Manager - CVM and Retention

About the role

The Manager of CVM and Retention drives customer life-cycle strategies that increase customer value, strengthen loyalty and minimize churn. The role analyzes customer data and behavior to design targeted retention strategies, programs, personalized offers and engagement initiatives that maximize revenue and profitability. It works closely with the Products and Services, Sales, Technology, Digital and Customer Care teams to run revenue simulation and retention campaigns and monitor results.

Key responsibilities

• Analyze customer data, usage patterns and behavior to identify ways to increase customer lifetime value (CLV)
• Develop and refine customer segmentation to tailor retention, upsell and cross-sell strategies
• Monitor churn trends and give proactive insights to reduce attrition
• Design and run retention programs and loyalty initiatives, and build strategies to grow ARPU and base revenue
• Lead the design, execution and monitoring of BTL campaigns across multiple channels, including digital
• Build dashboards tracking campaign performance and ROI, and ensure campaigns fit the broader marketing launches and go-to-market strategy
• Collaborate with Customer Experience and digital teams on seamless customer journeys, and gather customer feedback to fix pain points
• Implement personalized communication for each segment and lead churn management processes, proactive and reactive
• Work with Sales and Customer Care to execute retention plans, and direct and support sales channels through training, incentives and push activities
• Define KPIs for retention effectiveness, campaign ROI and revenue impact, and report regularly to Senior Management
• Drive innovation in CVM practices, adopt new tools and analytics, and mentor CVM team members

Required profile

• BSc in Business Administration, Marketing, Data Analytics or a relevant field; Master's degree or a professional certification in CVM or Data Analytics is an advantage
• 8 to 10 years of experience in telecom or related industries, focused on CVM or customer retention
• Proven track record designing and running customer life-cycle strategies, retention programs and personalized campaigns
• Experience managing cross-functional projects and leading teams toward revenue or churn reduction targets

Required skills

• Strong analytical skills and ability to turn data insights into action
• Proficiency in campaign management tools and BI/analytics platforms
• Excellent communication, presentation and reporting skills
• Data-driven problem solving and decision making