Job description

The CVM Loyalty & Retention Manager for Virgin Mobile (du HQ, United Arab Emirates) owns end-to-end churn reduction, loyalty strategy, and retention execution across mobile and home wireless segments. Accountabilities include monitoring and analyzing churn metrics; identifying churn drivers such as service issues, pricing, and competition; designing, launching, and managing loyalty programs and rewards schemes to increase engagement, satisfaction, and lifetime value; and conducting competitive benchmarking to ensure differentiated loyalty offerings. The role integrates loyalty initiatives across marketing, product, customer service, and digital channels; segments the base by usage patterns, tenure, value, and behavior; develops personalized communication/treatment strategies for high-value, inactive, and at-risk cohorts; and partners with CRM/data teams to ensure timely, relevant, consistent touchpoints. Campaign leadership spans planning, execution, and optimization of retention and loyalty programs via SMS, email, app notifications, and direct contact; offer and promotion management (value propositions, pricing, bundling, incentives); and a test-and-learn approach with pilots and A/B tests to track effectiveness and scale winners. The manager builds predictive models or scorecards to flag customers at risk and deploys proactive save strategies; gathers and analyzes customer feedback (surveys, NPS, complaints); identifies and resolves journey friction points by working cross-functionally; and drives improvements in satisfaction, service reliability, and support channels. Performance responsibilities include defining and tracking KPIs such as churn rate, retention rate, lifetime value (CLV), loyalty participation, NPS, and ARPU; building dashboards and reports for senior management covering trends, insights, and ROI; and using data to guide strategy, prioritization, and resource allocation. The role collaborates with Marketing, Product, Finance, Customer Service/Care, Digital, Operations, and external vendors/agencies (loyalty program and analytics providers) to align on objectives and coordinate offers and communications across channels. Budget ownership covers loyalty/retention spend versus return, managing internal/external resources, and forecasting revenue impact and costs. Continuous innovation includes tracking industry trends and competitor moves, proposing and piloting new tools or models (e.g., gamification, app features, partnerships), and benchmarking Virgin Mobile’s loyalty and retention practices to remain cutting edge. Qualifications include a bachelor’s degree (or equivalent) in telecom marketing/sales/related field; a minimum of 3 years of relevant work experience with at least 5 years in Telecommunications or eCommerce; strong knowledge of Telecom or eCommerce; proficiency with CVM and campaign management systems; customer orientation and attention to detail; integrity and professional standards; results focus; understanding of data processing and database technologies; foundational KPI knowledge (definitions, links, impacts); analytics knowledge; multi-channel campaign execution; and campaign ROI measurement. Competency expectations (Level 3 of 5) include thinking strategically, achieving tangible results, leading breakthrough change, exceeding customer expectations, nurturing/inspiring/motivating, and targeting win–win outcomes.