Assistant Manager / Senior Executive, Customer Value Management

This role is responsible for driving customer lifetime value, retention, and revenue growth through data-driven lifecycle marketing. The incumbent will develop and optimize data-driven retention, upsell, and cross-sell strategies across multiple channels, leveraging customer insights, segmentation, and marketing automation to enhance engagement and reduce churn.

Key Responsibilities

Customer Strategy & Campaign Planning

• Develop and execute customer lifecycle strategies to drive retention, engagement, and customer value
• Leverage customer data and analytics to identify insights, behavioral triggers, and growth opportunities 
• Utilize SQL and analytics tools to support segmentation, targeting, and performance analysis 
• Develop and optimize Next Best Offer (NBO) / decisioning frameworks in collaboration with Data Science/Analytics teams 
• Plan and deliver targeted retention, upsell, and cross-sell campaigns to achieve churn reduction and revenue growth 
• Design and implement personalized offers and propositions to drive product adoption and customer loyalty
• Build business cases and collaborate with cross-functional teams (e.g., Product, Marketing, Digital, Sales) to deliver initiatives

Campaign Execution & Optimization

• Manage end-to-end campaign execution across multiple channels (e.g., email, SMS, app push, digital platforms)
• Drive automation of marketing journeys to enable scalable, trigger-based, and real-time engagement
• Implement test-and-learn approaches (e.g., A/B testing) to continuously improve campaign effectiveness
• Monitor and optimize key performance metrics including conversion, engagement, retention, and ROI
• Ensure strong campaign governance, including contact strategy, customer experience, and compliance

Qualifications

• Degree in Marketing, Business, Statistics or similar field
• Minimum 3-5 years of work experience in campaign management, preferably in telecommunications, tech, FMCG or a related industry
• Good working knowledge of SQL as well as Tableau
• Ability to work independently as well as in a team in a fast-paced environment
• Strong analytical, problem-solving and communication skills
• Excellent interpersonal skills