COMPANY OVERVIEW, VISION AND VALUES.

We at Lonestar Cell MTN are a purpose and value-led organization.

At Lonestar Cell MTN, we believe that understanding our people’s needs and aspirations is key to creating experiences that delight you at work, every day. We are committed to fostering an environment where every member of our Y’ello Family is heard, understood, and empowered to live an inspired life.

Our values keep us grounded and moving in the right direction. Most importantly, they keep us honest. It is not something we claim to be. It is in our DNA.

As an organization, we consider it our mission to create an exciting and rewarding place to work, where our people can be themselves, thrive in positivity and ignite their full potential. A workplace that boosts creativity and innovation, improves productivity, and ultimately drives meaningful results. A workplace that is built on relationships and achieving a purpose that is bigger than us. This is what we want you to experience with us!

Our commitments go beyond an organizational promise. It is in our leadership and managerial ethos to meaningfully partner with our employees, customers and stakeholders with a vision to realize our shared goals.

We are delighted that you are considering us as your career partner to make a mark in the world. We look forward to your application!

Live Y’ello Values are:

Lead with Care

Can do with Integrity

Collaborate with Agility

Serve with Respect

Act with Inclusion

We are delighted that you are considering us as your career partner to make a mark in the world. We look forward to your application!

MISSION/CORE PURPOSE

• Responsible for shaping the strategic direction of the CVM portfolio and for developing and implementing business plans that achieve business objectives primarily in the areas of (a) churn, customer inactivity and retention; (b) product penetration; (c) base management direct marketing results and (d) incremental revenue.
• Responsible for defining, managing and delivering the customer life cycle programs and activities for all customer segments to maximize the customer lifetime value (CLV)- in terms of revenue as well as profit margin. This includes creating and evaluating opportunities to drive increased loyalty amongst the base.
• Responsible for reviewing CVM product portfolio performance to achieve revenue/margin P&L targets & deciding on product lifecycle.
• Responsible for reporting on business performance and providing business intelligence services to all parts of the business.
• Responsible for reporting on business performance and providing business intelligence services to parts of the business.
• Responsible for defining the end-to-end customer experience across products, channels and customer segments and monitors the implementation of the defined experience.
• Ultimate responsible to ensure MTN Liberia becomes the operator of choice, particularly in the HVC segment, and attain a market leading position.

CORE RESPONSIBILITIES

Identify Opportunities to Drive Incremental Value Creation from the Prepaid and Post-paid Bases

• Build an understanding of the drivers of the value across all products and across value bands/customer segments.
• Identify and maximize opportunities to upsell customers from lower ARPU bands into higher value bands, additional post lines, etc.
• Maximize total value per customer by identifying cross-selling opportunities of Voice customers into Data, VAS, Mobile Money and vice versa, etc.
• Define CVM roadmap with technical and business requirements and prepare business cases to justify any CAPEX investments in CVM IT systems.
• Manage all direct marketing campaign execution and improve ROI through strong campaign management tools-operations, campaign planning detailed design, production, test, roll-out, commercial return and evaluation.
• Identify market trends, opportunities and risks to define future propositions and promotions that drive customer affinity.
• Analyse commercial Impact of the below-the -Line (BTL) programs on product penetration. ARPU and volume/value churn.
• Perform operational analysis of base to identify opportunities to apply products and tariffs products and tariffs to maximize customer lifetime value (CLV)
• Perform channel mix optimization for base development & retention activities.
• Drive /optimize channel execution by setting volume and value targets based on the approved B & R budgets.

Drive Retention Strategies including Churn and Loyalty Management to Protect the base and increase Brand Affinity

• Develop Churn management strategies centered around an understanding of the drivers of churn and early churn detection and design/implement a framework of proven propositions to proactively and reactively arrest churn within the customer base
• Build and maintain an industry-leading loyalty program as a sustainable differentiator versus competition and to drive greater brand affinity especially within the HVC and Youth bases
• Manage customer value segments discretely and implement loyalty programs and partnership with external vendors/partners where applicable

Acquisition Management

• Own acquisition management (Quality of Gross adds framework) for the entire base and ensure that new customer quality is measured and upgraded within first 90 days.
• Manage the welcome process for new customers who join the network including early detection of High value Customer, Mass market and Youth for active engagement.
• Identify and maximize opportunities to upsell and cross-sell voice, data, SMS and VAS products within the new acquisition.

