Head Customer Engagement

Job Description

Job Purpose:-

To build and own end-to-end customer understanding and convert it into coherent, personalised and purpose-led engagement across the customer lifecycle. The role combines always-on customer intelligence, dynamic segmentation and behavioural science with enterprise-wide communications governance, MarTech and AI-led orchestration, ensuring that customer reality shapes products, journeys, communication and commercial decisions. It exists to help and anticipate customer needs, drive healthier behaviours, improve activation, retention, advocacy and growth, and deliver a single, trusted customer voice across the organisation.

Role & responsibilities:-

1. Customer Intelligence, Research, Segmentation & Behavioural Science

• Design and run an always-on customer intelligence programme using qualitative, quantitative, ethnographic and digital research methodologies.
• Establish continuous listening across app, agent, claims, NPS, social, service and other key touchpoints, supported by a structured Voice of Customer system that feeds business decisions in real time.
• Build in-house research capability progressively, select the survey, analytics and CRM-integrated research toolset, define methodology and quality standards, govern vendors and maintain a calendar balancing strategic studies with tactical requests.
• Redesign segmentation from static demographic cuts to dynamic, behaviour-based and neuroscience-informed clusters, supported by practical persona frameworks used in product design, marketing briefs, service delivery and frontline execution.
• Apply behavioural economics, including choice architecture, loss aversion, defaults and social proof, to acquisition, engagement, health compliance and retention; design nudge architectures and test interventions through controlled experiments before scaling.

2. Insight Activation & Commercial Impact

• Ensure customer reality, rather than internal assumptions, shapes product roadmaps, pricing, propositions, campaigns, services and journey design.
• Connect insight directly to revenue, profitability, retention, activation, cross-sell and claims-reduction opportunities; use unmet-needs and willingness-to-pay evidence to influence decisions.
• Provide senior leadership with clear, commercially relevant customer narratives, regular insight briefings and customer immersion sessions.
• Track whether insight is acted upon, close the loop with stakeholders and build a shared segmentation and persona language across Marketing, Product, Actuarial, Sales, Digital, Health Management, Persistency and other teams.

3. Enterprise Communications Governance & Communications Squad

• Act as the single accountable custodian for governance and approval of all customer-facing communication, regardless of the originating function.
• Own and enforce the Priority Pyramid (P1-P4), customer-scenario suppression logic, journey rules, customer-state hierarchy, frequency and intensity controls, and the integration boundary with Health Management/HPE.
• Define and police standards for voice, tone, message architecture, simplicity, empathy, health-first framing and regulatory compliance across every touchpoint.
• Govern new templates and journeys, operate cost-benefit and sign-off discipline above defined thresholds, and steward the framework through CEO/CDO sign-off and onward to ExCom and the Leadership Team.
• Own the communications cost-allocation model: platform costs to Marketing, execution costs to the initiating function, with nomenclature based on the consumer objective rather than internal labels.
• Build and lead the Communications Squad as the standing centre of excellence, define its pods, operating model, intake, review and sign-off cadence, guide and upskill all functions that communicate with customers.
• Track communication quality, coherence, customer sentiment, frequency compliance, suppression and priority adherence, ensuring customers receive fewer, better-timed and more relevant communications.

4. Lifecycle Engagement, Hyper-personalisation, Health Outcomes

• Own the enterprise engagement strategy from onboarding and activation through endorsement, servicing, claims, grievance, population health management, renewals, cross-sell and advocacy, with segment-coded journeys for Yuva, HealthPro, Saver, Evergreen and priority segments.
• Re-engineer key moments: Day-1 app activation; first health assessment and first touch interaction within 30 days; segment-aware servicing; concierge-light claims for engaged customers; sentiment-tagged and a Health Returns-led renewal conversations.
• Translate customer, health and behavioural data into contextual journeys, triggers, sequencing and next-best-actions; move from batch segmentation to real-time, intent-scored personalisation across app notifications, social, email, assisted channels and advisor tools.
• Partner with the CX Head, with CX owning UI/UX and journey design science while this role supplies engagement and HPE levers, nudges, content sequencing and next-best-actions.

