CVM Specialist: High Value

Role purpose

Own the end-to-end CVM management of the High Value and VIP customer segments, with clear accountability for protecting customer value, growing customer lifetime value and improving segment engagement. The role is responsible for identifying, preventing and reversing HVC/VIP churn and downgrade, accelerating upgrade into HVC/VIP, increasing ARPU through relevant upsell and cross-sell, and orchestrating personalized lifecycle journeys across outbound, inbound, digital, customer care and loyalty channels.

Key accountabilities and decision ownership

1. Strategy

• Develop and Drive strategy to grow and retain the High & VIP user’s base. Identify opportunities to increment value.
• Develop and drive a strategy to achieve maximum penetration and adoption of products & services into High & VIP segments. Build monthly and quarterly plans to defend, grow and deepen the High Value and VIP customer base.
• Translate segment insights into actionable commercial priorities, propositions, journeys and NBA use cases.

2. Upgrade, downgrade and segment migration management

• Track daily, weekly and monthly movement into and out of HVC/VIP segments, including upgrades, downgrades, value leakage and recovery.
• Design upgrade journeys for near-HVC customers with high potential, using ARPU, usage, recharge frequency, product affinity, device, network and engagement signals.
• Design downgrade prevention journeys for HVC/VIP customers showing declining spend, reduced active days, shrinking wallet share, lower bundle size or reduced channel engagement.
• Define customer eligibility and offer guardrails for migration, ensuring that upgrade offers are profitable and downgrade/discount actions protect long-term value.

3. Churn prevention, retention and reconnection

• Own churn reduction initiatives for HVC/VIP customers, including proactive retention, dormancy prevention, early warning triggers and win-back journeys.
• Use churn scores, behavioral rules, complaints, network experience, recharge gaps, competitor signals and usage decline to prioritize interventions.
• Develop differentiated save offers and care actions based on CLV, risk level, expected uplift, intervention cost and strategic importance.
• Monitor reconnection and recovery performance for HVC/VIP customers and ensure learnings are fed back into the retention strategy

4. Value growth: upsell, cross-sell and share-of-wallet expansion

• Drive HVC/VIP ARPU and margin growth through relevant upsell, cross-sell and bundle migration journeys across voice, data, digital services, M-Pesa and loyalty.
• Develop next best action and next best offer use cases for HVC/VIP customers, aligned to customer needs, lifecycle stage and usage behavior.
• Identify value pools and commercial gaps by product holding, bundle size, recharge pattern, device capability, and region.
• Ensure offers do not only maximize short-term take-up but also improve long-term engagement, product penetration, margin and customer lifetime value.

Customer engagement, loyalty and experience

• Create a differentiated engagement calendar for HVC/VIP customers, combining commercial, education, anniversary, usage stimulation and value-recognition journeys.
• Partner with Loyalty to increase enrollment, active usage, tier progression and reward redemption among HVC/VIP customers.
• Work with Customer Care, Digital, Network, CX and Sales teams to identify and resolve key HVC/VIP pain points affecting churn, NPS, complaints and downgrade.
• Ensure High Value and VIP customers receive relevant, timely and respectful communications, avoiding over-contact, irrelevant offers and unnecessary discounts.

Campaign execution, GTM and channel orchestration

• Own the HVC/VIP CVM campaign brief, journey design, business rules, channel strategy, exclusion logic and post-campaign review.
• Coordinate execution across SMS, USSD, App, digital, retail and inbound channels.
• Ensure all GTM activities are compliant, customer-friendly, measurable and aligned with commercial priorities.
• Continuously optimize frequency, timing, message, offer, channel and incentive mechanics based on campaign performance.

Other Responsibilities

• Guide Big Data and AI Team on defining models in support of the HVC/VIP strategy
• Ensure other duties, consistent with skills and experience, as directed by the Line Manager Core competencies, knowledge and experience
• Commercial and customer-value mindset: understands ARPU, CLV, churn economics, and profitable growth.
• Telecom CVM expertise: strong understanding of base management, segmentation, retention, up/cross-sell, loyalty and campaign governance.
• Analytical capability: able to interpret large customer datasets, identify value drivers, and convert insight into measurable actions

Experimentation discipline:

• comfortable with test-and-learn, control groups, A/B tests, uplift measurement, ROI tracking and post-implementation reviews.
• Stakeholder management: able to influence Products, Pricing, M-Pesa, Sales and Finance without direct authority.
• Customer empathy and service orientation understands HVC/VIP pain points and can balance commercial ambition with customer experience.

Execution excellence:

• strong planning, prioritization, project management, follow-up, reporting and issue-resolution skills.
• Communication: able to produce clear business briefs, management updates, campaign reviews and executive-level insights.
  

Must have technical / professional qualifications:

• University degree in Marketing, Economics, Management, Statistics, Computer Science, Applied Mathematics, Data Analytics or a related field.
• Minimum 2 years of relevant experience in telecom, segment management, base management, product management, CVM, analytics, retention, pricing or commercial performance management.
• Good understanding of prepaid telecom economics, including ARPU, MOU/MB usage, recharge behavior, active days, churn, product penetration, bundle migration, channel performance and customer lifecycle metrics.
• Experience designing and executing customer lifecycle campaigns, preferably for HVC/VIP segments.
• Strong Excel and PowerPoint skills; working knowledge of BI dashboards, campaign management tools or analytics tools is a strong advantage.
• Experience with business cases, campaign briefs, KPI definition, business rules, SLA monitoring and performance reporting.
• Fluent business communication in English.