Head, Customer Value Growth & Agent Activation

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.

Job Summary:

Responsible for driving customer value growth through deeper engagement, repurchase, and strong agency activation of the existing customer base.

This role leads the end-to-end strategy and execution across customer engagement, martech enablement, customer analytics, repurchase campaigns, and agency activation - ensuring customer insights are translated into targeted actions and effectively executed through agency channels to drive stronger customer relationships, higher product penetration, and sustainable business growth.

The role serves as a critical bridge between Marketing, Distribution, Data, and Operations to deliver personalised, data-driven, and scalable customer growth initiatives

PRINCIPAL DUTIES & RESPONSIBILITIES:

• Lead the overall strategy to drive customer value growth through engagement, repurchase, customer deepening, and agency activation initiatives

• Own and optimise customer engagement and MarTech capabilities to enable personalised, data-driven, and always-on customer engagement

• Drive customer analytics and segmentation to generate actionable insights, improve targeting effectiveness, and support next-best-action decisioning

• Lead the design and execution of repurchase, cross-sell, upsell, and customer re-marketing campaigns across key customer segments and lifecycle stages

• Partner closely with Product and Distribution teams to translate business priorities into scalable customer campaigns and activation plans

• Drive strong agency activation and field adoption through effective lead management, activation mechanics, campaign support, and performance tracking

• Strengthen the integration between customer engagement platforms, CRM capabilities, and agency tools to improve customer outreach and conversion effectiveness

• Lead and develop a high-performing multi-functional team across customer engagement, customer analytics, campaigns, and agency activation while fostering a strong customer-centric and commercially driven culture.

KEY KPIs/ SUCCESS MEASURES

• Growth in repurchase contribution from existing customers

• Repurchase NBP/ ANP achievement and growth

• Increase in cross-sell and upsell conversion rates

• Improvement in customer product penetration and policies per customer

• Agency activation and participation rate in customer campaigns and re-marketing initiatives

• Lead conversion effectiveness and campaign-to-sales conversion rate

• Effectiveness and adoption of customer engagement and MarTech capabilities

JOB REQUIREMENTS

• Strong understanding of insurance business dynamics, customer lifecycle management, and agency/distribution-driven business models

• Experience in customer marketing, CRM, customer engagement, distribution activation, preferably within insurance.

• Proven track record in driving customer value growth, repurchase, cross-sell, and customer deepening initiatives

• Experience in leading customer engagement, MarTech, CRM, and data-driven marketing capabilities

• Experience working closely with agency/distribution teams to drive activation and field execution

• Strong stakeholder management and cross-functional leadership capabilities across Marketing, Distribution, Product, Operations, and Technology teams

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.