Customer Segmentation & Growth Strategy Senior Manager (Quản lý Cấp cao Phân khúc Khách hàng & Chiến lược Tăng trưởng)

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.

To define the enterprise-wide customer strategy that maximizes lifetime value, retention, and growth through data-driven customer segmentation, insights, and personalization. The role bridges strategy, analytics, marketing, and distribution - ensuring the business builds deep understanding of customer needs and behaviors, translating them into actionable strategies across acquisition, servicing, and retention.

1. Customer Strategy & Growth Planning

• Develop customer growth strategy aligned with Prudential Vietnam's growth ambitions and customer value

objectives.

• Define priority customer segments and clarify the strategic role, value potential and growth ambition for each

segment.

• Translate customer understanding into segment growth strategies covering acquisition, onboarding, engagement,

retention, repurchase, maturity recapture and advocacy.

• Lead annual customer strategy planning, segment growth roadmaps and investment prioritization.
• Identify customer value leakage and growth opportunities across the lifecycle, then recommend focused actions to

improve outcomes.

• Partner with Product, Distribution, Marketing, Digital, Operations and Customer Experience teams to convert customer strategy into executable initiatives. 2. Segmentation, Targeting & Market Sizing · Own the enterprise customer segmentation framework, methodology and governance. · Continuously evolve value-based, needs-based, behavioral, attitudinal, lifecycle and channel-preference segmentation models. · Assess market size, customer potential, value pools and segment headroom to support strategic choices and resource allocation. · Define target audiences, personas, needs, motivations, behaviors, barriers and purchase triggers. · Establish segment selection and targeting principles for customer initiatives, campaigns, journeys, offers and propositions. · Develop segment migration strategies to increase value, engagement and relationship depth. · Embed consistent segment definitions and usage across functions. 3. Customer Insights & Strategic Analytics · Lead customer research, market intelligence, behavioral analytics and strategic customer studies. · Integrate evidence from customer feedback, transactions, policies, digital interactions, customer journeys and market research. · Translate data and research into clear strategic implications, opportunity areas and recommended business actions. · Establish an insight-to-action discipline that tracks recommendations from discovery through implementation and benefits realization. · Provide customer and segment perspectives for key business planning, proposition and transformation decisions 4. Customer Value Performance Management · Design and manage the customer value measurement framework and segment scorecards. · Establish definitions, baselines, targets and tracking for CLV, retention, persistency, lapse, surrender, repurchase, cross-sell, upsell, advocacy, engagement and segment migration. · Build executive dashboards that connect segment performance, customer behavior and commercial outcomes. · Lead regular performance reviews to identify trends, gaps, root causes and intervention priorities. · Define a continuous test-and-learn approach, including hypotheses, control groups where appropriate, outcome measures and scaling criteria. · Track the financial and customer impact of insight-led and segment-led initiatives.

Job Requirements / Yêu cầu Qualifications & Work Experience:

• Bachelor's degree in Business, Marketing, Economics, Customer Management, Data Analytics, Statistics or a

related discipline. MBA or relevant postgraduate qualification is an advantage.

• At least 8 years of experience across customer strategy, segmentation, customer insights, CRM, customer value

management, marketing strategy, analytics or management consulting.

• At least 5 years in a leadership or senior management role, with experience influencing enterprise-wide decisions

and cross-functional delivery.

• Demonstrated experience in customer segmentation, targeting, market sizing and translating insights into growth

strategies.

• Strong experience with CLV, retention, lifecycle management, measurement frameworks and business

performance tracking.

• Experience with AI, predictive analytics, customer data platforms, personalization, marketing technology or next-

best-action solutions is highly desirable.

• Experience in insurance, banking, financial services, telecommunications, retail or digital platforms is preferred