The Manager – Customer Value Management (CVM) is responsible for maximizing customer lifetime value through customer acquisition, retention, loyalty, upsell, cross-sell, and revenue growth initiatives. The role leads the design and execution of targeted campaigns, customer segmentation strategies, and data-driven marketing programs to improve customer engagement, reduce churn, and increase profitability across all customer segments.

CVM Strategy & Planning

• Develop and implement CVM strategies aligned with commercial and business objectives.
• Drive customer lifecycle management across acquisition, onboarding, usage, retention, and reactivation stages.
• Establish customer value propositions for different market segments.
• Support achievement of subscriber growth and revenue targets.

Customer Segmentation & Analytics

• Develop customer segmentation models based on usage, value, behavior, and demographics.
• Analyze customer trends and identify opportunities for revenue growth.
• Monitor customer lifecycle performance and recommend optimization initiatives.
• Utilize analytics to support business decisions and campaign effectiveness.

Retention & Churn Management

• Develop and implement churn reduction strategies.
• Monitor churn indicators and design proactive retention campaigns.
• Identify at-risk customers and execute targeted retention activities.
• Measure retention performance and continuously improve effectiveness.

Revenue Growth & Campaign Management

• Design and execute upsell, cross-sell, and customer activation campaigns.
• Develop personalized offers to increase customer engagement and ARPU.
• Manage promotional campaigns across prepaid, postpaid, broadband, and digital services.
• Monitor campaign performance and optimize ROI.

Customer Lifecycle Management

• Manage customer journeys and lifecycle programs.
• Ensure seamless customer experiences across all touchpoints.
• Collaborate with Product, Digital Services, Marketing Communications, and Customer Experience teams.
• Support customer loyalty and reward programs.

Data Driven Marketing

• Leverage customer analytics and BI insights for targeted campaign execution.
• Work closely with BI and Data Analytics teams to enhance customer understanding.
• Develop dashboards and KPIs to measure customer behavior and campaign performance.
• Use predictive analytics to identify opportunities and risks.

Stakeholder Management

• Collaborate with Commercial, Sales, Product, Digital, Finance, Technology, and Customer Care teams.
• Coordinate with external vendors and campaign partners when required.
• Ensure timely execution of cross-functional initiatives.

Reporting & Performance Management

• Prepare regular CVM performance reports for senior management.
• Track customer base growth, retention, campaign effectiveness, and revenue impact.
• Present insights and recommendations to support strategic decision-making.
• Maintain accurate forecasting and performance tracking.

Budget Management

• Manage CVM campaign budgets and resources.
• Monitor marketing investments and campaign ROI.
• Ensure efficient allocation of resources to achieve objectives.

Education

• Bachelor’s degree in Marketing, Business Administration, Economics, Statistics, Telecommunications, or a related field, MBA or Master’s degree is preferred.

Experience

• Minimum 6-8 years of experience in CVM, Marketing, Commercial, Analytics, or Telecommunications
• Experience in telecom customer lifecycle management is highly preferred.

Technical Skills

• Customer Value Management (CVM)
• Customer segmentation and profiling
• Campaign management
• Churn analysis and retention strategies
• Revenue management
• Telecom commercial analytics
• SQL and database knowledge
• BI tools (Power BI, Tableau, Qlik)
• Advanced Microsoft Excel
• Marketing automation platforms

Leadership Competencies

• Strategic thinking
• Commercial acumen
• Customer-centric mindset
• Analytical thinking
• Problem-solving
• Project management
• Stakeholder management
• Leadership and coaching
• Communication and presentation skills
• Results orientation

Key Performance Indicators (KPIs)

• Customer retention rate.
• Churn reduction percentage.
• ARPU growth.
• Customer Lifetime Value (CLV) improvement.
• Campaign ROI.
• Incremental revenue generated through CVM initiatives.
• Customer engagement and usage growth.
• Reactivation success rate.
• Achievement of subscriber and revenue targets.