Vice President - CVM Planning & Insights

Head - CVM Planning & Insights

Function / Department Marketing

Location - Mumbai

Job Purpose

Deliver Prepaid Business, Revenues

Key Result Areas/Accountabilities

Business Planning Strategy, Pricing, Segmentation, CVM Roadmap

Drive CVM strategy for Base and Revenue management to achieve industry leading ARPU, Churn control, Base net additions, Data users

Achieve Customer Paying Revenue (CPR) Budget

Lead Pricing interventions to preimmunize the core based on customer elasticity and geography segmentation.

Increase Non-Telco revenue contribution as per target and industry benchmarks upselling OTT, Vouchers, Financial Services

Create Customer Segments based on Age, Urban/ Rural, NCCS A/B/C/D/E spend categories and other psychographics (Gamers, Housewives, Gig Workers, etc.)

Build a Loyalty Program for Prepaid customers with earn and burn engines including Telco + Non-Telco spend.

Unlock B2C AI use cases for customer cohorts - Students, Professionals, etc. including regional voice support.

Campaign Operations Governance, Measurement, Automation

Govern CVM campaigns to achieve business objectives

Evaluate performance Test/ Control, Before/ After, A/ B Tests

Mange the Pilot Result Scale up loop

Automate execution and reporting through existing and new Platforms

Ensure BI data validation, data sanity check & governance

Partner with Big Data team to deliver Supervised Analytics Models on Price Elasticity, Churn, NBA and other Business KPIs.

Increase Digital Adoption (DAU/ MAU) through App exclusive

Develop Digital CVM capability SEO, Social, EDM, App Push, App Assets, Micro-sites, etc. Analytics and Insights Management Reports, Business Insights

Own the Weekly Revenue Meeting Deck for Management

Provide regular Business Insights with deep dives on Product, Circle, Usage, Lifecycle indices

Lead Customer Dipsticks with google surveys, tele-calling, market visit reports, etc.

Manage weekly/ monthly cadence with Circle Marketing Teams Team Management

Develop/ mentor team to create a sense of belonging and alignment to organizational objectives Create and clearly communicate SMART (Specific, Measurable, Achievable, Relevant) KPIs.

Core Competencies, Knowledge, Experience Behavioral attributes:

Strategic Leadership skills

Analytical and collaborative skills

Strong communication and influencing skills

Process and detail orientation

Managing complex and ambiguous situations

Excellent team management skills.

Must have technical / professional qualifications :

MBA. Telecom experience preferred.

15+ years in Product Management & Product Marketing

Domain: Strategy/ Portfolio management/ Pricing/ CVM role in Telecom

Understanding of Consumer and Markets