About the Role
In this role, you will be responsible for understanding the needs and usage behavior of specific customer segments, allowing you to create tailored value propositions. You will develop and execute strategies aimed at increasing market share while achieving P&L targets. This position entails full ownership of your designated portfolio and involves coordinating with multiple stakeholders to ensure successful proposition launches within specified timelines.
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Key Responsibilities
- Understand overall needs and usage behavior of the sub-segment to tailor appropriate customer value propositions.
- Develop and execute strategies to increase market share and achieve P&L targets.
- Take end-to-end ownership of the respective portfolio.
- Design and follow up on the development of sub-segment value propositions in accordance with a defined roadmap, coordinating with various stakeholders for timely launches.
- Create Go-To-Market strategies, plans, and communications briefs for related campaigns in collaboration with Brand and Communications, Products, Sales channels, and other front-facing business operations.
- Develop and implement methods and processes to enhance segment strategy effectiveness to meet objectives.
- Collaborate with the Account Based Marketing (ABM) team to launch value extraction and retention campaigns.
- Manage acquisitions with an emphasis on improving the onboarding journey.
- Oversee customer adoption of respective propositions.
- Coordinate with Customer & Channel (C&C), Sales and Customer Operations, and Channel CX for new digital propositions and Journey Customer Value Propositions (CVPs) and launches.
- Manage relationships with key organizations, working alongside Government Relations to enhance adoption of initiatives on both sides.
- Establish deals with new organizations (independently or with Government Relations and Enterprise colleagues) and launch exclusive propositions.
Key Performance Indicators (KPIs)
- Gross additions from new propositions and overall Emirati segment.
- Average Revenue Per User (ARPU) of gross adds and base of respective propositions and overall Emirati segment.
- Churn rates of respective propositions and overall Emirati segment.
- Base metrics of respective propositions and overall Emirati segment.
- Revenue generated from respective propositions and overall Emirati segment.
- Profit margin of respective propositions and overall Emirati segment.
- Emirati market share metrics.
- Emirati Net Promoter Score (NPS).
Qualifications
- Minimum bachelor’s degree in Marketing, Business Administration, or related field.
Experience
- A minimum of 7 years of experience in Segment Marketing Propositions within the Telecoms industry.
- Experience in account management is considered advantageous.
Skills
- Strong understanding of telecom market dynamics.
- Knowledge of customer experience design and marketing research.
- Solid analytical skills.
- Excellent interpersonal and communication skills; ability to operate effectively in a cross-functional environment.
- Strong understanding of communications and media.
- High standard of telecommunications product and service knowledge.
- Exceptional communication and negotiation skills.
- Fluency in English and Arabic is required.
- Exceptional written and oral communication skills are essential.
- Proficiency in Microsoft Office Suite is required.
