Role purpose:
The Inactivity & Base management specialist is responsible for designing, implementing, and optimizing strategies aimed at reactivating inactive customers and driving the performance of the active base. This role supports revenue growth by ensuring customer engagement, loyalty, and value maximization throughout the customer lifecycle
Key accountabilities and decision ownership:
- Design and execute reactivation strategies to win back inactive customers across all channels.
- Continuously monitor and analyze inactivity trends, churn behavior, and campaign effectiveness.
- Develop segmentation-led strategies to maximize ARPU and minimize churn across the base.
- Collaborate with CVM analytics and product teams to define KPIs and optimize offers.
- Plan and manage tactical campaigns focused on lifecycle engagement, retention, and upsell.
- Track performance of reactivation and base campaigns and deliver regular reporting with actionable insights.
- Develop effective onboarding programs that ensure smooth customer integration into the service ecosystem.
Key accountabilities and decision ownership:
- Design and execute reactivation strategies to win back inactive customers across all channels.
- Continuously monitor and analyze inactivity trends, churn behavior, and campaign effectiveness.
- Develop segmentation-led strategies to maximize ARPU and minimize churn across the base.
- Collaborate with CVM analytics and product teams to define KPIs and optimize offers.
- Plan and manage tactical campaigns focused on lifecycle engagement, retention, and upsell.
- Track performance of reactivation and base campaigns and deliver regular reporting with actionable insights.
- Develop effective onboarding programs that ensure smooth customer integration into the service ecosystem.
- Create strategies to engage new customers and encourage interaction with all available services and platforms.
- Monitor onboarding success rates and implement improvements for better customer experience.
- Ensure multi-channel touchpoints are leveraged to maximize early-stage customer satisfaction.
- Work with regional and segment teams to localize strategies and close performance gaps.
- Ensure efficient campaign execution, targeting, and testing via marketing automation platforms.
Creativity and Innovation
- Ability to ideate and deploy innovative approaches to improve customer reactivation and engagement.
Business Acumen
- Deep understanding of customer value drivers and how base/inactivity performance impacts revenue.
Adaptability and Change Management
- Skilled in navigating a dynamic commercial environment and adapting strategies to shifting business priorities.
Must have technical / professional qualifications:
· Bachelor’s degree in marketing, Business, or related fields
· 5 years of experience in customer value management, marketing, or customer lifecycle strategy
· Strong experience in campaign management, customer segmentation, and lifecycle analytics
· Master’s degree in business administration, Marketing, or a related field
· Knowledge of advanced analytics or data science principles
· Degree in Computer Science, Information Systems, Statistics, or any other relevant field with a strong focus on data analysis and computing.
· Strong spreadsheet modeling and data visualization skills (e.g., Excel, Power BI, Tableau).
- Financial Responsibility:
- Supports delivery of ARPU and customer lifetime value targets.
- Manages allocated CVM campaign budgets
How To Apply
If you feel that you are up to the challenge and possess the necessary qualification and experience, kindly proceed to update your candidate profile on the career portal and then Click on the apply button. Remember to attach your resume.
The closing date for receiving applications is Monday, 10th June 2025, 5:30 pm.