Responsibilities:
- Develop and execute comprehensive base management strategy to maximize customer lifetime value (CLV) and reduce customer acquisition cost (CAC) ratio
- Design and implement monetization frameworks including pricing optimization, value-based packaging, and upsell/cross-sell strategies
- Drive ARPU (Average Revenue Per User) growth through innovative service bundles, premium tier development, and value-added services
- Lead strategic initiatives for customer segmentation, targeting high-value cohorts and multi-product ownership expansion
- Collaborate with product and partnership teams to optimize offerings.
- Drive customer acquisition campaigns to increase the take-up rate.
- Own post-activation customer journey including onboarding, engagement, retention, and loyalty programs
- Design and execute churn reduction strategies targeting sub-10% annual churn rates
- Develop personalized customer engagement programs leveraging data analytics and behavioral insights
- Optimize customer migration strategies from legacy services to fiber-based offerings Implement proactive retention frameworks including win-back campaigns and customer health monitoring
- Drive Net Promoter Score (NPS) improvements through enhanced customer experience initiatives
- Analyze churn data to identify trends and root causes.
- Develop and implement retention strategies to reduce churn.
- Create targeted upselling and cross-selling initiatives to increase ARPU
- Identify and capture new revenue streams including IoT services and bundles, smart home integration, and business broadband opportunities
- Optimize pricing strategies and promotional frameworks to balance market competitiveness with margin objectives
- Lead negotiations with partners for value-added service integrations (streaming, security, cloud storage)
- Develop and execute B2C and SOHO (Small Office/Home Office) monetization strategies Drive attach rate improvements for premium services targeting penetration
- Manage P&L accountability for base management initiatives with revenue targets exceeding AOP/SATU target Establish KPI dashboards tracking CLV/CAC ratio, churn rate, ARPU, gross margin, subscriber growth, and service adoption
- Leverage advanced analytics, AI/ML models for predictive churn modeling and customer behavior forecasting
- Conduct regular business reviews with cross-functional stakeholders presenting actionable insights
- Monitor competitive landscape and market trends to inform strategic pivots
- Ensure data-driven decision-making culture across base management operations
- Monitor and adjust digital marketing campaigns to ensure effectiveness.
Requirements:
- Bachelor's degree in Marketing, Business Administration, or a related field.
- Master's degree in Marketing, Business Administration, or a related field is preferred.
- Strong understanding of the telecommunications or broadband industry, especially FTTH industry would be an advantage.
- Certifications in Digital Marketing, Data Analytics, or relevant fields are advantageous
- Proficiency in marketing analytics and digital marketing tools.
- Demonstrated ability to develop and manage marketing budgets.
Experience:
- Minimum of 12 years of experience in marketing, with at least 5 years in a leadership role
- Proven track record in driving revenue and subscriber growth through innovative marketing
strategies.
- Extensive experience in digital marketing, brand management, and customer acquisition.
- Experience in managing cross-functional teams and leading marketing projects.
- Familiarity with CRM systems and customer segmentation techniques
