About the Role

The CVM & Retention Expert is responsible for executing customer value management and retention initiatives that enhance customer engagement, strengthen loyalty, maximize customer value, and minimize churn. The role supports the development and execution of targeted campaigns, customer lifecycle activities, retention programs, and personalized offers by analyzing customer data and behavior. Working closely with the Products & Services, Customer Experience, Sales, Digital, and Customer Care teams, the role ensures effective execution of CVM initiatives while continuously monitoring campaign performance and identifying opportunities to improve customer satisfaction and revenue growth.

What We Need From You

• Develop and implement customer base management activities across all customer segments to enhance revenue, improve retention, and reduce churn.

• Execute the CVM plan and support the achievement of revenue targets from the existing customer base.

• Analyze customer data, usage patterns, and behavior to identify customer value enhancement opportunities.

• Support customer segmentation activities to enable targeted retention, upselling, and cross-selling initiatives.

• Monitor customer churn trends and recommend proactive retention actions.

• Design, implement, execute, and monitor BTL campaigns across multiple channels, including digital channels.

• Develop and maintain dashboards to monitor campaign performance and effectiveness.

• Support the development and execution of churn management activities, including proactive and reactive retention initiatives.

• Work closely with the Customer Experience and Digital teams to support customer journey improvements.

• Gather and analyze customer feedback to identify opportunities to improve customer experience and loyalty.

• Implement personalized communication activities for different customer segments.

• Support contract renewal and customer locking initiatives.

• Work closely with Sales, Tele-sales, and Customer Care teams to execute upselling, cross-selling, and retention initiatives.

• Support sales channels through incentives, push activities, and training to ensure successful execution of the CVM plan.

• Ensure CVM activities complement overall marketing launches and go-to-market initiatives.

• Prepare campaign performance reports and provide recommendations for continuous improvement.

• Perform other related duties as assigned.

Qualifications and Education

• Bachelor’s degree in law, economics, engineering or business equivalent.

• Masters degree preferred.

• 8–10 years of experience in Telecom or a related industry with exposure to Customer Value Management, customer retention, or customer lifecycle management.

• Experience in executing customer retention campaigns, customer segmentation activities, and personalized marketing initiatives.

• Experience working with cross-functional teams to deliver customer engagement and revenue enhancement initiatives.

Skills and Knowledge

• In-depth knowledge of telecom CVM practices, customer segmentation, churn management, and retention strategies.

• Strong analytical skills with the ability to interpret customer data and generate actionable insights.

• Knowledge of campaign management tools, CMS platforms, and BI/Analytics tools.

• Understanding of sales channel dynamics and customer targeting practices.

• Knowledge of marketing planning, proposition management, and operating plans.

• Ability to develop commercial business cases.

• Strong communication, presentation, reporting, and negotiation skills.

• Market knowledge and customer-centric mindset.