Director, Customer Engagement Platform

Overview
Operating within the core values and operating principles of the organization, The Director of Customer Engagement is a transformative leadership role responsible for defining and delivering AAA Life's member communication journey—from application to policy issuance, through policy servicing, and ultimately to beneficiary settlement. This leader will spearhead the design and implementation of a robust, omni-channel engagement strategy focused on improving the member experience, increasing retention, and accelerating time-to-settlement for beneficiaries.

This role will own the implementation and ongoing management of AAA Life's forthcoming member engagement platform and will build a scalable strategy for outreach via text, email, phone, and mail. The Director will partner cross-functionally to ensure the right message reaches the right member at the right time—all while ensuring regulatory compliance, maximizing impact through continuous A/B testing, and using data to drive meaningful outcomes.

Responsibilities
Customer Engagement Strategy and Execution:

• Lead the end-to-end communication lifecycle for all policyholders—from the start of application to final beneficiary payment.
• Collaborate with business units (New Business, Claims, Underwriting, Distribution, etc.) to map the member journey and identify communication opportunities that improve key outcomes (e.g., placed rate, lapse rate, SQI).
• Define and continuously refine member segmentation strategies to personalize outreach and improve response rates.
• Design and run A/B tests and iterative experiments to optimize communication timing, messaging, and delivery channels.

Platform Ownership And Implementation

• Serve as the business owner for the enterprise member engagement platform (currently in RFP stage), ensuring it meets communication, compliance, and data requirements.
• Lead the launch and rollout of the platform, working in partnership with IT, vendor partners, and other stakeholders.
• Own and manage member communication preference centers, opt-out mechanisms, and digital identity strategies.
• Build, lead, and mentor a high-performing team of 3–5 customer engagement professionals.
• Provide strategic oversight of day-to-day campaign execution and long-term journey architecture.

Cross-Functional Collaboration

• Partner closely with Marketing, Distribution, Compliance, New Business, Claims, Legal, and Technology to align communication initiatives with business priorities.
• Ensure all member-facing communications are compliant with internal standards and regulatory requirements.
• Act as the central point of coordination for messaging strategy across departments.

Measurement, Optimization, And Reporting

• Track and report on campaign performance metrics.
• Leverage insights from engagement data to iterate strategy and drive meaningful business impact.
• Champion a test-and-learn approach across all communication efforts.

Qualifications

• Leadership and Team Management: Foster a culture of innovation, accountability, and continuous improvement.
• Business Acumen: Demonstrates knowledge of the interdependencies of key business processes, functions and risks. Identifies and uses the key financial indicators necessary to measure business performance. Knows the competition; is aware of how strategies and tactics work in the marketplace. Identifies and anticipates customer requirements, expectations, and needs.
• Critical Thinking: Critically and logically evaluates the costs, risks, and benefits of alternatives before coming to a solution. Probes and looks past symptoms to determine the underlying causes of problems and issues. Approaches problems holistically, defines connections, linkages, interdependencies and develops solutions.
• Execution/Drives Results: Makes quick decisions in high stakes situations, crises, or conditions of uncertainty. Critically and logically evaluates the consequences and implications of alternatives, actions, or decisions.
• Engage and Inspire: Encourages others to set challenging goals and high standards of performance. Fosters a sense of energy, ownership, and personal commitment. Creates an environment in which performance excellence is rewarded.
• Change Leadership and Influence: Advocates for needed change across the organization that add to our success. Ensures the implementation of change with appropriate communications, goals, resources, metrics and reviews. Takes ownership and personal responsibility for implementing change despite opposition or barriers.
• Effective Communication: Ability to engage in and model courageous and constructive dialogue; confidence to offer a new and potentially challenging idea to foster conversation and critical thinking; ability to successfully deliver difficult and/or complex messages and help others understand multiple points of view.

Education/Experience

• Bachelor's in Business, Communications, Marketing, or a related field. Masters' Degree preferred.
• 10+ years of experience in customer lifecycle communications, customer experience, marketing automation, or related disciplines—preferably with experience in financial services, insurance, or other regulated industries.
• Proven success implementing or managing omni-channel engagement platforms with measurable impact on customer behavior and retention.
• Strong understanding of customer segmentation, A/B testing, journey orchestration, and communication compliance.
• Demonstrated leadership experience with the ability to manage a team, drive alignment across functions, and influence senior stakeholders.
• Strong communication and analytical skills; able to synthesize complex concepts into actionable insights and strategies.
• Experience managing vendor relationships and platform rollouts is preferred.

Essential Job Functions
While performing the duties of this job, the employee is frequently required to stand, walk, sit, use hands to finger, handle, or feel and talk or hear. Specific vision abilities required by this job include close vision, distance vision, color vision, depth perception, and ability to adjust focus.

This job requires the ability to perform duties contained in the job description for this position, including, but not limited to, the above requirements. Reasonable accommodations will be made for otherwise qualified applicants as needed to enable them to fulfill these requirements.