Location: Mumbai

Experience Required: 10 - 15 years

Preferred industries: Fintech, Ecommerce, Insurance

The role will be responsible for driving customer engagement, lifecycle value and cross-sell or upsell across the existing customer base.

The incumbent will develop data-led customer journeys across the insurance lifecycle, using customer behaviour, triggers and propensity to deliver relevant communications, experiences and drive business objectives through digital channels.

The role will work closely with Product, CRM/CDP, Technology, Data, Marketing and Operations teams to build scalable lifecycle capabilities and drive incremental customer value.

Key Responsibilities:

1. Customer Lifecycle & Engagement:

- Develop lifecycle strategies across onboarding, engagement, renewal, cross-sell, upsell and reactivation.

- Identify key customer moments, behavioural triggers and opportunities for relevant interventions.

- Build differentiated journeys based on customer profile, product ownership, behaviour, tenure, propensity and engagement.

- Develop strategies to increase customer engagement, retention and products per customer.

2. Cross-sell & Upsell:

- Own the digital cross-sell or upsell agenda across relevant insurance products.

- Identify customer cohorts with high propensity for additional products, covers or upgrades.

- Develop relevant propositions, offers and messaging for different customer segments.

- Optimise what to offer, whom to offer, when to offer and through which channel.

3. Lifecycle Communications & Journey Management:

- Own lifecycle communication strategy across App, Web, CRM, email, SMS, push notifications, messaging and other relevant channels.

- Design and continuously optimise trigger-based customer journeys based on actions, inactivity, renewal windows, product ownership and other signals.

- Manage communication frequency, sequencing and content to maximise relevance while avoiding customer fatigue.

- Identify opportunities for personalisation, next-best-action and next-best-offer experiences.

4. Data, CDP & Digital Experience:

- Translate segments, cohorts and propensity models into actionable lifecycle campaigns and measure their efficacy to impact business objectives.

- Work with CDP, CRM and Martech platforms to enable audience creation, journey orchestration and personalised communication.

- Partner with Digital Experience or Product teams to ensure relevant lifecycle propositions are surfaced effectively across App and Web.

- Identify data or technology gaps required to improve lifecycle engagement and cross-sell.

5. Performance & Optimisation:

- Own key CLM metrics including engagement, cross-sell or upsell conversion, renewal, reactivation, incremental premium and customer value.

- Analyse performance by cohort, journey, proposition and channel. Establish a continuous test-learn-optimise approach to improve lifecycle journeys.

- Measure incremental impact and ROI of lifecycle interventions and scale successful journeys.

6. Cross-functional Leadership:

- Work closely with Customer Analytics, Product, CRM/CDP, Martech, Technology, Digital Experience, Marketing, Sales and Operations teams.

- Translate customer opportunities into executable digital journeys and propositions.

- Drive implementation and adoption of lifecycle capabilities across relevant products and channels.