Description
Role Purpose
This position defines the segment marketing strategy and plan for a specific segment or segments and is responsible for growing market share, NPS, brand consideration, the customer base and ARPU of this/these segment(s) and for developing and delivering the segment P&L targets. The role co-ordinates a cross-functional team across the business to develop and deliver clear insights, branded positioning and a roadmap of propositions and activities for the segment(s).
Key Accountabilities
- Identify customer and commercial opportunities through actionable insights
- Define simple and differentiating segment branded claims and propose activities, propositions and customer experience developments to substantiate these
- Work with CVM team to develop appropriate base management campaigns and to drive customer lifecycle management and retention strategies
- Define pricing strategies and initiatives using insight to differentiate and behavioural characteristics to create value
- Track and regularly report on segment performance, proposing improvement initiatives
Competencies
- Segment Marketing: Proven ability to define segment opportunities and to create propositions and GTM strategies to exploit them
- Commercial Acumen: Commercial mind-set with extensive experience in senior commercial roles managing segment P&Ls.
- Insights, Proposition Development, Customer Experience: Ability to make critical decisions on key insights, developing branded claims and to prioritise and deliver proposition and customer experience roadmaps
Qualifications and Experience
- Degree in Marketing or related discipline with 2-3 years’ relevant work experience,
- Advanced marketing skills and knowledge, ideally from managing successful consumer P&Ls
- Previous work experience in telecoms/technology industries, FMCG and/or professional services
- Management or leadership experience will be an added advantage.