- Expand, create and implement loyalty programme/ initiatives to address consumer and enterprise customer needs.
- End-to-end accountability for the expansion, financial performance, as well as integration into cross-functional units.
- Align the company Loyalty strategy to support customer lifetime value development.
- Develop detailed programme specifications, delivery schedule, supporting campaign and commercial offers to support the delivery of this strategy.
- Expand the loyalty team operating model to support the delivery of the strategy.
QUALIFICATIONS AND EXPERIENCE
- Post-graduate degree or equivalent qualification in mathematics, engineering, statistics, economics, econometrics or any other commercial or science degree
- Min 10 years of relevant work experience
- Senior management track record of 5 years or more, with at least 3 years in relevant sector/industry in a strategic commercial or marketing role
- Fluent in English
- Demonstrated leadership of an established and successful CVM function within the company or another operator recognised as a leader in CVM
- Experience in commercialisation and automation of analysis
- Commercially astute
- Demonstrated experience in negotiation skills, supplier sign on and management
- Prior experience in consumer and enterprise value management (preferred)
- Prior experience of mobile industry (preferred)
- Demonstrated ability to influence management level staff in group and 1:1 situations
- Demonstrated ability to create structure within an unstructured environment
- Disciplined detail-oriented style, combined with ability to simultaneously work at a strategic level
- Experience in loyalty programmes & initiative methodology, principles, capabilities, and techniques.
- Demonstrated ability to create, lead and inspire high-performing teams.
POSITION OUTPUTS
Strategy:
- Develop a loyalty strategy, incorporating but not limited to the current loyalty programme, to develop customer lifetime value.
- Align loyalty strategy to support CVM, Consumer & Enterprise business unit as well as ensuring that the objectives from the programme addresses cross-functional support for CDO & MFS.
- Lead business transformation to embed loyalty decision-making principles cross-functionally.
Delivery:
- Define the loyalty development and delivery roadmap for the financial year
- Integrate cross functional business requirements into the roadmap to ensure the delivery of the company growth curves
- Define and fill a loyalty structure to facilitate the delivery of the loyalty roadmap
- Deliver the loyalty roadmap by driving adoption & active participation in the loyalty initiatives via ATL & BTL campaigns
- Define and manage the enablers required to deliver the loyalty initiative roadmap, e.g. ATL campaign schedule
- Integrate loyalty liability into project management office and pricing forms
- Set up and act upon comprehensive Loyalty performance dashboards and reporting. Define and create loyalty management reports. This includes – but is not limited to – customer lifetime value, Loyalty performance tracking, performance against business case.
- Define and deliver the operating model to facilitate supplier sign on and management.
- Analyse commercial impact of loyalty initiatives on product penetration, ARPU and incremental value delivered.
- 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 Consumer & Enterprise product and segment owners and advise of base and loyalty liability implications during prioritisation between specific initiatives.
- Work with finance to manage cost of sales and the loyalty liability
Capability:
- Lead capability development requirements and define the capability strategy for an effective loyalty programme and loyalty initiatives
- Coordinate and manage the design of a holistic technical and operational blueprint for customer lifecycle value management across the company growth curves
- Build project controls to ensure that loyalty liability is accounted for across all project development in the company
- Integrate requirements for campaign management, charging and provisioning platforms as well as loyalty management systems by translating loyalty objectives to the IT / Technical teams.
People:
- Create and manage a high performance commercially focused loyalty structure with defined ways of working to facilitate cross-functional alignment.
Supervisory / Leadership / Managerial Complexity:
- Create and manage a high performance commercially focused Loyalty operating model
- Manage contributions and expectations of external service providers and stakeholders
- Ensure ongoing liaison with other areas of the business
- Review performance management, evaluating, assessing and tracking performance to ensure that objectives and targets are achieved
- Build and enforce a customer centric approach
- Communicate actively to effectively resolve any potential conflicts that may arise
- Have the self-insight and flexibility to adapt to different situations
- Live the company Brand values -influence employees’ behaviour
- Influence other stakeholders in order to achieve the business objectives of the channel
Desired Skills:
- loyalty programme
- consumer and enterprise customers
- CVM
Desired Work Experience:
- More than 10 years
Desired Qualification Level:
- Degree