JOB PURPOSE
Responsible for developing and deploying marketing strategy based on the group strategy for the different OPCO’s under his / her purview.
Deliver revenue numbers and ensuring a strong and well positioned product portfolio for all the OPCO’s under his/her purview.
Responsible for implementing the group initiative and strategies in different OPCO’s and having a clear measurement of the same.
ACCOUNTABILITIES
Define and drive marketing strategy for different OPCO’s
Develop marketing strategy for the country to ensure superior visibility and superior customer intimacy of the brand compared to competition, in conjunction with the Chief Operating Officer/MD, Marketing Director and Group Chief Marketing Officer.
Review market research to determine opportunities that exist and ways to capitalize on them
Improve Airtel’s CMS in different OPCO’s
Develop and implement acquisition strategies for the various sales verticals across Retail and Corporate businesses which will ensure an increase in share of quality Gross adds across the various geographies within the Country
Prevent churn of existing customer base – Actively manage Churn to less than the benchmark % depending on the market position of the country and deliver customer retention programmes that will ensure increase in customer net additions.
Constantly monitor all indices to ensure performance against set target while ensuring remedial action for all under-performing initiatives.
Improve Airtel’s relative position in different OPCO’s (Revenue Market Share).
Monitor relative performance of Airtel against its competitors on a periodic basis using RMS data.
Devise strategy to gain higher share of incremental RMS to improve Company’s overall RMS.
Identify opportunities and develop roadmap for maximizing revenue from all revenue streams – voice, data and other non-voice Revenue buckets.
Create a segmented strategy for customer acquisition and prepare a roadmap for implementing the same
Derive synergies across customer segments for overall revenue enhancement – drive cross-pollination across several sales channels and customer segments
Price and Effective realization management
Optical Elasticity balancing to ensure positive revenue growth
Ensure Market Relevance through Marked to Market Competition benchmarking.
Governance of customer rate and data realization.
DIMENSIONS
Revenue Market Share
Customer Market Share
Average Revenue per user
Voice Revenue
Data Revenue
Data QREC
Minutes growth
Data volume growth
SKILLS & KNOWLEDGE
Educational Qualifications & Functional / Technical Skills
Bachelors degree in Marketing and Management or like discipline
An MBA with focus on Marketing
Certifications or additional qualifications in Advertising, Business Administration, communications and management will be an added advantage
Relevant Experience (Type of experience and minimum number of years)
At least 14 years working experience with 7 years or more in a senior management role in FMCG industry or at least 5 years in Telecoms Marketing
Other requirements (Behavioural etc.)
Strong People skills- Building Collaborative Relationships
Risk taking appetite
Business and Commercial acumen
Excellent understanding of corporate governance standards
Should thrive in challenging situations
Strong analytical skills and problem solving skills
Entrepreneurial Ability
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