Analyst, Customer Value Management at MTN Nigeria

Job Description

• Assist in the development, implementation and measurement of various “Below The Line” campaign programmes that focus on customer retention and customer life-cycle management.
• Leverage the outbound and inbound channels for campaign execution aimed at reducing churn and increasing customers’ spend.
• Develop and execute micro-segmented marketing campaigns to generate incremental revenue and reduce dormancy on the network
• Identify opportunities within the base for revenue optimization and campaign management with the aim of developing relevant programmes to address these opportunities
• Monitor and track campaign performance over campaign lifecycle and ensure right decisions are taken regarding continuing or discontinuing campaigns
• Design and execute pilot campaigns to determine best approach to campaign deployment, offer development and campaign scripting before scale-up
• Utilize both inbound and outbound campaign management platforms for the purpose of campaign execution, deployment and evaluation
• Ensure no revenue dilution as a result of campaign activities
• Provide support to campaign segmentation analyst as required.
• Responsible for developing and executing Below The Line campaigns with the aim of generating incremental revenue and reducing churn on the network
• Manage the implementation, tracking and measurement of marketing campaigns
• Write, edit and proofread campaign scripts to ensure the best and effective marketing communication is achieved to drive campaign uptake and improved campaign success rate
• Regularly monitor and measure ROI of campaigns and take key decisions regarding continuity or modification of campaigns.
• Collect and use data to inform new campaigns and the evaluation of existing campaigns
• Analyse outbound and inbound campaign results and propose recommendations to the business based on campaign performance and evaluation
• Execution of overall customer base strategy to include but not limited to acquisition quality, welcome engagement campaign, upgrade and cross sell strategy, base migrations and retention strategy
• Analysis of the customer base to identify segments that have revenue upliftment opportunity or who are a churn risk that require an intervention
• Take ownership of the Go to market process, ensuring all processes and customer journeys are designed and followed
• Design monthly campaign calendar and campaign plan for execution ensuring timelines are met and targeting is in line with strategy
• Perform Customer Lifecycle Management activities that translate into elongated customer life cycle.
• Demonstrate broad understanding of Big Data end-to-end ecosystem and dependencies to identify trends in customer dynamics
• Interface with segment managers to understand their campaign needs in supporting product development and performance throughout their product lifecycle
• Liaise with vendors responsible for managing systems/tools/capabilities within CVM for campaign management and analytical needs
• Contribute and participate in campaign idea generation meetings and cross functional Customer Lifecycle Management meeting as required.
• Continuously seek self-professional development to sharpen skills and capabilities in a versatile and evolving digital landscape.
• Foster active collaboration and relationships with employees across all levels and divisions in line with MTN’s VB and values.

Job Condition

• Normal MTNN working conditions
• May be required to work extended hours
• Open plan office

Experience & Training
Education:

• First degree in any related discipline
• Fluent in English

Experience:

• Minimum of 3 years’ experience in an area of specialisation; with experience working with others in a medium sized organization
• Experience in Database/Direct Marketing or Product Management in telecommunications industry
• Experience in developing test design, significance testing, establishing error ranges, and key success metrics.
• Expertise in experimental test design
• Experience with major campaign management platform(s) within telecoms industry
• Demonstrable data-mining, analytical skills and segmentation techniques
• Good understanding of customer data analysis, propensity modelling and segmentation techniques; excellent understanding of data manipulation and interrogation techniques.