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Senior Director, Product Proposition & Distribution Engagement
senior · Insurance
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 Senior Director Product Propositions & Distribution Enablement will lead the Group’s end to end product proposition development and distribution enablement across all product lines including Health & Protection, Wealth/HNW and Retirement solutions. The role holder will work in close collaboration with the Group Health team on H&P propositions. This role provides strategic product proposition leadership at Group level, ensuring propositions are channel-appropriate, clearly differentiated and scalable, enabling effective deployment across sales channels.This role will also bridge product and distribution, ensuring that propositions are not only well-designed but also successfully activated in-market through strong go-to-market execution, product storytelling and sales enablement.
In addition, this role serves as the centre of excellence for product proposition strategy—translating customer insights, demographic trends, and innovation themes into clear product proposition frameworks, playbooks, and standards that empower local business units to deliver market leading solutions efficiently.
Key Responsibilities:
Group Product Proposition Strategy
- Drive proposition innovation, including repackaging existing products to unlock new customer segments or activate underpenetrated distribution channels or customer segments
- Lead customer-centric product positioning across Health & Protection, Wealth/HNW and Retirement
- Using internal and external research, translate customer and consumer insights into new product proposition ideas.
- Translate external trends e.g. socio-demographic, market, technology, into new product propositions
Distribution Enablement
- Support LBUs in defining end-to-end go-to-market strategies, including target customer segments, channel strategies and value proposition articulation
- Ensure seamless and effective deployment of new products into sales. This includes ensuring proper execution and follow-through of new product go-to-market strategies in collaboration with LBU teams.
- Embed distribution considerations upfront in product designs, ensuring propositions are channel-appropriate
- Enhance sales activation and campaign effectiveness, improving conversion and product uptake
- Act as the bridge between Group Product and Group Distribution teams (Agency, Partnership)
- Ensure Group Product involvement in Group/LBU distribution-led product discussions and go-to-market decisions
- Partner with distribution teams to translate product propositions into sales strategies and campaigns
- Establish a closed-loop feedback mechanism to incorporate distributor insights into ongoing proposition development
- Support distribution channels with product bundling propositions and campaign
- Lead product storytelling and sales concept development, ensuring propositions are clearly understood and effectively communicated to distribution channels
- Drive bundling of products and value-added services into compelling, channel-specific propositions
Cross-Functional Collaboration
- Product storytelling: support LBUs with bundling sales concepts or product storytelling with existing and new product designs
- Collaborate with group stakeholders to get input for proposition innovation and ensure buy-in and effective roll-out of proposition strategies across the organisation
- Collaborate with Group- and LBU Product, Customer and Marketing to ensure seamless alignment with product proposition development, using a customer centric approach
- Provide input as required input to consumer or distribution research from a product and proposition perspective
- Drive end-to-end ownership from proposition design to market delivery, reducing fragmentation across functions
Thought leadership and capability building
- Build proposition and distribution activation capabilities across markets through training and toolkits, best practice sharing, case studies and success stories
- Elevate product storytelling and go-to-market capabilities across LBUs
Team Leadership
- PruWay culture carrier who embodies and exhibits the PruWay values as we set up the new function.
- Lead and support the team build out, ensuring alignment with the target operating model.
- Work in close collaboration and in alignment with the markets.
Education and Experience
- Bachelor’s degree in Business, Marketing, Economics, Actuarial Science or another relevant field
- 15+ years of experience in life insurance product management, product proposition or product strategy/consultancy
- Strong exposure to insurance distribution; good understanding of distribution dynamics across Asian markets, including at a minimum tied agency and bancassurance distribution
- Knowledge and experience in regional or multi-market roles would be an advantage
- Understanding of regulatory environments and consumer preferences across different markets.
- Track record of leading customer‑centric, innovative insurance propositions across multiple markets
- Strong strategic thinking, communication, and stakeholder management skills.
Preferred Attributes:
- Ability to simplify complex insurance concepts into clear value propositions
- Strong commercial mindset with deep understanding of distribution mechanics
- Deep customer empathy and proposition design capability; ideally familiar or experience with applying behavioural science techniques to business problems
- Comfortable navigating regulatory, actuarial, and risk considerations
- Strong stakeholder management and executive communication skills
- Collaborative, adaptable, and culturally sensitive in multi‑market environments
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.