Senior Director, Prepaid Marketing

The Company

Ooredoo is an organisation on the move. Thanks to our dedicated employees, we
continue to move closer towards our vision to be among the top ‎20
telecommunications companies in the world by ‎2020.
We are a dynamic global telecommunications player operating in ‎17 countries
across the Middle East, North Africa (MENA) and Asia. We cover a population of
more than half a billion people and serve more than ‎68 million customers.
In Kuwait, we employ approximately ‎1,000 talented people, all of whom are
driving Ooredoo to be the number one choice for world-class communications
services in Kuwait. In the face of intensifying competition, increasingly
sophisticated technology and rising customer expectations, nothing is more
important to our success than our team - and it's a team that you can be part
of.
Ooredoo's future is bright, and you can be part of our ongoing success.
The Role
Role purpose is to lead rapidly changing prepaid telecom space in Kuwait. In
this highly visible and growth-oriented role, one will be responsible for
planning and development of segment marketing, communication & sales strategy
along with the execution that supports and aligns with business objectives for
ooredoo Kuwait. This includes the complete range of go-to-market, content and
demand generation strategy for the segment. Also responsible for developing
and implementing marketing communications plans that drive the demand for
company products and brandKey Accountabilities & Activities
* Design, Plan and execute the Segment strategy according to the company's objectives (Annual/quarterly/monthly).
* Develop and maintain a strategic perspective - based on marketplace and fundamental customer needs and satisfaction
* Strategic management and development of the product portfolio, offering & lifecycle management
* Strategic lead on prepaid, roaming & international segment customer lifecycle management (revenue enhancement and retention).
* Lead on the positioning, defining shaping the companies postpaid digital products.
* Lead the budgeting, business & Roadmap planning and resource allocation for the Segment.
* Be product owner throughout the life cycle. Conduct multi-year product planning to determine product life-cycle decisions, ensure consistency with overall marketing and corporate strategy
* Spearhead corporate turnaround by leading a cross-functional, multicultural team , transforming product portfolio, brand repositioning, data monetization, content focus & differentiated superior customer experience
* Create & implement Long term strategy focusing on Data & High Value Customers, Fixed Mobile Convergence Strategy, VoLTE and new business opportunities like Big Data, M2M, etc.
* Full P&L ownership of a hundred plus million dollar size product portfolio
* Initiate customer insight and market research for supporting business objectives.
* Lead requirements and approve the brief for the Market Research projects.
* Generate the yearly customer insight requirements plan (market researches, mystery shopping, customer experience measurements, competitive analysis, etc.)
* Market Analysis: assess market and customer dynamics and incorporate into offer development and lifecycle activities
* Develop and implement the Segment Business Plan Yearly Activity Roadmap.
* Responsible for subscriber target, acquisition & revenue for the entire segment.
* Lead (plan, execute, follow up) the team towards achievement of Segment Business Plan goals (including financial contribution)
* Manage ARPU development through strategies and tactics built on and using segmented offering, penetration, usage, recharge, bundling, pricing, etc.
* Use market & customer Segmentation for the Segment as per customer value segmentation, Customer behavioral segmentation, Customer life cycle segmentation & Customer Value migration.
* Develop compelling positioning and value proposition and selling tools. This can be for acquiring new customers, as well for existing base to enhance revenue. Develop business plans and product positioning in the marketplace.
* Plan & execute business cases for any new product or promos as per the roadmap.
* Set the scope & objective for the segment, schedule and financial terms of segment-related activities with the purpose to secure necessary operational involvement and resources from that particular Function.
* Accountable for revenue attainment and profitability and success of product or group of products through development and execution of comprehensive marketing plan.
* Existing base revenue enhancement by identifying opportunities or by solving gaps with segmented promotion approach and thus running many campaigns in a month. Campaign management & Campaign measurement with test & Control.
* Drive device & technology strategy as per segment objectives & needs.
* Drive digital & non-digital product offerings to attract & retain consumers, uplift their value & life time with us
* Drive & set sales KPIs on pipeline management of SIMs and recharge.
