App Management - Lead

The role combines mobile app strategy, app growth, engagement marketing, customer experience, analytics, AI-driven personalisation, and cross-functional program management to make the Prudential App a central platform for customer acquisition, engagement, servicing, wellness, and retention. The ideal candidate is equally comfortable defining the app roadmap, driving adoption and engagement, optimising customer journeys, and working closely with cross-functional teams to deliver measurable business outcomes.

Responsibilities:

• App strategy and roadmap leadership: Define and drive the vision, roadmap, and growth strategy for the Prudential App aligned to business and brand objectives.
• Customer journey ownership: Design and continuously optimise app journeys across onboarding, policy purchase, servicing, claims, wellness, engagement, renewals, and cross-sell opportunities.
• App growth and acquisition: Drive app downloads, registrations, activation, and adoption through integrated campaigns across paid, owned, earned, partner, and distribution channels.
• Engagement and retention: Develop personalised lifecycle programs using push notifications, in-app messaging, WhatsApp, email, SMS, and AI-led interventions to improve engagement, stickiness, and retention.
• AI-led personalisation and discovery: Leverage AI, predictive analytics, recommendation engines, conversational interfaces, and personalisation capabilities to deliver relevant customer experiences.
• App Store Optimisation (ASO): Drive discoverability, rankings, ratings, reviews, and conversion performance across app marketplaces.
• Digital experience management: Partner with Product and Technology teams to improve app usability, navigation, content architecture, accessibility, and overall customer experience.
• Content and proposition integration: Ensure effective integration of wellness, health management, product, service, educational, and engagement content within the app ecosystem.
• Analytics and performance measurement: Track app performance metrics including installs, MAUs, DAUs, activation rates, retention, engagement, conversion, customer satisfaction, and business outcomes.
• Voice of customer and insights: Use behavioural analytics, customer feedback, research, and experimentation to identify opportunities for improvement and innovation.
• Agency and partner management: Manage agencies, technology partners, analytics vendors, and app ecosystem stakeholders to deliver best-in-class execution.
• Cross-functional leadership: Work closely with Product, Technology, Distribution, Analytics, Servicing, Claims, Legal, Compliance, Wellness, and Customer Experience teams to deliver seamless and regulator-safe customer journeys.

Requirements:

• Master's degree in Marketing, Digital Business, Product Management, Technology, or a related field.
• 8-10 years of experience across mobile app management, digital product growth, customer engagement, lifecycle marketing, digital analytics, or digital experience roles.
• Strong experience in managing consumer mobile applications with demonstrated success in driving adoption, engagement, retention, and business outcomes.
• Experience in highly regulated or customer-trust categories such as insurance, healthcare, banking, fintech, e-commerce, or consumer technology.
• Deep understanding of mobile analytics platforms, customer journey tools, experimentation frameworks, and engagement technologies.
• Knowledge of AI-driven personalisation, recommendation systems, conversational experiences, and customer engagement ecosystems.
• Experience with App Store Optimisation (ASO), app marketing, mobile growth, and performance measurement.
• Strong analytical, project management, stakeholder management, and agency leadership skills.
• Excellent communication and storytelling skills with the ability to translate customer insights into action.