Postpaid Director CVM – Kuwait City, Kuwait

The purpose:

• • • To develop, implement and own post-paid CVM strategy, plans and initiatives to grow and protect post-paid base revenue. Manage complete post-paid CVM value chain by using analytics models, data mining tools and channels to upsell, x-sell and retain post-paid-paid customer base. Focus on ARPU growth from single as well as from multi account users.
    • Be the owner of post-paid CVM platform, channels (traditional and digital) and offering. Drive and own development of CVM capabilities and tools by ensuring state of the art capabilities of the MNO’s CVM platform.
    • To enhance CVM campaigns’ reach and conversion by using existing (mobile app, Telemarketing, etc.) and developing new channels (RAS, IVR, etc.). Maximize the effectiveness of each channel with productivity increase and cost optimization efforts.
    • To spearhead company efforts to increase revenue from the base, retain customers, minimize churn and reduce fraud and bad debt. Act as budget owner for the post-paid base ARPU and CVM OPEX costs.

Key accountabilities and activities:

• • • Design, develop, plan and execute the postpaid segment CVM strategy according to the company’s yearly and quarterly KPIs.
    • Strategic lead in the area of postpaid customer lifecycle management (revenue enhancement, X-sell and retention).
    • Plan, steer and optimize company telemarketing
    • channels based on the customer lifecycle stage.
    • Lead the budgeting, business and roadmap planning and resource allocation for the postpaid Segment CVM activities.
    • Full P&L ownership of CVM activities (grow and keep) portfolio.
    • Work with the Postpaid Senior Director to propose and prepare the MNO’s Consumer X-sell and upsell strategy.
    • Contribute to the review of the X-sell and upsell strategy and Roadmap on a monthly, quarterly, half yearly and annual basis.
    • P&L responsibility of Consumer postpaid Marketing X-sell and Upsell Activities.
    • Oversee the rollout of various x-sell and upsell activities which are designed to increase the revenue from the existing base and.
    • Develop and supervise monthly / weekly / daily monitoring and analysis of postpaid segment existing base within the different product groups and customer segments and propose adequate marketing actions accordingly
    • Coordinate with different Divisions / Departments like Customer Care, Sales, Finance, Segments team, Product Teams, BI, Communication, Technology and any other relevant internal or external teams for roadmap execution.
    • Ensure the correct and timely training of relevant staff on upsell and x-sell activities along with the segment departments.
    • Work on the Annual Budget preparation exercise with respect to the upsell and x-sell.
    • Deliver and coordinate corresponding campaign requirements to be delivered to the CMS team for campaign execution.
    • Defines strategic segments to be targeted for specific offerings
    • Work with the Postpaid Senior Director to propose and prepare the MNO’s Consumer Retention strategy, Campaigns prioritization, Campaigns marketing design, Roadmaps for the different aspects under Customer Life Cycle Management.
    • Contribute to the review of the Retention strategy and Roadmap on a monthly, quarterly, half yearly and annual basis.
    • P&L responsibility of Consumer Marketing Retention Activities. Deliver the Retained revenue as outlined in the Annual Budget from the various retention related activities.
    • Oversee the rollout of various Retention activities, which are designed to reduce churn, increase Life Time Value, and improve the Life Cycle Management process for our customers.
    • Develop and supervise monthly / weekly / daily monitoring and analysis of Consumer churn (voluntary and financial) within the different product groups and customer segments and propose adequate marketing actions accordingly.
    • Coordinate with different Divisions / Departments like Customer Care, Sales, Finance, Segments team, Product Teams, BI, Communication, Technology and any other relevant internal or external teams for roadmap execution.
    • Ensure the correct and timely training of relevant staff on Retention programs / activities.
    • Work on the Annual Budget preparation exercise with respect to Retention, make recommendation for and help to track the annual budget for Retention activities.
    • Document and review the Customer Retention Processes as needed.
    • Deliver and coordinate corresponding campaign requirements to be delivered to the CMS team for campaign execution
    • Defines strategic segments to be targeted for specific offerings
    • Set the pricing strategy and positioning for the CVM Segment offering (grow and keep).
    • Drive measures to improve channel accountability and profitability for the CVM related activities that include distribution and investment.
    • Define the segment retention subsidy strategy, in coordination with the pricing department.
    • Develop and reshape upsell, x-sell and retention offers for the postpaid segment.
    • Ensure that the products and services are in line with the rules and guideline of the Kuwait Regulatory body (CITRA).
    • Initiate customer insight and market research for CVM activities.
    • Lead requirements and approve the brief for the Market Research projects related to the CVM.
    • Lead and approve business cases and Engagement Documents (ED) for new CVM product related (grow and keep).
    • Lead and approve Product Description Documents (PDD) for the Product Development team for CVM related technical implementation.
    • Assist in technical implementation as required by the leading PD team.
    • Approve RFBT and TRFS for new CVM product launches.
    • Define along with the PD team state of the art customer experience for CVM products and services.
    • Set direction and script for the all Telemarketing activities along with the corresponding CC/Sales Departs.
    • Initiate and approve along with Comms department all CVM related communication sent to the postpaid customer base.
    • Set and approve commissions and incentive systems for the all CVM related activities with Sales department in alignment with Sales Channel Director
    • Set and approve commissions and incentive systems for the outbound internal and external teams in alignment with key stakeholders.
    • Collaborate with the regulatory department in defining the submissions and getting the approval for the CVM products and services to regulatory body (CITRA).
    • Provide the inputs for the training of all internal and external front liners that are involved in the CVM campaigns execution.
    • Closely work with the Small Screen, Digital and Large screen responsible persons to ensure launch of new products and services within the existing base.
    • Ensure that all CVM related partners are briefed and trained on the execution of the postpaid CVM campaigns. Oversee to ensure that all Campaigns which are towards customers are prioritized and run on CMS
    • Ensure that the necessary types of triggers and promos are developed and delivered on the system so that Marketing can run campaigns independent of Technology intervention except in the cases of new types of promos /offers.
    • Define the contact policy, process and the out of policy process.  This process needs to be documented and signed off by Management.
    • Oversee the overall number of campaigns to be run, manage priorities, and manage the contact policy, sharing of the analysis and KPI on a regular basis.
    • Ensure that all relevant departments who need to run campaigns are coordinated with – Product Marketing, PD, VAS, Segments, Sales, CC, CE, Retention, Loyalty and any other teams as required.
    • Continuously work on enhancing CMS system with up to date integration and capabilities, like: Contextual marketing, Real time triggers, Inbound channels, Multi channels offering, Next Best Offer Automation, Enhanced Campaign reporting, Digital and mobile App integration, Big data integration.
    • Identify the adequate external partners in each CVM area to achieve Best in Class CVM practices: CMS, CVM analytics, Digital CVM, Next Best Offer, Contextual and triggered marketing.
    • Develop post launch analysis on CVM activities and take corrective actions.
    • Monitor and report CVM segment KPI and status against targets and budget.
    • Perform competitive analysis to evaluate CVM product capabilities and analyses how these impact market share. Recommend and implement changes required to be competitive.
    • Rationalize solution offerings by performing map/gap analysis against current offering and market opportunities.
    • Propose and prepare the MNO’s B2C postpaid strategy for the all Telemarketing and CVM activities (in-house and outsourced).
    • Plan and set all the KPIs for Internal and External CVM related teams.
    • Campaigns prioritization, campaigns marketing design, Roadmaps for the different aspects under
    • Customer Life Cycle Management.
    • Oversee the rollout of dedicated CVM and Retention postpaid activities which are designed to increase the revenue, reduce churn, increase Life Time Value, and improve the Life Cycle Management process for our customers
    • Coordinate with different Divisions / Departments like Customer Care, Sales, Finance, Segments team, Product Teams, BI, Communication, Technology and any other relevant internal or external teams for roadmap execution
    • Ensure the correct and timely training of relevant staff on Retention programs / activities
    • Work on the Annual Budget preparation exercise with respect to On-boarding Retention, make recommendation for and help to track the annual budgetBuild advanced tools to insure sophisticated CVM analytics and modeling with proven benefit.
    • Build modeling process and models to campaign s process, aiming to automate campaigns based on advanced models’ output.
    • Drive customer insights to identify the right opportunities and/or threats and create new campaign to face them.
    • Build and maintain ongoing and evolving Next Best Offer in-house model with collaboration of the adequate partner and insure the benefit to the business revenue of CVM.
    • Supervise the work of direct reports to ensure they meet their objectives, are kept motivated and perform in accordance with their job description.
    • Undertake regular on the job training to ensure that direct reports have the necessary skills to undertake new or existing responsibilities.
    • Delegate responsibility to direct reports, in accordance with their role and ability, to ensure
    • they are developed and maximize their potential.
    • Ensure Individual Development Plans (IDP) are completed for all staff in accordance with the MNO’s policy.
    • Recruit reporting staff as required.
    • Conduct annual performance appraisals (Performance Management System) and ensure objectives set are monitored and achieved.
    • Attend Marketing meetings as required with different divisions / departments.
    • Proactively take responsibility for self-improvement by staying well informed of developments, knowledge and innovations in relevant field of expertise.
    • Undertake regular on the job training to ensure that direct/indirect contributors to Consumer CVM Campaigns have the necessary skills to undertake new tasks.
    • Other duties as directed by supervisor or other superiors.