* Drive Gross Add market share for Ooredoo thru pre paid acquisition.
* Enrich the customer experience by actively influencing product development, products/offerings display across all channels (online, offline).
* Actively review and suggest changes to the postpaid customers dunning process in collaboration with the finance and CC department.
* Interact and set business requirements for third party suppliers, vendors or partners.
* Define Loyalty program (Nojoom) roadmap for segment according to the company objectives to decrease the churn.
* Successfully influencing brand and positioning strategies; aligning cross-functional teams & collaboration with internal and external stakeholders for new product promotions with focus on building comprehensive digital marketing plans
* Driving innovations by introducing "industry first" propositions to create & boost revenue streams, preference, differentiation. Responsible for implementing ongoing product development and feature implementation based on market & segment opportunities
* Navigating complex and fast moving technology landscape to harness opportunities and steer away from threats by launching propositions in market
* Rationalizing marketing investments by changing product mix/negotiating device prices/Subsidy/GTM
* Set the pricing strategy and positioning for the Segment offering.
* Align with pricing specialists for the right pricing tactics and actions in order to deliver the objectives.
* Align pricing with the other segments and overall pricing strategies.
* Drive measures to improve channel accountability & profitability that include distribution and investment
* Define the segment subsidy strategy in coordination with the pricing department
* Develop and reshape retention offers for the prepaid segment (save desk, telemarketing, renewals, etc.)
* Steering and approving the pricing positioning of add-ons and other services that are sold to the prepaid & roaming & international segment customers.
* Set the pricing strategy and tactical offerings all prepaid device bundles and for the prepaid segment "Xpress device" portfolio.
* Maximizing the Loyalty program via defining the pricing strategy for the program.
* Defining the "burn and earn" campaigns for the loyalty program customer base.
* Ensure that the products and services are in line with the rules and guidelines of the Kuwait Regulatory body (CITRA)Management and coordination of product development projects.
* Evaluation and resolution of technical feasibility, design optimization, and production issues.
* Ensuring that labelling and marketing/promotional literature match product specifications.
* Researching and monitoring existing client base and industry developments and identifying potential new product opportunities.
* Working with other departments to establish a design, technology, product development, and vendor strategy
* Managing project budgets and preparation of financial analysis reports for top management.
* Ensuring that project/department milestones/goals are met and adhered to approved budgets.
* Lead and approve business cases and Engagement Documents (ED) for new product launches as well as for existing offerings.
* Lead and approve Product Description Documents (PDD) for the Product Development team for technical implementation.
* Assist in technical implementation as required by the leading PD team.
* Approve RFBT and TRFS for new product launches.
* Define the business rules for the whole prepaid segment & roaming & international offers (new products and services and loyalty offerings).
* Define along with the PD team state of the art customer experience for all products and services.
* Define Digital products and influence their development via new and existing platforms
* Extensive knowledge of departmental processes
* Management of subordinate staff in the day-to-day performance of their jobs
* Set direction and approve the brief for Marcom & media planning for product and promotions launches.
* Collaborate with sales team to plan / execute new offers in the market and to ensure high share of gross additions/profitability/migrations/renewals.
* Set and approve commissions and incentive systems for the Sales department in alignment with Sales Channel Director
* Set and approve commissions and incentive systems for the Outbound internal and external teams in alignment with key stakeholders for telemarketing efforts
* Roll out trade marketing initiatives to drive growth in business & increase top of mind awareness f Ooredoo brand
* Collaborate with the regulatory department in defining the submissions and getting the approval for the new products and services to regulatory body (CITRA)
* Provide the inputs for the training of all internal and external front liners that are involved in campaigns execution.
