Role Purpose 

Own the customer base management strategy for Vodacom Tanzania and manage the delivery thereof through various customer value management activities. Define, manage and execute direct marketing campaigns that will maximise the customer’s lifetime value through growing their revenues/margins. The primary responsibilities of the role are therefore to manage (a) product penetration and (b) incremental revenue from direct marketing campaigns. 

The essence of Role – Key Accountabilities 

• Strategy: 

Develop and execute a customer value management strategy to maximise customer lifetime value and the contribution of the customer base to overall services revenue. Lead the business transformation to embed CVM decision-making principles and culture across the organization. 

• Commercial delivery: 

Defining and executing cross- and up-sell direct marketing campaigns e.g. upsell voice customers to bigger voice bundles, cross-sell data bundles into the voice base. 

Post-paid value and tenure management e.g. tariff migration management, revenue boosters, contract extension. 

CVM base management reporting: IBRO reports, campaign ROI reports, customer base health reports and monthly CVM dashboards. 

• Base management execution activities: 

Set up and act upon robust base management dashboards and reporting. 

Manage customer value segments discretely & manage loyalty programs and partnerships 

Define and execute base development programs for pre- and postpay and revenue booster initiatives to achieve like-for-like growth in customer base ARPU through targeted and segmented offers, campaigns, and pricing; specifically data up-sell initiatives, tariff migration initiatives. 

Deliver volume and value forecasting (line and customer), x-sell / up-sell and of direct contact budgets. 

Input into Proposition development carried out by strategic product P&L owners and advise of Base Mgt. implications during discussions regarding prioritisation between specific initiatives. 

Work with Segment Marketing teams to reduce displacement/down trading across the high value customer base, improve value inflow, and overall optimize portfolio-wide CLV 

Manage delivery of integrated customer insight for customers, including actionable value and needs based segmentation and predictive models, linked with competitor intelligence, and market research. 

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. 

Analyse the commercial impact of BTL programs on product penetration, ARPU and incremental value delivered. Operational analysis of base to identify opportunities to apply products and tariffs to maximize lifetime value. 

Perform channel mix optimization for base development activities. Drive/ optimize channel execution by setting volume and value targets based on the approved B & R budgets. 

• Capabilities: 

Lead capability development/ define the capability strategy based on commercial improvement programs. 

Architect the development of a holistic blueprint for segmented offer management & fulfillment by scoping out the charging/provisioning layer. 

Integrate output through campaign management, charging and provisioning platforms, by translating CVM objectives to IT / Technical teams 

• People development 

Create and manage a high performance commercially focused CVM team. 

Role Dimensions 

Financial (limits/mandates etc.) 

Qualification & Training 

• Contribution to service revenue - reflected in CVM P&L
• Product penetration
• ARPU stimulation driven by BTL campaigns
• External vendor/partner management
• Cross-functional stakeholder management - support from other commercial functions (Marketing & Communications),
• Finance and Technology
• Bachelor degree in Marketing Master’s degree is an added advantage.
• Superior stakeholder management skills with a focus on Leadership and team management skills
• Strong analytical and Commercial Acumen (Commercial P&L management) 

Job Type 

Full-time 

Employment Type 

Permanent