Head Youth Segment Airtel Nigeria - Nigeria

Job Role

• The Head, Youth Segment is responsible for the acquisition and retention strategy of customers between 18 – 24 years old within Airtel’s target African market across both the Prepaid and Hybrid business.  This role is responsible for approximately 50% of the OPCO’s revenue
• The role must co-ordinate closely with Head, Youth Segment Group to ensure a consistent strategic approach to this segment including, Product, Branding, Marketing Communications, Sales, Retail, Acquisition and Retention strategy. 
• This role is responsible for maintaining and growing X% of the customer base and y% of the revenue in the Nigerian market.

Key Responsibilities
Achieve   the desired revenue from the base by designing and developing customized  retention and acquisition programs
 

• Prepaid: By planning and achieving   an optimal balance between the recharge revenue and the usage by the customer
• Hybrid: By developing and   implementing programs to enhance the revenue by facilitating customer upgrades   with respect to the rental revenue, airtime usage and chargeable tariffs.
• To grow revenue within the Youth base   at x times greater than Airtel or Market growth – whatever is greater
• Implement bundling programs across the   Youth base and ensure X% of Youth are bundled by the end of FY13/14
• Youth partnerships identification&   develop programs around the same

To   develop the Youth service strategy within the OPCO

• By creating new partnerships with   relevant institutions such as retail, handset providers, fast-food   restaurants, Universities, second markets and so on.
• Organising 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   create customer base stickiness and hence reduce churn

• Designing, managing, analyzing   programs and offers to create stickiness of the base to the network and hence   building loyalty.
• Youth churn must be below 1.7% per   month. 
• Value churn targets within the   Youth will be defined

To   create customer base stickiness and hence reduce churn

• Monitor the level of activity on   the network and
• Work in close conjunction with the   customer care retention team to implement targeted promotions for the   inactive customers

Ensure   an error free process for various tariffs/ promotional programs

• Develop and implement a process   resulting in No customers complaints while availing of the program benefits

Ensure increase in the contribution of international and roaming in the calling   pattern

• Design plans and programs for increasing the   penetration and hence the usage of the long distance traffic
• By identifying and hence creating various channels and   means of driving the customer to use mobile for  long distance calls as against a landline   or a local call outlet

Ensure increase in the contribution of international and roaming in the calling   pattern

• Smart phone penetration to be 20%   by end of FY13/14
• Develop and drive Youth bundles and   Bring your own device programs to retain and win over competitor customers

Non   Voice

• Ensure innovative products are   launched with the NPD with a dedicated users experience for the Youth Segment.
• Ensure that Non voice revenue is   1.x greater than the overall base within the Opco.
• Rule of 3 – the Youth engagement   model with at least 25% of the Youth base engaged on greater than3 products

PILM  (Product & Innovation Lifecycle Management Framework)

• Ensure adherence to the PILM management   principles, processes, structure& Forums, templates

Revenue Management

• Input into the Annual Operating   revenue plan and quarterly

Desired Skills & Experience

• Bachelors in Marketing
• Post graduate in marketing
• Masters in Business Administration would be preferred additional qualification dependent on experience
• 8-12 years of experience in Marketing or Product Development
• 3 years of relevant experience in Telecom/FMCG (Desired)
• 8-10 years in handling a product category

Other Behavioural Requirements

• Ability to innovate and deliver value to business at multiple levels will play an important role
• Ability to influence and manage within a matrix style organization both within the Nigerian Opco and Group structure from CEO down
• Experience in running on the ground events
• Experience with Brand and Communications management
• Deep understanding of BTL and targeted marketing principles
• Ability to manage large scale with a very wide geographical scope across Africa (35 countries by 2015)
• Ability to conceptualize and drive the vision for the segment
• Ability to motivate and engage team to higher performance
• Good leadership qualities

To Apply: Click Here