Commercial Director -Marketing & Customer Service
Virgin Mobile Middleast & Africa
Total years of experience :22 years, 3 Months
A member of the Senior Management team in VMEA & FRiENDi Mobile Oman with the primary responsibility of managing the FRiENDi mobile brand and presence in the market via revenue, customer base growth, and enhanced customer experience.
Key responsibilities:
• Leading a diverse team of product and proposition managers, Marcom managers, a CVM team, and customer service team.
• Manage relationships with key government and regulatory bodies. Tasked with leading all discussions related to Retail Tariff Regulation consultation and Reference Access & interconnect consultation
• Manage wholesale partner relationship. Tasked with improving our relationship with our wholesale partner to ensure the best wholesale rate deals and leverage synergies.
• Focal point for Oman for all commercial related activities in the VMEA family
Leading the Home Division in the Consumer Commercial Unit reporting directly to CCO
• Established fixed services commercial division, delIvering Fixed Broadband Value proposition through different access technologies (Fibre, FWA, xDSL), including adjunct services (TV, Smart Home, Cloud)
• Commercial Lead 5G Deployment
• Accountable and responsible for Fixed services P&L & AOP
• Accomplishments:
o Setup fixed commercial division focusing on three key elements product management, proposition management and business development.
o Fibre to Home Task Force Lead. Reengineered structure and processes of operational (Service Delivery and Dedicated backoffice) and sales functions focusing on delivering wireline services E2E.
o Increased Home Internet Revenues over 160% within 4 years with a strategic focus on increasing ARPU
o Increased Fibre Home Internet base over 800%, through attractive product offerings, enhanced service delivery and after sales processes and revitalized sales push.
o Increased 4G Home Internet base by 50% through attractive product offerings and refocused CVM initiatives.
o Increased Ooredoo Home Internet market share by ~20% within 4 years
o Principal commercial lead in launching 5G Home Internet
As a Senior Manager for Consumer Marketing I was accountable for the delivery of Omantels vision in becoming the market leader in the Consumer Segment by creating compelling customer propositions to identified key customer segments that drive best in class innovation and customer experience.
• Responsible for B2C propositions and products, encompassing four units.
• Responsible for the annual Consumer revenue budget and P&L.
Current achievements to date:
• Responsible for deploying new segments as part of our segmentation strategy - Youth Segment and Expat Segment in the market.
• Reversed decline in IDD revenues through enhanced value propositions targeting low end segments.
• Launched new postpaid plans which increased postpaid gross ads by 20%
• Spearheaded the implementation of Omantels device strategy, which helped increase smart device sales exponentially. This was done through a series of value propositions, which also aided the growth of Omantels postpaid, and MBB plans.
• Launched new and enhanced MBB propositions, which aided the increase of mobile broadband acquisition and revenues.
• Spearheaded Omantels WiFi hotspot project with over 50 hotspots available across the country.
• Reengineered Home Broadband service delivery timeframe and communication model as a member of company wide cross functional team. One of the major accomplishments was scaling down the service delivery timeframe by approximately 70%.
• Launched first IPTV services in Oman.
• Oversaw the development of series of innovative VAS products, i.e. Omantel TV, International Credit Transfer, etc…
• Overall responsible in developing Consumer Units Annual Operation Plans.
• I currently manage a team of Product Marketing Managers focusing on 4 key areas.
• Currently I’m tasked with developing several new revenue streams which includes Mobile Money, Mobile Health, Mobile Advertising and IPTV. Which would essence contribute to 5% EOY of overall revenues.
• Prepare the Annual Operation Plan for VAS/Payment/Device and define it into a marketing strategy plan whilst acutely converting it into yearly roadmaps and quarterly market activity plans.
• Own the overall customer experience, define and take actions based on Market Research and Business Intelligence.
• Work directly with the Business Intelligence and Customer Intelligence teams preparing and analyzing business cases with the goal to increase the customer base, Revenue, ARPU, customer satisfaction and loyalty.
• Work directly with Marketing Communications to prepare marketing communication plans for Above The Line (ATL) and Below The Line (BTL) with the objective of developing products and services and improving the effectiveness of offers, promotions and other market activities
• Representing Nawras as a committee member for the Mobile Innovation Team with the Qtel International Group.
• Responsible for the business customer base and its revenues via conceptualization, development and management of all postpaid, prepaid and data products. Report directly to the Director of the Business Segment Division.
• Manage, coordinate, assist and support a cross functional team (IT, Network, Engineering, Billing, Customer Care and Sales) in rolling out business products & services.
