JOB PURPOSE
To formulate and ensure implementation of effective and efficient strategies for youth segment so as to enhance the leadership position in customer market share
KEY ACCOUNTABILITIES
Drive increased market expansion and penetration by creating a roadmap and strategy for customer acquisition, in line with overall business and marketing strategy
- Leverage market research to get insights into consumer behavior and preferences and drive future programs and promotions.
- Track usage patterns to devise customer acquistion strategies
Youth segment revenue growth/ Effective and efficient utilization of Sales & Distribution budget
- Achieve the desired revenue by designing and developing customized retention and acquisition programs for the Youth segment:
- By planning and achieving an optimal balance between the recharge revenue and the usage by the customer.
- By developing and implementing programs to enhance the revenue by facilitating customer upgrades with respect to the rental revenue, airtime usage and chargeable tariffs
- Develop and drive youth bundles to retain and win over competitor youth customers.
- Ensure innovative products are launched
- Ensure increase in usage
- To identify new segments for acquisition and therefore plan and implement the strategy to penetrate the same with leadership position.
- To design and provide tools to sales team for market expansion
- To conduct consumer and trade research on periodic basis to identify new opportunities for youth acquisition.
- To conceptualize and rollout suitable products and plans in prepaid/postpaid to drive acquisitions and revenue.
- To design and test plans and products to take care churn and loyalty parameters.
- To design suitable consumer and trade schemes so as to acquire revenue-paying customers.
- To plan and monitor acquisition cost.
Incremental Share of Gross Additions
- Develop youth strategy within the OPCO by creating new partnerships with relevant institutions.
- To grow revenue within the Youth base at x times greater than Market growth.
- Youth partnership identification & develop programs around same.
- •Organizing regular events for this customer base to grow product revenue through lead generation and product upsell and ensuring that each of these events is profitable when assessed on an individual basis.
- To identify the key strengths of competition and plan key tactics to get incremental share of net adds from competition
Customer Delight measure in terms of Stickiness, Schemes and Promotions
- To design and implement consumer schemes and promotions which are simpler, crisp so that increase the delight among existing and prospective customers.
- To create customer base stickiness and hence reduce churn;
by designing, managing, analyzing programs and offers to create stickiness of the base to the network and hence building loyalty.
- Achieve monthly youth churn target of X%
Reporting
- Direct process of reports on youth acquisition strategies that shows trends, ROI and impact to aid effective business decisions
- Ensure quality process and Monitor Acquisition led Management Information Systems and benchmarks
- Provide Summarized Analysis to aid Executive Management in Commercial & Strategic decisions
Revenue enhancement
- Plan and direct new customer hand holding tactics for revenue stimulation for the youth segment
Desired Skills and Experience
Gmail
Yahoomail