Senior Associate or Associate Manager, Voice, BTL – Robi Marketing

Role Overview

Robi Axiata PLC is seeking an innovative individual to develop and manage market-facing products in alignment with the company’s long-term business goals and ensure P&L for the product portfolio.

The role requires an understanding of product management, technologies, and user experience, with close collaboration across cross-functional teams to define product strategies, develop roadmaps, and drive the execution of Voice product initiatives.

Business Performance & Growth

• Drive Voice business targets across revenue, usage, Gross Adds (GA), Net Adds, and ARPU.
• Translate CLM strategy into actionable programs focused on ARPU growth, acquisition, retention, and usage across customer segments and channels.
• Monitor business performance, identify gaps, and drive timely corrective actions.

Customer Analytics & Segmentation

• Conduct deep-dive customer analytics and micro-segmentation based on value, usage, tenure, recharge, churn propensity, and behavioral dimensions.
• Identify customer growth opportunities and develop data-driven interventions to improve acquisition, usage, revenue, and retention.

Customer Retention & Churn Management

• Monitor customer base health and churn trends through regular performance analysis.
• Design and implement scientific, data-driven retention interventions to protect and grow the customer base.

Campaign & Customer Lifecycle Management

• Execute targeted customer campaigns across relevant platforms and systems, ensuring effective targeting, timely execution, and measurable outcomes.
• Develop and optimize customer communications across SMS, App Push, Digital, BTL/POSM, and other customer touchpoints.
• Align CLM/BTL activities with ATL communications to ensure a consistent customer proposition and maximize campaign impact.

Campaign Effectiveness & ROI

• Measure campaign performance through reach, conversion, incremental usage, revenue uplift, retention, and Net Add contribution.
• Evaluate campaign ROI and translate performance insights into recommendations for continuous optimization.

Market & Competitive Intelligence

• Conduct regular market visits and engage with Sales, Distribution, and Customer Experience teams to gather field insights and understand customer needs and pain points.
• Track competitor Voice propositions, including pricing, packs, promotions, customer benefits, and market activities.
• Translate market and competitive insights into actionable business recommendations.

Cross-Functional Collaboration

• Collaborate with CVM, Marketing, Sales & Distribution, Digital, Finance, BI/Analytics, Customer Experience, and other stakeholders to ensure seamless execution.
• Drive alignment across functions to deliver customer, revenue, and business objectives.

Education Requirement

• Bachelor’s degree in Business, Science, Economics, or a related discipline from a reputed university.