General Manager - Prepaid CVM Digital and MFS Consumer at MTN

RESPONSIBILITIES

Strategy Development

• Develop a loyalty strategy to implement/build and maintain an industry-leading Loyalty program as a sustainable
• differentiator versus our competitors and a means to drive greater brand affinity especially within the High Value
• Customer base.
• Align loyalty strategy to support Consumer CVM across the Consumer Segments.
• Lead business transformation to embed loyalty decision-making principles cross-functionally.

CVM and Loyalty Delivery Leadership

• Perform permanent assessment and analysis of the personalized pricing strategy of the Consumer Business Unit
• suggesting the best course of action to maximize revenues.
• Track competitor’s pricing strategy and performance in the market and based on that maximize the revenue
• generation of the company for all Consumer Business categories.
• Supports the Consumer PnL’s by creating value propositions, identifying optimal price points, evaluating proposed
• pricing changes for existing & new products
• Build an understanding of the drivers of value across Voice, Data, Digital Services, VAS across value bands.
• Develop targeted value propositions to identified segments e.g. Youth, High Value, to deliver more value and
• increase revenue within the segment.
• Identify and maximize opportunities to upsell customers from lower ARPU bands into higher value bands.
• Build/understanding of the drivers of churn in base to drive proposition development to proactively stem churn.
• Develop a customer lifecycle management program, deploy tactical interventions to focus on each stage of
• customer lifecycle including a nursery program during the first six months of a new customer.
• Develop and implement a twelve-month roadmap for each key customer segment (e.g. High Value, Youth,
• Emerging in partnership with the other Business Units encompassing the full customer journey from acquisition,
• value growth, and retention.
• Grow the High Value Customer base & revenues by acquiring new customers from the competition, growing the
• and retaining existing High Value customers.
• Proactively works with team to know the performance and capability of the team, ensuring underperformance is
• addressed, potential is developed and everyone receives feedback, coaching and training – maximize contribution.
• Define the loyalty development and delivery roadmap for the financial year.
• Integrate cross functional requirements into the roadmap to ensure the delivery of the MTN growth curves.
• Define and fill a loyalty structure to facilitate the delivery of the loyalty roadmap.
• Set up and act upon comprehensive Loyalty performance dashboards and reporting. Define and create loyalty
• management reports. This includes - but is not limited to – customer lifetime value, Loyalty performance tracking,
• performance against business case.
• Deliver the loyalty roadmap by driving adoption & participation in the loyalty initiatives via ATL & BTL campaigns

Key Activities & Responsibilities

• Analyse commercial impact of loyalty initiatives on product penetration, ARPU and incremental value delivered.
• Manage all direct marketing campaign execution and significantly improve ROI through strong campaign management tools.
• Input into proposition development carried out by Consumer product and segment owners and advise of base and loyalty liability implications during prioritization.
• Ensure collaboration with Segments, Channels, Business Intelligence teams, Digital, Mobile Financial Services and Online to ensure market value creation.
• Work with finance to manage cost of sales and the loyalty liability and Integrate loyalty liability into project management office and pricing forms.

CVM and Loyalty Delivery Capability Development

• Lead capability development requirements and define the capability strategy for an effective loyalty program and loyalty initiatives as well as CVM campaigns.
• Coordinate and manage the design of a holistic technical and operational blueprint for customer lifecycle value management across the MTN growth curves.
• Integrate requirements for campaign management, charging and provisioning platforms and loyalty management systems by translating loyalty objectives to the IT / Technical teams.

Budget Management

• Forecast, plan and develop budgets that provide MTN with return on investment and seek required approval thereof.
• Manage and optimise the assigned budget, ensuring all expenditure is in line with MTN SA’s strategic intent and agreed budgets.
• Ensure that the “cost of operations” is reduced, in line with a least cost operating strategy stemming from the business drivers.

Continuous Improvement

• Keep abreast of international best practice, technologies and industry trends.
• Proactively research relevant best practice and processes, recommending translation of these in the strategic framework of the unit.
• Maintain an understanding of related systems in order to develop integrated systems and processes.
• Keep up to date with new products and services and their impact on MTNSA.
• Understand and take cognisance of emerging markets and plan accordingly.

People & Culture Management

• Provide technical, procedural and policy guidance to staff, colleagues , partners and vendors.
• Attract, develop and retain appropriate talent. Build talent by identifying and developing new leaders for the respective environment.
• Create and implement personal development plans.
• Define the divisional KPAs and KPIs that will be cascaded down to each area.
• Manage Performance and identify training needs. Coach and guide subordinates.
• Enable and model healthy employee relations and collaborative teamwork.
• Manage diversity, develop, and embed an Employment Equity plan for the business area.
• Contribute to building a culture of continuous evaluation and improvement. Drive a culture of high performance, accountability and consequence management.
• Act as an ambassador for the Consumer team by living the Brand values and vital behaviours and changing and influencing employees’ behaviour.
• Make the environment the best place to work. Foster professionalism, loyalty and commitment to the organization. Build the Company’s brand to be the employer of first choice.

QUALIFICATIONS

Education

• Minimum of 4 years in Commercial/Marketing/Business Degree
• Minimum 10 years experience including:
• Senior management track record of 5 years or more, with at least 3 years in relevant sector/industry in a strategic commercial or marketing role.
• Demonstrated leadership of an established and successful CVM function within MTN or another operator recognised as a leader in CVM
• Experience in commercialisation and automation of analysis
• Experience in loyalty programmes & initiative methodology, principles, capabilities, and techniques
• Experience in continuous improvement through the implementation of best practices
• Understanding of emerging market