Loyalty Programs Specialist
Role Purpose
Description
The Loyalty Programs Specialist is responsible for E2E execution and optimization of the Loyalty strategy within Vodacom covering from (partners acquisition, engagement & retention), modelling, insights analysis and reporting. This makes this role’s core purposes being
- Overall execution and optimization of Loyalty Programs across Vodacom
- Developing tactical Loyalty propositions to enhance the existing programs and drive value to our customers
- Drive actionable commercial insights and direct on how to be acted upon for Loyalty Programs
- Develop and execute the E2E Loyalty Partners management proposition (On-board, Engage, Retain)
Key Accountabilities And Decision Ownership
- Execute the Vodacom Loyalty Strategy with custom proposition to optimize the program and drive additional value to customers
- Perform analysis with actionable insights on the program to ensure RoI in-terms of Customer Retention and Activity
- Manage E2E Loyalty external partners and marketing services suppliers
- Consistent monitoring of the Loyalty Program Performance with support from Finance teams.
- Work with Region Teams to create regional specific loyalty campaigns to drive more value to the customer
Key Performance Indicators
- Engaged base (engaged customers as % of base)
- Engaged customers ARPU & Active (Engaged vs Non Engaged)
- Strong external partners network to support Loyalty initiatives
- Maintain overall liability value within approved margin
Core Competencies, Knowledge And Experience
- Excellent analytical and logical reasoning skills translated from consumer insights
- Excellent communication skills
- Strong stakeholder management skills
- Ability to anticipate customer, competitor and market dynamics
- Able to challenge the status quo
Must Have Technical/professional Qualifications
- Bachelor degree in Business Administration, IT, Economics, Marketing or its equivalent.
- Strong analytical skills and business acumen.
- Build and maintain relationship with key stakeholders in the value chain.
- Telecommunications experience would be advantageous.
- Strong SQL skills with experience in relational OLTP database models (OLAP is a plus)
Job Responsibility
- Plans and executes tactical campaigns, in line with the base growth and retention strategy and marketing concepts, with a good understanding of how they impact customers� perceptions and brand experience;
- Manages the scheduling and rules that determine message deployment and takes direct ownership for message performance;
- Understands the customer lifecycle concepts and uses them to help resolve problems and identify solutions to gain commercial improvements;
- Uses learnings to make recommendations around areas of opportunity related to customer experience and actions to drive performance and improvement;
- Ensures all marketing activity reflects our brand strategy and tone of voice and that all communications are legally compliant and drive a positive response (careful management of call to action and message impact is essential);
- Delivers complex marketing tasks or small projects in order to drive revenue from the market and execute them through the sales teams;
- Collaborates across company and functional teams (e.g. Operations, Brand, Finance, Regulatory, Technology) to ensure smooth delivery of targeted communications and campaigns;
- Adopts best practice processes/procedures with focus on customer and brand experience.
Skills
Modern Marketing Leadership
Data Analytics and Insights
CVM Campaign Development and Management
Always on Marketing
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