Assist in developing and be responsible for implementing the customer base management strategy for the mobile operator. Manage the delivery of this strategy through various customer base and value management activities. Define, manage and execute direct marketing campaigns that will maximise the customer’s lifetime value through growing their revenues and profit margins. The primary responsibilities of the role are therefore to manage (a) product penetration and (b) incremental revenue from direct marketing campaigns.
1. Strategy:
Contribute to the development of a customer value management strategy and implement it to maximise customer lifetime value and the contribution of the customer base to overall services revenue.
2. Delivery:
Defining and executing cross- and up-sell direct marketing campaigns e.g. upsell voice customers to bigger voice bundles, cross-sell data bundles into the voice base.
Post-paid value and tenure management e.g. tariff migration management, revenue boosters, contract extension.
Define CBM base management reporting and work with the CBM analytics manager to deliver them: IBRO reports, campaign ROI reports, customer base health reports and monthly CBM dashboards.
Set up and act upon robust base management dashboards and reporting.
Manage customer value segments discretely & manage loyalty programs and partnerships
Define and execute base development programs for pre- and postpay and revenue booster initiatives to achieve like-for-like growth in customer base ARPU through targeted and segmented offers, campaigns, and pricing; specifically, data up-sell initiatives, tariff migration initiatives.
Deliver volume and value forecasting (line and customer), x-sell / up-sell and of direct contact budgets.
Input into Proposition development carried out by strategic product P&L owners and advise of Base Mgt. implications during discussions regarding prioritisation between specific initiatives.
Work with Segment Marketing teams to reduce displacement/down trading across the high value customer base, improve value inflow, and overall optimize portfolio-wide CLV
Manage delivery of integrated customer insight for customers, including actionable value and needs based segmentation and predictive models, linked with competitor intelligence, and market research.
Manage all direct marketing campaign execution and significantly improve ROI through strong campaign management tools – operations, campaign planning, detailed design, production, test, roll-out, commercial return and evaluation.
Analyse commercial impact of BTL programs on product penetration, ARPU and incremental value delivered. Operational analysis of base to identify opportunities to apply products and tariffs to maximize lifetime value.
Perform channel mix optimisation for base development activities. Drive/ optimise channel execution by setting volume and value targets based on the approved B & R budgets
3. Capabilities:
Lead capability development/ define the capability strategy based on commercial improvement programs.
Architect the development of a blueprint for segmented offer management & fulfilment by scoping out the charging/provisioning layer.
Integrate output through campaign management, charging and provisioning platforms, by translating CBM objectives to IT / Technical teams.
4. People development
Create and manage a high performance commercially focused CBM team as the requirements of the operator and the scope and scale of the programme change.
Exigences de l’emploi:
o University degree or equivalent qualifications, preferably with marketing or commercial subjects
o Outstanding commercial management skills, numerate, analytical
o Demonstrated leadership of an established and successful CBM function in any operator recognised as leader in CBM
o Expertise in CBM methodology, principles, capabilities, and techniques.
o Ability to create, lead and inspire high-performing teams.
o Prior experience of mobile industry retention dynamics (direct and indirect channels) advantageous, and in particular proactive retention activity
o Ability to influence director level staff in group and 1:1 situations
o Open, fact-based approach; ability to translate commercial objectives to technical teams for ensuring underlying system readiness
o Disciplined detail-oriented style, combined with ability to simultaneously work at a strategic level
o Extensive experience in managing customer analytics and business intelligence projects and initiatives.
Experience with research-driven quantitative pricing techniques (e.g. choice modelling)
o People Management – proven ability to create and manage a high performance CBM team
o Bridge between Marketing and Technology – Ability to work with business intelligence units and IT to define system and reporting requirements
o Delivery-focused –focus on delivering demonstrable results in a demanding and fast-moving environment
o Flexibility – ability to manage a constantly changing environment. Understand and manage the big picture context while also maintaining focus on operational metrics
o Resilience – ability to maintain performance under pressure and to deadlines
Communication – ability to communicate effectively with senior executives to get buy-in and share results and with the CBM and commercial teams to achieve implementation
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