* Actively define KYC rules in collaboration with the sales and finance department
* To formulate business strategy to meet current and future needs of international services both for prepaid & postpaid segment
* To provide market intelligence on local and international needs for possible new product development for prepaid & postpaid segment
* To achieve business targets according to the business plan for prepaid & postpaid segment
* To work with the legal, Finance and technology departments international interconnection
* Establish and manage business relationship with international carriers and suppliers
* Compile business proposals and conduct presentations to international carrier and customers
* Rates negotiations and analysis on international telecom service
* Build acquisition, usage and retention strategies, programs and plans for the international users for prepaid & postpaid segment
* Create, propose and achieve the launch of differentiating products, tariffs, solutions and initiatives able to delight customers, differentiate from competitors and convince management for the implementation of these products
* Liaise with Technology department regarding planning and implementation of capacity links
* Establish new roaming agreements & sign preferred agreements with key operators
* Sustain existing and grow roaming revenues
* Increase the roaming agreement base
* Establish wholesale SMS partnerships
* Establish implementation of roaming tools
* Achieve wholesale rate reduction to support retail initiatives
* Create disruptive retail products to turn around roaming business and to win competition for prepaid & postpaid segment
* Specify market requirements for current and future products by understanding, articulating the retail roaming needs of Operators and transform them into action plans in order to cultivate the roaming business
* Develop successful commercial and business models/formulas to grow roaming business
* Build acquisition, usage and retention strategies, programs and plans for the Outbound Travelers
* Create, propose and achieve the launch of differentiating products, tariffs, solutions and initiatives able to delight customers, differentiate from competitors and convince management for the implementation of these products
* Drive and develop plans to manage the threats and opportunities posed by the entry of MVNOs, and OTT offerings
* Understand the competitive landscape (competitors' main products, services and market share)
* Facilitate and coordinate roaming related products as per the project timeline coordinating with relevant parties in the operators
* Lead and negotiate commercial wholesale roaming deals for operators with internal/external partners
* Drive and manage commercial models to support retail & wholesale growth in roaming. Responsible for setting up of the Life Cycle Management function including putting into place the Strategy and programs required.
* Build CVM framework for the upcoming years with the necessary components to reach High Standard CVM practice
* Link the defined strategy with realistic, next level and measurable Business Revenue targets
* Oversee and drive the Lifecycle of existing customers and to increase their Life Time Value for Ooredoo.
* Accountable for retaining existing Voice and Data customers (Small Screen & large Screen Prepaid), monitoring their usage and behavior, adjusting forecasts, and creating a win-win value proposition.
* Participate in the budget exercise for the year - Revenue planning and Capex / Opex
* planning.
* Achieve the required amount of Retained customers via different Retention Campaigns and offers as per the agreed upon Annual Operating Budget.
* Approve the documentation of the stages in a customer's lifecycle and the movement from stage to stage and recommend changes if needed.
* Partner with Sales, Marketing, Products, Technology, Finance, CC, Legal and any other function as required evaluate, plan, coordinate and deliver the required KPIs related to Churn, Retention, Usage.
* Provide input into overall Ooredoo Telecom revenue targets through the retention of customers and activities to be undertaken to reach these goals.
* Ensure that Retention campaigns and Programs have offers backed by a business case where the offer is attractive, ensure they make commercial sense.
* Ensure the development criteria for monthly monitoring and analysis of customer churn within different product groups and customer segments.
* Develop and track the annual budget for retention activities
* Build and nurture the culture of retention and Upsell / Cross Sell within the organization. Significant changes are required in the DNA of the organization to ensure that we progress on this front.
* Oversee the setting up of the new function with adequate staffing who have Authority and responsibility on the Platform to be introduced.
* Oversee to ensure that all Campaigns which are towards customers are prioritized and run on the Campaign Management once the platform is live.
* Ensure that the necessary types of triggers and promos are developed and delivered on the system so that Marketing can run campaigns independent of Technology intervention except in the cases of new types of promos /offers.
* Define along with the Director CVM the contact policy, process and also the out of policy process. This process needs to be documented and signed off my Management.
* Oversee the overall number of campaigns to be run, manage priorities, and manage the contact policy, sharing of the analysis and KPI on a regular basis.
* Ensure that all relevant departments who need to run campaigns are coordinated with - Product Marketing, PD, VAS, Segments, Sales, CC, CE, Retention, Loyalty and any other teams as required.