Building, Leadership & Cross-functional Influence

• Reposition marketers towards strategy, audience insight, brand judgment and agent supervision while setting a high bar for craft, experimentation, quality and measurable outcomes.
• Act as a credible internal authority and change agent, building alignment across Marketing, Product, Actuarial, Sales, Distribution, Digital, IT, Data, Health Management, Persistency, Underwriting, Claims, Provider Network, Customer Service, Finance and Planning.
• Partner effectively with external research agencies, MarTech and AI vendors, consultants, media/creative agencies and other specialist partners while progressively reducing avoidable agency dependence.

Advocacy

• Embed the organisations health-first purpose and drive adoption across Eat | Move | Heal programmes, coaching, services and interventions through timely, empathetic and credible communications that support sustained behaviour change.
• Own advocacy end-to-end, including maturity journeys, advocate identification, member-get-member/referral mechanics, incentives, eligibility and suppression rules, tailored asks at genuine high points, review and reputation generation, and referral-led acquisition.
• Own outcomes including onboarding, activation, app downloads, health assessment completion, Active Dayz, reward earners, renewals and renewal revenue, cross-sell, referral volume and conversion, cost per referred acquisition and advocacy contribution to growth.

5. MarTech Architecture, Data Quality & AI/Agentic Transformation

• Hold business ownership of CRM, CDP, marketing automation and journey orchestration, including Solus, CleverTap, ClickPSS, Lemnisk, Gupshup, Yellow AI, Litmus, CRM/dialler and IVR platforms and their use cases.
• Centralise event-driven non-QR triggers in Solus as the customer-state layer, consolidate proactive communication on CleverTap, complete ClickPSS feasibility assessment and rationalise the platform landscape into a coherent governed stack.
• Partner with IT, Digital, Data, Health Management and Sales on integration, a unified customer-state view, unique-flag, deduplication, contact quality, utilisation and reliable execution.
• Build and execute the agentic-AI roadmap with the AI/CDO office, defining content generation, knowledge/retrieval, localisation, analysis, planning and operations agents and their integrations, beginning with the content, pre-test, compliance and deployment chain.
• Scale the five-architecture model, AI-led performance-media creative and buying, synthetic customer twin for proposition pre-testing, AI Adoption Playbook and prompt library.
• Embed IRDAI-grade compliance, DPDP-aligned data governance, AI-content disclosure and labelling, prompt engineering, quality monitoring and human judgement into every AI-driven workflow.

6. Measurement, Experimentation, Budget & Investment Efficiency

• Define and track an integrated KPI framework across business, engagement, adoption, retention, health behaviour, personalisation, advocacy, governance, trust and compliance.
• Own dashboards covering reach, suppression, frequency, intensity, ROI and outcome performance by segment, with a defined leadership review cadence.
• Run continuous experiments and A/B tests, translate findings into recommendations for the ExCom and CEO, and optimise journeys, content, channels and next-best-actions.
• Own and govern customer-engagement and communication budgets across owned, paid and partnered channels; improve efficiency, reduce wastage and ensure accountability within Finance, Procurement and agencies.
• Maintain media and platform governance, communications cost transparency, vendor rationalisation and investment discipline tied to demonstrable outcomes.
• Ensure IRDAI advertising and DPDP compliance, manage reputational risk and target zero material breaches while improving customer trust and communication quality.

7. Capability

• Structure, hire, build and lead a high-calibre customer insights, research, engagement, CRM/automation and communications-governance team, with clear roles and responsibilities for the merged operating model.
• Build organisational capability in research, behavioural science, MarTech, data fluency, personalisation and AI through a structured training calendar, coaching and one-on-one development.
• Reposition marketers towards strategy, audience insight, brand judgment and agent supervision while setting a high bar for craft, experimentation, quality and measurable outcomes.
• Act as a credible internal authority and change agent, building alignment across Marketing, Product, Actuarial, Sales, Distribution, Digital, IT, Data, Health Management, Persistency, Underwriting, Claims, Provider Network, Customer Service, Finance and Planning.
• Partner effectively with external research agencies, MarTech and AI vendors, consultants, media/creative agencies and other specialist partners while progressively reducing avoidable agency dependence.

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