CVM Strategy & Planning

Develop the end-to-end CVM strategy for all customer segments (e.g., high-value, new, at-risk/churn), aligning with overall business objectives for revenue and subscriber growth.

Define the customer lifecycle journey and identify key intervention points for targeted campaigns (onboarding, upselling, cross-selling, retention, win-back).

Own and manage the CVM budget and deliver against CVM-specific KPIs (e.g., CLTV, Churn Rate, ARPU).

Campaign & Retention Management

Design, execute, and monitor BTL (Below-The-Line) marketing campaigns across multiple channels, including SMS, email, in-app notifications, and push notifications.

Develop and manage the churn management process (proactive retention offers, save desks, win-back campaigns).

Create and implement upsell and cross-sell initiatives to drive feature adaptation, product migration, and increased spending (e.g., data top-ups, premium service upgrades).

Data Analysis & Segmentation

Collaborate closely with Data Analytics and Business Intelligence teams to perform deep-dive analysis on customer behavior, purchase patterns, and product usage.

Develop and refine customer segmentation models (e.g., using Recency, Frequency, Monetary Value - RFM) to ensure campaigns are highly personalized and relevant.

Utilize predictive models (e.g., Churn Propensity) to proactively identify and target customers most likely to leave.

Campaign & Retention Management

Design, execute, and monitor BTL (Below-The-Line) marketing campaigns across multiple channels, including SMS, email, in-app notifications, and push notifications.

Develop and manage the churn management process (proactive retention offers, save desks, win-back campaigns).

Create and implement upsell and cross-sell initiatives to drive feature adaptation, product migration, and increased spending (e.g., data top-ups, premium service upgrades).

Qualification

Bachelor's degree in marketing, Business, Statistics, or a related quantitative field.

Proven track record of designing and executing successful targeted marketing campaigns that delivered measurable revenue growth and improved customer retention.

5 years of experience in CVM, Retention, Base Management, or CRM role, preferably within a high-volume industry like Telecom, E-commerce, or B2B SaaS.

Strong Analytical Skills: Proficient in interpreting complex data sets, deriving commercial insights, and building robust business cases. Experience with SQL or Python for data extraction is a significant advantage.

Commercial Acumen: Clear understanding of key business metrics (CLTV, ARPU, Churn, Margin) and the ability to link CVM activities directly to financial outcomes.

Campaign Management Tools: Hands-on experience with CRM/Campaign Management systems (e.g., Salesforce Marketing Cloud, Adobe Campaign, Unica).

Communication & Collaboration: Excellent written and verbal communication skills, with the ability to influence cross-functional teams and present complex data simply to executive leadership.