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Job Summary:
This role leads the end-to-end orchestration of change management and campaign activation strategy for Agency new initiatives. From driving awareness to facilitating behavioral adoption, the Change Management Lead ensures that what is launched lands clearly, sticks deeply, and scales effectively. The role bridges strategic intent and field execution together, working across Project Owners and cross functional teams to craft messaging, tools, engagement flows, and activation events tailored to the initiative needs, ensuring maximum adoption, relevance, and uptake of each initiative for Agents and Agency Leaders.
Job Descriptions:
- Develop and execute change activation strategies that drive awareness, understanding, and adoption of agency initiatives across all segments — aligning campaign messaging, delivery rhythm, and behavioral outcomes with initiative objectives
- Design and coordinate stakeholder engagement cascades - partnering with cluster heads, BDMs, and field leadership/Agency Force reps to ensure change messages are localised, endorsed, and championed across the agency force
- Lead initiative communications and campaign planning - crafting targeted rollout narratives, activation toolkits, and field-facing content/events (e.g. WhatsApp blasts, FAQs, EDMs, bite-size explainers, league tables, roadshows, engagement sessions) that make strategic shifts clear, compelling, and actionable
- Assess change readiness and adoption risk by conducting impact assessments, gathering field feedback, and identifying potential resistance early — developing mitigation strategies to support seamless transition
- Coordinate and drive capability uplift planning - ensuring skills and knowledge needed to adopt new ways of working are delivered through aligned learning journeys, train-the-trainer sessions, and reinforcement touchpoints
- Plan and manage activation cadences - overseeing end-to-end execution of teaser phases, launch milestones, reinforcement loops, and re-engagement campaigns across key communication channels
- Track field sentiment and behavioral adoption using pulse checks, campaign analytics, and engagement metrics - feeding insights back into messaging refinement, reinforcement needs, and rollout improvement
- Collaborate on external storytelling by coordinating with Brand or Corporate Comms to amplify initiatives via social media, external platforms or recruitment positioning campaigns where needed
Qualifications & Experience:
Bachelor’s degree in business, Technology, or equivalent field
8-12 years of experience in communications, campaign strategy, or field enablement - ideally within insurance, distribution-led businesses, or agency networks
Proven experience leading large-scale, multi-stakeholder campaign execution across internal and external channels
Skilled in content creation across multiple formats - digital, live, and visual (e.g. EDMs, playbooks, scripts, videos, guides)
Familiarity with field segmentation and the dynamics of rolling out initiatives to frontline sales teams
Comfortable managing multiple rollouts and priorities across markets and clusters
Key Skills & Traits:
Exceptional storytelling and campaign planning ability
Detail-oriented and deadline-driven - thrives in fast-paced launch environments
Field-first communicator - able to translate complex initiatives into simple, actionable messages
Highly collaborative, works fluidly with multiple stakeholders and business owners
Strong visual and written comms capability (decks, toolkits, etc.)
Creative yet grounded, able to balance initiative aspirational and business messaging with practical field needs
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.
