The Role

The Vice President of Consumer Experience is a senior enterprise executive responsible for defining and advancing the organisation's end-to-end consumer experience strategy across products, services, channels, markets and customer touchpoints.

The role connects consumer insights, brand strategy, digital experience, customer engagement, service delivery and commercial growth. The VP will identify opportunities to improve the consumer journey, strengthen loyalty, increase customer lifetime value and create differentiated experiences that support long-term business growth.

Key Responsibilities

Consumer Experience Strategy

• Develop and execute an enterprise-wide consumer experience strategy aligned with corporate growth and brand objectives.
• Define the target consumer experience across the full customer lifecycle.
• Establish experience principles, standards, priorities and performance objectives.
• Identify emerging consumer expectations and translate them into strategic initiatives.

Consumer Journey Management

• Map and optimise end-to-end consumer journeys across physical and digital touchpoints.
• Identify friction points, service gaps and opportunities for improvement.
• Partner with Product, Marketing, Sales, Operations and Service teams to improve critical consumer journeys.
• Establish consistent experiences across channels, regions, products and customer segments.

Consumer Insights & Analytics

• Develop consumer insight programmes using behavioural, transactional, survey, social and market data.
• Establish Voice of Consumer (VoC) capabilities and feedback mechanisms.
• Use analytics to understand consumer needs, preferences, satisfaction and behaviour.
• Translate consumer insights into actionable business and experience strategies.

Digital Consumer Experience

• Lead transformation of digital consumer experiences across websites, mobile applications, e-commerce platforms and other digital channels.
• Partner with Digital, Product, Technology and UX teams to improve usability, personalisation and engagement.
• Leverage AI, automation and advanced analytics to create more relevant and efficient consumer experiences.
• Establish digital experience performance standards and measurement frameworks.

Personalisation & Engagement

• Develop segmentation and personalisation strategies across consumer populations.
• Improve the relevance of communications, offers, content, products and services.
• Partner with Marketing and CRM teams to strengthen engagement throughout the consumer lifecycle.
• Increase retention, loyalty, cross-selling and customer lifetime value.

Brand & Experience Alignment

• Ensure consumer experiences consistently deliver against the brand promise.
• Partner with Brand and Marketing leadership to connect brand positioning with actual consumer interactions.
• Identify gaps between consumer expectations, brand promise and delivered experience.
• Strengthen brand differentiation through distinctive and consistent consumer experiences.

Experience Performance & Commercial Impact

• Establish KPIs for consumer satisfaction, engagement, retention, loyalty, conversion and lifetime value.
• Develop executive dashboards and reporting frameworks for experience performance.
• Quantify the financial and commercial impact of experience improvements.
• Optimise investments based on consumer impact, business value and return on experience initiatives.

Operational Experience Improvement

• Partner with Operations and Service organisations to improve experience quality and consistency.
• Identify process improvements that reduce customer effort, wait times, service failures and friction.
• Integrate consumer experience requirements into operating-model and process-transformation initiatives.
• Drive continuous improvement across high-impact consumer processes.

Organisational Transformation

• Lead enterprise-wide consumer experience transformation programmes.
• Establish experience governance, decision rights and cross-functional operating models.
• Build organisational capabilities around consumer-centric design and decision-making.
• Drive adoption of consumer experience standards across business units and regions.

Executive Leadership

• Serve as the senior consumer advocate within the executive leadership team.
• Partner with the CEO, CMO, Chief Customer Officer, Chief Digital Officer, COO and Product leadership.
• Present consumer insights, experience performance, strategic priorities and investment requirements to executive leadership.
• Build strategic partnerships with technology providers, experience agencies, research organisations and other external partners.

Qualifications

• Bachelor's degree in Marketing, Business, Consumer Psychology, Customer Experience, Communications or a related discipline.
• MBA or advanced degree preferred.
• 15+ years of progressive experience in consumer experience, customer experience, marketing, digital strategy, product or commercial leadership.
• Demonstrated experience leading enterprise-scale consumer experience or customer transformation initiatives.
• Strong understanding of consumer journey management, VoC, customer analytics, personalisation, digital experience and loyalty.
• Experience managing global or multi-market consumer programmes preferred.
• Strong commercial and financial acumen, with the ability to connect experience improvements to business performance.
• Experience with AI, digital transformation, customer data platforms, analytics or automation preferred.
• Excellent executive communication, strategic thinking and cross-functional leadership capabilities.

Core Competencies

Consumer Experience Strategy | Customer Journey Management | Consumer Insights & Analytics | Voice of Consumer | Digital Experience | Customer Engagement | Personalisation | Customer Loyalty | Customer Lifetime Value | Brand Experience | Consumer Data & Analytics | AI & Experience Automation | Experience Design | Service Experience | Commercial Growth | Experience Performance Management | Organisational Transformation | Executive Leadership

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