Dubai, United Arab Emirates
With over 18 years in the telecommunications industry, I specialize in strategic planning, data analysis, and project management, with a strong focus on base management and retention. My goal is to drive sustainable revenue growth and reduce churn by leveraging advanced analytics and fostering cross-functional collaboration. I am passionate about delivering exceptional customer experiences that align with company values and culture. Throughout my career, I have spearheaded data-driven strategies to optimize customer lifecycle management, leading to substantial improvements in retention. By implementing innovative analytics models and fostering collaboration, I have consistently identified and capitalized on growth opportunities.
In my role as Manager of Base Management & Retention, I lead data-driven strategies to optimize customer lifecycle management, aiming to reduce churn, improve retention, and drive revenue growth. I manage churn reduction efforts, implement advanced analytics models, and collaborate with cross-functional teams to enhance customer experiences and business outcomes. Key Achievements: • Redefined Proactive End-to-End Lifecycle Journeys: Overhauled customer lifecycle journeys by redefining propensity models, enabling data-driven decision-making and refining marketing strategies for improved outcomes. • 25% YoY Increase in NPS: Improved customer satisfaction by addressing key low-network KPIs and ensuring service stability. • Reduced Churn by 10% YoY: Delivered targeted retention strategies that reduced churn while enhancing customer engagement through targeted retention strategies, proactive engagement, and process improvements. • Increased Base Revenue by 5% YoY: Implemented effective retention and upselling strategies to drive significant revenue growth. • Operational Efficiency: Designed the Pega framework to integrate both reactive and proactive activities, aiming to streamline processes, improve campaign execution, and increase operational efficiency through automation, safeguarding revenue in the process.
As Product Owner, I led initiatives to reduce churn for fixed-line customers, managing the roadmap and backlog for the Fix Churn Management team. I collaborated with cross-functional teams to implement solutions, focusing on improving customer retention and lifetime value. Key Achievements: • Redesigned End-to-End Proactive Retention Process: Revamped the retention process, including the alarm process, to trigger timely interventions and address active base issues. • Proactive KPI Definitions: Collaborated with the network team to define KPIs that proactively addressed issues such as speed slowness and poor connection by locality, enhancing the customer experience. • Pega-Driven Proactive Renewal Process: Designed and implemented a proactive renewal process via Pega to improve in-contract share within the customer base. • 1st Layer Defense in Stores: Introduced a propensity-to-churn scoring system for in-store interactions, significantly reducing reactive churn. • Claw-Back Measure Implementation: Implemented a claw-back measure for commissions to prevent payments on churned customers, helping reduce rotational churn across channels. • Churn Reduction by 25pp: Achieved up to a 25pp reduction in churn volumes through a combination of strategic actions.
I led a team of 5 product managers, executing base management strategies for fixed and convergent products. I focused on driving revenue, RGU growth, and churn reduction while ensuring cross-functional collaboration. Key Achievements: • Leadership of Cross-Functional Teams: Managed a team of product managers to execute base management strategies aligned with revenue, RGU growth, and churn reduction goals. • Data-driven strategy Development: Led initiatives based on market research and trends to support business growth and enhance base management strategies. • Churn Reduction Across Segments: Directed churn reduction initiatives for various product segments, using data-driven insights to effectively manage ARPU and churn rates. • Campaign Execution: Developed and executed renewal, cross-selling, and lifecycle management campaigns to boost customer retention and revenue growth. • Sales Channel Target Setting: Defined targets for sales channels (CC Outbound, Inbound, Shops) to align with churn reduction goals and improve base stability. • Strategic Forecasting & Reporting: Managed churn action plans and performance forecasting, ensuring customer base health and monitoring revenue growth.
As Senior Product Manager, I was responsible for analyzing market trends and customer behaviour to identify opportunities for churn reduction and revenue growth within base management. Key Achievements: • Market Trend Analysis: Led assessments of market trends and customer behavior to identify potential development opportunities. • Retention & Cross-Sell Campaign Leadership: Designed and executed retention campaigns for high-churn customer segments, improving retention rates. • Compliance Management: Ensured adherence to legal, regulatory, and anti-fraud standards in all commercial campaigns.
I identified opportunities to maximize revenue and minimize churn, working across teams to design and implement targeted retention campaigns and loyalty programs. Key Achievements: • Revenue and Churn Optimization: Identified opportunities to maximize revenue and minimize churn within the existing customer base. • Campaign Design & Management: Led the design and management of retention campaigns, loyalty programs, and special offers, utilizing tools like SAS Campaign.