DGM Marketing

The role will be responsible, for driving Acquisition through different micro segments within the defined customer segments, channelize distribution in line with High Value Customer/High end Device prioritization within segments and engage in upsell and retention activities for revenue maximization, with an objective to achieve targeted customer and revenue market share.

The segment manager will be responsible for delivering acquisition targets, acquisition costs, product penetration targets, High Value Customer/High end device % contribution, customer market share, revenue market share, share of gross ads, segment up gradation, churn management and own base management, resulting in customer loyalty and advocacy.

- MBA

- 8+ to 12 Years of total work experience

Drive Acquisition

- Develop the segment wise acquisition plan, distribution alignment, performance analysis and optimization, to achieve the overall targets for the State

- Target identified Customer segments with specific offers through specific Channels. Ensure high quality of acquisition and VLR

- Drive a segmented acquisition approach to acquire the High value customers (HVC) with high ARPU, Apple Customers, High end handset owners, high data users and high end WiFi users (including VIPs, Opinion Makers and Influencers) within the overall segment

- Aligning promotions, products and experience for targeted Segments

- Identify Customer product needs, Design and implement GTM strategy to acquire these Customers across state Jio Centres

- Analyse patterns that emerge from ongoing usage to ultimately maximize revenue and product penetration from - Segment of 1

Usage & Retention (Incl Revenue Maximization, Retention and Advocacy):

- Develop a revenue enhancement plan and deliver KPIs (ARPU, Usage, Churn etc.) to achieve business objectives

- Design incentive programs to increase product usage for each of the customer segments

- Collaborate with product development teams and provide them with feedback on product design basis the usage trends across segments. Pre & Post analysis of related product launches

- Manage customer retention activities, work with the state CSD teams to drive retention campaigns

- Initiate Customer loyalty programs aiming towards advocacy and generating positive Word of Mouth

Market Mapping, Segment Definition and Sizing:

- Analyse market shares across verticals and product offerings and benchmarking against competition to devise strategies for achieving market leadership

- Identify and define micro segments within the defined Customer segment; Segment sizing and JC Level breakdown

- Support respective NHQ teams for Customer Segment Lead generation; Implement guidelines for data collection at JC level, which highlights potential approaches and sources of Customer data

BOC Coordination:

Liaise with Business Operations Centre (BOC) and support them in the creation, execution, measurement and feedback of campaigns, test cases, act as a source of information on product MAPA (Management Accounting and Performance Analysis) and competitive mapping, provide feedback on campaign performance, re alignment and optimization of programs as per requirement

Drive market along with S&D : a) Coordinate with S&D for channel engagement to achieve CMS, RMS and TOMA (Top of Mind Awareness), STV/pack and data penetration b) Drive High Value Customer acquisition/retention and segment up gradation through different channels

Coordination with FC&A to monitor segment and program wise profitability

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