Product Marketing Manager
Ooredoo - Kuwait
Total years of experience :14 years, 6 Months
Conceptualized, built and launched multiple products & promotion with the responsibility of regulatory approvals, business plan, customer proposition and GTM strategy for small screen & large screen prepaid products.
- Prepaid Revenue ~ $200 Mn USD
- 2 Mn+ Sub
- Design tactical promotional offers
- Product pricing
- Revenue enhancement & customer retention activities (U&R) with the help of CVM Team
- Digital transformation - Marketing Solutions
Key Responsibilities :
- Manage products/services and promotions from idea initiation to successful launch through to post-launch result analysis.
-Manage & improve product lifecycle to enhance overall prepaid customer experience with simple product construct & mechanics across voice and internet experience.
- Evaluation & review of prepaid products to continuously assess product relevance competitiveness and profitability by regularly monitoring key performance indicators.
-Competition benchmarking and rollout of plans to counter competition offers.
-Lead the activities for a product launch with supporting functions (Research, Pricing/financial assessment, Marcom, Product development, business simulation, sales and customer service training).
-Identify, manage & resolve product related issues.
-Support acquisition-related sales & awareness campaigns to drive increased subscriber acquisition via direct channels
-----------------------------------------------------------------
Products management:
-Provide and monitor products/ promotion performance assuring positive KPI’s.
-Prepare the required reports and dashboard.
-Analyze voice & data revenues and trends.
-----------------------------------------------------------------
Key Accomplishments:
-Prepaid portfolio simplified to make it consumer friendly & easy to communicate.
-Implemented new prepaid product identity in the market for clear differentiation with other products.
-First innovative recharge based promotion launched i.e. Spin n Win with user gamification - 2% positive impact on revenue
-Successfully driven digital penetration (APP) with segmented offers.
-Successfully launched ANA, Kuwait’s first customizable digital plan i.e. One can build own plan by choosing minutes/internet/SMS or by selecting predefined plans.
Key responsibilities :
-Managing retention products and customer lifecycle, post-launch product analysis.
-Managing existing base and identifying opportunities on any sub-segment for growth and ARPU starching.
-Analyze data relating to usage patterns of the customer to identify opportunities for process improvement and /or revenue enhancement.
-Design, manage and review campaigns at Tele-calling Set Up, EDM campaigns and SMS campaigns.
-Work closely with CSD to profile, retain and drive postpaid customers thru to a more profitable experience with the company as a brand
-Responsible for reviewing the existing base for rationalizing the existing customer benefits.
-Conceptualize, lead and review seasonal campaigns
------------------------------------------------------------------
Products management:
-Maintain Insights, trackers and related dashboards signifying the movement of the customers across various parameters like ARPU, Usage, MOUs
------------------------------------------------------------------
Key accomplishments:
-Megastar award for bringing up incremental revenue from the existing base by performing rationalization activities
-Successfully Recognized for up-gradation of existing customers from Non-Red plans to RED plans with the monthly incremental ARPU of 50Rs. Per customer
Key responsibilities :
-Responsible for achieving CVM revenue objectives of clients by leveraging various features/functionalities of the platform and providing a segmentation strategy for running BTL campaigns for customers.
-Responsible for smooth campaign management (Configuration, UAT, launch & daily operations)
-Support client with business analysis/recommendations/insights for existing campaigns/new campaign recommendations and new programs addressing revenue enhancement/churn reduction.
-Lead a team of three Campaign managers & one MIS reporting executive, providing them support and guidance for effective implementation, management, optimization, and reporting of campaigns.
-Managed three Airtel Africa accounts (2013-2015) - Zambia/Tanzania/Madagascar & Vodacom Mozambique and later managed Aircel India account for a few months
-Implemented MIS, various reports & methodology to measure the profitability of individual campaigns as well overall CLM platform to operator's revenue
-Driving CSAT by meeting customer requirements & expectations
-------------------------------------------------------------
Reporting Management :
-Publishing business critical dashboards, reports & analytics:
-Daily/Weekly/Monthly reports.
-Monthly KPI & campaign dashboards.
-Business Intelligence (BI) & Impact analytics.
-Monthly review with the Circle/Operator Marketing teams along with respective MC
-Design and implement KPI reporting templates for Flytxt to report to its customers the impact delivered by Flytxt engagement
-Maintain processes, templates, and other documents that support best practices
Key responsibilities :
-Monitor quality data subs according to QCM policy post 90 days period after activations.
-Customer Segmentation for U&R based on the recharge pattern/usage/last activity date/last recharge behavior.
-Monitor data revenue KPI’s across circles and achieve budgeted Usage /ARPU / Effective Data Realized Rate per MB.
-Designing CVM Campaigns - SAS campaign management for the data subscribers based on their usage pattern and recharging behavior.
-Maintaining the CLV (Customer Life Value) and tracking the customer movements from product to product.
-Monthly projections on acquisition and revenue and sharing the same with the leadership team for business planning.
-Closely work with IT and technical team for creating new innovative data service solutions for customers.
----------------------------------------------------------------
Reporting management:
-Preparing Monthly operational review on overall data business MOM for top management.
-Preparing monthly benchmarking study for all the circles based on revenue, ARPU, Realized rate, BTS Utilization (MB /GB Usage), Acquisition, recharging base etc.
----------------------------------------------------------------
Key Achievements :
-Streamlined all data business related reports with the coordination & help from IT.
-Launch of speed booster pack for unlimited postpaid data plans customer whose speed gets throttled after exhaustion of bundled usage.
-Conceptualizing smart pop up for postpaid customers wherein the customer will get automated pop up whenever he/she reaches 85%And 95% of bundled usage.
-Launch of validity expiration reminder functionality and a similar functionality wherein customer with zero balance would be redirected towards recharge page.
Service Marketing Responsibilities:
-CLCM Process - Handholding of new subscribers (0-30 days) through various modes of communication (OBD, SMS, SMP).
-ZU Management - Segmented offer to retain customers based on non-usage & recharging days.
-Do & delight activities - Monitoring subscribers usage weekly and offering segmented FTT and STV packs on the usage pattern of the previous 60 days.
-Juice Ups (STV) activity: Expiration of STV packs to be informed via SMS 3 days before the expiry of packs.
-Value churn management: Managing churn below AOP both in terms of numbers and count.
-Implemented of SAS campaign tool in the circle - data management for campaign creation.
-Communication through OBD, SMS for the upselling & communication of U&R products to the customer from time to time to induce them to recharge with the right product as per the customer usage behavior.
-Worked as a Call Center Lead for the VAS and STV special recharge promotion and tracking revenue against the AOP of service marketing.
-MNP Process: Managed all activity related to MNP (Promotion, Call Centre interaction, Tele calling, SMS & OBD).
------------------------------------------------------------
Reporting Management:
-Reporting and Analysis: Responsible for all analysis related to Service Marketing and preparing, Reporting and analyzing on daily/weekly/monthly Service Marketing Key Performance indicators like Inactive, Churn, Value churn, MOU, Decrement, PF, etc.
-Various dashboards on the business parameter like zero usage tracker, STV expiry and renewal tracker, call center product tele calling performance tracker, etc.
-Forecasting cost flash for service marketing (cost includes payments to vendors related to services like tele calling, OBD, etc.)
-Monthly Presentation for reviews of service marketing.
----------------------------------------------------------------
Key Accomplishments:
-Multiple times, “Star of the Month” award for achieving incremental revenue through outbound activities, identification of customer segmentation with right offers and conversions
Completed in May' 2005, certificate issued by the university in Feb'2006