PNB Metlife - Assistant General Manager - Customer Engagement & Loyalty

The Role:

Leverage customer insights to drive business results and enhance customer life time value,

1. Define an end to end customer engagement strategy and operating model

a. Customized to targeted customer segments and

b. Institutional or partner led basis key customer touchpoints

c. Robust mechanism to track cross-sell, upsell and referrals

2. Execute best in class customer engagement initiatives in target markets

a. Contextual and personalized messaging

b. Data led engagement triggers

c. Customer preferred communication medium, frequency and time

3. Replicate successes across business units and markets

a. High reusability and scalability

b. Leverage analytics for business predictability together with continuous test & learn driven optimization

c. Adopt & integrate new age technology solutions

Key Responsibilities:

1. Create, implement and manage an effective customer engagement, cross-sell, up-sell, referral and retention strategy that will maximize customer lifetime value and minimize churn.

2. Partner with marketing science & analytics team to develop profiles of customers to be prioritized for engagement efforts based on the value generated. Identify opportunities to augment the customer database; in valuable customer segments.

3. Design and implement value generating and protecting campaigns across prioritized customer touch-points to drive business results.

4. Partner with distribution, marketing, operations and IT team to identify processes, experiences & moments of truth across customer lifecycle where digital solutions can be leveraged to enhance customer (internal & external) loyalty.

5. End to end ownership to define, develop and implement multi-channel customer engagement initiatives in identified priority markets.

6. Create a structured work plan for seamless execution with respective country teams and project manage to deliver on agreed business metrics.

7. Execute test and learn pilots to optimize targeting, creative and customer communication and capture learnings and insights.

8. Establish key metrics and reporting of agreed business KPIs and insights to key stakeholders.

9. Establish periodic governance & engagement with respective country teams to collect implementation feedback, identify system, people or change management related challenges and identify alternative solutions to achieve planned business metrics.

10. Competitive and cross industry intelligence on best practices for customer engagement and loyalty.

Key Relationships:

- Reports to: Marketing Head

- Direct reports/team: Nil

- Key Stakeholders: Customer relationship, Marketing, Distribution, Operations and IT

Candidate Qualifications:

Essential Business Experience and Technical Skills:

- Strong record of success in leading customer loyalty and multi-channel customer engagement initiatives, with experience of managing a marketing budget to drive cross-sell, up-sell and retention.

- 10 years+ experience in an MNC / large corporate house with at least 5 years+ experience in managing customer loyalty, retention and engagement initiatives. Financial services experience would be highly desirable, however is not essential.

- In addition to English, fluent in either Mandarin or Korean language

- Accomplished change management leader, able to operate effectively in a highly matrix environment.

- MBA in Marketing from a reputed university or other advance degree preferred

Leadership Competencies:

- Focuses on Customers - Promotes customer centricity and ensures focus on creating great customer experiences to achieve competitive advantage.

- Thinks Strategically - Sets direction aligned to the company's strategy, applying external and global perspective to meet local and global needs.

- Motivates People - Gains people commitment to achieve business objectives through clear communication of the company's vision and flexing leadership styles to inspire high performance.

- Creates Partnerships - Authentically builds trusted relationships and collaborates across global, diverse and multi-functional teams to successfully drive business objectives.

- Seizes Opportunity - Seeks new opportunities and ways to create balanced business growth while improving operational capabilities.

- Drives Results - Sets aggressive goals and is accountable for continuously driving improved performance, leading change and ensuring high standards.

Knowledge and Skills desired:

- Analytical and Conceptual thinking - Think structurally to define solutions and identify patterns. Data driven and leverages insights to make logical decisions. Ability to think in terms of network effects.

- Team player - Able to work in - Agile team set up and break the department silos, if any. Prioritizes the success of the team over self. Has a how can I help attitude whilst working with the cross-functional team. Has willingness to learn and challenge the status quo.

- Program management - Able to independently define and create a structured project plan, align all stakeholders, track and monitor regular progress and motivate team members to achieve their assigned goals.

- Communication - Articulate and present succinctly to senior executives both in written and verbal communication.

- Stakeholder management - Adept at understanding and managing different stakeholder types. Ability to foresee potential issues with stakeholders and proactively engage them.

- External orientation - Aware of industry and cross industry competitive landscape and leverages information as required. Innovative and Digitally aware and open to implementing disruptive changes.