Manager - Marketing - Usage & Retention - Telecom

Company: Airtel

Job Title: Manager U&R

Job Level: Manager

Function: Marketing

Location : Chennai

Reporting to : Head U&R

Purpose of the Job

- To conceptualise, develop and implement a comprehensive strategy/framework for customer usage & retention for Airtel money

- Segmentation & targeting - Identification and sizing of target segments - Demographic & Psychographic and devise strategies & programs to target the same.

Deliverables (Maximum 5-6 key responsibilities)

- Working closely with the circle marketing resources to execute the national strategy, clearly articulating policy guidelines and national frameworks for the circles to operate in. Assign circle targets & develop follow up & review mechanisms on circle performance.

- Usage Enhancement strategy & programs -Repeat cash ins (RCI),customer transaction volume & value, diversity of transaction across remote & physical merchants. Feedback to the merchant team on performance by category.

- Drive Customer Retention -Activate/REC base - inactivity & win back programs

- Mother Ship Benefits -Establish & drive key metrics for mother ship benefit, performance monitoring on these metrics, design and implement programs to deliver the same

- Communications Policy - Design and Implement the communications policy for M Commerce, ensure execution of the same across key stake holders

- Identification of collaboration opportunities with other lines of businesses - Airtel landline & DTH to drive customer usage so as to leverage the scale & size of Airtel.

- Driving National Merchant Alliances - Utilize partner real estate (web site, on ground, customer base etc), launch joint promotions (own base communication, advertising etc) to dive customer usage.

Major Challenges :

- Manage scale and size of operation

- Driving a common national agenda for m commerce yet managing circle diversity.

- Managing multiple stake holders

Decision level

Prime: Final Decision Making authority, accountable to the Management

Shared: Decisions reached jointly with peers on a collective basis

U&R pricing, circle targets & budgets

U&R framework, programs & offers Contributory: Makes a major contribution to a decision or policy judgment reached by others

Product & process design and policy

Merchant alliances & strategy

Demonstrate (Key competencies)

- Business & Commercial Acumen

- Highly motivated and self driven individual. Should have the ability to work in a start up environment.

- Ability to influence & motivate others.

- Aligning Strategies & Systems

Educational Level

Must have:

A recognized postgraduate degree in Management (preferably from a premier institute) with specialization in Marketing.

Working Experience

Must have:

- At least 2 years working experience. Desirable that at least 1 year should be in telecom sales/ marketing.

- Preferably a YL

- Prior experience in U&R is preferable