Purpose of the job
Manage targeted data (mobile internet AND MBB) stimulation programs for the personal prepaid, control and postpaid base that up-lift data ARPU, increase penetration of data services within the base and convert more customers into data users.
The position requires a results-oriented person with strong analytical skills, good interpersonal skills, strong communication skills. A self-motivated individual is needed who works effectively under pressure in a dynamic environment.
Duties and responsibilities
- Identify and analyze customers' data usage via in-depth analysis of customer data, together with the customer insight analysts and modelers
- Define segmentation criteria needed to build the segments to be targeted with the data stimulation program including overall usage, data usage, ARPU , socio-demographics etc.
- Define or create the relevant data offers for each segment
- Manage end-to-end the design, implementation and analysis of data stimulation programs that either up-sell data buckets to data users to up-lift their usage and ARPU, or cross-sell data to non-users via try & buy offers to convert them into data users
- Develop targeted bonuses and offers schemes AND targeted data buckets to fill in the gaps within the ATL data portfolio for mobile internet and MBB. This involves all the typical actions undertaken by a business owner to launch a product/offer. This includes analyzing data, formulating concepts and writing up concept documents building business cases, presentations for TTM approvals, traffic forecasts and post-launch analysis
- Be involved in pre-launch testing of products/ offers / campaigns, manage the customer journey and experience and ensure smooth launch in line with business needs and expectations
- Manage the entire customer journey and ensure the customer experience is up to the desired standard
- Responsible to take an active role in the annual marketing plan with respect to the revenue growth to achieve preset company KPIs.
- Share with top management insights, reviews and results of programs on a regular basis and take part in decision-making
- Conduct necessary financial analyses, business cases, resource and traffic forecasting and analysis related to the program/product.
- Prepare scripts, SMS text, customer service briefs and any other relevant material for campaigns
- Work closely with direct marketing team to launch outbound campaigns and manage the entire process from agents' training, coaching to monitoring performance and reporting on their results
- Co-ordinate and liaise with the CRM insight team and direct marketing team, in addition to other core business functions
- Follow up the offers / products / programs results and constantly improve the offers / products / campaigns and targeting rules and processes
- Develop close and effective internal relationships with all departments, including Marketing dept, Customer Services dept, Sales Channels and Distribution, Finance dept, Technology dept.
Develop and produce regular analytical reports and dashboards to ensure proper follow up of the prepay & Star Control KPIs
Job specification
Education
- University Degree BA, economics, Marketing
- MA or MBA would be a plus
Experience
- Minimum 4+ years mobile telecom experience
- Minimum 4+ years marketing experience
Skills and abilities
- Excellent analytical & presentation skills
- Strong planning & organizational background
- Excellent coordination and communication skills
- Rigor
- self driven
- results oriented
- Customer focus
- Team work
- Project management
- Creativity & innovation
- Pragmatism
- Organizational awareness
- Meet tight deadlines
- Knowledge of the company's offers
- MS office
- English fluent
- knowledge of telecom marketing