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

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.