VP Brand & Customer Solutions

Prudential - United States3.9

Full-timeEstimated: $170,000 - $220,000 a year
Delivering customer-led products and solutions is a cornerstone of PII’s strategy. As insurance offers globally become more commoditized, designing around customers and becoming a sought after provider will be an important differentiator in international insurance markets. As such, the role of product development needs to evolve from being a distribution-led product manufacturer to becoming an inspired, dynamic force, and one that will drive strategic consumer-led growth.

In addition to becoming more customer-led in product solutions, PII is investing in a digital transformation – creating new and better solutions for distributors, customers and for back and middle office functions. To deliver on that strategy, PII will need to reinvigorate its product portfolio while also and investing in its consumer brand.

The VP of Brand and Customer Solutions is responsible for identifying and defining strategies that enable PII to anticipate and deliver on customer needs, perceptions and motivations that are critical to driving stronger customer relationships that contribute to growth. The team’s approach will focus on combining deep customer insights and analytics with a pragmatic, operationally-focused approach to problem-solving, by overseeing value delivery, this role will also ensure alignment of marketing strategies with business strategies, defining differentiated value propositions to fuel business growth in key markets.

Major Responsibilities
Uncovering deep insights about customers, their lives and their needs to drive development of differentiated value propositions that span customer engagement approaches, experiences across their lifecycle, and innovation efforts company-wide
Enhancing customer and consumer consideration of, preference for and loyalty toward PII’s portfolio of products across all business units and segments.
Exploring customer-led product innovations and new partnerships to provide value-added services that differentiate the company in the marketplace by extending benefits beyond core products offers
Supporting the purposeful evolution of a traditionally “push” sales-led operating model to a more balanced and integrated sales and marketing “push and pull” model, attracting customers via propositions that are ‘bought’ not ‘sold’
Defining a brand strategy for PII to more clearly define and articulate the company’s noble purpose and the impact the brand will have on the lives of customers, other key stakeholders, the communities in which we operate and society at large.

Product and Marketing Strategy
Develop core segmentation approach that helps define targets for compelling value propositions.

Lead or supporting internal client engagements that include:
developing value propositions for prioritized customer segments,
architecting brand portfolio strategies across multiple brands/products, and
helping define/transform customer experiences aligned with customer needs
Collaborating with and engaging stakeholders in cross-enterprise virtual teams comprised of (but not limited to) Marketing, Business Unit and vendor/agency stakeholders.
Lead development of a comprehensive product/solution strategy and execution plan that will deliver substantial business growth over time.
Design and implement comprehensive marketing pilots, from market sizing and business model design to target optimization and financial analysis

Brand Strategy
Work closely with colleagues in Global Marketing and Communications and in the PII regions and countries to define, deliver and execute a brand strategy for PII
Build strong working relationships, stakeholder support, and credibility at all levels of the organization through the demonstration of deep subject matter and disciplinary competency
Serve as the company's brain trust regarding all brand strategy decisions, topics, and questions.
Partner with regional and local leaders to articulate brand positioning in key regions/markets via local articulation of brand vision and value proposition
Continually assess the external environment and competitive landscape, identifying trends relevant to brand vision, strategy, positioning and design target in key PII markets or Lines of businesses

Customer Relationship Management
Drive loyalty and increased Customer Lifetime value (CLV) by deepening our relationship with customers
Identify and lead key cross business unit growth initiatives (Cross-Sell / Upsell, Persistency, Retentions, Customer Engagement, Heath, Retirement etc.) that result in measurable sales growth for PII
Partner with Digital Transformation team to develop customer experience blueprint and multi-touchpoint integration
Develop a differentiated customer strategy for high-value customers

The ideal candidate is an accomplished marketer with a breadth of experience (from strategic planning to go-to-market execution, from brand/product management to marketing communications), as well as relevant expertise in strategic brand building (demonstrated through a proven track record of managing world-class brands at a company, business unit or product level). He/ She would have a strong track record of success and increasing responsibility leading marketing driven business growth.

Minimum 15 years of experience in marketing roles, preferably in one or more international environments
Knowledge of individual life insurance, retirement, and other insurance business drivers including products, distribution channels, profitability drivers, reinsurance and risk management
Experience in building relationships and influence with diverse cultures
Experience communicating to, influencing and operating with senior management
Understanding and appreciation of how consumer behaviors and cultures impact businesses, especially their sales and marketing design
Strong operating knowledge in marketing, product development, service management, sales, business development and customer value creation
Demonstrated senior experience leading, developing and executing strategic growth strategies for a business and/or brand.
Demonstrated experience driving growth through innovation (both marketing innovation and product innovation are desirable)
Highly analytical with significant experience leading data based decision making
Demonstrated experience navigating, influencing and leading within a highly matrixed environment

Additional keys to success include:
Ability to shape and harness qualitative and quantitative research to drive decision-making
Ability to simply and effectively communicate complex concepts and research outputs
Strategic understanding of the relationship between brands and a wide range of marketing, communications and customer touch points
Ability to assimilate business group strategy/objectives to develop brand programs that support business goals
Strong interpersonal, negotiation, and conflict-management skills
Ability to advise on both B2B and B2C branding/marketing strategy

Critical Competencies and personal traits

1. Strategic Leadership and Business Acumen – the incumbent will need to have or quickly develop a keen understanding of PII’s business strategies, models and key offerings and be able to contribute valuable customer insights, competitor intelligence and marketing solutions to the discourse. He/she will do this by:
Demonstrating a clear passion for the insurance category and technology and a willingness to immerse him/herself fully in the details of the company's businesses
Quickly gain a deep understanding of PII’s target customers, their needs and how the company can deliver against these versus its competitors – as well as developing a deep understanding of the levers that impact NPS measurement (scores) across PII’s businesses

2. Exceptional Collaboration and Influencing Skills – the incumbent will work closely with various business unit leaders and their teams, strategists and marketers, and numerous peers across Prudential to define, deliver and execute the brand strategy. He / she will do this in many cases via virtual teams in a highly-matrixed environment. He / she will succeed by:
Investing heavily to build strong working relationships with numerous people at all levels of the organization.
Establishing strong credibility by demonstrating deep subject-matter and disciplinary competency.
Ability to offer well-structured, well-supported and clearly articulated points-of-view while met with skepticism, disbelief and/or opposition.
Prudential is a multinational financial services leader with operations in the United States, Asia, Europe, and Latin America. Leveraging its heritage of life insurance and asset management expertise, Prudential is focused on helping individual and institutional customers grow and protect their wealth. The company's well-known Rock symbol is an icon of strength, stability, expertise and innovation that has stood the test of time. Prudential's businesses offer a variety of products and services, including life insurance, annuities, retirement-related services, mutual funds, asset management, and real estate services.

We recognize that our strength and success are directly linked to the quality and skills of our diverse associates. We are proud to be a place where talented people who want to make a difference can grow as professionals, leaders, and as individuals. Visit www.prudential.com to learn more about our values, our history and our brand.

Prudential is an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, genetics, disability, age, veteran status, or any other characteristic protected by law.

Note that this posting is intended for individual applicants. Search firms or agencies should email Staffing at staffingagencies@prudential.com for more information about doing business with Prudential.