Proposition Manager, Customer Lifetime Value (Quản lý Định vị & Giá trị vòng đời Khách hàng)

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Job Purpose / Mục tiêu vị trí
The Proposition Manager is responsible for designing, developing, and optimizing customer propositions that drive Customer Lifetime Value across acquisition, engagement, retention, cross-sell, and win-back.

Job Responsibilities / Phạm vi công việc

This role translates customer insights, segmentation, and CLV priorities into clear, executable propositions and works closely with Analytics, Product, Distribution, and Delivery teams to ensure propositions are commercially sound, operationally feasible, and scalable.

KEY RESPONSIBILITIES

Job Accountability / Trách nhiệm chính

KEY RESPONSIBILITIES

1. Proposition Design & Development

Support the Proposition Lead in designing customer propositions across key lifecycle moments:

• Acquisition-quality propositions
• Cross-sell / upsell offers
• Retention & win-back propositions
• Family, member-get-member, and lifecycle-based offers

Develop proposition components including

• Target segments & eligibility logic
• Customer value exchange (benefits, VAS, experience)
• Commercial assumptions and success KPIs

Translate high-level proposition strategy into clear briefs for delivery, campaign, and channel teams.

2. Customer Insight & CLV Integration

Work closely with Customer Strategy & Segmentation teams to:

• Apply segmentation, needs-based insights, and behavioral indicators into proposition logic
• Ensure propositions are aligned with CLV levers (persistency, share of wallet, engagement)

Partner with Analytics to:

• Interpret CLV, lapse risk, and cross-sell propensity insights
• Refine propositions based on performance and customer response

3. Cross-Functional Collaboration & Execution Support

Collaborate with:

• Program / Campaign Delivery teams to operationalize propositions into journeys and campaigns
• Distribution & Sales Enablement to ensure propositions are clear, usable, and field-ready
• Product, Underwriting, Actuarial, Risk to ensure propositions are compliant and feasible

Act as the day-to-day proposition owner during execution — clarifying intent, resolving issues, and adjusting design where needed.

4. Proposition Performance Monitoring & Optimization

• Track proposition performance against agreed KPIs, including: CLV uplift; Cross-sell / upsell conversion; Persistency and lapse reduction; Engagement and take-up rates

• Identify underperforming propositions and recommend: Design tweaks; Segment refinement; Channel or timing optimization
• Support test-and-learn approaches (pilots, A/B testing) to continuously improve proposition effectiveness.

5. Governance & Proposition Standards

Maintain proposition documentation, logic, and assumptions to ensure consistency and reusability ​

Ensure propositions align with ​

• CLV strategy and prioritization
• Regulatory and fair-customer-treatment principles

Support Proposition Lead in preparing materials for governance forums, leadership updates, and reviews.

Job Requirements / Yêu cầu

JOB REQUIREMENTS

Bachelor’s degree in Business, Marketing, Finance, Economics, or related field

Master’s degree is a plus

Experience

• Min 5 years of experience
• Experience working in cross-functional, matrix environments

• Hands-on exposure to:

• CLV or retention programs

• Cross-sell / upsell initiatives

• Experience working in cross-functional, matrix environments

Skills & Competencies

Core Skills

• Strong understanding of customer lifecycle and value creation
• Ability to translate insights into clear, executable propositions
• Solid commercial thinking and KPI orientation
• Strong stakeholder coordination and communication skills

Analytical & Execution Skills

• Comfortable working with data, dashboards, and performance metrics
• Ability to balance customer value, commercial outcomes, and operational feasibility
• Structured thinking with attention to detail
• Structured thinking with attention to detail

 

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.