Broadband Marketing Manager
Umniah Mobile Company
مجموع سنوات الخبرة :13 years, 11 أشهر
• Prepare the yearly strategy plan for the home broadband segment (4G and FTTH) to be in line with company strategy.
• Manage the design and development of a consistent pricing strategy for Home broadband customers.
• Based on clear customers’ segmentation & customers’ insights; develop end-to-end value propositions for the customer base to address each segment’s needs (4G and FTTH)
• Ensure the impact of new pricing and new offers on margin, profit, competition, revenues & market share are clearly assessed & tracked.
• Design new value propositions to maximize acquisition of new active customers & increase in value share.
• Ensure that new acquisition offers (4G and FTTH) will increase the overall value of customer base taking into consideration the effects on existing customers.
• Develop bundling strategy & partnership to drive acquisition of the right offers & customers.
• Ensure the successful launching across all segments & regions with effective impact on active base & revenue share numbers.
• Design and plan specific value propositions to reduce churn, increase value of existing customer base and increase current base lifetime value.
• Develop and review business cases for new products/services to maximize the product revenues and profitability.
• Evaluate opportunities/options of 4G and FTTH expansions to ensure better ROI.
• Liaise with the product development, IT, Network, Sales and Marcom departments to ensure a successful implementation and launch of the roadmap-planned products / services.
• Ensure successful launch for new products/services across several communications channels (website, mobile application, billboards, newspapers, radio, TV social media and digital channels).
• Monitor and analyze home broadband customers base by identifying customers’ base insights.
• Introduce creative and new products/services for the consumer market that enhance the customers’ way of living and meet the customers’ needs
• Develop and plan home broadband products/services for consumer market that enable the company to become the preferred provider for home internet services (4G and FTTH).
• Create and review business cases for new products/services to maximize the product revenue, impact and customers who will get the product/service.
• Support my manger in preparing the yearly strategy plan for the home broadband segment in order to increase the company market share, segment revenues, reduce churn rate and increase customers’ life time value.
• Evaluate opportunities of acquiring new customers and revenues by expanding in 4G and FTTH coverage areas.
• Liaise with the product development, IT, Network and Marcom departments to secure a successful implementation and launch of the agreed products/services roadmap.
• Ensure successful launch for new products/services across several communications channels (website, mobile application, billboards, newspapers, radio, TV social media and digital channels).
• Support sales team to increase the customer base and generated revenues through meetings, trainings, presentations and proposals.
• Deal with sales feedback and related complaints received from end users through front liners such as customer care, back office and social media channels to take the best action in order to enhance the customer experience.
• Monitor and analyze fixed broadband customers base (4G and FTTH) by developing reports to extract customer base insights in terms of data consumption behavior, revenue, churn and internet contents interests.
• Develop and plan retention marketing campaigns that reduce the churn rate and increase the customers’ life time value.
• Develop and plan cross-sell and up-sell marketing campaigns to increase the customer ARPU and the customers’ life time value.
• Think out of the box to introduce creative and new products/services for the consumer market that enhance the customers’ way of living and meet the customers’ needs.
Main Achievements:
• Introduce new digital contents: WAVO from OSN and beIN Connect from beIN for consumer market for the first time in Jordan.
Such services will meet the growing needs of Umniah customers and that offer exclusive experiences that suit all tastes and interests, particularly as we are heading towards an all-digital future.
• Double Umniah’s home broadband market share in one of Jordan governorates in one month by analyzing consumers’ needs and targeting them with dedicated offer
As the single point of contact for Geo-marketing in the company, I conduct geo-analysis using multiple GIS applications and tools over the network per technology and over marketing products per segment supported with geo views and recommendations in order to direct, recommend and assist the decision making process and achieve the company commercial targets.
Main Responsibilities:
• Provide business support for annual network expansion phases by preparing network needs by technology for new sites in terms of coverage and capacity, translate marketing inputs and needs into technical requirements in terms of location and site type and evaluate the expansion phases in terms of revenues generated per site.
• Support the annual network expansion phase business case with estimated traffic and revenue generated per site. Use tools and map layers to estimate the traffic per site type (coverage/capacity/Macro/Micro…) to ensure feasible commercial investment and calculate the covered populated area percentage per technology.
• Provide reports, studies, analysis and recommendations as monthly subscribers’ distribution reports per technology, sites traffic and revenues, sites capacity and utilization and technical studies for existing and new technology (LTE, FTTH…).
• Manage marketing geo-targeted campaigns to boost commercial activities among potential locations.
• Provide studies and analysis for new shop locations to meet the commercial needs by performing spatial analysis using different data for network coverage, subscribers’ distribution, competitors’ presence and population/districts maps.
• Track network coverage and QoS per technology to identify competitive weakness and strength areas and compare our coverage and technologies to our competitors.
• Follow Umniah coverage maps updates in order to keep the coverage maps up to date. Manage and interact with external suppliers to ensure operational and functional up to date data and applications are available for Umniah coverage viewer.
• Play key role in design and analysis for new mile stones projects in Umniah; 4G (FDD/TDD) and FTTH.
• Play a key role in the technical/marketing evaluation process for new subscribers’ terminals for 3G/4G; dongles, MiFi and wireless routers.
