Head of CVM

Role OverviewWe are seeking an experienced and commercially driven Global Head of Customer Value Management (CVM) to lead the development and execution of customer value strategies across a multi-country telecommunications business.This is a senior global leadership position responsible for maximising customer lifetime value, increasing revenue per user, improving customer retention and reducing churn across both prepaid and postpaid customer segments.The successful candidate will develop a data-led, customer-centric CVM strategy, leveraging advanced analytics, segmentation, personalisation, campaign management and customer lifecycle management to drive sustainable commercial growth across multiple international markets.The role will work closely with Commercial, Marketing, Product, Digital, Data Analytics, Technology and local country teams to deliver measurable improvements in customer engagement, loyalty, revenue and profitability.Key Responsibilities1. Global CVM Strategy & LeadershipDevelop and implement the global Customer Value Management strategy across multiple countries and markets.Establish a consistent CVM framework, governance model and performance standards while allowing for local market requirements.Define customer value strategies across acquisition, onboarding, engagement, development, retention and win-back.Lead and develop high-performing CVM teams, building strong analytical, commercial and campaign management capabilities.Partner with country leadership teams to ensure effective execution and delivery of global commercial priorities.2. Prepaid & Postpaid Customer ManagementOwn CVM strategy across prepaid and postpaid customer bases, developing tailored approaches for different customer segments.Drive recharge frequency, recharge value, bundle adoption, data consumption, upselling and cross-selling.Develop postpaid retention, upsell, cross-sell, contract renewal and customer loyalty strategies.Identify high-value, high-potential, low-engagement and at-risk customers to maximise lifetime value.Design targeted interventions to improve customer activity, usage, ARPU and long-term profitability.3. Customer Retention & Churn ManagementDevelop proactive churn prediction, prevention and customer save strategies.Identify key churn drivers and implement targeted campaigns to address customer dissatisfaction, declining usage and competitor switching.Establish customer win-back programmes and reactivation campaigns for dormant or inactive customers.Work with Customer Experience and Customer Care teams to improve retention and address recurring customer pain points.Monitor churn trends and translate customer insights into actionable commercial initiatives.4. Campaign Management & PersonalisationLead the development and optimisation of targeted customer campaigns across SMS, email, app, digital, outbound and other relevant channels.Implement personalised, trigger-based and event-driven customer communications.Develop lifecycle campaigns covering onboarding, activation, engagement, recharge, usage stimulation, retention and reactivation.Establish campaign testing, experimentation and optimisation processes, including A/B testing and control groups.Ensure campaigns deliver incremental revenue and profitability rather than simply increasing promotional activity.5. Data Analytics & Customer InsightsLeverage customer data, behavioural analytics and predictive modelling to identify growth opportunities.Develop actionable customer segmentation based on value, usage, propensity, behaviour and lifecycle stage.Work with Data Analytics and Technology teams to enhance customer intelligence, campaign automation and decision-making capabilities.Develop and maintain CVM dashboards, performance reports and commercial insights for global and country leadership.Translate complex data into practical commercial strategies and measurable business outcomes.6. Revenue Growth & Commercial PerformanceDrive improvements in ARPU, customer lifetime value, revenue per customer and contribution margin.Identify opportunities to grow data usage, voice consumption, international calling, roaming, bundles and other relevant telecom products.Develop targeted pricing, offer and promotional strategies in collaboration with Product, Pricing and Commercial teams.Manage CVM budgets and assess campaign return on investment.Track incremental revenue, campaign effectiveness, customer profitability and overall commercial contribution.7. Technology, Automation & Digital TransformationCollaborate with Technology, IT and Data teams to improve CRM, campaign management and marketing automation capabilities.Support the development of real-time and near-real-time customer engagement capabilities where available.Identify opportunities to introduce AI-driven insights, predictive analytics and next-best-action decisioning.Improve campaign efficiency through automation, standardised processes and scalable global solutions.Ensure customer data is used responsibly and in accordance with applicable privacy and regulatory requirements.8. Stakeholder Management & GovernanceWork closely with country CEOs, Commercial Directors, Marketing teams and local CVM leaders.Establish global CVM performance reviews, reporting standards and best-practice sharing.Present performance, opportunities, risks and strategic recommendations to senior leadership.Build strong relationships across Product, Pricing, Finance, Digital, Customer Experience and Data Analytics.Ensure local campaigns comply with applicable telecommunications regulations, consumer protection requirements and data privacy laws.Key Performance Indicators (KPIs)Performance will be measured against a combination of global and country-level commercial outcomes, including:Reduction in customer churn and improvement in retention rates.Growth in ARPU and revenue per customer.Increase in customer lifetime value and customer profitability.Improvement in prepaid recharge frequency, recharge value and customer activity.Growth in postpaid upselling, cross-selling and renewal performance.Increased bundle adoption, data usage and product penetration.Improvement in campaign conversion, incremental revenue and return on investment.Reduction in dormant customers and improvement in reactivation rates.Delivery of CVM revenue and profitability targets.Improvement in campaign automation, execution efficiency and customer engagement.