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.
We are seeking a seasoned and strategicDigital Engagement Leadto drive the content and engagement strategy for the Global Health team's flagship customer engagement and servicing experience. This role will shape how we connect with customers across their journey-from awareness to onboarding, retention, and cross-sell-through ultra-personalized, AI-powered content and integrated marketing campaigns. You will also lead the development of a centralized content repository and support our Local Business Units (LBUs) in adapting content for local language and cultural relevance.
This is a 1 year fixed term position.
Key Responsibilities
Segment Strategy & Personalization
- Develop and execute segment-specific content strategies using AI to deliver ultra-personalized experiences.
- Leverage data and insights to tailor messaging across diverse customer profiles and health needs.
Engagement Content Strategy
- Design content journeys for awareness, onboarding, retention, and cross-sell.
- Apply behavioral economics and nudge theory to influence customer decisions and improve outcomes.
- Collaborate with UX and product teams to embed content into digital touchpoints.
Integrated Marketing Campaigns
- Lead the development of integrated campaigns that connect the big idea to the underlying customer experience.
- Ensure messaging consistency across channels and customer lifecycle stages.
Transactional Communications
- Oversee the creation and optimization of transactional communications (e.g., confirmations, reminders, service updates).
- Ensure clarity, empathy, and alignment with brand tone and customer expectations.
Partnership Content Integration
- Curate and integrate content from hospital providers, strategic partners, NGOs, and community organizations.
- Build co-marketing initiatives that amplify reach and relevance.
Additional Responsibilities
Localization & LBU Enablement
- Influence and guide LBUs on best practices for localizing content to reflect language and cultural nuances.
- Support LBUs in adapting centrally developed content for local relevance and effectiveness.
Content Governance & Repository Management
- Set up frameworks and governance for the development, review, and validation of medical and healthcare content.
- Manage a centralized content repository for distribution into LBUs, ensuring version control, content integrity, and accessibility.
Performance & Analytics
- Define and track KPIs for content engagement, conversion, and retention.
- Use analytics tools to measure campaign effectiveness and optimize content strategies.
AI & Tech Collaboration
- Partner with data science and AI teams to refine personalization algorithms and content delivery logic.
- Stay informed on emerging technologies that enhance content targeting and automation.
Governance & Compliance
- Ensure all content meets regulatory, privacy, and brand standards-especially in healthcare contexts.
- Develop content governance frameworks for consistency and scalability.
Team Leadership
- Lead and mentor a small team of content creators and designers.
- Manage external agencies or freelancers as needed.
Budget & Resource Management
- Oversee content and campaign budgets, ensuring efficient use of resources.
- Prioritize initiatives based on impact and strategic alignment.
Qualifications
- Minimum 15 years of experience in content strategy, marketing, or customer engagement roles.
- Proven experience with AI-driven personalization and segmentation.
- Strong understanding of behavioral economics and customer psychology.
- Experience designing integrated campaigns across digital and offline channels.
- Excellent writing, storytelling, and editorial skills.
- Familiarity with healthcare, insurance, or wellness industries is a plus.
- Experience working with international teams and localization strategies.
- Strong leadership and stakeholder management skills.
- Collaborative mindset with experience working cross-functionally.
What You'll Bring
- Strategic thinking with a bias for action.
- Passion for improving customer experiences through meaningful content.
- Ability to translate complex ideas into simple, engaging narratives.
- Comfort working in a fast-paced, evolving environment.
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.
