Campaign Senior Specialist

A. PROFILE

Role Title: Campaign Senior Specialist
Reporting to: Campaign Management & Communication Manager
Division: Consumer
Department / Section: Marketing

B. CONTEXT

Purpose: This role ensures the end-to-end execution of customer touch points through campaigns. Also need to do functional testing of telecom products and offers during pre & post commercial launch, timely, accurate campaign delivery, system readiness, performance reporting and high-quality customer experience through rigorous testing and coordination with cross-functional teams.

Campaign Management is the execution engine of the consumer business, responsible for converting strategy, products, and CVM insights into timely, targeted, and revenue-generating customer actions. In a highly competitive and fast-moving market, even the best product or CVM strategy delivers no value without disciplined, high-quality campaign execution

C. ROLE ACCOUNTABILITIES

• Design, execute, and optimize targeted SMS and digital communication campaigns to support product launches, customer retention, customer acquisition, and churn prevention.
• Plan, schedule, and execute outbound SMS campaigns (promotional, transactional, service messages).
• Automation of Daily BAU campaigns to ensure the time saving, for which need to work on queries and commands, hence to be experienced in writing SQL queries and work on automations using hive
• Ensure correct target audience selection, message templates, timing, and campaign frequency.
• Monitor campaign execution and ensure on-time delivery with minimal failures.
• Perform post-campaign checks to validate message delivery volumes and exceptions.
• Maintain SMS calendar to avoid message overlap, fatigue, and compliance issues.
• Conduct end-to-end testing of new products, packs, bundles, and CVM offers prior to launch as per the approval in terms of pricing and charging, validity, benefits, renewals and notifications and communication.
• Test offers across different customer profiles (prepaid/postpaid, ARPU segments, tenure, device types).
• Identify, document, and track defects/issues with IT, VAS, IN, Billing, and Network teams.
• Provide go-live sign-off after successful testing and validation.
• Ensure system configurations are aligned with commercial requirements.
• Maintain proper documentation for campaigns and product tests.
• Ensure campaigns comply with regulatory guidelines, opt-in/opt-out rules, and internal policies.
• Ensure message content accuracy, language correctness, and branding standards.
• Proactively identify risks that may impact customer experience or revenue leakage.
• Work closely with multiple cross functional teams to achieve the required goals

D. KEY PERFORMANCE INDICATORS

• Campaign execution accuracy and on-time delivery
• Reduction in campaign errors and customer complaints
• Successful product launches with zero post-launch issues
• Compliance with regulatory and internal standards

E. WORKING RELATIONSHIPS & DECISION MAKING

Interacts with: The ability to work at all levels in the organization, especially with top management and senior leadership

Internal: Marketing, Regulatory, Procurement, IT, Network, BI, Sales, Digital, Brand, CE, RA, Finance

External: 3rd party vendors, Partners

Decision Making

• New product and campaign launch/campaign designs/communication, new vendor requirement with directors and management
• Independent decision for Operation issues, campaign related requirements

F. EXPERIENCE AND QUALIFICATIONS

Minimum Experience & Essential Knowledge

• 3–6 years of experience in telecom CVM, campaign operations, or product testing.
• Experience in SMS campaign execution and UAT/testing
• Experience in telco products & service rollout for mass or segment users.
• Extensive experience in customer segmentation, offer recommendation, market communication, planning and execution of tailor-made campaigns and customer journey implementation
• Proven track record of Lifecycle management for campaigns, products and customers
• Project management experience overseeing multiple project teams and interfacing with vendors
• Deep understanding of telecom sector and industry trends and innovations
• Strong attention to detail and problem-solving skills

Minimum Entry Qualifications

• Bachelor's degree in business, Marketing, IT, Engineering, or related field.
• MBA is preferred but not mandatory