Responsible for the implementation and execution of diverse inbound marketing activities by leveraging on the inbound campaign capability, analytical models and the enterprise data warehouse. The inbound campaign execution would drive a robust customer retention and lifecycle management programmes which will translate to incremental revenue and reduce dormancy on the customer base.
The Specialist will provide oversight on all business analysis and reporting such as Offer Performance reports, Agents Performance reports and other ad-hoc reports on the Nest Best Action (NBA) capability.
Develop specific and NBA exclusive offers for different segments of the base and manage the NBA offer portfolio
Update and modify the Offer Catalogue and business rules that form the basis of Logic configuration;
He/she will provide insight on offer strategy and development and be responsible for all logic configuration such as Offer Update, Offer Creation, Business Rule update, bug fixing and other ad-hoc requests.
Work with the Segment Managers to agree the segment based strategy approach to ensure that there is maximum coverage across the customer base. The approach will cover various inbound campaign channels and programmes.
Ensure consistent and up-to-date business rules/algorithms on Next Best Action (NBA) to ensure that customer targeting works across product lines and that proposed offers are both relevant and of value to our customer base
Work directly with Call Centre Agents and Team Leaders to create simple solutions to which allow our customers to convert/adopt/accept offers in a faster and simpler way
Build strong, productive relationships with stakeholders. Work closely with other CVM team members to develop Marketing Communications solutions that engage and retain existing customers driven through the inbound contact channels
Develop campaign initiatives using inbound channels to address customer profitability, engagement and usage
Take ownership of providing call & traffic forecasts for the campaigns delivered and taking accountability for the response rates delivered on the back of the campaigns
Take ownership for campaign results, creating insightful closure reports to be shared up to Director level in the Marketing Segment and which should enable Segment Managers to make decisions on campaign recommendations
Communicate plans and campaigns to all key stakeholders in a timely manner and gain commitment where required.
Analyse customer behaviour using available data to provide insights and effectively link such insights to potential impact and opportunities for the business
Develop other customer lifecycle programmes including Win Back and Loyalty campaigns, leveraging on the inbound touch-point
Understand customer needs (based on research, insights, process) and deliver on customer insights in all communications. Be a customer advocate for the team.
Design and develop communications recommendations for Education & Engagement programs/campaigns.
Analyse the campaign results and understand the impact on customer behaviour and ROI, with a view to utilizing outputs to refine the next round of campaigns for the specific channels