Senior Manager, Customer Engagement & Nurturing Strategy

at  FWD Insurance

About FWD Group
FWD Group is a pan-Asian life insurance business with more than 11 million customers across 10 markets, including some of the fastest-growing insurance markets in the world. FWD reached its 10-year anniversary in 2023. The company is focused on making the insurance journey simpler, faster and smoother, with innovative propositions and easy-to-understand products, supported by digital technology. Through this customer-led approach, FWD is committed to changing the way people feel about insurance. Visit
www.fwd.com

KEY ACCOUNTABILITIES

• Identify key problem statements on customer management across each channel, in each market.
• Apply lateral thinking and creativity to the formulation of customer engagement and nurturing, from leads to sales, to lifetime, with continuous loop.
• Design lead nurturing and customer lifetime engagement journeys, by segment, and with personalization.
• Implementation of leads nurturing and customer engagement omnichannel roadmap, by market, including business case development; stakeholder buy-in; scalability; commercialization.
• Execute online to offline leads adoption, and continuous nurturing, by offline channels, with creative and practical strategies.
• Progressive profiling of leads and customer via nurturing and engagement, harnessing nurturing effectiveness to enhance optimal insurance sales.
• Working with leads generation team to improve the quality of leads generated, and to provide feedback on the source of leads channels in order to improve on lead acquisition metrics.
• Collaboration with Group Distribution, Group Data, and local market teams, to implement the most optimal solution to solve the key problem statements, with a results-oriented focus.
• Integrate insights on latest industry trends of leads nurturing and customer engagement, identify emerging technology such as generative AI, to further optimize leads and customer lifetime nurturing.

QUALIFICATIONS / EXPERIENCE

• Minimum 10 years experience working in insurance companies, on customer lifetime management, leads generation and nurturing, with a deep understanding of distribution practices across the various online and offline channels.
• Strong understanding of life and health insurance products, across all channels.
• Strong experience in customer segmentation, personalization, customer purchase intent, and contextual experiences for life and health insurance.
• Proven track record in working with offline distribution channels on digital leads adoption.
• Strong project management skills and a strategic thinking mindset.
• Work effectively in a fast-paced environment.

KNOWLEDGE & TECHNICAL SKILLS

• Great inter-personal skills
• Strong relationship building skills with people of diverse background, including non-technical people
• Customer analytics and segmentation skills a plus
• Marketing automation skillset a plus

• Creating the best moment for a customer to purchase the right Life and health insurance product.
• End-to-end Customer engagement and nurturing strategy for all distribution channels, including but not limited to digital, agents, brokers, IFAs, bancassurance and partners.
• Customer lifetime management strategies using digital and marketing automation solutions.