Purpose of the job
The CVM Manager will be responsible for maximizing customer lifetime value through targeted campaigns, innovative offers, and lifecycle management. This includes growing recharge and data revenues, driving customer migration strategies, and managing end-to-end execution of data stimulation programs. The role requires strong analytical skills, commercial acumen, and telecom experience to deliver measurable business results while ensuring an excellent customer experience.
Duties and Responsibilities
Recharge & Revenue Growth
- Segment the customer base and design initiatives to stretch recharge behavior.
- Win back recharge droppers through aggressive offers and retention strategies.
- Drive CVM revenue contribution by developing new monetization opportunities.
Data Revenue & Stimulation
- Identify and analyze customers data usage in collaboration with insight analysts and modellers.
- Define segmentation criteria for data stimulation programs (usage, ARPU, demographics, etc.).
- Design and launch targeted data offers to upsell higher data buckets or cross-sell to non-users (e.g., try & buy offers).
- Develop targeted data bonuses, buckets, and offers to complement the ATL portfolio.
- Manage end-to-end data stimulation programs: concept creation, business cases, TTM approvals, forecasting, pre-launch testing, and post-launch analysis.
Renewals, Migrations & ARPU Growth
- Increase data revenues by stimulating renewals and upgrades.
- Implement targeted offers to accelerate renewals.
- Drive migrations from Prepaid Hybrid Postpaid to enhance engagement and ARPU.
- Design IT initiatives to optimize renewals and migrations.
Campaign & Customer Experience Management
- Manage the customer journey across products and campaigns to ensure a smooth experience.
- Prepare scripts, SMS, push notifications, and communication briefs for campaigns.
- Collaborate with Direct Marketing teams to launch outbound campaigns, including agent training, coaching, monitoring, and performance reporting.
- Monitor results continuously, improving offers, targeting rules, and campaign execution.
Analytics, Insights & Financials
- Conduct financial analyses, business cases, and traffic forecasts to support CVM programs.
- Share insights, reviews, and performance results with top management to support decision-making.
- Track and report on CVM KPIs, ensuring contribution to company targets.
Collaboration & Cross-Functional Work
- Work closely with CRM insight, direct marketing, IT, digital, and technology teams to deliver initiatives.
- Build strong internal relationships with Marketing, Customer Service, Sales & Distribution, and Finance.
- Actively contribute to the annual marketing plan and revenue growth strategy.
Job specification
Education
- Bachelors degree in Marketing, Business, Telecommunications, or related field (Masters preferred).
Experience
- 5-7 years experience in telecom, with at least 3 years in CVM, Retention, Data Monetization, or Revenue Management.
Skills and Abilities
- Strong knowledge of customer lifecycle management, segmentation, and targeted campaign execution.
- Proven ability to interpret data and translate insights into commercial actions.
- Experience in product/offer development, forecasting, and business case preparation.
- Strong knowledge of digital channels and customer communication strategies.
- Excellent stakeholder management and cross-functional collaboration skills.
- Fluent in English and Arabic.
