Gm - Category Lead Job in Vodafone Idea Limited

Job description

Role

Category Lead Convergence (Content) & Bundling

Job Level / Designation

General Manager / Band M3

Function / Department

Corporate Marketing | Digital Content, Partnerships & Asset Monetization

Location

Corporate Office, Mumbai

Context for the new role

OTT bundling has been a strategic focus for VIL. The agenda not only helps us in driving top line but also helps us engage better with our customers by offering them meaningful propositions that offers more value and content of their choice. We have been into this business for years and have already onboarded key strategic partners to enable bundling of OTT subscriptions with our Prepaid & Postpaid propositions. We now wish to change gears and scale this business to obtain our fair share of penetration of this portfolio from the customers on Vi network.

With the launch of CYB we also introduced bundling of Food, Device security, Travel and other categories as bundled offering with our Telco plans. We want to further expand this and also launch Prepaid propositions on similar lines.

It is imperative to keep the customers at the core and stay relevant based on ever evolving market dynamics. To this effect, we would ramp up our efforts on creating a right portfolio, driving recruitments, engagement, renewals, experience, which would lead to higher consumption and help us meet our revenue & adoption targets that we have set for the year.

Given this is a priority, there is a need to get a techno commercial individual leading this agenda for us.

Proposal

We propose to bring on board a category lead for managing the Bundling business OTT & beyond.

The primary responsibility of this individual would be expansion of this portfolio for both Prepaid & Postpaid lines of business. This would mean that the incumbent will have to actively work with internal and partner teams to create right portfolio, drive recruitments, engagement, renewals, experience Digital and traditional to facilitate the product & Ops teams to drive the GTM.

The key metric that this role is expected to deliver is incremental revenue, along with driving retention of high value customers.

Job purpose

Expand & Grow OTT & other non-telco bundled propositions. Work with best in class Partners to expand and grow the bundled proposition portfolio that caters to Mobility, Content & beyond content needs of the customer and deliver incremental revenue for the organization as per the business plan. Also, look at other non-telco categories which can be a natural fit with our portfolio and can be bundled with our propositions to drive perceived value, customer stickiness and creates a new avenue to earn higher revenue.

Key Result Areas / Accountabilities

Drive & deliver incremental customer base engaged on Non-telco (OTT and other palatable categories) bundled proposition & associated revenue as per business plan

• Expand bundled portfolio creating business case, configuration of propositions, UAT, launch and post launch analysis
• Drive onboarding & integration of new partners, build on the relationships and manage operations
• Develop comprehensive CVM framework aligned to the larger strategy of the organization
• Segment the customer base and personalize communication based on topicality, interests, consumer consumption patterns
• Work with cluster teams to get market specific insights, trends, publish dashboards, run contests, minimize churn from portfolio
• Identify process gaps and work with CXX teams and CS teams to improve experience
• Monthly invoicing and partner payouts
• Create promotional calendars and work with partners & brand team for designing customer comms
• Cross functional collaboration
• Periodically update leadership on the trends and performance versus budgets

Other tasks

• Work with the technology teams on the platform capabilities
• Work with the Digital Team to set-up consumer journeys, bring prominence in the customer journeys across digital channels Vi app, website, Smart connect App, Partners ecosystem, etc (wherever applicable)
• Manage key stakeholders at various levels and lead large CFTs to deliver desirable outcomes
• Create & drive the GTM for bundling - comms elements, outreach through various channels, integration with CVM, social connect. Work with the prepaid & postpaid product & CVM teams to identify opportunities for embedding with core products / journeys / campaigns
• Manage top & bottom of the funnel drive traffic, improve conversions. Work with partners to refresh communication plan
• Monitor performance, take necessary course correction, deliver on the target revenue, manage NPS

Key Performance Indicators

• Bundling: Customer base & revenue

Core Competencies, Knowledge, Experience

Deep understanding of consumer behaviour, CVM revenue & retention, (Funnel management), Analytical & Creative Thinking, Stakeholder management & leading large CFT, strong ability to drive Negotiation, Persuasive, Nurturing professional relationships, Industry/market knowledge and expertise, Expert in marketing communications, Nimble, Broad Perspective

Adequate experience in Sales & Marketing / Business Development / CVM (CLM),

Must have technical / professional qualifications

MBA preferred

Years of Experience

08-12 years

Industries to look from

Telco, Broadband, FMCG

Ideal Organizations to look from

Amazon, Airtel, Disney+ Hotstar, Netflix, Zee, Sony and the likes

Team Size

Individual contributor

Business Size

INR 1200 Cr+ revenue

Vodafone Idea Limited(formerly Idea Cellular Limited)
An Aditya Birla Group & Vodafone partnership