Head, High Net Worth Marketing & Customer Segment Strategy

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Job Summary:
The Head of HNW Marketing & Customer Segment Strategy is responsible for building and leading PAMB High Net Worth business franchise, shaping the strategic direction, customer experience, advisory capabilities, and ecosystem partnerships for the affluent and HNW segments.

This role owns the end-to-end segment strategy, drives business performance in close partnership with Distribution, Underwriting, Product, and Operations, and elevates Prudential's brand presence among Malaysia's wealthy individuals and families.

Principal Duties & Responsibilities:

• Own and drive PAMB HNW segment strategy across affluent, emerging HNW and HNW customers, including growth priorities, targets and multi-year roadmap.

• Lead market, customer and competitor insights to identify behavioural trends and strategic opportunities within the HNW segment.

• Shape proposition direction in partnership with Product, while maintaining clear separation from product ownership and development.

• Set and govern the end-to-end HNW customer experience, covering onboarding, servicing and claims, with a strong focus on consistency and quality.

• Oversee HNW case management to ensure complex and high-value cases are executed efficiently, with fast-track underwriting and clear escalation.

• Partner with Operations and Underwriting to establish and govern a dedicated HNW underwriting approach with defined service standards and turnaround expectations.

• Build and lead an HNW advisory platform in wealth structuring, trust and estate planning, legacy and business succession by hiring trust and wealth specialists.

• Work closely with Distributions to HNW case by providing product pitches, case examples and guidance in handling objection to strengthen advisors confidence and capability in HNW conversations.

• Position Prudential as a trusted partner for protection, wealth and legacy planning through targeted engagements, thought leadership and strategic partnerships.

• Chair the HNW Segment Council to align Product, Distribution, Underwriting, Operations, Claims, Actuarial, Finance and Marketing, while building and leading a high-performing HNW team.

Qualifications

• Minimum 15-20 years of experience in the insurance industry, with deep exposure across product, marketing and/or distribution.

• Strong, hands-on understanding of life, medical, and wealth-related insurance products, including complex and high-sum assured cases

• Proven experience working closely with Distributions, with credibility to engage senior advisors and distribution leaders.

• Demonstrated ability to translate insurance products into compelling customer propositions, pitch stories and advisory conversations.

• Solid grasp of underwriting, claims and operations processes, particularly as they relate to HNW and complex cases.

• Track record of building or scaling new business initiatives or teams from the ground up.

• Strong stakeholder management skills, with the maturity to influence across Distribution, Product, Underwriting, Operations and senior management.

• Commercially minded, with the ability to balance customer experience, risk, and business outcomes.

• Degree in Business, Finance, Actuarial, Marketing or a related discipline professional insurance or financial planning qualifications are an advantage.

KPI:

• HNW / Affluent APE and NBP growth

• Contribution of HNW segment to total new business

• Growth in average case size

• Conversion rate of supported HNW cases

• HNW underwriting turnaround time

• Number of Agency / Banca advisors actively in HNW

• Wealth / estate advisory platform go live, usage and conversion

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.