I&P-GN - SONG-MT-Customer Lifecycle Campaign- Telco-Manager

Job Summary:

The I&P Global Network Song practice works with clients across their marketing, sales and services functions, providing transformation services driven by key offerings like Living Marketing, Connected Commerce and Next-Generation Customer Care. You will own the Consumer lifecycle engagement workstream for a telco NBA-CVM programme — the Prepaid and Consumer Postpaid base. This is a workstream ownership role: you carry the client relationship for your track, lead a team of consultants, and are accountable for the commercial outcomes of the campaigns and journeys you design. You translate base management ambitions into segmented, decisioning-driven lifecycle interventions and prove the value they create.

Roles & Responsibilities:

• AI-Powered Next Best Action & Personalization:

• Shaping Generative AI use cases across the campaign lifecycle, including customer insight summarization, offer ideation, campaign briefing generation, content variation creation, multilingual communication adaptation, and recommendation of optimization actions based on campaign performance data.

• Partner with Decisioning, Data Science and Martech teams to operationalize AI-driven Next Best Action recommendations using propensity models, customer intent signals, behavioural triggers and predictive analytics to improve revenue uplift, retention, upsell and engagement outcomes.

• Next Best Action Design for the Consumer Base:

• Translate business objectives into Next Best Action and Next Best Offer strategies — eligibility, suitability, applicability and prioritisation logic for the consumer base.

• Work with the decisioning team to define engagement policies, arbitration rules, contact policy and suppression frameworks.

• Drive the shift from calendar-based campaign pushes to trigger-based, real-time and always-on engagement.

• Prepaid Value Levers:

• Drive measurable movement on ARPU, recharge frequency and denomination mix, data pack attach and renewal, active base and revenue-generating subscriber counts, and voluntary churn.

• Design pricing and offer constructs in partnership with client product and revenue teams — personalised recharge offers, dynamic bundles, loyalty and rewards mechanics.

• Journey & Channel Orchestration:

• Design omnichannel consumer journeys across SMS, USSD, IVR, OBD, app push and in-app, self-care, digital, retail and outbound tele-calling.

• Ensure journey design accounts for channel cost, reach, literacy and language considerations typical of large consumer telco bases.

• Generative AI in Consumer Campaigns:

• Identify and land GenAI use cases in the consumer campaign lifecycle — message and creative variant generation at scale, vernacular and multilingual adaptation, audience brief generation, and automated campaign performance summarisation.

• Define quality, brand and compliance guardrails for AI-generated consumer communication.

• Measurement & Optimisation:

• Own the test-and-learn agenda for your track — control group design, A/B and multivariate testing, and incremental value attribution.

• Present performance read-outs and optimisation recommendations to client CVM and marketing leadership.

• Team & Delivery Management:

• Lead and coach a team of consultants and analysts; review and sign off on campaign design, build quality and reporting.

• Manage workstream plan, dependencies, risks and client expectations; support the Senior Manager on staffing and delivery governance.

• Business Development Support:

• Contribute to business cases, solution shaping and proposals; build reusable consumer CVM assets and playbooks.

Professional & Technical Skills:

• Telecom Consumer CVM experience — hands-on ownership of base management, segmentation, campaign strategy and retention programmes for a large consumer subscriber base.

• Good to have understanding of AI / GenAI-powered marketing and CVM use cases including Next Best Action, propensity-based targeting, churn prediction, offer recommendation, campaign optimization, content generation, audience intelligence, or AI-assisted personalization initiatives. Experience in defining business requirements, validating outputs and driving adoption of AI-enabled customer engagement solutions is strongly preferred.

• Ability to translate AI capabilities into measurable business outcomes such as ARPU uplift, recharge frequency growth, churn reduction, customer retention, offer acceptance and campaign productivity improvements, while working with analytics, data science and technology teams.

• Strong command of CVM commercial levers — ARPU, churn, recharge behaviour, data monetisation, offer economics and customer lifetime value.

• Working experience with decisioning and campaign platforms such as Pega Customer Decision Hub, Adobe Journey Optimizer, Salesforce Marketing Cloud, Unica or equivalent — able to brief, review and challenge platform configuration.

• Marketing automation and journey design — designing trigger-based, event-driven and real-time journeys across a wide inbound and outbound channel mix.

• Analytical rigour — Build end to end value business case on CVM & NBA Solution, comfortable with propensity models, cohort analysis, control group design and incremental revenue measurement; able to work directly with data and analytics teams.

• Good to have - Consulting experience providing strategic advice and solutions to organisations, with strong structuring and storytelling ability.

• Project management skills — the ability to plan, execute and oversee a workstream so it is completed on time, within budget and meeting the specified goals.

• People management — experience leading, coaching and developing small delivery teams.

• Good to have: exposure to Generative AI or AI implementation within a marketing, campaign or customer engagement transformation.

• Additional skills:

• Excellent oral and written communication skills.

• Proven success in navigating global matrixed environments and experience in client-facing roles.

• Ability to work effectively in a remote, virtual, fast-paced and unstructured global environment.

Additional Information:

Your experience counts!

• MBA from a tier 1 institute.

• Overall experience of 10+ years, with at least:

• 6+ years in CVM, customer lifecycle management or campaign management — in consulting and / or in an operator CVM function.

• 4+ years of telecom experience with direct ownership of Consumer or Prepaid base management outcomes.

• 2+ years managing a team or workstream.

• Good to have: hands-on project experience with GenAI or AI implementation in a marketing transformation context.

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