Director, Customer Lifecycle Management & Commercialization

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.

The Director, Customer Lifecycle Management & Commercialization will lead the design and execution of enterprise‐wide strategies that maximize customer lifetime value.

This role drives impactful customer lifecycle initiatives and data‐driven cross‐sell/upsell programs that deepen engagement and expand our share of wallet. The position also leads cross‐functional efforts to deliver sustainable APE growth through performance management, segmentation, digital capability uplift, governance, and execution aligned with Prudential’s strategic priorities.

Job Responsibilities:

• Own the repurchase strategy across segments. Lead the commercialization roadmap, ensuring timely execution and measurable impact on repurchase and portfolio growth
• Develop and deploy data‐driven customer lifecycle management models and initiatives that strengthen onboarding, build loyalty, reduce attrition, and drive cross‐sell and upsell through targeted triggers and personalized offers.
• Lead strategic taskforce and orchestrate cross-functional workstreams to build the capabilities and innovate engagement tools for commercialization. Set clear objectives, drive cross‐team execution, and present insights and recommendations to senior leadership
• Oversee the piloting and rollout of personalized, high‐impact campaigns and communications. Partner closely with Distribution Channels to design promotional strategies that optimize customer response and engagement.
• Define success metrics, track performance, and analyze data to continuously enhance strategies, execution quality, and business impact.
• Build and foster a high‐performance culture through clear goal‐setting, ongoing coaching, and development opportunities.
• Serve as the primary focal point with Group Office, aligning strategic metrics, reporting frameworks, and best‐practice sharing across LBUs.

Job Requirements

• Degree holder in Marketing/Business or related disciplines; master degree in relevant disciplines will be a plus
• 12+ years of working experience in customer strategy development, customer lifecycle management, segment marketing (preferably from financial institution)
• A demonstrated track record of developing and executing customer strategies that increased customer loyalty, deepened share of wallet and revenue growth
• Well-rounded experience in customer marketing disciplines, including customer lifecycle management, campaign management, partnerships and segment management
• Proven capability to connect customer insights and data analytics with strategies and plans
• A collaborative leader with excellent communication skill to manage stakeholders and work with cross-functional teams
• Fluent in English and Cantonese (written and oral)

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.