Proposition Go-To-Market Manager (Quản lý Triển khai Sản phẩm)

Prudential’s purpose is to be partners for every life and protectors for every future. Our purpose encourages everything we do by creating a culture in which diversity is celebrated and inclusion assured, for our people, customers, and partners. We provide a platform for our people to do their best work and make an impact to the business, and we support our people’s career ambitions. We pledge to make Prudential a place where you can Connect, Grow, and Succeed.

JOB PURPOSES

Be responsible for shaping how Prudential takes priority products and propositions to market, activates them across customer and distribution channels, and builds coordinated adoption among customers, agents and business partners.

The role translates approved propositions and commercial priorities into integrated GTM strategies, connecting market positioning, customer activation, channel activation, salesforce engagement, training integration and market amplification.

JOB RESPONSIBILITIES

1. Define GTM Strategy & Launch Architecture

Work with Line Manager to develop the integrated GTM strategy for propositions. Define:

• GTM objectives and launch priorities
• Priority customer, advisor and partner audiences
• Market-entry and launch approach
• Pre-launch, launch, scale-up and sustain phases
• Integrated activation strategy
• Master GTM roadmap

Determine how each proposition will be introduced, explained, activated, amplified and sustained across customer, distribution, partner and public-market channels.

2. Lead Integrated GTM Planning & Activation Readiness

Translate the GTM strategy into an integrated launch plan covering:

• Market positioning and proposition articulation
• Customer engagement and activation
• Channel activation
• Salesforce engagement
• Training integration
• Campaign and communications
• Launch content and assets

Connect priority propositions with Prudential’s master brand and strategic platforms.

Ensure consistency across public communications, customer engagement, salesforce conversations, training content and channel activation.

Establish a clear GTM plan to align stakeholders, track activation milestones, manage dependencies and escalate decisions.

Maintain a consolidated view of GTM activation readiness, including proposition inputs, campaign materials, customer communications, channel plans, salesforce engagement, training integration and launch assets.

3. Lead Integrated Channel Activation

Develop the integrated activation strategy across Agency, Partnership Distribution, Customer, Digital and other relevant channels.

Partner with channel leaders and channel-marketing teams to translate the master GTM strategy into channel-specific activation plans. Connect:

• Advisor and partner activation
• Product roadshows, and launch events
• Branch and office activation
• Customer engagement
• Public campaign and market amplification

Monitor agreed activation milestones and work with workstream owners to address gaps affecting the GTM plan and follow up to ensure all activities are delivered on time.

4. Drive Salesforce Engagement & Training Integration

Define the salesforce-engagement strategy for priority launches. Partner with Product, Training and Distribution to build an engagement journey covering:

• Customer needs and target situations
• Proposition value and differentiation
• Product knowledge and features
• Customer use cases and proof points
• Customer conversation and objection handling
• Launch activities and field reinforcement

5. Lead Campaign & Market Amplification

• Develop the creative and campaign platform that brings priority propositions to life.
• Campaign and communications strategy
• Creative platform and launch concept
• Product and proposition storytelling
• Customer education and content
• Media, social and PR activation
• KOL, partnership and customer-facing activation

6. Drive GTM Performance & Activation Optimization

• Define success-measure for GTM delivery, channel activation, salesforce engagement, customer response and communications effectiveness.
• Monitor launch milestones, channel activation, sales force engagement, customer response, campaign performance and lead-generation indicators were available.
• Lead GTM activation reviews and identify whether gaps relate to launch sequencing, audiences, proposition articulation, content, training integration, channel activation or campaign execution.

Own optimization of Marketing-led activities, including launch phasing, messaging, content, creative, media and activation

JOB ACCOUNTABILITIES

• Bring a clear product positioning, differentiated value propositions and alignment with business strategy across distribution channel and customer activities
• Timeline gatekeeping and ensure all launching activities are executed and delivered on time
• Collaborate with cross-functional stakeholders to ensure all workstreams are synchronized without any blockages
• Ensure all product materials (contents/ visuals) are aligned with regulations and 
• Monitoring salesforce needs in terms of product materials and related communication materials to provide additionally in time of need.

JOB REQUIREMENTS

Education

Bachelor’s degree in marketing, Communications, Business or a related field

Experience

Minimum 5 years of experience in MNC/ Marketing Department/ Product Marketing or relevant departments

Experience in financial services, insurance or highly regulated industries is preferred

Competency

Customer Insight, Project management, Stakeholder management, Product Marketing, Business Acumen

Excellent written English and Vietnamese

Strong presentation and storytelling capability

Familiar with insurance products and financial services is an advantage

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.