Job Purpose:
Responsible for developing and managing CVM-driven handset propositions and activations that drive device sales, network upgrade adoption and incremental revenue through targeted engagement, FinTech & lifestyle integrations, and VAS bundling. The role focuses on proposition design (segmented & spend-based), channel enablement, insurance VAS management, and end-to-end GTM execution to maximize handset and service monetization.
Key Objectives:
- Drive handset and accessory revenue through targeted CVM propositions, upsell and cross-sell packages.
- Increase device upgrade and network upgrade adoption via proposition bundling and channel activations.
- Integrate FinTech & lifestyle services into handset propositions to improve offer attractiveness and wallet penetration.
- Enable effective channel execution across telesales, retail and online to maximize conversion and attach rates.
- Own insurance VAS performance and bundling with handset propositions.
- Monitor and report on CVM proposition performance, providing insights and recommendations to optimize conversion, revenue, and customer engagement.
Key Accountabilities:
CVM Propositions Customer Engagement Driven Offers:
- Develop and manage CVM-driven handset and accessory propositions aligned to customer segments and commercial objectives.
- Lead upselling, cross-selling and spend-based reward mechanics (e.g., buy with value X and get discount Y, device discount on activating a new line).
- Design segmentation-based offers (high-value add-ons such as Apple Add-on packages) to maximize wallet share and device attach rates.
- Monitor customer behavior data to refine proposition mechanics and personalization rules.
Network Upgrade Propositions:
- Develop offers to encourage existing customers to adopt network upgrades (e.g., 4G 5G migration, premium plan migration).
- Bundle handset/device discounts, loyalty-style incentives or cashback with network upgrades to drive adoption.
- Align with sales and marketing to create targeted campaigns tied to network upgrade windows and handset availability.
- Track uplift in device upgrade penetration, network upgrade take-rate, and associated revenue impact.
FinTech & Lifestyle Services Integration:
- Design discounts and exclusive handset/accessory offers based on engagement with FinTech and lifestyle services.
- Collaborate with FinTech partners to enable mechanics such as cashback to wallets on device purchases, BNPL carve-outs, or wallet-linked discounts.
- Coordinate with marketing and sales to promote bundled FinTech+device offers (e.g., cashback on wallet when purchasing device; gift voucher on next purchase).
- Measure impact of FinTech integrations on device attach, average transaction value and offer conversion.
Sales Channels Optimization (CVM-Focused):
- Partner with tele sales to create personalized handset upgrade and cross-sell scripts and bundles.
- Enable targeted in-store activations (e.g., happy hour promotions in selected stores or FinTech standalone stores).
- Ensure CVM propositions are executable across channels (retail, online, telesales) and provide channel playbooks, training and tools.
- Monitor channel conversion metrics and optimize channel mix and creative accordingly.
VAS Management Insurance:
- Own the insurance VAS proposition for handset sales: packaging, pricing, promotion and attach incentives.
- Drive insurance attach rate through proposition mechanics, channel enablement, and partner coordination.
- Monitor VAS revenue contribution and profitability per handset campaign.
End-to-End Execution (GTM Execution):
- Lead GTM readiness and execution for CVM propositions: campaign setup, creative approvals, device allocation alignment and go-live coordination.
- Coordinate with analytics, IT/CRM, procurement and retail operations to ensure flawless proposition delivery.
- Track campaign performance (ROI, conversion, attach rate, device penetration) and propose optimizations.
Reporting & Performance Management:
- Own weekly / monthly reporting for all CVM-driven propositions including conversion, uplift vs baseline, device attach rates, network upgrade take-rate and revenue contribution.
- Maintain dashboards and performance views in alignment with analytics, finance and BI teams.
- Highlight opportunities, leakage points and optimization recommendations based on funnel data.
- Provide performance readouts to commercial leadership and secure alignment on next wave / next campaign adjustments
Key Performance Indicators (KPIs):
- Device & Accessory Revenue (incremental revenue from CVM propositions)
- Device Upgrade / Network Upgrade Take-Rate (adoption % from targeted campaigns)
- Offer Conversion Rate (visitors/contacts purchase under campaign)
- Insurance VAS Attach Rate (insurance sold per device sold)
- FinTech Integration Impact (wallet/BNPL usage contribution to device sales)
- Campaign ROI and CPA (cost per acquisition)
- Device Penetration for targeted models / premium device mix
Qualifications:
- Minimum 4 years of experience CVM, propositions, product management or commercial roles within telecommunications, retail finance, or technology.
- Bachelor's degree in marketing, Business Administration, Economics, Data Analytics or related field.
- Master's (MBA) is an advantage but not required.
- Proven track record in proposition design, GTM execution and driving device or add-on monetization.