* Insuring customer base retention activities
* Insuring growth in active base by both retaining customer and reactivation Dormant and low users.
* Responsible for adding value and taking the existing Customer retention Program to the next level.
* Build the Strategy and Roadmap and ensure it is reviewed and maintained quarterly and annually.
* Partner with all relevant departments within the organization to continuously improve the customer experience.
* Continuously driving team to refresh, tweak & run get, grow & keep campaigns.
* Push teams to use scientific modelling approach in campaign design & execution
* Continuously work on enhancing CVM capabilities by driving teams to deliver state of art new age solutions to improve customer experience, e.g.:
* Analytics & advance analytics
* Contextual marketing
* Real time triggers
* Next Best Offer Automation
* Digital and mobile App integration
* Big data integration
* Identify the adequate external partners in each CVM area to achieve Best In Class CVM practices: CMS, CVM analytics, Digital CVM, Next Best Offer, Contextual and triggered marketing
* Oversee the development of a new prepaid online product/portfolio, from its inception to its launch. By using market data, manage new and existing products, and identify ways to enhance digital postpaid products based on market feedback.
* Plan out successful digital product launch campaigns, reaching out to new and existing Ooredoo consumers and finding out what is the best digital offering for postpaid market.
* Act as a mediator between digital products channel team, pricing, comms & PD teams by communicating consumer needs and translating those needs into new products and offers that will be exclusively sold via online/digital channels.
* Create a compelling strategy to both grow and transform prepaid digital products/offering
* Develop a product roadmap across multiple domains, ensuring critical dependencies are identified and the best solutions for the customer are delivered every time, on-time
* Define and develop prepaid segment digital product KPIs to be contribute to the overall company performance.
* Create and adjust offering based on the data drive decisions from internal and external platforms.
* Decision Management to help manage and monitor Digital reporting, performance and forecasting
* Act as business relationship manager for the product, working with various internal Chase LOBs
* Manage firm-wide payments roadmap in collaboration with senior product managers
* Create concise, compelling content and business case to present and sell concepts through to senior management
* Work with analytics resources to build and deliver a monthly product dashboard to management
* Execute each program in the strategic portfolio, including quickly escalating key issues/recommendations to Senior management for resolution
* Work closely with business and technology teams in developing a cohesive digital payment strategy that delivers the best products for our customers
* Develop post launch analysis and take corrective actions.
* Monitor and report segment KPI and status against targets and budget.
* Perform competitive analysis to evaluate product capabilities, pricing, promotion, distribution; analyze how these impact market share. Recommend and implement changes required to be competitive.
* Rationalize solution offerings by performing map/gap analysis against current offering and market opportunities.
* Establish requirements to effectively manage and track to a plan of record, including total sales, revenue, churn and contribution
* Update and define business rules as per the business requirements to maximize the revenue output
* Set and monitor specific KPI's for each team member's performance, qualitative and quantitative
* Proactively manage and motivate the team to be highly professional and results oriented.
* Work to improve employee performance through personal coaching and identifying training and development needs.
* Ensure Individual Development Plans (IDP) are completed for all staff in accordance with Ooredoo policy.
* Recruit reporting staff as required.
* Conduct annual performance appraisals (Performance Management System) and ensure objectives set are monitored and achieved.
* Delegate responsibility to direct reports, in accordance with their role and ability, to ensure they are developed and maximize their potential.
* Manage outsourced stuff according to set KPIs for the partners scope
* Foster strong relationships with internal and external resources. Engage with different functional teams and business units (in order to drive business success and optimization.
* Attend Operations and Marketing division meetings as required.
* Proactively take responsibility for self-improvement by staying well-informed of developments, knowledge and innovations in relevant field of expertise.
* Attend Training Programs, Courses, Seminars, conferences, vendor meetings, User Groups and presentations to be ready with the latest business ideas.
* Other duties as reporting directed by the line manager or other top management members.
* Maintaining effective relationships with business & technology partner, regulator & other commercial & professional bodies
Qualifications/Requirements
* Master's degree in Management, Finance or related discipline and appropriate registration with a recognized professional institute