• Overall responsible for implementing new and existing core voice products Business Prepaid & Postpaid with its business terms and processes, credit policies and payment terms.
• Head of Nawras task force for Mobile Number Portability (MNP).
• Liaise with the IT and Network departments to secure a successful implementation of the agreed product roadmap
• Proactively manage the product lifecycles of product and services from cradle to grave within the business segment.
• Responsible in analysing existing market insight and mandate new market research and competitive analysis as a basis for the positioning and design of a highly competitive product portfolio.
• Taking an active role in making future business plans and following the achievement of business plan targets
Additional responsibilities:
• Contributed to the 2009 and 2010 AOP (Annual Operational Plan) as a member of the Business Segment Management Team. Duties included preparing P&S roadmap, establishing demand forecast
• Contributed to the establishment of a PMO structure as a member a task force committee.
• Geo-Marketing SPOC (Single Point Of Contact) coordinating with Radio Planning 2G & 3G units and the Optimization team. Objective was to enhance and improve our network coverage across the country.
• Invited by IIR Telecom as a presenter in the 2008 Mobile Number Portability Seminar.
•Structured and managed the Business Support unit from concept phase into implementation phase with a team of 5 employees.
•Reengineered and managed the Business sales processes to meet the Annual Operation Plan of 2006 and 2007.
•Managed upselling initiatives cross-functionally with other departments Sales, Marketing, and Customer Care.
•Project Managed the implementation of data solutions in the Direct Sales Force Channel e.g. E-Mobile Office - Nawras Mobile Data.
•Managed corporate reach activity projects, i.e. Nawras Business Stand COMEX 2006 and 2007, OPAL Info Event.
•Bid Managed a tender which was issued by OPAL for the purpose of having a Mobile Service Provider to become the official provider of mobile telecommunications within the OPAL organization which embodies 200 organizations in Oman as permanent members. After winning the tender I was appointed by the Sales Director to manage the project with the objective of setting up the largest corporate sales contract from inception to post contract phase.
•Member of the Mobile Number Portability project representing the Business Sales department. Structured processes cross-functionally internally and externally.
•Implemented and managed databases that generated reports i.e. Business Spend reports, lead reports, KPI reports which is reviewed by Senior Management on a weekly and a monthly basis.
•Managed & coordinated the Business Sale Contract with our legal team with the agenda of consolidating & optimizing Business Sales.
•Appointed as Single Point Of Contact (SPOC) on the UMTS (3G) project. My role was to manage all processes, business simulation across the sales department (Business Sales, Indirect Sales, Own Store) and distribution strategy.
Insuring all cash and banking procedures are met up to standards.
• Insuring all merchandising in the shop are met in accordance within the company’s policies and procedures.
• Evaluate, coach and monitor staff on a consistent basis to maintain their level of performance.
• Insuring the roster is met in accordance with all the staff.
• Coordinate and communicate with upper management regarding all shop issues, promotions that would assist in optimizing sales.
• Generate KPI’s, Target Incentives on all staff in accordance with the companies policies and procedures.
• Follow up and communicate with specific departments and other shops for escalation and resolution of outstanding issues.
• Perform all sales & customer service transactions
• Reporting directly to the Head of Department.
• Insuring all cash and banking procedures are met up to standards.
• Took the lead for merchandising in the shop. Which consisted of ordering, receiving of goods and Inventory Management
• Took the lead in insuring staff are performing up to company standards
• Insuring the roster is met in accordance with all the staff.
• Coaching staff on sales and customer service principles.
• Perform all sales & customer service transactions
Prior to company launch:
• Led a team in developing a set of processes for the Own Shops department. I was also involved in developing a set of processes for the Direct Sales department.
• Selected by upper management to test all systems and processes that was installed in the shops (POS, MRMS, ETR, CSA, DAT), dubbed UAT (User Acceptance Test).
• Trained set groups within the Own Shop department on the systems (POS, MRMS, ETR, CSA, DAT, CCF).
• Led a team of 15 agents.
• Monitor call flow and agents as sequestered.
• Coaching staff on customer service and retention principles.
• Initiate call backs to selected customers for further assistance.
• Delegate to CSR's specific tasks accordingly.
• Follow up and communicate with specific departments for escalation and resolution of more complex problems.
• Establish monthly KPI’s on CSR’s.
• Perform other duties when delegated.
• Report directly to call center manager.
Post Graduate Diploma in Management
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