General Manager - Customer Value Management at MTN Nigeria

Reports To: Chief Marketing Officer - CMO

Division: Marketing

Mission:

• Lead customer value management initiatives, designing and delivering customer lifecycle programs that drive revenue and profit margin growth, while leveraging data insights to personalize customer experiences, enhance loyalty, and maximize customer lifetime value

Description:

• Develop and implement strategies for customer segmentation, retention, and value enhancement.
• Design and manage loyalty programs to encourage customer engagement and long-term retention.
• Use data analytics to identify customers at risk of churn and proactively address their concerns.
• Review MTNN corporate direction and develop CVM strategy ensuring alignment with MTN corporate strategic objectives.  
• Manage all direct marketing campaign execution and improve ROI through strong campaign management tools – operations, campaign planning, detailed design, production, test, roll-out, commercial return and evaluation.
• Analyse commercial impact of BTL programs on product penetration, ARPU and volume/ value churn. 
• Oversee operational analysis of customer base to identify opportunities to apply products and tariffs to maximize lifetime value.
• Perform channel mix optimisation for base development & retention activities. Drive/ optimise channel execution by setting volume and value targets based on approved budget.
• Deliver volume and value forecasting, retention volume and spend, Cross-sell and up-sell revenue in line with finance budgets.
• Provide base management strategy and ensure operational execution of the following - churn management, customer inactivity and retention, product penetration, base management direct marketing results and Incremental revenue.
• Oversee robust CVM reporting and dashboards and act upon data. 
• Cross-sell and Up-Sell campaigns e.g. voice, SMS and data-upsell, SMS and data-cross-sell. .
• Champion Retention & Churn management e.g. outflow value management, early churn detection, involuntary churn.
• Oversee Base Management e.g. inactivity management, top-up volume and value management, revenue stimulation.
• Champion tariff migration management, revenue boosters.
• Define and execute base development programs and revenue booster initiatives to achieve growth in customer base ARPU through targeted and segmented offers, campaigns, and pricing; specifically, data up-sell initiatives, tariff migration initiatives.
• Manage delivery of insight for the customer base to the rest of the business, including actionable value- and needs-based segmentation and predictive models, linked with competitor intelligence, and market research.
• Architect the development of a blueprint for segmented offer management & fulfilment.
• Oversee an integrated output through campaign management, charging and provisioning platforms, by translating CVM objectives to IT / Technical teams
• Define and implement Key Performance Indicators and Metrics for support and operational activities and use these metrics to drive service delivery excellence
• Lead a business transformation to embed CVM decision-making principles and culture across the organization.
• Coach and mentor the CVM team to ensure understanding of the objectives and goals of the department, awareness of all related job requirements and accountabilities and leverage human resources career development programs for staff career development.
• Lead CVM capability development/ define the CVM capability strategy based on commercial improvement programs and provide opportunities for staff to build on the company’s investment in their training and improve productivity.

Education:

• First degree in Marketing or a related discipline
• Possession of post graduate degree (MBA/ Masters in relevant fields) will be advantageous
• Fluent in English and language of country preferable

Experience:

A minimum of 12 years of working experience, which includes:

• Senior management track record of 3 years or more; with at least 3 years in relevant sector/ industry as per relevant role
• Experience working in a global/multinational enterprise (understanding emerging markets advantageous)
• Worked across diverse cultures and geographies. 
• Experience in leading change / transformation (marketing) at an operational level advantageous
• Experience in continuous improvement through the implementation of best practices
• Experience in customer value creation
• Experience in campaign management