Airtel Nigeria 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.

We are recruiting to fill the position of:

Job Position: Head Youth Segment

Job Description
To formulate and ensure implementation of effective and efficient strategies for youth segment so as to enhance the leadership position in customer market share .

Key Accountabilities
Drive increased market expansion and penetration by creating a roadmap and strategy for customer acquisition, in line with overall business and marketing strategy

• Leverage market research to get insights into consumer behavior and preferences and drive future programs and promotions.
• Track usage patterns to devise customer acquisition strategies.

Youth segment revenue growth/ Effective and efficient utilization of Sales & Distribution budget

Achieve the desired revenue by designing and developing customized retention and acquisition programs for the Youth segment:

• By planning and achieving an optimal balance between the recharge revenue and the usage by the customer.
• By developing and implementing programs to enhance the revenue by facilitating customer upgrades with respect to the rental revenue, airtime usage and chargeable tariffs
• Develop and drive youth bundles to retain and win over competitor youth customers.
• Ensure innovative products are launched
• Ensure increase in usage
• To identify new segments for acquisition and therefore plan and implement the strategy to penetrate the same with leadership position.
• To design and provide tools to sales team for market expansion
• To conduct consumer and trade research on periodic basis to identify new opportunities for youth acquisition.
• To conceptualize and rollout suitable products and plans in prepaid/postpaid to drive acquisitions and revenue.
• To design and test plans and products to take care churn and loyalty parameters.
• To design suitable consumer and trade schemes so as to acquire revenue-paying customers.
• To plan and monitor acquisition cost.

Incremental Share of Gross Additions:

• Develop youth strategy within the OPCO by creating new partnerships with relevant institutions.
• To grow revenue within the Youth base at x times greater than Market growth.
• Youth partnership identification & develop programs around same.
• •Organizing regular events for this customer base to grow product revenue through lead generation and product upsell and ensuring that each of these events is profitable when assessed on an individual basis.
• To identify the key strengths of competition and plan key tactics to get incremental share of net adds from competition

Customer Delight measure in terms of Stickiness, Schemes and Promotions:

• To design and implement consumer schemes and promotions which are simpler, crisp so that increase the delight among existing and prospective customers.
• To create customer base stickiness and hence reduce churn;
• by designing, managing, analyzing programs and offers to create stickiness of the base to the network and hence building loyalty.
• Achieve monthly youth churn target of X%

Reporting:

• Direct process of reports on youth acquisition strategies that shows trends, ROI and impact to aid effective business decisions
• Ensure quality process and Monitor Acquisition led Management Information Systems and benchmarks
• Provide Summarized Analysis to aid Executive Management in Commercial & Strategic decisions

Revenue Enhancement:

• Plan and direct new customer hand holding tactics for revenue stimulation for the youth segment

Key Responsibilities

Educational Qualifications & Functional / Technical Skills:

• Bachelors degree in Marketing, Management or like discipline
• A recognized postgraduate degree in Management with specialization in Marketing.
• Certifications or additional qualifications in Advertising, Business Administration, communications and management will be an added advantage.

Relevant Experience:

• Minimum of 8-10 years’ experience in a marketing position, with 3-5 years product development experience.
• Minimum of 3 years management experience
• 3-4 Years’ experience of Telecommunications Industry
• Able to operate in a performance driven organization
• Affinity with and technical knowledge of the latest technologies and services used within the industry and affiliated industries
• Excellent Data Analysis and excel skills.

Other Requirements (Behavioural etc.)

• Strong People & Leadership skills- building collaborative relationships ,empowering and developing people
• Risk taking appetite
• Business and commercial acumen
• Excellent understanding of corporate governance standards
• Should thrive in challenging situations
• Ability to network with global players
• Strong analytical and problem solving skills
• Entrepreneurial Ability
• Ability to influence and manage within a matrix style organization both within the Nigerian Opco and Group structure.
• Experience in running on the ground events
• Experience with Brand and Communications management. Deep understanding of BTL and targeted marketing principles.
• Ability to conceptualize and drive the vision for the segment
• Ability to innovate and deliver value to business at multiple levels.
• Ability to motivate and engage team to higher performance.