Royal London
Head of Experience & Engagement Strategy
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Head of Experience & Engagement Strategy
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Contract type: Permanent
Location: London
Working style: Hybrid 50% home/office based
Closing date: 5th July
We’re looking for a strategic and customer-focused leader to shape the future of engagement at Royal London. As Head of Engagement Experience and Strategy, you’ll define the target state for our engagement experience, build the roadmap and capabilities needed to deliver it, and help embed a more connected, digital-first approach across the business. You will drive the transition from campaign-led activity to always‑on, lifecycle‑driven engagement, underpinned by data, automation and next best action decisioning .
This is a high-impact leadership role with accountability for engagement strategy, journey design, optimisation and team capability. You’ll also play a key role in embedding agile ways of working, strengthening marketing automation and CRM capability, and demonstrating how personalised, contextual engagement can drive better customer and commercial outcomes.
About The Role
This role is central to Royal London’s ambition to become an insight-led, digitally enabled mutual—deepening customer relationships and improving financial resilience through more relevant, personalised engagement
Shape and lead Royal London’s engagement strategy, defining a clear target state and roadmap for a connected, digital-first customer experience. Own and evolve the end-to-end customer engagement framework across the lifecycle (acquisition, onboarding, deepening and retention), ensuring clear objectives, outcomes and measurement at each stage. Lead the shift from campaign-led activity to always‑on, trigger-based engagement, increasing the use of automated journeys driven by customer behaviour, events and needs. Design and optimise customer engagement journeys that deepen relationships, support key customer outcomes and align with our brand. Develop insight-led, personalised engagement capabilities, including segmentation, next best action and decisioning approaches that enable “right message, right time” engagement. Embed a consistent engagement framework (including segmentation, contact strategy, offers, next best action and measurement) to deliver scalable, outcome-led engagement across all audiences. Define and track clear engagement and commercial KPIs (e.g. adoption, retention, conversion and value), using insight to continuously optimise performance and demonstrate ROI. Partner with senior stakeholders across marketing, digital, data and customer teams to influence direction and drive delivery. Build team capability and help embed agile, customer-centric ways of working, including shaping a more joined-up, squad-based operating model.
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About You
Proven experience shaping a customer lifecycle management, engagement or customer experience vision and building support across a complex organisation. Strong knowledge of direct marketing, customer strategy, CRM, marketing automation and the wider marketing technology landscape. A track record of designing and delivering journey-led, automated communications that improve customer outcomes. Experience delivering large-scale transformation—from campaign-led to lifecycle or always-on engagement models. Strong understanding of customer contact strategy, including governance, frequency and channel orchestration. Experience working in a regulated environment, balancing customer experience with compliance and controls. Experience leading strategic change, embedding agile ways of working and building high-performing teams. Strong commercial judgement, with the ability to use data and insight to inform decisions and prioritisation. An inclusive, collaborative leadership style, with the ability to influence senior stakeholders and develop high-performing teams.
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About Royal London
We’re the UK’s largest mutual life, pensions and investment company, offering protection, long-term savings and asset management products and services.
Our People Promise to our colleagues is that we will all work somewhere inclusive, responsible, enjoyable and fulfilling. This is underpinned by our Spirit of Royal London values; Empowered, Trustworthy, Collaborate, Achieve.
We've always been proud to reward employees by offering great workplace benefits such as 28 days annual leave in addition to bank holidays, an up to 14% employer matching pension scheme and private medical insurance.
Inclusion, diversity and belonging
We’re an inclusive employer. We celebrate and value different backgrounds and cultures across Royal London. Our diverse people and perspectives give us a range of skills which are recognised and respected – whatever their background.
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