As part of the marketing insights team in Umniah; I conduct geo-analysis using multiple GIS tools over the network per technology and over marketing products per segment supported with recommendations in order to direct, recommend and assist the decision making process and to achieve the company commercial targets.
Main Responsibilities:
• Provide business support for annual network expansion phases to improve the ROI by analyzing geodemographics and the sites purposes. Preparing network needs per technology for new sites in terms of coverage and capacity, translate marketing inputs and needs into technical requirements in terms of location and site type. Evaluate the expansion phases in terms of revenues generated per site.
• Support the annual network expansion phase business case with estimated traffic and revenue generated per site. Use tools and map layers to estimate the traffic per site type (coverage/capacity/Macro/Micro…) to ensure feasible commercial investment and calculate the covered populated area percentage per technology.
• Provide BI reporting and expressive representation for subscribers per site, subscribers per technology per area, revenue per site, geographical churn per area, GeoMarketing analysis on ARPU, sites capacity and utilization and technical studies for existing and new technologies (LTE, FTTH…).
• Manage marketing geo-targeted campaigns to boost commercial activities among potential locations.
• Provide studies and analysis for new shop locations to meet the commercial needs by performing spatial analysis using different data for network coverage, subscribers’ distribution, competitors’ presence and population/districts maps.
• Track network coverage and QoS per technology to identify competitive weakness and strength areas and compare our coverage and technologies to our competitors.
Main Achievements:
• Determine network weaknesses in cities that have low penetration rate and provide business case to target these cities in 2015 expansion phase. After deploying the new sites; I manage the marketing geo-targeted campaigns to boost the commercial activities and increase the sales. The result was to increase the penetration rate by 3%.
• Lead the project to integrate the GIS tools from ESRI with CRM systems to directly translate new customers’ location from coverage map to customer profile in CRM database (specially the fixed internet subscribers). This help to well identify customer distribution (as X/Y level), help engineering team to optimize the network and help the back office team to reach the customers in case of field visit is needed.
The Blue Zone™ is a leading fixed wireless internet provider in the US with a strategic interest in the MENA region, where it has already established a presence under the name The Blue Zone™
East Jordan. In June 2008, the company won a FBWA license, placing The Blue Zone™ East Jordan at the forefront of exciting opportunities inside the Hashemite Kingdom of Jordan.
As a member of the RF team we are taking the direct responsibility to enhance the performance of the current network by applying our experiences in order to achieve the best WiMAX network
performance. At the same time we are taking the direct responsibility to optimize and plan the current network and the upcoming expansion phases.
-Optimizing the current radio network to enhance the customer experience
- Frequency re-planning, preamble planning and ranging codes planning
- Planning new coverage and capacity sites
As an outsource engineer I joined the Broadband division in Umniah as RF planning and optimization Engineer. I had the main responsibilities to optimize and plan the WiMAX network with both versions 16d and 16e, testing new sites also participating in launching the TDD-LTE site in the MENA ICT Forum that was held in the Dead Sea February, 2013.
I have good knowledge in Huawei equipment such as the WiMAX BTS, LTE TDD BTS, and the M2000 NMS system.
wi-tribe Jordan is the second WiMAX ISP operator in Jordan that was launched its services in 2008.
Due to the good achievements in expansion projects that reflect positively to the network overall performance; I have got a promotion in October 2012.
In my current capacity as Senior RF Engineer I take the direct responsibility toward the radio frequency department in order to enhance the network performance and keep monitoring radio parameters via well-managed reports. Also I carry out the traditional RF activities (designing, planning, optimization and others)
• wi-tribe Expansion Project Phase II (May 2012- Current)
Tasks during the project are the same for as the last project. I have designed and planned new 28 coverage sites over the Kingdom.
As an RF Engineer, I carry out the following activities:
1. Planning and designing the RF coverage of the radio network
2. Optimizing the radio network performance
3. Planning and designing the capacity sites
4. C/I studies, sectorization planning, and frequency planning.
5. Conducting drive testing and evaluation of network coverage and quality of service,
6. Analyzing drive test data, and ensuring that the network coverage, C/I and capacity objectives are met
I professionally managed to use the Mentum Planet windows-based software solution to plan and implement the radio network and then improve the performance of wireless access networks.
I have strong knowledge in Airspan WiMAX equipment such as base stations (HiperMAX, MicroMAXd), subscriber stations (EasyST and ProST) and Airspan NMS (Netspan).
• wi-tribe Expansion Project Phase I(March 2011- December 2011)
wi-tribe has decided to expand its coverage through the Kingdome. Tasks during the project were:
- Design and plan new coverage cell sites (48 sites)
- Evaluate candidates for each cell site and chose the candidate which performs best according to design objectives.
- Complete TRC (Telecom Regulatory Commission) applications for new sites
- Audit contractors work.
- Prepare C/I studies, sectorization planning and frequency planning.
- Test new sites and make sure that the site is performing according to design objectives with the best quality available.
- Optimize exiting radio network to meet the introduction of new sites.
Part of graduation requirements is to join an ICT company in the capacity of trainee. I joint CANAL Telecom Engineering for 2 months where I got hands-on experience in GSM/WiMAX networks, RF transmission, and GSM/WiMAX antenna installations.
I'm ranked the 5th in my class out of 96 students attending the class with a GPA of 3.50 out of 4.0.