About the Role
As a key leader in driving digital sales growth and channel leadership, you will own the digital P&L, manage digital-assisted opportunities, and define sales targets. Your responsibilities will include optimizing the cost of acquisition and lifetime value through innovative digital strategies while establishing digital as the primary acquisition channel. You will lead efforts to redesign sales journeys and reduce reliance on manual processes, positioning automation and digital technologies as essential tools. You will also manage a network of digital partners and identify new growth models to continuously challenge legacy sales constructs.
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Key Accountabilities
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Digital P&L Ownership
- Own the digital assisted revenue, cost, and profitability, managing digital assisted opportunities within digital channels.
- Define and deliver annual and quarterly digital sales targets (gross adds, revenue, ARPU, margin).
- Actively optimize cost of acquisition (CoA) and lifetime value (LTV) through digital levers.
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Digital Sales Growth & Channel Leadership
- Establish digital as the primary acquisition channel for digital assisted/omnichannel.
- Drive performance across direct digital channels (app, web, eSIM journeys) and digital-enabled indirect channels and omnichannel.
- Lead funnel optimization across traffic → conversion → activation → recharge.
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Digitalization of Omnichannel
- Redesign and build new omnichannel sales journeys to be fully digital, scalable, and automated.
- Reduce dependency on manual, retail-heavy, and low-margin sales models.
- Champion eKYC, eSIM, digital payments, and self-activation as default mechanisms.
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Partner Ecosystem & Digital Indirect Sales
- Build and manage a network of digital partners (marketplaces, super-apps, aggregators, fintechs, OEMs).
- Design and implement new digital-first commissioning and incentive structures aligned to profitability and quality.
- Enable partners with APIs, digital onboarding flows, and performance dashboards.
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Innovation & New Growth Models
- Identify and pilot new digital POCs and journeys to unlock opportunities across physical and indirect.
- Test new go-to-market models including performance-based partnerships, affiliate sales, and embedded telco.
- Continuously challenge legacy sales constructs and propose data-led alternatives.
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Strategy, Planning & Governance
- Contribute to digital channel strategy in alignment with commercial objectives.
- Translate strategy into clear roadmaps, business cases, and delivery plans.
- Track performance through clear KPIs, dashboards, and executive reporting.
- Own the digital product revenue, cost, and profitability.
- Define and deliver annual and quarterly digital sales targets (gross adds, revenue, ARPU, margin).
- Actively optimize cost of acquisition (CoA) and lifetime value (LTV) through digital levers.
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AI and CVM for Sales Growth
- Responsible for driving the digital sales AI and CVM roadmap within digital and in-life sales for new channels.
- Identify opportunities/use cases, strategize and implement AI/CVM to deliver growth to the organization and increase existing customer revenue.
- Translate strategy into clear roadmaps, business cases, and delivery goals for digital journeys.
Qualifications, Experience, Skills, and Competencies
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Qualifications
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Experience
- 1–3 years of experience in automation, AI/chatbot configuration, data analysis, or digital operations.
- Exposure to workflow automation tools, analytics platforms, or bot configuration systems is preferred.
- Experience in telecom or large enterprise environments is an advantage.
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Skills
- Commercial & Financial Acumen
- Strong understanding of P&L management, including revenue, margin, cost of acquisition, lifetime value, and ROI.
- Ability to evaluate and prioritize initiatives through business cases and commercial impact.
- Digital Sales & Growth
- Proven expertise in digital acquisition funnels (traffic, conversion, activation, monetization).
- Hands-on knowledge of e-commerce, app-based sales, and self-service journeys.
- Strong understanding of eSIM, eKYC, digital payments, and online onboarding mechanisms.
- Partner & Ecosystem Management
- Experience building and scaling digital indirect sales channels (marketplaces, affiliates, super-apps, OEMs, fintechs).
- Ability to design and manage innovative commissioning and incentive models aligned to profitability and quality.
- Strong negotiation and relationship-management skills with external partners.
- Data, Analytics & Performance Management
- Strong analytical skills with the ability to interpret sales performance, funnel metrics, and customer behavior data.
- Comfortable working with dashboards, KPIs, and performance reporting to drive decisions.
- Data-driven mindset with a test-and-learn approach to growth and optimization.
- Strategy & Innovation
- Ability to translate strategic objectives into executable digital roadmaps.
- Experience launching or scaling new digital propositions, pilots, or go-to-market models.
- Strong problem-solving skills with a bias toward innovation and continuous improvement.
- Stakeholder & Leadership Skills
- Ability to influence and align cross-functional teams (Marketing, Product, IT, Finance, Legal) without direct authority.
- Strong communication skills, capable of engaging senior leadership and executive forums.
- High ownership mindset, operating with end-to-end accountability.
- Comfortable with ambiguity and defining a strategy for a new area.
- Regulatory & Market Awareness
- Working knowledge of telecom regulatory requirements related to mobile, home, SIM registration, and digital onboarding.
- Awareness of market dynamics, competitive landscape, and customer trends in digital channels, including AI.
