Campaign Communication Senior Specialist

A. PROFILE

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

B. CONTEXT

Purpose: The Communications Senior Specialist is responsible for developing and monitoring tailored SMS (or any other channel) customer campaigns and analyzing the delivery results of every campaign. The role works collaboratively with many internal teams to develop key messages, support testing prior to SMS broadcast and evaluate customer churn and the impact of new product launches and campaigns.
Context: The Commercial Department is responsible for executing and implementing consumer business strategy and building brand affinity and connect in order to achieve growth in customer market share and revenue market share; through focus on the various business and distribution channels and customer experience.

This role supports the Data & CVM team, which is responsible for designing programs and practices to maximize customer value creation throughout the whole customer lifecycle. CVM directly drives the revenue and profitability potential of our customers, playing a critical role in the retention and monetization of our existing customer base.

C. ROLE ACCOUNTABILITIES

SMS Broadcasting and Reporting

• Support the design and execution of tactical SMS campaigns, defining key messages to communicate product/package launches, prevent churn, reward loyal customers, attract new customers
• Monitor campaign impact, generate reports to analyze ROI and delivery results of every campaign
• Analyze customer behavior across various touch points (SMS, flash SMS and C2A Short Code)
• Discuss with internal teams to define corrective action if campaign fails to reach target success rate
• Contribute ideas and initiatives to increase engagement by increasing consumption
• Automate campaigns via automated campaign systems ensuring compliance with OML contact policies for different audience groups (e.g., DND, B2B, VIP, employee)
• Liaise with brand team on getting the related scripts for related products
• Handle customer database and working together with data team to get the specific result for campaigns

Content Testing and Product Support

• Test and monitor products & services across consumer team
• Conduct testing on link, product short-code and DND list prior to scheduling SMS broadcast
• Organize pilot group trials to test customer interest on proposed packages prior to launch
• Translate pilot group findings into tailored communication messages
• Support product/service/package testing and handling UAT requirements prior to launch
• Handle UAT's stock including handsets, SIMs, Top-up cards, dealer EVC

D. KEY PERFORMANCE INDICATORS

• Overall Revenue (Total rev - (MFS + B2B + FTTx + Wholesale)
• Customer Value Management
• Customer Base Churn
• Communication Automation

E. WORKING RELATIONSHIPS & DECISION MAKING

Interacts with:
Internal: RA team, Legal Team, BI Team, Digital Team, M-pitesan Team, Sales Team and B2B(Supernet) Team
External: IMI Team, Noika Team, NGBSS Team (CBS, CRM)

Decision Making

Small SMS Communications Blasts below 200K capacity

F. EXPERIENCE AND QUALIFICATIONS

Minimum Experience & Essential Knowledge

• 3 years' work experience in direct communications or similar role within telecoms industry
• Experience designing and executing SMS campaigns
• Proven ability to successfully convey messages in local language
• Demonstrated understanding of consumer analytics tools and primary/secondary market research frameworks
• Working proficiency in Microsoft Office applications (Word, Excel, PowerPoint)
• Common knowledge of digital technology, digital tools, telecoms industry trends

Minimum Entry Qualifications

• Bachelor's degree in communications, marketing or similar field from a recognized university