Asst Manager, Value & Retention

This role encompasses to drive the overall strategy for targeted campaigns across retention, upsell and cross-sell segments including defining the Value-Added Services (VAS) upsell roadmap for existing and new products, working closely with Marketing functions and Campaign Operations team to automate the campaigns based on lifecycle journey.

Key Accountabilities:

Campaign Strategy

• Plan and execute retention campaigns to meet monthly and yearly churn and recon targets
• Plan and execute cross sell campaigns to improve dual and triple service holding customers including upsell of new and existing value-added services from the product roadmap
• Define, execute and refine customer segmentation strategy and journey
• To continuously seek new opportunities to expand the digital services usage of the segment base

Campaign Operations and Planning

• Drive overall strategy for automation of existing campaign segments, based on lifecycle journey
• Prepare business case to get approval on segmented below the line (BTL) interventions for retention management, upsell and cross sell campaigns
• Implement and automate finer aspects like contact policy at "customer" level, to enhance customer experience from BTL interventions leading to better conversion of targeted offers and reduction in churn
• Drive the decision matrix behind NBO, liaise with Data Science to ensure balance between decision tree based and scientific frameworks
• To ensure campaigns and offers to the existing base are effectively communicated and executed
• Work with IS/Product to configure segmented products
• Perform in-depth analysis of campaigns to measure outcome (i.e. conversion and churn) and work with Data Science and Analytics team to improve targeting 

Qualifications

• Degree in Marketing, Statistics or similar field
• Minimum 4-6 years of work experience in a related role, ideally 2-3 years in the telco industry managing SME campaigns
• Prior experience in segmentation, campaign management and project management
• Understanding of Digital Marketing and Social Media Marketing
• Strong Microsoft Excel & PowerPoint skills
• Good working knowledge with relational database, Unica, Tableau as well as SQL would be advantageous
• Ability to work independently as well as in a team in a fast-paced environment.
• Strong analytical, problem-solving and communication skills.
• Excellent interpersonal skills