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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.
Executive Summary: The Customer & Marketing Strategy supports the Chief Customer and Marketing Officer (CCMO) in shaping the strategic direction for Prudential Thailand’s customer and marketing agenda. Under the CCMO’s direction, the role develops an integrated perspective across customer communication, customer value propositions (CVP), customer experience, segmentation, engagement, and related marketing priorities.
The role converts customer, market, and business insights into clear strategic choices, priorities, and recommendations that support the corporate strategy. It identifies customer needs, value pools, performance gaps, and growth opportunities, and uses these insights to guide business direction and define the most important customer and marketing initiatives.
The role also provides strategic leadership and governance for selected cross-functional projects, ensuring that initiatives remain aligned with intended customer outcomes, commercial value, and enterprise priorities. Success requires strong business analytics, strategic thinking, executive communication, and the ability to influence decisions across functions.
Organization Context: This role sits at the center of Prudential Thailand’s customer and marketing agenda and supports the CCMO in linking customer insight and marketing direction to the company’s broader strategy. It works across customer communication, propositions, experience, data and analytics, digital, product, distribution, operations, technology, finance, risk, and compliance, and coordinates with regional and Group stakeholders where relevant.
In a competitive and evolving life insurance market, the role brings together customer understanding, commercial perspective, and enterprise priorities. It provides a coherent view of where the organization should focus, why those priorities matter, and which customer and marketing initiatives will create the greatest strategic and business value.
Key Accountabilities and Performance Measures Impacted: The role is accountable for translating customer and market insight into an integrated customer and marketing strategy that supports the corporate strategy. It provides strategic recommendations to the CCMO and senior management, shapes the portfolio of priority initiatives, and guides selected cross-functional projects to ensure alignment with strategic intent and expected customer and commercial outcomes.
Key Accountabilities
• Develop and maintain the customer and marketing strategy under the CCMO’s direction, integrating customer communication, CVP, customer experience, segmentation, engagement, and key marketing priorities into a coherent strategic framework and roadmap.
• Link the customer and marketing strategy to the corporate strategy by translating enterprise objectives into clear customer priorities, strategic choices, and areas of focus.
• Lead customer, market, and business analysis, including customer segmentation, behavioral and channel analysis, campaign and experience performance, value-pool assessment, and identification of customer needs and growth opportunities.
• Synthesize analysis into decision-quality insights, strategic recommendations, business cases, presentations, and decision papers for the CCMO and senior management.
• Shape and prioritize the portfolio of key customer and marketing initiatives, clarifying strategic rationale, intended outcomes, interdependencies, investment considerations, and measures of success.
• Provide strategic leadership and governance for selected cross-functional projects, ensuring continued alignment with customer insight, corporate priorities, and expected business outcomes.
• Monitor customer and marketing performance, identify significant trends and gaps, and recommend changes in direction, priorities, propositions, journeys, or engagement approaches.
• Build alignment across functions and senior stakeholders, constructively challenge assumptions, and facilitate timely decisions on customer and marketing priorities.
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.
