Director, Customer Engagement

AAA Life Insurance Company•Livonia, MI

1d•Hybrid

About The Position

AAA Life is a respected and trusted American brand that has been focusing on Life Insurance and Annuity Products since 1969. At AAA Life we have over 1.8 million policies where we take pride in earning the trust of our policyholders who understand our promise to be there for them – and their families – when we’re needed most. By joining the AAA Life team, you are joining a company that genuinely cares about helping each other, with a devotion to protect the lives of those around us. We embrace a diverse, equitable, inclusive culture where all associates can feel a sense of belonging and use their unique talents and perspective to influence, innovate, motivate, and thrive. As the Director of Customer Engagement, you will be in 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. You will spearhead the design, governance, and execution of a robust, omni-channel engagement strategy focused on improving the member experience, increasing retention, and accelerating time-to-settlement for beneficiaries. You will serve as the enterprise owner of AAA Life’s forthcoming member engagement platform while providing leadership over brand governance, creative development, and message alignment across the organization. In partnership with cross-functional teams, you will ensure the right message reaches the right member at the right time—balancing compliance, impact, and brand consistency—while driving continuous optimization using data and A/B testing.

Requirements

Bachelor’s degree in Business, Communications, Marketing, or a related field, or equivalent professional experience.
Demonstrated experience in customer lifecycle communications, customer experience, marketing automation, CRM, or member engagement roles, ideally within insurance, financial services, or other regulated environments.
Experience implementing or managing omni-channel customer engagement platforms with measurable impact on customer behavior, retention, or engagement outcomes.
Knowledge of segmentation strategies, experimentation (e.g., A/B testing), journey orchestration, creative development, and communication compliance requirements.
Experience leading teams, collaborating across functions, and influencing stakeholders to support shared objectives.
Ability to analyze complex information and communicate insights clearly through presentations, storytelling, and data visualization.

Nice To Haves

Master's Degree in Business, Marketing, Communications, or a related discipline.
Experience managing vendor partnerships and supporting or leading platform implementations or enterprise technology rollouts.

Responsibilities

Lead the end-to-end communication lifecycle for all policyholders, from application through beneficiary payment, ensuring experiences reflect AAA Life’s values of clarity, empathy, and trust.
Apply sound business acumen and critical thinking to collaborate cross-functionally (New Business, Claims, Underwriting, Distribution, Marketing, Technology) to map the member journey and identify strategies that improve placed rate, lapse rate, SQI, and other key outcomes.
Define and continuously refine member segmentation strategies to enable personalized, targeted, and impactful engagement across channels.
Design and execute A/B tests, pilot programs, and iterative experiments to optimize messaging, timing, content, and channel effectiveness, driving measurable customer and business results.
Serve as the brand steward for all member-facing communications, ensuring consistency, compliance, and alignment with AAA Life’s brand voice and visual identity.
Lead the development and governance of communication standards, templates, and quality controls to enable scalable, high-quality engagement across departments.
Oversee creative development for engagement campaigns, partnering with Marketing and Compliance to ensure on-brand, customer-centric, and compliant communications.
Serve as the business owner for the enterprise member engagement platform, providing strategic oversight to ensure alignment with communication, compliance, CX, and data requirements.
Lead platform implementation, rollout, and enterprise adoption in partnership with IT, vendors, and key stakeholders, exercising sound judgment in complex or ambiguous environments.
Provide strategic direction for day-to-day campaign execution, long-term journey architecture, and regulatory communication requirements.
Build, lead, and support a high-performing team of customer engagement professionals, fostering accountability, innovation, and continuous improvement.
Partner closely with Marketing, Distribution, Compliance, Legal, Technology, Claims, and Operations to align communication strategies with enterprise priorities.
Champion customer-centered change by ensuring initiatives are implemented with clear communication, metrics, and cross-functional alignment.
Serve as the central point of coordination for messaging alignment, governance, and enterprise-wide communication strategy.
Track, analyze, and communicate performance insights across campaigns, journeys, and channels to inform decision-making and stakeholder alignment.
Leverage data, VOC, and segmentation insights to evaluate trade-offs, identify risks and opportunities, and continuously improve customer and business outcomes.
Champion a test-and-learn culture that encourages experimentation, iteration, and measurable impact across all member communication efforts.