Job Purpose

Drive the design, execution, and performance management of customer programs that strengthen customer tiering, benefits, and privilege propositions. The role translates customer, business, and channel priorities into practical program mechanics, coordinates cross-functional delivery, and uses performance insights to continuously optimize engagement, experience, retention, and business outcomes for high-value FWD customer segments.

Key Responsibilities

Customer tier program:

• Streamline the FWD customer tier structure into a single, clear framework across products, channels and systems.
• Work with SCB to co-create a compelling and exclusive HNW/UHNW value proposition and engagement model that differentiates FWD in the Thailand HNW domain.
• Define tier criteria, entry and exit rules, and the benefit, privilege and insurance priority service set for each tier.
• Build the business case for tier benefits, balancing customer value against cost.

Program execution:

• Plan and execute tier initiatives end to end, covering operational process, system requirements, SLA and frontline readiness.
• Work with Products, Distribution, Operations and partners to deliver insurance priority services, privileges and offers on time.
• Lead strategic development and execution for the HNW segment for both SCB and Agency channels; including sales model design, customer journey enhancement, and execution of segment-specific initiatives.

Performance & governance:

• Track tier take-up, engagement and retention performance, and report results with recommendations.
• Maintain program governance, documentation and stakeholder updates.

Stakeholder management:

• Establish productive relationships with internal teams, FWD Group and external partners supporting the tier program.
  

Qualifications

• Minimum 5 of experience in customer program management, customer experience, loyalty/privilege programs, digital engagement, marketing, product, or financial services.
• Good communication in Thai and English