Job Purpose
Responsible for:
a) Insights generation from analysis of customer usage and behavioral data to inform acquisition initiatives
b) Implementation of customer driven as well as Sales and Distribution channel led activities to achieve Airtel Nigeria’s prepaid Gross Additions s and REC targets
Key Responsibilities
Generation of robust insights to inform acquisition activities
- Daily analysis of customer acquisition and usage data to determine trends (zone wise/segment wise) that can impact the rate/quality of gross additions
- Analysis of market/competitor trends to anticipate and advise on impact of competitor activities on Airtel customer acquisitions
Effective and efficient liaison with the Sales & Distribution verticals to deliver quality Gross Additions leading to growth in REC and Revenues
- To identify the new segments for prepaid acquisition and therefore plan and implement the strategy to penetrate the same with leadership position.
- To conduct consumer and trade research on periodic basis to identify new opportunities for acquisition.
- To design/implement suitable consumer and trade schemes so as to acquire revenue-paying customers.
- To analyse and identify channel partner ROI enhancement opportunities.
- To design and implement channel incentive program to achieve the desired REC net adds target.
- To facilitate sales team to achieve the desired REC net adds target through conceptualising and implementing suitable sales incentive programs
- To plan and monitor acquisition cost.
Incremental Share of Net Additions
- To identify the key strengths of competition and plan key tactics to get incremental share of net adds from competition
- To coordinate handsets strategy to gain market share and counter competition
Customer Delight measure in terms of Schemes and Promotions
- Track and monitor the demand planning process to ensure sufficient SIM stock availability across the zones and ensure 30 day buffer stock at all times
- Work closely with and design initiatives with the CSD team to ensure zero impact of ongoing SIM registration requirement on gross adds targets
Reporting
- Prepare and consolidate reports and trackers on various prepaid acquisition strategies to show trends, ROI and impact to aid effective business decisions
Revenue Enhancement
- Effective liaison with technical, market planning and relevant zonal sales teams to ensure optimal BTS deployment, launch and utilization
Financial Dimensions
- Achieve REC Net additions target
- Achieve gross adds targets
- Achieve Airtel share of gross adds aspirations
- At least 2% Incremental Customer Market Share
Other Dimensions
- Segment wise and BTS/Zone/Region wise planning and reporting
- Periodic regional travel
Desired Skills & Experience
- Bachelor’s degree in social sciences, management or any numerate discipline
- An MBA is a must
- 3 years experience in an analytical and/or project management role
- Previous experience in marketing or sales function in FMCG or telecoms environment will be an advantage
- Proficiency in the use of Microsoft office suite – Word, Excel, PowerPoint
Behavioural Characteristics
- Strong skills in data analysis and interpretation
- Ability to draw inferences from limited/incomplete data
- Ability to read, understand and extract valuable insights from Market research reports
- Good reporting capabilities
- Ability to work through cross functional teams
- Ability to function under pressure.
- Ability to organize and prioritize multiple tasks
Company Description
Airtel Nigeria (Airtel Networks Limited), a leading mobile telecommunication services provider in Nigeria and a member of Airtel Africa Group, is committed to providing innovative, exciting, affordable and quality mobile services to Nigerians, giving them the freedom to communicate, rise above their daily challenges and drive economic and social development. The company made history on August 5, 2001 by becoming the first telecoms operator to launch commercial GSM services in Nigeria and has scored a series of many “firsts” in the highly competitive Nigerian telecommunications market including the first to introduce toll-free 24-hour customer care; first to launch service in all the six geo-political zones in the country; first to introduce affordable recharge denominations; first to introduce monthly free SMS and first to introduce monthly airtime bonus.
A truly innovative company, Airtel has showed resilience, charting new paths in meeting the demands and needs of its esteemed stakeholders and enhancing distribution as well as providing affordable services to empower more nigerians.
In Nigeria, Airtel is working tirelessly to live up to an ambitious vision of being the most loved brand in the daily lives of Nigerians as it offers a superior brand experience and a portfolio of innovative products & services ranging from exciting voice solutions to inventive data packages and mobile broadband.
