Job purpose
The key responsibility is to drive the SME marketing acquisition strategy, roadmap and propositions to achieve gross acquisition targets across post-paid portfolio to deliver towards overall SME revenue, GM and customer NPS/BHI targets.
This includes developing key insights on the SME market opportunities, commercial sizing and understanding customer needs and building customer value propositions to target growth in this segment and seamless customer experience.
Key accountabilities
1. Responsible for defining the SME segment strategy and roadmaps for Post-paid portfolio to deliver the SME revenue, GA and ARPU budget targets
2. Understand customer needs across SME segment and build customer value propositions to target growth in these segments and seamless customer experience.
3. Ensure reporting, measurement on performance of relevant propositions against targets, business case and overall P&L are available regularly
4. Improve continuously the commercial performance of propositions by taking relevant corrective and preventive actions
5. Responsible to maintain the linkage between the business requirements and technical requirements as per the strategy and the market opportunity/customer insights
6. Responsible to evaluate business cases for propositions and work out the marketing strategy, customer messages taking into consideration global, regional and national benchmarks
7. Delivering revenue & GM targets in the SME segment and opportunity and as such has clear accountability for the annual, quarterly and monthly SME results specific to GA’s across the post-paid portfolio line with an ATL focus.
Financial excellence (Budgets, revenue/profit and costs)
1. SME Revenues and Gross Acquisition budget target
2. SME Gross Margin target
3. SME Mobile GA Subsidy and GM
4. SME Inflow ARPU and overall ARPU by product
5. First Bill Default on target
6. SME Churn by product line
7. Responsible to ensure profitable pricing strategies per EVP & commercial principles
Customer excellence (Internal/external customer engagement and relationship management)
1. Deliver Enterprise NPS & BHI targets through focusing on building customer relationship and engagement with du
2. Responsible for creating awareness of ‘du’ within the SME segment by increasing ‘TOMA’ & ‘Consideration’
3. Track Customer Operations performance for SME, customer escalation matrix and SLA's for propositions and take remedial action as required
4. Continually improve the customer experience in the SME segment and mitigate customer pain points, identify Top 10 actions and work with Shared Services to mitigate
5. Sales and channel management support including sales kits, customer presentations, proposal templates etc.
People excellence (Learning and growth)
1. Coach, motivate, develop, guide and drive cross functional team members and relevant SPOCs towards target achievement and improvements
2. Positively resolve issues among the cross functional team members to focus on meeting overall objective for the customer.
3. 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)
1. 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
2. Implement and support improved ‘Leads Management’ approach for to ensure that Lead to Closure ratio is improved within SME segment.
3. Ensure end-to-end proposition/product/services support and overall sales & service excellence for SME customers
4. Driving effective channel training, communication and execution excellence (internal and external)
5. 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. Minimum experience:
• Minimum 4-6 years of experience in a marketing, sales role in Telecommunications industry
• Should have been in a business role with at least 2 years in managing enterprise/SME propositions or products.
Minimum education:
• Minimum Bachelor’s Degree in Marketing / Business / Commercial required
Knowledge and skills:
• Strong understanding of SME customers, sales channels and driving growth/scale opportunities
• 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:
Please provide the level of competency as per the grade: Level 1 for grades 12-13, Level 2 for grades 14-15, level 3 for grades 16-16a, level 4 for grades 17-17a
State competency levels from the competencies framework.
• Think strategically (Level 3 of 5)
• Achieve tangible results (Level 3 of 5)
• Lead breakthrough change (Level 3 of 5)
• Exceed customer expectations (Level 3 of 5)
• Nurture, Inspire and Motivate (Level 3 of 5)
• Target win-win outcomes (Level 3 of 5) 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. |