Manage CVM Strategy, Reporting and Analysis

• Drive Planned strategy for the successful delivery of Group and Lonestar Cell MTN transformation initiatives focusing on the Customer centricity.
• Partner effectively with company’s critical high value customers to enhance and champion a customer centric culture across the organization and development and/reform relationships with internal and external customers to transform revenue.
• Be a “storyteller” and manage delivery of insight for the customer base to the of the business, including actionable value- and needs-based segmentation and predictive models linked with competitor intelligence, and market research.
• Champion the power of analytics by proposing analytical assets to improve the efficiency of the marketing activities. Lead the development of behavioral models from concept to deployment and revenue realization.
• Establish forums to communicate the analytical results to all partners and guide commercial decision based on the company’s strategic objectives.
• Manage post-activity reports and in-depth performance evaluations to determine how existing decisions rules can be enhanced to drive increased business benefit.

Work with Other Teams to Drive Business Performance

• Drive awareness of expected behavior and impact of non-compliance on the bottom-line results and company image/reputation to improve Net Promoter Score
• Provide input and support into defining business requirements for key customer value management (CVM) capability development projects, including campaign management & measurement systems, channel capabilities and integration.
• Work with the brand and communication team to develop internal and external communications strategies (including brief, communication bulletins and launch events) for new products.
• Work with internal teams to develop agency briefs and research strategies (including discussion guides, questionnaires, marketing briefs and product descriptions)
• Coordinate with Sales and Distribution on all promotional activities.
• Develop Offer/product rollout checklist

QUALIFICATION AND EXPERIENCE

Education

• Bachelor Degree in Commerce (marketing, Advertising, Business in Administration, Commercial, etc. Demography or related discipline
• Bachelor degree in areas with strong analytical subjects (Engineering, Economics, Statistics, Science or Mathematics)
• Post-graduate qualification is preferred.

Experience

• 5+ years relevant Managerial experience, with at least three (3) year in managing customer analytics and business intelligence projects and initiatives role within a multinational environment.
• 5 + years of experience in planning, analyzing and managing various projects across a fast-paced business environment.
• Experience with research-driven quantitative pricing techniques (e.g. choice modelling)
• Experience at management level in a telecommunication environment is an added advantage.

CORE COMPETENCIES

Important competencies required for the position:

Must be a Role Model of ethical practices by living the MTN Live Y’ello Values of: Lead with Care; Can-Do with Integrity, Collaborate with Agility, Serve with Respect and Act with Inclusion:

Knowledge and Skills:

• Outstanding commercial management skills-numerate, analytical.
• Strong working knowledge of Telco IT systems and experience in working with or in an IT environment.
• Working knowledge of CVM Systems, specifically outbound campaign management systems a plus
• Demonstrated leadership of an established and successful analytical function within another company or recognized as leader in CVM/analytical in MTN.
• Expertise in CVM methodology, principles, capabilities, and techniques
• Ability to create, lead and inspire high-performing teams.
• Ability to influence director level staff in group and 1:1 situation.
• Open, fact-based approach; ability to translate commercial objectives to technical teams for ensuring underlying system readiness.
• Disciplined detail-oriented style, combined with ability to simultaneously work at a strategic level.
• Optimized report design for performance and maintainability Tailors data gathering approach to improve efficiency.

Behavioral Qualities:

• Conceptual Thinker
• Problem Solver
• Improvement Driver
• Culture and Change Champion
• Supportive People Manager
• Relationship Manager
• Results Achiever
• Operationally Astute
• Commitment to the organization
• Good teamwork and cooperation
• Relationship Manager
• Results Achiever
• Operationally Astute
• Passion for e-commerce and mobile business

Values are the core of Lonestar Cell MTN culture. Our five values called ‘Live Y’ello’ is the force that unites and inspires each one of us to make an impact that matters in the world. So tell us: Which one of our five Live Y’ello Values resonate most with you and why? (limit 250 words).