The Manager CVM  drives the development & execution of Fintech Advanced products & services Customer Value Management strategy, in line with the group mandate: customer acquisition, development  and retention by understanding the customer base, including defining the requirements, setting goals and monitoring the metrics. Lead the design of all localized CVM campaigns, track roll-out and measure effectiveness

The Manager CVM reports to SM Fintech Commercial and is supported by analysts. The role maintains liaison with Group Fintech Commercial Operations team, as and when required

Main Job Functions:

Strategy Development and Implementation

• Abide by the strategy cascaded by functional lead and assist in the creation of the sub-functional strategy
• Ensure effective implementation of the functional strategy
• Assist in review of the sub-functional strategy and roadmap, to ensure its alignment with the changing dynamics of the internal and external ecosystem

Staff Leadership and Management

• Source, induct and manage talent in accordance with legislative guidelines and directives from the SM Fintech Commercial
• Continually develop a culture of strong collaboration and effective team working
• Ensure open communication channels with staff and implement change management interventions when required, and under supervision from the SM Fintech Commercial
• Provide definition of roles, responsibilities, individual goals and performance objectives for the team
• Set KPIs and provide regular performance feedback through a well-defined and implemented performance review program
• Assist in the development and implementation of a training plan in order to build and develop skills within the team
• Performance manage resources in accordance with HR policy and legislation where necessary
• Promote a ‘Fintech centric’ and ‘partnership approach’ to develop strong relationships with other working groups and ensure adherence to Group governance

Governance

Strategic Meetings

• Participate in strategic meetings
• Support function wide transformation initiatives. Elicit inputs from relevant parties, when required
• Implement adequate risk mitigation and controls, with directions from the SM Fintech Commercial
• Perform evaluation baseline of Service Level Agreements (SLAs) and KPIs
• Manage approval process from SM Fintech Commercial on new initiatives
• Work with approved budget for internal projects, under direction from the SM Fintech Commercial. Where required, also provide input
• Facilitate preparation of proposal on change initiatives SLA, policies and procedures

Escalations

• Escalate issues that will result in severe time, scope, productivity, and cost or resource impact to SM Fintech Commercial
• Manage and provide solutions to escalations that have multiple processes / functions impact on critical path of service delivery, keeping SM Fintech Commercial apprised of the same

Function Tactical

• Provide inputs, when required, and execute all projects initiated in the function
• Assist in establishing objectives, targets and budgets for the function
• Identify and document key risks, issues and dependencies and set mitigation actions, with guidance from the SM Fintech Commercial
• Prepare documentation for sign-off / making decisions regarding tactical changes; apprise SM Fintech Commercial of changes made without approval

Performance

• Monitor performance and alignment with divisional strategy
• SLA approval and exception performance review

Reporting

• Report on a daily basis to the SM Fintech Commercial relating to progress made within the function and in accordance with the measurement metrics set by the organisation
• Report on an ad hoc basis on specific projects, as required

Budgets

• Assist in managing function’s budgets in line with business objectives, when required
• Assist in managing project initiative budgets in line with business objectives, when required

Operational Delivery

Sub-Functional Leadership:

As the sub-functional leader of the CVM vertical, the role is accountable to:

• Align the results of the vertical, collectively and as individual work areas in the OpCo, ensuring that the Group guidelines are duly complied with
• Measure the impact and benefit of the sub-function to OpCo and report the true-value metrics. Drive continuous improvement across all verticals

Delivery Leadership:

As the delivery leader of the Finance vertical, the role is accountable for the following work area outcomes:

Strategy & Analytics, Budgeting, Data and Reporting

• Implement and execute policies, procedures and guidelines cascaded by the functional lead and ensure the team complies with the same
• Comply with the set governance mechanisms, under supervision from the functional lead and ensure team does the same
• Cascade the Group Fintech budget, analytics and reporting framework in the sub-function, under direction from the SM Fintech Commercial
• Evaluate the efficiency and effectiveness of CVM strategies and propose and offer suggestions for improvements

CVM Operations

• Develop and implement the medium to long-term strategy for Customer Value Management proposals and ensure alignment of the initiatives undertaken in line with the group strategy and mandate
• Review CVM initiatives and support the corrective actions
• Work with GSM Opco CVM team where required with regard to customer data management and data structures for Fintech
• Analyse customer base trends and highlight areas of the business that needs to be developed further to increase customer usage, revenue and retention
• Analyse customer base revenue and usage to determine upsell and cross sell value propositions
• Own the development and implementation of the CVM programs and projects, ensuring localized nuances specific to the region are adequately factored in
• Lead campaign design, production, test, roll-out, assessing commercial return and evaluation
• Develop comprehensive loyalty and rewards campaigns across various customer segments  (Local Campaigns)
• Monitor and ensure all local CVM campaigns are reliably executed in systems and other customer touch points
• Translate business requirements and CVM strategy into data related insights
• Define base offers and provide input into proposition design
• Set up and execute on comprehensive base management dashboards
• Analyse customer base trends and highlight areas of the business that needs to be developed further to increase customer usage, revenue and  retention
• Report on daily, weekly and monthly basis in order to grow the value of the in-life revenue and loyalty of the customer base
• Construct, implement / fine-tune methods, processes / systems to enhance effectiveness / meet OpCo goals
• Provide monthly reporting on impact both financially and operationally CVM Management programs
• Finding innovative way of doing direct marketing Go to Market to customers aside from SMS blasts/broadcasts
• Manage the post-activity reports and in-depth performance evaluation to determine how existing decisioning rules can be enhanced to drive increased business benefits
• In line with Group guidelines prepare the detailed Monthly BTL Plans to be followed by the Campaign Management team. Report progress, risks, and issues to be acted upon
• Other tasks and duties, as assigned

Managerial / Supervisory Responsibilities

• Accountable for the morale, performance, and development of the function’s human capital
• Cascade and socialize work structure processes to enable adoption by the team
• Coach and mentor direct reports
• Ensure assigned team is led, motivated, and rewarded to achieve KPA’s
• Ensure that coaching / mentoring programs and personal development plans are in place for all staff members
• Ensure effective management of diversity among personnel in the function
• Identify staff training and development needs and implement necessary actions, in collaboration with HR
• Motivate and manage individuals to perform at the highest level, especially in terms of delivery and meeting target deadlines
• Possess the authority, presence, and integrity to command respect from colleagues and from external contacts
• Provide career development for direct reports (counselling, coaching, identifying key performance areas, career planning, and goal setting), in collaboration with HR

Job Requirements (Education, Experience and Competencies)

Education:

• Degree in any related discipline or its equivalent in area of specialization
• Relevant post graduate qualification is an advantage

Experience:

• A minimum of 4 to 6 years’ total experience in a similar position with at least 2 years in a managerial role
• Experience in Fintech, banking or Financial Services is preferred
• Experience in  developing and deploying CVM campaigns in the Telecom/Financial/Consumer industry
• Experience working in a global/multinational enterprise with a good understanding emerging markets is preferred

Competencies:

Functional Knowledge:

• Data mining & customer behaviour  analysis
• Big data, social network analysis
• Cross/up-sell outbound and inbound
• Segmented acquisition and retention
• Campaign and promotion management
• Value model development
• Loyalty and churn management
• Build/use predictive and propensity models
• Sales & Marketing lifecycle
• Data Visualization
• Customer Value Management
• Customer segmentation
• Data science: statistics, data mining, modelling and advanced analytics

Skills