Senior Manager, Customer Lifecycle Management | Kuala Lumpur, MY

Senior Manager, Customer Lifecycle Management

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 on the business, and we support our people's career ambitions. We pledge to make Prudential a place where you can Connect, Grow, and Succeed.

As the Senior Manager, Customer Lifecycle Management - Persistency, Retention & Upsell at Prudential BSN, you will lead strategies aimed at maximizing customer lifetime value (CLV) through improved retention, persistency, and enhanced cross-sell and upsell performance. This role focuses on developing customer-centric initiatives to build loyalty, prevent lapses, and drive deeper engagement with our suite of financial and insurance solutions.

Job Description

1. Customer Lifecycle Management
   • Develop and execute end-to-end strategies to manage the customer lifecycle with a focus on retention, persistency, and revenue growth.
   • Design customer-centric interventions and touchpoints that align with their evolving needs and preferences.
2. Persistency and Retention
   • Build and implement programs to improve customer persistency and retention, with a focus on at-risk segments.
   • Analyze lapse patterns and collaborate with distribution and customer service teams to create proactive solutions for retention.
   • Develop campaigns to re-engage and retain policyholders nearing policy maturity or lapse.
3. Upsell and Cross-Sell Strategies
   • Identify data-driven cross-sell and upsell opportunities to maximize product penetration within the existing customer base.
   • Work with marketing, sales, and product teams to design and launch tailored offers, bundles, and promotions.
   • Use digital tools to deliver personalized product recommendations and campaigns.
4. Customer Analytics and Insights
   • Leverage customer data to segment and prioritize opportunities for retention and upsell efforts.
   • Monitor and report on key metrics such as persistency rates, retention performance, and upsell/cross-sell conversion rates.
   • Apply predictive analytics to identify trends, potential churn risks, and high-value customer segments.
5. Stakeholder Collaboration
   • Partner with marketing, distribution, and digital teams to align customer lifecycle strategies with broader organizational goals.
   • Act as a champion for customer-centricity within Prudential BSN, fostering collaboration across departments.
   • Work closely with the technology and data teams to enhance CRM tools and customer engagement platforms.
6. Campaign Management and Execution
   • Design and oversee campaigns aimed at improving customer retention, loyalty, and incremental revenue generation.
   • Ensure campaigns are well-executed, measured effectively, and optimized based on performance insights.

Qualifications and Experience

• Bachelor's degree in Marketing, Business, Data Analytics, or a related field (Master's degree is a plus).
• At least 8 years of experience in customer lifecycle management, marketing or retention strategies, with a minimum of 3 years in a managerial role.
• Proven success in persistency improvement, retention strategies, and upsell/cross-sell campaigns.
• Strong analytical skills, including experience with customer segmentation, predictive modeling, and campaign measurement.
• Proficiency in CRM systems, marketing automation tools, and customer analytics platforms.
• Exceptional communication and leadership skills, with the ability to influence and inspire cross-functional teams.

Personal Attributes

• Results-oriented and driven to deliver measurable business outcomes.
• Customer-focused mindset with a passion for enhancing customer experiences.
• Collaborative and able to work effectively in a dynamic, cross-functional environment.
• Innovative thinker with the ability to balance strategy and execution.

Prudential is an equal opportunity employer. We provide equality of opportunity of benefits for all who apply and who perform work for our organization 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.