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