Customer Loyalty & Advocacy Senior Manager (Quản lý Cấp cao Khách hàng Trung thành)

Job Responsibilities / Phạm vi công việc

1. Engagement & Loyalty Strategy & Transformation

• Develop and execute the Rewards & Loyalty strategy and multi-year transformation roadmap aligned with Prudential Vietnam's customer, retention and growth ambitions.

• Lead the end-to-end redesign of the loyalty proposition, tier structure, earn-and-burn scheme, reward portfolio, personalization approach and operating model.

• Act as business owner for PRURewards platform, establishing governance, business cases, delivery priorities, transformation milestones and value-realization plans.

• Partner with Technology, Digital, Operations, Data & Analytics, Product, Distribution and Finance to deliver platform renewal and required business capabilities.

2. Loyalty Program & Customer Engagement

• Design and manage differentiated loyalty propositions and membership benefits for priority customer segments.

• Develop relevant and transparent reward mechanics that encourage desired customer behaviours and strengthen customer stickiness.

• Continuously improve member experience, reward relevance, redemption simplicity, participation and engagement frequency.

3. Advocacy & Referral

• Develop and scale customer advocacy, referral and Member-Get-Member programs.

• Design referral journeys, recognition and incentive mechanics that support qualified acquisition while reinforcing customer trust.

• Establish advocacy measurement, referral attribution and conversion tracking in partnership with Data & Analytics and Distribution teams.

• Translate customer feedback, NPS/rNPS and behavioural insights into actions that strengthen advocacy.

4. Loyalty Analytics, Measurement & ROI

• Establish the loyalty and advocacy measurement framework, dashboards and management reporting.

• Track member participation, active usage, engagement frequency, redemption, tier migration, referral volume and conversion, rewards NPS/rNPS, retention, persistency, repurchase, customer lifetime value and loyalty ROI.

• Evaluate program economics, incremental business impact and partner performance; recommend actions based on insight.

• Build a test-and-learn discipline to optimize propositions, campaigns and investment allocation.

5. Team Leadership & Stakeholder Management

• Lead, coach and develop a high-performing PRURewards team across program transformation, campaign execution, partnerships and analytics.

• Set clear objectives, roles, performance standards and capability-development plans for the team.

• Build strong cross-functional alignment and ensure disciplined execution across internal stakeholders, vendors and partners.

• Foster a customer-centric, innovative, collaborative and data-driven culture.

Key Performance Indicators (KPIs):

• Transformation: roadmap and milestone delivery, platform capability rollout, business readiness and adoption.

• Loyalty & engagement: active member participation, monthly active users, engagement frequency, rewards utilization, redemption and tier migration.

• Advocacy: referral participation, referral volume, referral conversion and NPS/rNPS improvement.

• Customer value: retention and persistency improvement, repurchase/cross-sell contribution and customer lifetime value.

• Financial & ecosystem: loyalty ROI, value realization, partner performance and program cost efficiency.

• People: team engagement, capability development and talent retention.

Job Requirements / Yêu cầu

Qualifications & Work Experience:

• Bachelor's Degree in Business Administration, Marketing, Economics, Customer Management, Digital Business or a related discipline. MBA or postgraduate qualification is an advantage.

• Minimum 4 years of experience in loyalty, CRM, customer marketing, customer engagement, customer experience, digital product/platform management or related fields.

• Minimum 3 years of people-management experience, with a proven ability to lead cross-functional transformation and complex customer programs.

• Experience in insurance, banking, retail, telecommunications, e-commerce, airline loyalty or consumer ecosystem businesses is preferred.

• Strong understanding of customer lifecycle management, loyalty economics, personalization, customer analytics and partnership ecosystems.

Skills & Competencies:

• Loyalty Strategy & Program Management: Ability to translate customer and business ambitions into differentiated loyalty propositions, schemes, journeys and operating plans.

• Transformation & Digital Platform Leadership: Strong capability in business ownership, roadmap prioritization, requirements definition, change delivery and adoption.

• Customer Engagement & Advocacy: Experience designing lifecycle engagement, referral and advocacy programs that deliver measurable behavioural outcomes.

• Analytics & Commercial Acumen: Ability to define KPIs, assess program economics and ROI, and convert customer and performance insights into decisions.

• Partnership & Negotiation: Proven ability to build ecosystems, negotiate commercial value and govern partner performance.

• Leadership & Stakeholder Management: Strong people leadership, influencing, communication and cross-functional collaboration skills.

• English and Vietnamese communication skills sufficient to engage senior stakeholders, partners and regional teams.

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.