Head of Customer Value Management

AXA; Greater London; On-site; GBP 120,000 - 180,000; Full time

Job summary

AXA Insurance UK is seeking a strategic Head of Customer Value Management to lead customer-centric initiatives across Retail and Commercial segments. You will define the customer strategy to maximise lifetime value through segmentation, personalised engagement and data-driven decision making, aligning insights with commercial outcomes.

The role requires leading cross-functional teams, driving AI-enabled customer solutions and GEO optimisation, and delivering measurable value while championing a

Qualifications

• Proven expertise in customer value management, CRM and customer growth within complex or regulated environments is essential.
• Demonstrable experience in developing segmentation, lifetime value and profitability models is required.
• Experience implementing retention, lifecycle management, and cross-sell/upsell strategies.
• Ability to manage multi-disciplinary teams and collaborate with senior stakeholders in a complex matrix environment.
• Experience with customer 360 data, analytics, propensity to buy modelling and AI-driven decisioning such as NBA.
• Knowledge of emerging customer channels, SEO, GEO, and digital marketing strategies.
• Strong commercial acumen and ability to identify growth opportunities.

Responsibilities

• Develop and own AXA's customer value management strategy aligned with business goals and priorities.
• Establish and embed segmentation, lifetime value and profitability frameworks into commercial decision-making.
• Drive cross-sell and upsell strategies to deepen customer relationships and increase product penetration.
• Own the customer retention strategy, moving towards proactive, value-led retention approaches.
• Set the CRM and personalised engagement direction with measurable value and continuous improvement.
• Translate customer insights into strategic priorities and develop predictive capabilities to enhance decision making.
• Lead innovation in AI-enabled customer solutions and GEO optimisation.
• Create a high-performing, inclusive team culture focused on customer obsession, experimentation and results.

Skills

Customer value management

CRM and growth

Segmentation & LTV modelling

Retention & lifecycle

Stakeholder management

AI-driven decisioning

Digital marketing & GEO

Commercial acumen

Tools

CRM systems

Customer analytics platforms

Job description

About AXA:

AXA is a global leader in insurance and financial services, dedicated to helping customers protect what matters most to them. As the sixth-largest insurance company in the world, we provide a wide range of services, including health, car, home, and business insurance. We support millions of customers worldwide, helping them navigate life's uncertainties with confidence.

AXA Insurance UK, formed by uniting our Commercial and Retail teams under a single leadership, strengthens our core capabilities and our commitment to exceptional customer service.

Job overview:

We're seeking a strategic Head of Customer Value Management to lead AXA Insurance's customer focussed initiatives. In this pivotal role, you'll define and drive the customer strategy across Retail and Commercial segments, maximising customer lifetime value through innovative segmentation, personalised engagement, and data-driven decision making. You'll ensure customer insights translate into actionable commercial outcomes, reinforcing AXA's position as a trusted, customer-focused insurer.

Key responsibilities:

• Develop and own AXA's customer value management strategy, aligned with business goals and AXA Group priorities.
• Establish and embed customer segmentation, lifetime value and profitability frameworks into commercial decision-making.
• Drive cross-sell and upsell strategies to deepen customer relationships and increase product penetration.
• Own the customer retention strategy, moving towards proactive, value-led retention approaches.
• Set the strategic direction for CRM (customer relationship management) and personalised customer engagement, ensuring measurable value and continuous improvement.
• Translate customer insight into strategic priorities and develop predictive capabilities to enhance decision making.
• Lead innovation in AI-enabled customer solutions and deliver AXA's approach to generative engine optimisation (GEO).
• Create a high-performing, inclusive team culture focused on customer obsession, experimentation, and results.

Work arrangements:

At AXA we work smart, empowering our people to balance their time between home and the office in a way that works best for them, their team and our customers. You'll work at least two days a week (40%) away from home, moving to three days a week (60%) from December 2026. Away from home means attending our Stratford, London office, visiting clients or attending industry events. We're also happy to consider flexible working arrangements, which you can discuss with Talent Acquisition.

Your skills & experience:

• Proven expertise in customer value management, CRM and customer growth within complex or regulated environments is essential.
• Demonstratable experience in developing customer segmentation, lifetime value and profitability models is required.
• Success in implementing retention, lifecycle management, and cross-sell and upsell strategies.
• Ability to manage and support multi-disciplinary teams and collaborate effectively with senior stakeholders in a complex matrix environment.
• Experience working with customer 360 data, analytics, propensity to buy modelling and AI-driven decisioning such as next best action (NBA).
• Knowledge of emerging customer channels, SEO, GEO, and digital marketing strategies.
• Strong commercial acumen with the ability to identify and prioritise growth opportunities.
• Outstanding influencing and stakeholder management skills.

As a precondition of employment for this role, you must be eligible and authorised to work in the United Kingdom.

This position has been defined as an Insurance Distribution Directive (IDD) role under the IDD regime which means that in addition to pre‑employment screening checks, the successful candidate will be subject to background screening every 4 years with an annual declaration in interim years.

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