Airtel Nigeria (Airtel Networks Limited), a leading mobile telecommunication services provider in Nigeria and a member of Airtel Africa Group, is committed to providing innovative, exciting, affordable and quality mobile services to Nigerians, giving them the freedom to communicate, rise above their daily challenges and drive economic and social development.
The company made history on August 5, 2001 by becoming the first telecoms operator to launch commercial GSM services in Nigeria and has scored a series of many “firsts” in the highly competitive Nigerian telecommunications market including the first to introduce toll-free 24-hour customer care; first to launch service in all the six geo-political zones in the country; first to introduce affordable recharge denominations; first to introduce monthly free SMS and first to introduce monthly airtime bonus.
Title: Head Youth Segment
Airtel Nigeria – Lagos
JOB PURPOSE
To formulate and ensure implementation of effective and efficient strategies for youth segment so as to enhance the leadership position in customer market share
KEY ACCOUNTABILITIES
Drive increased market expansion and penetration by creating a roadmap and strategy for customer acquisition, in line with overall business and marketing strategy
Leverage market research to get insights into consumer behavior and preferences and drive future programs and promotions.
Track usage patterns to devise customer acquistion strategies
Youth segment revenue growth/ Effective and efficient utilization of Sales & Distribution budget
Achieve the desired revenue by designing and developing customized retention and acquisition programs for the Youth segment:
By planning and achieving an optimal balance between the recharge revenue and the usage by the customer.
By developing and implementing programs to enhance the revenue by facilitating customer upgrades with respect to the rental revenue, airtime usage and chargeable tariffs
Develop and drive youth bundles to retain and win over competitor youth customers.
Ensure innovative products are launched
Ensure increase in usage
To identify new segments for acquisition and therefore plan and implement the strategy to penetrate the same with leadership position.
To design and provide tools to sales team for market expansion
To conduct consumer and trade research on periodic basis to identify new opportunities for youth acquisition.
To conceptualize and rollout suitable products and plans in prepaid/postpaid to drive acquisitions and revenue.
To design and test plans and products to take care churn and loyalty parameters.
To design suitable consumer and trade schemes so as to acquire revenue-paying customers.
To plan and monitor acquisition cost.
Incremental Share of Gross Additions
Develop youth strategy within the OPCO by creating new partnerships with relevant institutions.
To grow revenue within the Youth base at x times greater than Market growth.
Youth partnership identification & develop programs around same.
Organizing 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 identify the key strengths of competition and plan key tactics to get incremental share of net adds from competition
Customer Delight measure in terms of Stickiness, Schemes and Promotions
To design and implement consumer schemes and promotions which are simpler, crisp so that increase the delight among existing and prospective customers.
To create customer base stickiness and hence reduce churn;
by designing, managing, analyzing programs and offers to create stickiness of the base to the network and hence building loyalty.
Achieve monthly youth churn target of X%
Reporting
Direct process of reports on youth acquisition strategies that shows trends, ROI and impact to aid effective business decisions
Ensure quality process and Monitor Acquisition led Management Information Systems and benchmarks
Provide Summarized Analysis to aid Executive Management in Commercial & Strategic decisions
Revenue enhancement
Plan and direct new customer hand holding tactics for revenue stimulation for the youth segment
Desired Skills and Experience
Educational Qualifications & Functional / Technical Skills
Bachelors degree in Marketing, Management or like discipline
A recognized postgraduate degree in Management with specialization in Marketing.
Certifications or additional qualifications in Advertising, Business Administration, communications and management will be an added advantage.
Relevant Experience
Minimum of 8-10 years’ experience in a marketing position, with 3-5 years product development experience.
Minimum of 3 years management experience
3-4 Years’ experience of Telecommunications Industry
Able to operate in a performance driven organization
Affinity with and technical knowledge of the latest technologies and services used within the industry and affiliated industries
Excellent Data Analysis and excel skills.
Other requirements (Behavioural etc.)
Strong People & Leadership skills- Building Collaborative Relationships ,Empowering and Developing people
Risk taking appetite
Business and Commercial acumen
Excellent understanding of corporate governance standards
Should thrive in challenging situations
Ability to network with global players
Strong analytical and problem solving skills
Entrepreneurial Ability
Ability to influence and manage within a matrix style organization both within the Nigerian Opco and Group structure.
Experience in running on the ground events
Experience with Brand and Communications management. Deep understanding of BTL and targeted marketing principles.
Ability to conceptualize and drive the vision for the segment
Ability to innovate and deliver value to business at multiple levels.
Ability to motivate and engage team to higher performance.
How to Apply
Click here to Apply Online
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