Associate Director, Customer Experience

Prudential; Hong Kong; On-site; HKD 900,000 - 1,300,000; Full time

Job summary

Prudential Services Asia is seeking a senior Digital Product Manager to steward the digital CX roadmap across key customer journeys, leveraging feedback, CRM data and analytics to lift NPS and business value.

You will lead mobile app modernisation, define strategy and backlog priorities, and drive AI-enabled engagement while ensuring inclusive, accessible journeys and strong cross-functional governance.

Qualifications

• Bachelor's degree or equivalent professional experience.
• Minimum 8 years' experience in digital product management, customer experience or digital transformation including leadership.
• Proven ownership of customer-facing digital products from strategy through launch and optimisation.
• Experience leading cross-functional initiatives and senior stakeholder alignment.
• Practical experience using customer data, AI or personalisation, CRM, VoC or self-service to deliver measurable outcomes.

Responsibilities

• Own the digital customer experience roadmap across key touchpoints using feedback, CRM data and behavioural insights.
• Lead the modernisation of the mobile app and manage product backlog, release priorities, UAT and post-launch optimisation.
• Identify and deliver AI and personalisation use cases with governance and privacy safeguards.
• Design inclusive journeys and connect digital touchpoints to strengthen loyalty and value.
• Lead cross-functional delivery with CX, Digital, Technology, Data, Marketing, Operations and partners, monitoring adoption and value.

Skills

Digital product strategy

Roadmap management

Backlog prioritisation

Mobile app experience

User experience principles

Journey mapping

Customer analytics

AI applications

Stakeholder management

Education

Bachelor's degree

Tools

CRM

VoC

Self-service

Job description

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. The role will support CX Lead to instituionalise Customer Experience, drive Customer Journey improvement projects through cross-functional collaboration and channel engagement aiming to uplift NPS. The role will also plan and deliver CX programs by leveraging insights in line with Group Office's strategic direction. It will also lead the digital customer experience and AI agenda, setting the strategy, roadmap and delivery priorities for myPrudential and other key digital touchpoints. Use customer feedback, behavioural data, responsible AI and personalisation to simplify journeys and improve digital adoption, self-service, customer advocacy and business value.

Job Responsibilities

1. Digital Customer Experience Strategy Own the digital customer experience roadmap across key customer touchpoints, using customer feedback, customer relationship management data and behavioural insights. Prioritise initiatives based on customer impact, business value, feasibility and contribution to the ambition of delivering a leading insurer app experience.
2. myPrudential Mobile App Modernisation & Experience-led Product Delivery Lead the modernisation of myPrudential across priority customer journeys, simplifying app flows and improving ease of use. Manage the product roadmap, backlog, release priorities, user acceptance testing, release readiness and post-launch optimisation to ensure delivery quality and measurable outcomes.
3. AI, Personalisation & Data-Driven Engagement Identify, prioritise and deliver practical AI and personalisation use cases, including conversational service, next-best-action, sentiment analysis and predictive engagement. Define customer relationship management and engagement-platform requirements, journey logic, segmentation and event-triggered communications with appropriate governance, privacy and customer safeguards.
4. Inclusive Journey Design & Customer Engagement Design inclusive and accessible journeys for customers with different needs and levels of digital confidence, reducing effort and improving adoption. Connect digital touchpoints, servicing journeys and engagement campaigns to strengthen loyalty, retention and customer lifetime value.
5. Cross-functional Delivery, Governance & Performance Optimisation Lead cross-functional delivery with Customer Experience, Digital, Technology, Data, Marketing, Operations, Distribution and external partners, managing scope, dependencies, risks and stakeholder alignment. Monitor app performance, digital adoption, self-service, customer satisfaction and value delivered from AI and personalisation, using results to refine the roadmap.

Job Requirements

Qualifications and Experience

• Bachelor's degree in a relevant discipline or equivalent professional experience.
• Minimum 8 years' experience in digital product management, customer experience or digital transformation, including leadership responsibilities.
• Proven ownership of customer-facing digital products, from strategy and roadmap through launch and optimisation.
• Experience leading cross-functional initiatives and senior stakeholder alignment.
• Practical experience using customer data, AI or personalisation, CRM, VoC or self-service to deliver measurable outcomes.

Skills/Knowledge

• Digital product strategy, roadmap management, backlog prioritisation and post-launch optimisation.
• Mobile app experience, user experience principles, journey mapping and service design.
• Customer analytics, segmentation, voice-of-customer insights, dashboards and performance measurement.
• Practical AI applications, personalisation, responsible customer engagement and test-and-learn methods.
• Stakeholder management, change management, vendor governance, agile delivery and executive communication.

Competencies

• Customer focus and inclusive design
• Strategic and analytical thinking
• Delivery ownership and accountability
• Innovation and learning agility
• Stakeholder influence and collaboration

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.

We are Prudential. For every life, we are partners. For every future, we are protectors. Prudential plc provides life and health insurance and asset management to 17 million customers across 20 markets in Asia and Africa. We are headquartered in Hong Kong and have dual primary listings on the Stock Exchange of Hong Kong and the London Stock Exchange. We are focused on four strategic regions: Greater China, ASEAN, India and Africa. Our customers are served by around 55,000 agents and more than 200 bank partners. Prudential plc is not affiliated in any manner with Prudential Financial, Inc., a company whose principal place of business is in the United States of America or with the Prudential Assurance Company, a subsidiary of M&G plc, a company incorporated in the United Kingdom. Find out more at www.prudentialplc.com Follow us on LinkedIn