Customer Value Management (CVM) Manager Orange

Duties and Responsibilities

Recharge & Revenue Growth

• Segment the customer base and design initiatives to stretch recharge behavior.
• Win back recharge droppers through aggressive offers and retention strategies.
• Drive CVM revenue contribution by developing new monetization opportunities.

Data Revenue & Stimulation

• Identify and analyze customers data usage in collaboration with insight analysts and modellers.
• Define segmentation criteria for data stimulation programs (usage, ARPU, demographics, etc.).
• Design and launch targeted data offers to upsell higher data buckets or cross-sell to non-users (e.g., try & buy offers).
• Develop targeted data bonuses, buckets, and offers to complement the ATL portfolio.
• Manage end-to-end data stimulation programs: concept creation, business cases, TTM approvals, forecasting, pre-launch testing, and post-launch analysis.

Renewals, Migrations & ARPU Growth

• Increase data revenues by stimulating renewals and upgrades.
• Implement targeted offers to accelerate renewals.
• Drive migrations from Prepaid Hybrid Postpaid to enhance engagement and ARPU.
• Design IT initiatives to optimize renewals and migrations.

Campaign & Customer Experience Management

• Manage the customer journey across products and campaigns to ensure a smooth experience.
• Prepare scripts, SMS, push notifications, and communication briefs for campaigns.
• Collaborate with Direct Marketing teams to launch outbound campaigns, including agent training, coaching, monitoring, and performance reporting.
• Monitor results continuously, improving offers, targeting rules, and campaign execution.

Analytics, Insights & Financials

• Conduct financial analyses, business cases, and traffic forecasts to support CVM programs.
• Share insights, reviews, and performance results with top management to support decision-making.
• Track and report on CVM KPIs, ensuring contribution to company targets.

Collaboration & Cross-Functional Work

• Work closely with CRM insight, direct marketing, IT, digital, and technology teams to deliver initiatives.
• Build strong internal relationships with Marketing, Customer Service, Sales & Distribution, and Finance.
• Actively contribute to the annual marketing plan and revenue growth strategy.