Manager, Customer Insight Base Distribution & Lead Generation - MTN Ghana

Mission/ Core Purpose of the Job:

Enable the customer base management strategy and campaign roadmap by performing deep base analytics, identifying commercial opportunities which support the overall CVM strategy and P&L by increasing offer relevance and revenue uplift.

Planning, design, and optimisation of all prepaid customer value management campaigns to drive incremental revenue growth from the prepaid base and user growth across business verticals of Voice, Data, Digital & Fintech

To drive, improve and implement the consumer base management strategy resulting in user and revenue growth across.

Job Role Key Tasks:

Key Tasks:

Strategy

• Contribute to the development of a customer value management strategy and implement it to maximise customer lifetime value and the contribution of the customer base to overall services revenue.
• Input into business transformation to embed CVM decision-making principles and culture in the organization

Delivery

• Drive the User growth across Data, Digital, Voice & Fintech to meet business targets and CVM revenue contribution to total service revenue
• Set up and act upon comprehensive prepaid base management dashboards and reporting.
• Define prepaid CVM base management reports and collaborate with the CVM Analytics team to deliver and automate them. This includes – but is not limited to – Inflow-Base Value-Outflow reports (IBRO) reports, daily and weekly campaign ROI reports, customer base health reports and a monthly prepaid CVM dashboard to summarise the relevant prepaid CVM KPIs.
• Manage prepaid customer value segments discretely on volume and value. Responsible to drive acquisition, Retention, win-back and churn across business verticals
• Drive Inbound BTL offers through improving segmentation, conversions, Traffic, Offer creation and campaign planning
• Deliver volume and value forecasting for all CVM activities for the prepaid base for MTN’s budgeting processes.
• Execute the delivery of integrated customer insight for customers, including actionable value-, usage- and needs-based segmentation and predictive models, linked with competitor intelligence and market research.
• Analyse the commercial impact of BTL programs on product penetration, ARPU and incremental value delivered. Define analyses of the prepaid base to identify opportunities to apply products and tariffs to maximize lifetime value.
• Define and execute prepaid base development programs to support growth in customer base ARPU through targeted and segmented offers, BTL campaigns and cohort-specific pricing with a specific focus on data up-sell and tariff migration initiatives.

•  Define and ensure operational execution of cross- and up-sell direct marketing campaigns through the appropriate channels.
• Manage all direct marketing campaign execution and significantly improve ROI through strong campaign management tools – operations, campaign planning, detailed design, production, test, roll-out, commercial return and evaluation.
• Input into proposition development carried out by prepaid product and segment owners and advise of base implications during prioritisation between specific initiatives.
• Perform channel mix optimisation for base development activities. Drive and optimise channel execution by setting volume and value targets based on the approved prepaid budget.
• Lead capability development and define the capability strategy of the CVM platforms based on commercial improvement programs
• Provide subject matter expert input into the design of a holistic technical and operational blueprint for segmented offer management & fulfilment for prepaid customers.
• Integrate requirements for campaign management, charging and provisioning platforms as well as loyalty management systems by translating prepaid CVM objectives to the IT / Technical teams.

Education & Competencies

Education:

• University degree in Computer Science, Marketing, Statistics, or related disciplines
• Working skills in SQL & Power BI is a must
• Knowledge of Pricing and statistical modelling will be a plus

Experience:

• Minimum of 5 years of relevant work experience. 3 years of which must have been in the Telecoms industry in a supervisory role.
• Prior experience in base management (preferred)

Competencies

Knowledge:

• Demonstrated leadership in base analytics within a large organisation
• Experience in commercialisation and automation of analysis
• Commercially acumen
• Strong knowledge of Telco/Techco products and service offerings to customers
• Sound knowledge of business and CVM systems principles
• Practices, techniques and theories of CVM reporting and internal controls
• CVM standards, practices, and techniques
• Profound ability to interpret information and understand underlying commercial drivers of performance of ICT industry
• Proven knowledge to create and manage a high-performance analytics team
• Bridge between Marketing and Technology – Ability to work with business intelligence units and IT to define system and reporting requirements

Skills / physical competencies:

• Ability to manage self and be a team player, good conflict management, take and manage accountability
• Energy & Drive – Innovative, takes initiative, result oriented and develops self consistently
• Interpersonal Skills – Leadership, customer centricity, collaboration and coaches & develops direct reports
• Personal Skills – trustworthy, integrity and ethical in dealings

• Operating Skills – Ability to focus on plans, priorities, and demonstrable results in a demanding and fast-moving environment and shares knowledge effectively

• Organisational Positioning Skills – Good written and verbal communication – ability to communicate effectively with senior executives to get buy-in and share results and with the CVM and commercial teams to achieve implementation,
• Strong presentation skills and commitment to the organization
• Strategic Skills – Global thinker, Analytical thinking, and problem-solving abilities.
• Consultative and facilitating Skills
• Influencing skills
• Investigative skills