Head Customer Engagement

Job Purpose:-

The Customer Engagement Head exists to build strong, trust-based relationships with customers by shaping how the organisation communicates, engages, and adds value across the entire customer lifecycle. The role ensures that every interaction with customers is clear, consistent, relevant, and empathetic, helping customers understand the brands offerings, derive real value (health outcomes and financial outcomes) from them, and feel confident in their relationship with the organisation. In addition, this role governs all customer-facing communications sent by the organisation across channels, functions, and touchpoints. It acts as the single custodian of the customer voice, ensuring message coherence, tone consistency, regulatory alignment, and timing effectiveness, while driving communication strategies that influence behaviour, improve engagement, and strengthen long-term loyalty.

Role & responsibilities:-

1. Hyper-Personalized Customer Engagement

• Develop and execute the annual strategy for hyper-personalized customer engagement.
• Lead personalization initiatives across onboarding, health journeys, servicing, renewals, retention, and cross-sell.
• Leverage customer, health, and behavioral data to create contextual and individualized communication journeys.
• Partner with Data, Product, Analytics, and Technology teams to define customer segments, triggers, and next-best-action frameworks.
• Drive customer engagement, retention, digital adoption, and positive health behaviors through personalized interventions.

2. Martech Enablement & Adoption

• Own business use cases and adoption of Martech platforms including CRM, CDP, Marketing Automation, and Journey Orchestration tools.
• Drive integration and effective utilization of Martech platforms across business, IT, Digital, Data, Health Management, and Sales teams.
• Build organizational capabilities for strategic and scalable Martech adoption.
• Continuously optimize platforms, processes, and workflows to improve engagement effectiveness.

3. Customer Communication Governance

• Own governance and approval of customer-facing communications across the organization.
• Establish standards for communication tone, language simplicity, customer relevance, and regulatory compliance.
• Ensure consistency and clarity across all customer communication touchpoints.
• Create governance frameworks that enable faster execution while minimizing customer confusion and communication risks.

4. Purpose-Led Health Communication

• Develop empathetic, actionable, and customer-centric communication to encourage positive health behaviors.
• Partner with Health, Wellness, and Clinical teams to translate complex insights into simple and actionable customer communication.
• Drive awareness and adoption of health programs, services, and interventions through targeted communication journeys and nudges.

5. Customer Lifecycle & Journey Orchestration

• Identify key customer moments and develop communication playbooks across the customer lifecycle.
• Orchestrate communication across digital, assisted, and service channels.
• Design proactive engagement journeys to reduce customer drop-offs, friction, and information gaps.
• Ensure consistent and seamless customer experiences across multiple touchpoints.

6. Budget, Media Planning & Investment Efficiency

• Own and govern budgets for customer engagement, communication, and marketing initiatives.
• Develop media and investment plans across owned, paid, and partner channels.
• Monitor campaign performance and optimize investments to maximize ROI and cost efficiency.
• Partner with Finance, Procurement, and external agencies to ensure effective utilization of budgets.

7. Measurement, Insights & Continuous Optimization

• Define and monitor KPIs covering customer engagement, adoption, retention, digital activity, and behavioral outcomes.
• Conduct A/B testing and experimentation to improve communication effectiveness.
• Analyze campaign and customer insights to identify opportunities for optimization.
• Present actionable insights and recommendations to senior leadership to drive business and customer outcomes.