The Customer Value Management Specialist contributes to the organisational goals by ensuring the effective planning and execution of the Customer Value Management Strategy, against set Key Performance Indicators and budgets, with a clear focus on maximising customer value through insights driven campaigns. This includes all Customer Value Management marketing campaign journeys on cross sell and upsell campaigns, tactical campaigns, and newsletters for the STI brands on all channels with the purpose to create customer loyalty and advocacy, increase retentions, increase share of wallet and longer survival rate for higher customer Life Time Value (LTV).
The CVM specialist will ensure detailed plans, campaigns and commercial offers to support the delivery of the CVM strategy. Define, manage and drive the execution of all direct marketing and commercial campaigns that will maximise the customer’s lifetime value through extending tenure, growing revenues and improving margins.
Plus:
- Deliver the TIH’s Service Way through personal effort and through others.
- Support the Treating Customers Fairly principles by providing direction and monitoring the delivery of the TCF behaviours and outcomes.
- Support the Group Marketing STAR culture.
Customer Value Management and Campaign Management Delivery
- Work with the Customer Value Management Manager to execute the CVM - Active strategy for each brand, across the business.
- Work with business units and relevant divisions in rolling out the customer retention strategy.
- Work with the Customer Value Management Active Manager to ensure proper budget and financial planning per campaign.
- Develop, plan and implement all customer onboarding journeys for the relevant brands.
- Develop, plan and implement all customer reactivation journeys for the relevant brands.
- Develop, plan and execute all cross sell, upsell and retention campaigns across segments for the relevant brands
- Define set of activities required to deliver against the CVM targets and ensure alignment with brand and channels
- Implement activities across all segments for customer revenue enhancement, base retention, and churn control
- Lead in design and execution of all BTL campaigns via multiple channels to achieve revenue and CLTV target
- Responsible for achieving Customer Value Management Retention targets, upsell and cross sell targets and any targets associated with any campaign to drive business growth.
Knowledge and Experience Requirements
Essential:
- Grade 12 (Standard 10) with university entrance (NQF4)
- A relevant 3-year business related degree in Marketing Management or Customer Relationship Marketing
Desirable:
- Bachelor’s Degree in Marketing Management
- Bachelor’s Degree in Customer Value Management or equivalent
- IMM Direct Marketing Diploma or equivalent.
Skills
- Excellent interpersonal, communication (both verbal and written) and presentation skills.
- Strong analytical skills and business acumen.
- Must have worked with data before especially in a marketing role.
- Demonstrated track record of success in the development and end-to-end execution of marketing campaigns
- Must have excellent skills in MS Word, MS Excel (advance) and MS PowerPoint.
- Digital design experience. HTML understanding essential.
- Proven expertise in digital marketing practices.
- Proven expertise in Customer Relationship Marketing.
- Ability to transform data and metrics into value-added reports that measure campaign effectiveness.
- High attention to detail.
- Strong organisational skills.
- Good planning, decision-making and problem-solving abilities.
- An ability to handle multiple tasks in a fast-paced and deadline driven environment.
- Proactive, strong, quick and detail-oriented execution skills.
- Highly energetic, confident, optimistic and creative.
Experience
- Well experienced in the development of creative and effective direct response marketing campaigns with a great understanding of production management and customer value management.
- Experience in implementing and managing customer journeys – relating to all digital communication – email, WhatsApp, InApp, SMS, Web and social.
- Experience in working with data, campaign reporting and translating campaign results.
- Experience with an agency environment.
- Creativity is one of the most important skills for a Customer Value Management specialist as they’re responsible for developing new and innovative ways for brands to connect with customers and drive value for the customer and the organisation. Proven track record of a campaign which they’ve managed from ideation to execution is essential.
