Director, Customer Engagement

Director, Customer Engagement & Nurturing Strategy

**About FWD Group**

FWD Group is a pan-Asian life insurance business with more than 13 million customers across 10 markets, including some of the fastest-growing insurance markets in the world. The company was established in 2013 and is focused on changing the way people feel about insurance. FWD's customer-led and digitally enabled approach aims to deliver innovative propositions, easy-to-understand products and a simpler insurance experience.

PURPOSE

Digital Commerce is a fast-growing business within FWD. There is opportunity to accelerate digital business significantly beyond the Digital Direct channel, and into the Digital Assisted Sales channel.

This role is to enhance the commercialization of digital leads, by combination of digital leads nurturing, and customer value management.

Leads nurturing is defined by all digital activities which create the best moment for a customer to purchase the right Life and health insurance product. It involves End-to-end Customer engagement, nurturing strategy, customer and prospect nurturing with insurance context, utilizing digital and marketing automation solutions.

Customer value management include customer lifetime strategies, customer need analysis, cross-sell and upsell optimization, and persistency improvement.

**KEY ACCOUNTABILITIES**

Identify key problem statements on customer management across each distribution channel, in each market.

**Commercialization of Leads Nurturing**:

- Design lead nurturing and customer lifetime engagement journeys, by segment, and with personalization.
- Implementation of leads nurturing and customer engagement omnichannel roadmap, by market, including business case development; stakeholder buy-in; scalability; commercialization.
- Execute online to offline leads adoption, and continuous nurturing, by offline channels, with creative and practical strategies.
- Progressive profiling of leads and customer via nurturing and engagement, harnessing nurturing effectiveness to enhance optimal insurance sales.
- Working with digital leads generation team to improve the quality of leads generated, and to provide feedback on the source of leads channels in order to improve on lead acquisition metrics.
- Collaboration with Group Distribution, Group Data, and local market teams, to implement the most optimal solution to solve the key problem statements, with a results-oriented focus.
- Integrate insights on latest industry trends of leads nurturing, identify emerging technology such as generative AI, to further optimize leads nurturing.

**Customer Value Management**:

- Strategies for cross-sell and upsell at customer level, personalized
- Utilizing customer nurturing framework, optimize the cross-sell and upsell opportunities for existing customers, and create new opportunities for orphaned customers
- Identify the customer lifetime protection and financial needs, and analyze the optimal insurance needed, working with Group data
- Working with country distribution teams to execute

**QUALIFICATIONS / EXPERIENCE / SKILLS**
- Minimum 10 years experience working in insurance companies, on customer lifetime management, leads generation and nurturing, with a deep understanding of distribution practices across the various distribution channels.
- Strong understanding of life and health insurance needs, intent, and products, across all distribution channels.
- Strong experience in customer segmentation, personalization, customer purchase intent, and contextual experiences for life and health insurance.
- Proven track record in working with offline distribution channels on digital leads adoption and conversion.
- Strong project management skills and a strategic thinking mindset.
- Work effectively in a fast-paced environment.
- Great inter-personal skills
- Strong relationship building skills with people of diverse background, including non-technical people
- Customer analytics and segmentation skills
- Marketing automation skillset a plus

Job ID R-0020288