Specialist, B2B Customer Value Management (CVM)

About the Company

Responsibilities

• ● (This role is benchmarked between the Senior Manager and AVP levels.)
• ● Develop the end-to-end CVM strategy for all customer segments (e.g., high-value, new, at-risk/churn), aligning with overall business objectives for revenue and subscriber growth.
• ● Define the customer lifecycle journey and identify key intervention points for targeted campaigns (onboarding, upselling, cross-selling, retention, win-back).
• ● Own and manage the CVM budget and deliver against CVM-specific KPIs (e.g., CLTV, Churn Rate, ARPU).
• ● Collaborate closely with Data Analytics and Business Intelligence teams to perform deep-dive analysis on customer behavior, purchase patterns, and product usage .
• ● Develop and refine customer segmentation models (e.g., using Recency, Frequency, Monetary Value - RFM) to ensure campaigns are highly personalized and relevant.
• ● Utilize predictive models (e.g., Churn Propensity) to proactively identify and target customers most likely to leave.
• ● Design, execute, and monitor BTL (Below-The-Line) marketing campaigns across multiple channels, inclding SMS, email, in-app notifications, and push notifications.
• ● Develop and manage the churn management process (proactive retention offers, save desks, win-back campaigns).
• ● Create and implement upsell and cross-sell initiatives to drive feature adaptation, product migration, and increased spending (e.g., data top-ups, premium service upgrades).
• ● Conduct pre- and post-campaign analysis (including control group testing) to measure the incremental revenue and overall commercial impact of CVM initiatives.
• ● Prepare and present regular, in-depth performance reports to senior management, providing actionable insights and recommendations for future strategies.
• ● Ensure accurate forecasting and tracking of CVM performance against set targets and business cases.
• ● Act as the customer value advocate across the organization, ensuring product, sales, finance, and IT teams are aligned on customer value delivery.
• ● Work with the Product team to incorporate CVM insights into product development and proposition design.
• ● Partner with Customer Experience (CX) and Customer Service to ensure seamless campaign fulfilment and a positive customer journey.

Requirements

• ● Bachelor's degree in marketing, Business, Statistics, or a related quantitative field.
• ● Proven track record of designing and executing successful targeted marketing campaigns that delivered measurable revenue growth and improved customer retention.
• ● 5 years of experience in CVM, Retention, Base Management, or CRM role, preferably within a high-volume industry like Telecom, E-commerce, or B2B SaaS.
• ● Strong Analytical Skills: Proficient in interpreting complex data sets, deriving commercial insights, and building robust business cases. Experience with SQL or Python for data extraction is a significant advantage.
• ● Commercial Acumen: Clear understanding of key business metrics (CLTV, ARPU, Churn, Margin) and the ability to link CVM activities directly to financial outcomes.
• ● Campaign Management Tools: Hands-on experience with CRM/Campaign Management systems (e.g., Salesforce Marketing Cloud, Adobe Campaign, Unica).
• ● Communication & Collaboration: Excellent written and verbal communication skills, with the ability to influence cross-functional teams and present complex data simply to executive leadership.