Steven McCulloch
Head of Proposition, Retail Direct and Advice @Phoenix Group
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WORK HISTORY
Head of Proposition, Retail Direct and Advice @Phoenix Group
Edinburgh, GB
Defined and executed retail strategy, increasing acquisition and retention.Delivered a £6m retention program, raising retention from 22% to 35% and safeguarding over £500m in flows.Designed and implemented an AI-driven segmentation model to proactively retain at-risk customers and drive pension consolidation.Developed a board-approved ten-year customer experience strategy, mapping flows and quantifying commercial benefits.
ABOUT STEVEN MCCULLOCH
I am passionate about transforming organisations through digital innovation, customer-centric strategy, and measurable results. With over twelve years of senior leadership experience in financial services I have consistently delivered complex, high-impact projects that drive growth and enhance customer and colleague experiences. My leadership is grounded in digital transformation, strategic retention, and optimising customer journeys, utilising technologies such as Salesforce, Azure, and API-driven architectures. I thrive on mentoring teams, orchestrating agile delivery, and shaping long-term business value through impactful change.
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