Qualifications and requirements:

• • • Required minimum 9 years of experience based on progression ladder in a similar environment (consumer service industry)
    • Minimum 6 years in telecom CVM with proven record of accomplishment of executing revenue stimulation and retention campaigns.
    • Knowledge of CVM platform capabilities and new trends.
    • Creative and Analytical mind with desire to grow business.
    • Experience in managing, driving and leading multifunction team of CVM experts and managers.
    • Ability to do multitasking and work under tight schedules.
    • Strong knowledge of local market conditions and potential target market/customers will be advantage.
    • Ready to go extra mile to get things done.
    • Ability to operate in a diverse multicultural, multinational work environment, exhibiting appropriate sensitivities.
    • Fluent verbal/written communication in English. Arabic an advantage.
    • Good knowledge of MS Office applications like Power point, Excel, Word etc.
    • Bachelor degree in Business, Marketing, engineering or a related discipline from a recognized institution.
    • Project Management certification is an advantage
    • Strong analytical skills and project management skills
    • Knowledge of the GSM, LTE and emerging mobile services and products and overall knowledge of Product Life Cycles
    • Presentation skills.
    • Communication skills.
    • SQL and CVM tools
    • Demonstrated acumen in understanding the industry and its trends.
    • Knowledge of telecommunications products and services.

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