Senior Marketing Manager - CVM
du
Total years of experience :19 years, 11 Months
Joined du as Segment Manager. I was responsible for the end to end management of Postpaid Mobile segment, from acquisition to segment management, product management to retention and winback. I was promoted to Senior Manager Customer Value Management where my responsibilities increased managing the customer lifecycle; maintaining and growing subscriber base and ARPU through various cross-sell, upsell and retention activities for prepaid and postpaid mobile segments by targeting customers at right time, with right offer/product/ proposition through the right channel. I was responsible to build the Customer Value Management team and capabilities (BI Analytics/Predictive models Campaign/Product Portfolios and Customer Relationship Management platform) from the scratch.
Achievements:
● Achieved subscriber growth of 26% by launching new product portfolio and the revenue growth of 18% year on year.
● Successfully launched new postpaid products/plans; developed migration plans and increased penetration to 24% within the first year
● Increased CRM revenue by 54% in year 2 and 40% in year 3 calculated as the incremental revenues over the mobile revenues achieved through various cross-sell/up-sell, migration and retention initiatives
● Reduced churn by 15% for postpaid and 11% for prepaid by putting in place contract renewals, proactive and reactive retention initiatives and winback campaigns for postpaid and launching proactive retention campaigns, targeting customers identified through monthly, weekly and daily predictive models for prepaid
● Launched new channels for CRM activities including USSD, IVR, Digital (Web & App)
● Launched contextual marketing platform with the help of NBA and real-time triggers to push optimal action/product/campaign through optimal channel in relevant regional languages (currently, we have 7 different regional languages to communicate with customers)
● Lead and successfully implemented the communication unification project of various communication channels e.g. Web (including Digitial stores), Mobile App, Email, SMS, USSD, Call Center and IVR to ensure same information is disseminated from all channels
● Implemented Customer Relationship Management platform which helped achieve the CRM gross revenues of approx. USD 60M and engagement of approx. 2M customers per year
Joined as Loyalty & Retention Specialist. I was tasked to design launch and manage the loyalty program. I was also responsible to develop retention and winback initiatives. Once promoted to Senior Customer Value Management Specialist role, my responsibilities increased to manage prepaid and postpaid lifecycle management where I was required to build base management capabilities in terms of technology as well as business. I was able to launch ARPU uplift initiatives including cross-sell/up-sell, migrations as well as retention and winback campaigns. I built the churn prediction models and segmentation models while working on CVM analytics side. I was also responsible for launching the Campaign Management System.
Achievements:
● Launched Wataniya Rewards program; achieved year 1 enrollment rate of 17%, 7% improved churn rate and incremental ARPU of 5%.
● Implemented churn prediction model and high user monitoring model for prepaid base, developed and executed retention campaigns resulting in 11% reduction in prepaid churn
● Implemented on-spot retention program which involved developing new offers/propositions, training customer facing agents to retain customers when they visit/call for postpaid line deactivation, resulting in the reduction of postpaid voluntary churn by 20%
● Developed base management initiatives, launched near realtime campaigns for cross-sell/up-sell and recharge uplift resulting in the 7% increase in ARPU for the engaged customers
Joined as Associate II Business Analyst. I was responsible for daily churn and retention reporting for prepaid and postpaid customers. Promoted to Associate I Business Analyst my responsibilities grew to manage the retention campaigns for prepaid and postpaid segments. During my stay, I developed various segmentation (behavior, value and profile), descriptive and predictive models in order to reduce mobile churn. I was responsible for the execution of dormant revival campaigns
• Conduct project research and deliver qualitative and quantitative project analysis
• Develop business plans, clarify and categorize business requirements and establish project scope
• Produce functional requirements and develop functional use cases.
• Develop project timelines, monitor performance and ensure that various milestones are achieved during the project development lifecycle.
Bachelors in IT with majors in Software Engineering and minors in marketing