CVM Loyalty & Retention Manager Virgin Mobile

Key Accountabilities

• Churn Management & Reduction

• Monitor and analyze customer churn metrics; identify drivers of churn (e.g. service issues, pricing, competition).

• Develop, implement and measure initiatives/campaigns aimed at reducing churn across segments (mobile and home wireless.).

• Create predictive models or scorecards to highlight customers at risk of leaving and implement proactive retention strategies.

• Loyalty Program Strategy & Execution

• Design, launch and manage loyalty programs and rewards schemes that increase customer engagement, satisfaction and lifetime value.

• Conduct competitive benchmarking to ensure loyalty offerings are compelling and differentiating.

• Ensure loyalty initiatives are integrated into overall marketing, product, customer service & digital channels.

• Customer Segmentation & Personalization

• Segment the customer base (usage patterns, tenure, value, behavior) to tailor retention and loyalty offers.

• Develop personalized communication/treatment strategies to engage different segments (e.g. high-value, inactive, at-risk).

• Work with CRM / data teams to ensure customer touchpoints are relevant, timely and consistent.

• Campaign & Offer Management

• Lead the planning, execution, and optimization of retention & loyalty campaigns (via SMS, email, app notifications, direct contact, etc.).

• Manage offers and promotions: define value propositions, pricing, bundling, incentives to retain customers.

• Test & learn approach: run pilots, A/B tests; track effectiveness, iterate and scale what works.

• Customer Experience & Feedback Loop

• Gather and analyze customer feedback related to retention and loyalty (surveys, NPS, complaints).

• Identify friction points in the customer journey that contribute to churn and work cross-functionally to resolve them.

• Drive improvements in customer satisfaction, service reliability, and support channels that reinforce loyalty.

• Performance Monitoring, Reporting & Insights

• Define and track key KPIs (churn rate, retention rate, lifetime value (CLV), loyalty program participation, NPS, ARPU, etc.).

• Build dashboards and regular reports for senior management showing trends, insights, ROI of loyalty/retention initiatives.

• Use data to inform strategy, prioritization, resource allocation.

• Stakeholder Management & Cross-functional Collaboration

• Work with Marketing, Product, Finance, Customer Service / Care, Digital & Operations teams to align on retention & loyalty objectives.

• Collaborate with partner vendors/agencies (loyalty program vendors, analytics providers) where relevant.

• Ensure offers, communication and operations are coordinated across channels.

• Budget & Resource Management

• Own the budget for loyalty/retention programs, ensuring spend vs return.

• Manage internal team(s) or external vendors involved in executing loyalty/retention work.

• Forecast revenue impact, costs associated with campaigns or loyalty benefits.

• Innovation & Best Practices

• Keep up with industry trends, competitive landscape, and customer expectations in loyalty and retention (e.g., new digital tools, rewards models).

• Propose and pilot new initiatives or technologies to enhance retention & loyalty (gamification, mobile app features, partnerships).

• Continuously benchmark Virgin Mobile against competitors to ensure loyalty & retention practices are cutting edge.

Qualifications, experience, skills and competencies

Qualifications:

• Bachelor's degree or equivalent in telecom marketing/Sales/related field

Experience:

• Minimum of 3 years of relevant work experience with at least 5 years of Telecommunications or eCommerce industry experience

Skills

• Excellent knowledge of Telecom or eCommerce

• String knowledge with CVM and campaign management systems

• An eye for detailing & customer-oriented

• High personal integrity and professional behavior standards

• Strong objective driven

• Understanding of Data processing, database technologies

• Fundamental knowledge of KPI's related to the field (definitions, links, impacts)

• Knowledge of Analytics

• Execution of Multi-channel Campaigns

• Campaign ROI measurements

Competencies

Please provide the level of competency as per the grade: Level 1 for Band 6, Level 2 for Band 5, level 3 for Band 4, level 4 for Band 3.

• Think strategically (Level 3 of 5)

• Achieve tangible results (Level 3 of 5)

• Lead breakthrough change (Level 3 of 5)

• Exceed customer expectations (Level 3 of 5)

• Nurture, Inspire and Motivate (Level 3 of 5)

• Target win-win outcomes (Level 3 of 5)