Head Youth Segment
Airtel Nigeria – Nigeria
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Job Description
Job Role
The Head, Youth Segment is responsible for the acquisition and retention strategy of customers between 18 – 24 years old within Airtel’s target African market across both the Prepaid and Hybrid business. This role is responsible for approximately 50% of the OPCO’s revenue
The role must co-ordinate closely with Head, Youth Segment Group to ensure a consistent strategic approach to this segment including, Product, Branding, Marketing Communications, Sales, Retail, Acquisition and Retention strategy.
This role is responsible for maintaining and growing X% of the customer base and y% of the revenue in the Nigerian market.
Key Responsibilities
Achieve the desired revenue from the base by designing and developing customized retention and acquisition programs
Prepaid: By planning and achieving an optimal balance between the recharge revenue and the usage by the customer
Hybrid: By developing and implementing programs to enhance the revenue by facilitating customer upgrades with respect to the rental revenue, airtime usage and chargeable tariffs.
To grow revenue within the Youth base at x times greater than Airtel or Market growth – whatever is greater
Implement bundling programs across the Youth base and ensure X% of Youth are bundled by the end of FY13/14
Youth partnerships identification& develop programs around the same
To develop the Youth service strategy within the OPCO
By creating new partnerships with relevant institutions such as retail, handset providers, fast-food restaurants, Universities, second markets and so on.
Organising regular events for this customer base to grow product revenue through lead generation and product upsell and ensuring that each of these events is profitable when assessed on an individual basis.
To create customer base stickiness and hence reduce churn
Designing, managing, analyzing programs and offers to create stickiness of the base to the network and hence building loyalty.
Youth churn must be below 1.7% per month.
Value churn targets within the Youth will be defined
To create customer base stickiness and hence reduce churn
Monitor the level of activity on the network and
Work in close conjunction with the customer care retention team to implement targeted promotions for the inactive customers
Ensure an error free process for various tariffs/ promotional programs
Develop and implement a process resulting in No customers complaints while availing of the program benefits
Ensure increase in the contribution of international and roaming in the calling pattern
Design plans and programs for increasing the penetration and hence the usage of the long distance traffic
By identifying and hence creating various channels and means of driving the customer to use mobile for long distance calls as against a landline or a local call outlet
Ensure increase in the contribution of international and roaming in the calling pattern
Smart phone penetration to be 20% by end of FY13/14
Develop and drive Youth bundles and Bring your own device programs to retain and win over competitor customers
Non Voice
Ensure innovative products are launched with the NPD with a dedicated users experience for the Youth Segment.
Ensure that Non voice revenue is 1.x greater than the overall base within the Opco.
Rule of 3 – the Youth engagement model with at least 25% of the Youth base engaged on greater than3 products
PILM (Product & Innovation Lifecycle Management Framework)
Ensure adherence to the PILM management principles, processes, structure& Forums, templates
Revenue Management
Input into the Annual Operating revenue plan and quarterly
Desired Skills & Experience
Bachelors in Marketing
Post graduate in marketing
Masters in Business Administration would be preferred additional qualification dependent on experience
8-12 years of experience in Marketing or Product Development
3 years of relevant experience in Telecom/FMCG (Desired)
8-10 years in handling a product category
Other Behavioural Requirements
Ability to innovate and deliver value to business at multiple levels will play an important role
Ability to influence and manage within a matrix style organization both within the Nigerian Opco and Group structure from CEO down
Experience in running on the ground events
Experience with Brand and Communications management
Deep understanding of BTL and targeted marketing principles
Ability to manage large scale with a very wide geographical scope across Africa (35 countries by 2015)
Ability to conceptualize and drive the vision for the segment
Ability to motivate and engage team to higher performance
Good leadership qualities