Director, Customer Engagement Platform

AAA Life Insurance Company • Livonia, MI

71d

About The Position

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.

Requirements

• 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.

Responsibilities

• 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.
• 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.
• 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.
• 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.

What This Job Offers

• Job Type: Full-time
• Career Level: Senior
• Education Level: Bachelor's degree
• Number of Employees: 501-1,000 employees