Head Youth Segment Job at Airtel Nigeria

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Job Title: Head Youth Segment

Organisation: Airtel 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

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