Customer Engagement Lead

Job purpose:

Customer Engagement (in-life) operates as a Centre of Excellence (CoE) for International Health (IH). The objective of the team is to help increase persistency (retention) and increase customer profitability, either from increasing customer value or reducing the cost to serve. Reporting directly to the CoE Head of Customer Engagement, this role will take full ownership of the GIH marketing and campaign strategies that delivers on this objective. By doing so, the personalised, insight driven engagement marketing campaigns will support and empower our customers to make choices for their own health and vitality.

Duties and responsibilities:

• Lead and own the development and execution of GIH retention, cross-sell, upsell, and renewal campaign strategies to improve customer value and profitability, ensuring alignment with business objectives and brand values.
• Craft innovative GIH customer campaign journeys leveraging identified opportunities, focussing on dynamic content suitable for the target audience and optimisation to drive continuous improvements to maximise ROI.
• Develop strategies to support each GIH segment’s onboarding and renewal journeys.
• Integrate engagement activities into the core business strategy.
• Ensure all campaigns are data driven; this requires both a relentless pursuit of data to inform campaign strategy as well close collaboration with Data & Analytics and Actuarial teams to review the impact of Customer Engagement on business KPIs.
• Ensure processes are in place to size opportunities and embed tracking and measurement of KPI’s.
• Lead the evaluation all activity to demonstrate the value to the GIH business.
• Work cross functionally with various departments – including but not limited to:
  • Analytics team to develop the right analytical tools to support activity; such as propensity modelling, next best product, and value segmentation.
  • Product team on the marketing of new product features or solutions that help achieve our cross-sell and up-sell objectives.
  • Sales and Client Management to align campaign planning to Commercial objectives
  • Operations to identify opportunities to improve cost
• Manage agencies, optimising the in-life customer engagement marketing budget across digital and traditional channels (e.g. e-mail, SMS, Online Portals) to give the best ROI.
• Direct report management when applicable

About you

• Highly commercial and numerate
• Ability to work collaboratively and constructively with cross-functional stakeholders to influence change in a rapidly evolving business
• Comfortable working with targeting and CRM tools
• Has a deep understanding of Loyalty and CRM strategy
• Familiar with CRM best practice, such as target versus control analysis, air traffic control and contact strategy, engagement modelling, A/B testing
• A proactive individual who can challenge the status quo and be relied on to deliver
• Ability to prioritise, communicate effectively with diverse groups, and rapidly change direction as priorities shift.
• Can consistently drive results.
• Creative and innovative mind set

• Strong interpersonal skills with excellent written and verbal communication.

Key skills and requirements

• Experience working with a transactional customer database essential
• 7+ years’ experience in customer engagement and in-life targeted marketing
• Experience working in organizations with an emphasis on Database marketing, working with analytics to develop:
  • Targeting tools such as selection criteria and propensity modelling
  • An understanding of the existing customers base such as product penetration, customer segmentation
  • A measurement approach to track performance against defined KPI’s, and attribute performance to channels to optimise the marketing budget
• Has experience working with CRM platforms such as Eloqua, Salesforce MarketingCloud, Unica IBM, Pega NBA

About Cigna Healthcare

Cigna Healthcare, a division of The Cigna Group, is an advocate for better health through every stage of life. We guide our customers through the health care system, empowering them with the information and insight they need to make the best choices for improving their health and vitality. Join us in driving growth and improving lives.

Qualified applicants will be considered without regard to race, color, age, disability, sex, childbirth (including pregnancy) or related medical conditions including but not limited to lactation, sexual orientation, gender identity or expression, veteran or military status, religion, national origin, ancestry, marital or familial status, genetic information, status with regard to public assistance, citizenship status or any other characteristic protected by applicable equal employment opportunity laws.

If you require reasonable accommodation in completing the online application process, please email: [email protected] for support. Do not email [email protected] for an update on your application or to provide your resume as you will not receive a response.