Emad Ibrahim

Key Responsibilities:
Commanding all commercial marketing activities, owing the strategic plan related to;

A. Designing tailored BTL offers:

 Crafting out-of-the-box marketing campaigns, BTL offers to enrich the customer experience, stickiness, CSI, CLV and revenue as per roadmap.
 Driving product planning & positioning based on strategic benchmarking, by company’s set of objectives, targets, policies and processes.
 Employing all communication channels including call centre outbound team, IVR recorded massages, SMS, OTA & digital forums.
 Partnering with the Budgeting team on building the required financials assumptions for the business cases..
 Developing best practice guidelines/FAQ for the Go-to-Market.
 Stimulate customers usage, consumption, experience & lifecycle by offering the best fit Up/Cross-Sell campaigns based on their usage behaviour trends.

B. Customer Base Management & Segmentation:

 Conceptualizing and implementing strategic marketing plans aimed at expanding market presence, ensuring market share and sustaining the long-term revenue assurance.
 Implementing micro-segmentation based on customer value, tenure, and lifecycle stage.
 Investigating segment needs to develop appropriate value propositions.
 Perform multi-dimensional market research, focus group & VOC.
 Define frameworks for:
o Campaign report set-up & planning
o Test & Learn campaigns (pilot phase)
o Multivariate campaigns casting
o Interpretation of KPI reporting
o Campaigns audit
o Ad-hoc campaigns analysis
o ROI analysis
C. Customer Value Management:

 Drive CVM strategy, supported by in-depth analytics of commercial activities across customer lifecycle per segment to boost customer advocacy and revenue potential at each stage.
 Identified business opportunities and risks for optimal customer value management.
 Monitoring revenues trend analysis to identify best-targeted segments and criteria.
 Augmenting the profitability of existing products by running revenue-boosting promos.
 Unlocking profitable niches by assessing and refine segments and promotions’ uptake during the pilot phase based on post-evaluation, (Target & Control group), revenue incremental and cannibalisation factor.

Key Responsibilities:
 Dexterously managed churn across segments.
 Instrumental in developing Retention offers for churn reduction, revenue enhancement and base management through better-targeted offer/s. Key Project to Credit (Next Best Action NBA).
 Partnered with market research/outbound team to develop a deep understanding of the key customer churn drivers/reasons.
 Proffered exceptional customer experiences resulting in enhanced customer satisfaction index, enabling advantage over the competition.
 Owned and managed churn forecast.
 Regularly evaluate the Churn Prediction Models accuracy.

Key Responsibilities:
 Prepare and present monthly SWOT analysis for potential churners and actual impacts/risks.
 Propose recommendations and corrective actions based on the strategic business goals.
 Identify and engage with the social connectors segment through 6 Touch Points (Identification, Profiling, Delighting, On-boarding, Expanding Community and Engagement), track the delivery of customer experience, ambition and touchpoint promises.
 Stimulate the potential churners usage and revenue.

 Tracked quantitative & qualitative sales performance, ensured required SLAs & KPIs are attained and customer expectations are met/ exceeded through qualitative/profitable services.
 Prepare and present a monthly sales analysis, forecast and targets for the retail department.

 Handling customer inquiries & complaints.
 Upselling & cross-selling existing and new services.
 Detect technical and network problems to report them to the concerned department for corrective actions.