do their best work and make an impact to the business, and in exchange, we support our people's career ambitions. We pledge to make Prudential a place where you can Connect, Grow and Succeed.

Job description

This is an exciting opportunity to work on a new business set-up which is cross-functional, digitally led
- and allows you to build something new and would flex your brain muscles. Strategic Channel Marketing is primarily responsible for defining, developing, and activating segment go-to-market strategy for the channel partner. This role works closely with Segment leadership to drive strategic and tactical deployment of end-to-end go-to-market initiatives and collaborate with key stakeholders to set up supporting infrastructure and processes. This individual also plays a key role in idea generation, project management, execution and measurement of go-to-market programs and initiatives.

**Key responsibilities**:
Segment Growth
- Drive customer growth and increase share of wallet through acquisition and cross-sell programmes. Work closely with Segment Leader to define business plan to achieve set KPIs.
- Conduct market research to understand the needs of customers and monitor competitive activities. Analyse marketing research information to test customers and sellers’ receptiveness towards proposed product or service offerings. This also aids the development of a value proposition that clearly articulates for the segment.
- Serve as program lead for the implementation of firm-wide campaigns within the segment including acquisition initiatives, existing customers growth campaigns and other prioritized initiatives that support opportunity development for the channel partner. 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.
- Collaborate with Marketing, Channel Partner, Segments, Product, Actuarial, Customer Management and other resources as needed to support business needs.

Customer Lifecycle Management
- Establish clear understanding of how to leverage consumer behavioural, lifestyle, transactional, and demographic data in order to deliver relevant direct marketing programs through multiple communication channels with a vision of growing consumer loyalty and increasing their lifetime value to the business.
- Drives the 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.

Project Management
- Develop and manage project plans (i.e. detailed plan, milestones, and work breakdown structures) and assigns tasks to resources/stakeholders to ensure that projects will be completed on time and according to specifications.
- Design and implement communication plans to ensure those affected by projects are informed and updated.

Infrastructure & Processes
- Support in the implementation of required infrastructure and processes that supports the deployment of campaigns and performance reporting.
- Design and manage internal workflows and processes with key stakeholders.
- Leverage Marketing Automation to deploy customer lifecycle campaigns.
- Perform security reviews such as data privacy and compliance reviews as part of infrastructure and processes set up.

**Qualifications**:
Bachelors Business Administration or Marketing or Mass Communications

Work Experience
- More than 5-years work experience with 3 years in marketing
- Experience with technology including ability to translate business and customer need to business requirements, customer journey mapping, technical assessments, organisational buy-in, launch, and ongoing management
- Proven campaign and project management capabilities; able to work under deadlines and produce key deliverables
- Exposure to projects that touch a range of technical platforms
- Confident in working collaboratively with various internal and external stakeholder and managing them

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

Competencies / Knowledge
- Excellent communication skills, both written and verbal, able to