Director - Retention & Base Management

Job description / Role

The key responsibility is to drive the SME marketing retention & base management strategy, roadmap and propositions to achieve churn & ARPU/ARPA targets across total telecommunications including mobile, fixed and managed services to deliver overall SME revenue, GM and customer NPS/BHI targets.

This includes developing key insights on the SME market opportunities, commercial sizing, understanding customer needs across various segments including SOHO (1-9 FTE) and SME (10-99 FTE) and building customer value propositions to target building customer loyalty and account growth in these segments with a seamless customer experience.

Key accountabilities

Planning and organisation
- Responsible for defining the SME segment strategy and roadmaps for Mobile, Fixed & Managed Services to deliver the SME revenue, churn and ARPU budget targets
- Delivering annual, quarterly and monthly SME rolling plan & forecasting across all products for retention & base management
- Understand customer needs across various segments including SOHO (1-9 FTE) and SME (10-99 FTE) and building customer value propositions to target building loyalty through churn reduction and ARPU/ARPA growth in these segments
- Responsible for propositions roadmap alignment with overall SME marketing and wider enterprise roadmap including LE, Shared & Managed Services
- Ensure reporting, measurement on performance of all propositions/campaigns against targets, business case and overall P&L are available regularly
- Improve continuously the commercial performance of propositions/campaigns by taking relevant corrective and preventive actions; increase conversion & ROI
- Responsible to maintain the linkage between the business requirements and technical requirements and operational execution through inbound or outbound channels
- Responsible to evaluate business cases for propositions/campaigns and work out the marketing strategy, customer messages taking into volume vs value approach
- Leading the SME retention & base management team and cross-functional teams and being accountable from concept to execution and post launch (GTM) and delivery of commercial outcomes.
- The role is critical to delivering the overall SME revenue & GM targets as there is significant market share growth and opportunity and as such has clear accountability for the annual, quarterly and monthly SME results specific to churn & ARPU/ARPA across all product lines with a BTL focus.

Financial excellence (Budgets, revenue/profit and costs)
- SME Revenues and Churn & ARPU/ARPA budget targets
- SME Gross Margin target
- SME Mobile Retention Subsidy and GM
- SME Churn by product line
- SME Outflow Revenue / ARPU
- Overall ARPU by product
- First Bill Default on target
- In contract base
- 3-month Active Base Growth (Prepay)
- % Mobile Penetration

Customer excellence (Internal/external customer engagement and relationship management)
- Deliver Enterprise NPS & BHI targets through focusing on building customer relationship and engagement with du
- Responsible for creating awareness of ‘du’ within the UAE market by increasing ‘TOMA’ & ‘Consideration’
- Track Customer Operations performance for SME, customer escalation matrix and SLA's for propositions and take remedial action as required. Focus on saves team and save rate.
- Continually improve the customer experience and mitigate customer pain points, identify Top 10 actions and work with Shared Services to mitigate
- Sales and channel management support including sales kits, customer presentations, proposal templates and monthly retention focus leads campaigns.

People excellence (Learning and growth)
- Coach, motivate, develop, guide and drive team members towards target achievement and improvements
- Positively resolve people issues in order to ensure team members are focused on productivity and outcomes rather than on minor everyday operational issues.
- Develop and agree on actions to continually build own and team members’ skills and knowledge in order to anticipate demands and understand strengths and weaknesses to support KPI achievement.
- Develop and implement action plans related to performance development/improvement/employee engagement in order to positively engage and drive self and team to achieve performance goals set by management.
- Provide and request regular feedback via 360 to team, review and implement actions to grow capability, competency and resolve challenges

Process excellence (Operational efficiency and risk management)
- Drive the effective launch of targeted propositions and services within the agreed roadmap and timeline by working closely with the Shared Services & Development teams & reduce time to market
- Implement and support improved ‘Leads Management’ approach with monthly pipeline review along with continual improvement of conversion rates
- Ensure e2e proposition/product/services support and overall sales & service excellence for all business customers
- Driving effective channel & customer operations training, communication and execution excellence (internal and external)
- Ensure compliance with TRA, Government and company policies and practices in order to maintain compliance to standards and minimize risks.

Frameworks, boundaries and decision making authority
- Follow existing framework of PLM & GTM approvals before taking decisions on any go to market plans.
- Follow standard company approvals matrix for internal processes.
- Develops propositions and identifies market opportunities to drive SME Revenue & Margin growth.

Requirements

- Minimum Bachelor’s Degree in Marketing / Business / Commercial required
- Minimum 5-10 years of experience in a marketing, sales role in Telecommunications industry
- Should have been in a business role with at least 5 years in managing enterprise/SME propositions, retention/base management, CVM or products.

Knowledge and skills:
- Strong understanding of Enterprise customers, sales channels and driving retention programmes to improve commercial performance
- Strong commercial acumen with good understanding of analysis and reporting to build insight for action
- Structured thinker with strategic view, plus pragmatic operational approach
- Ability to understand the market dynamics and adopt to changing needs of the business with speed
- Strong planning and presentation skills
- Strong interpersonal skills and cross-functional leadership to drive outcomes
- Team player with ability to influence and manage independently without authority
- Good understanding and knowledge of all the key elements and technologies of product line vertical (Mobile, Fixed voice/ Fixed data and access including Managed Services and Cloud based services)
- High degree of attention to detail

Competencies:
- Think strategically
- Achieve tangible results
- Lead breakthrough change
- Exceed customer expectations
- Nurture, Inspire and Motivate
- Target win-win outcomes

About the Company

du is the new telecommunication services provider in the UAE. We are an integrated service provider offering voice, data, video and content services over fixed and mobile networks to residential and business customers.

du has three broad target segments:

Consumers: Focusing on individuals and households by offering mobile and fixed voice calling, Internet, data services and television. Businesses: Focusing on small to very large corporations and government agencies by offering integrated fixed and mobile business solutions including voice, data, content and applications as well as professional services.

Carriers: Focusing on providing carrier, international data networks and wholesale services to international operators, multinational corporations and telecom carriers.

The needs of our customers are our primary focus. Our aim is to provide new and innovative services that deliver a better customer experience.