Senior Customer Segment & Lifecycle Specialist

Job Purpose

Own segmentation and lifecycle strategy for the active base (>90 days AON), managing both Mass and Hight Value with differentiated treatment intensity, driving ARPU uplift, loyalty execution, and behavior-led upsell/cross-sell journeys.

Job Responsibilities

• Maintain Mass/HV tiering and behavioral cohorts for >90-day active base (~6M customers) 
• Design always-on and initiative journeys for ARPU uplift and product penetration (differentiated by segment: Mass = scaled/automated, HV = personalized/high-touch) 
• Own HV lifecycle treatments and loyalty journey execution requirements (rules, triggers, comms logic, tier benefits) 
• Manage Mass engagement programs (recharge frequency, tier migration, geography-based) with cost efficiency discipline 
• Partner with Product to ensure offer usage stays within pricing/offer guardrails; brief offers through Manager 
• Provide structured segment insights (geo/category/usage patterns) to guide campaign design 
• Work with Junior Analyst - Segments (when hired) for analytics support and Mass-focused insights 
• Use propensity models for targeting (upsell, cross-sell, churn prevention for >90 base) 

Job Responsibilities:

Education & Qualification 

• Bachelor's degree (Business, Marketing, Analytics) 

Working Experience 

• 4+ years in CVM/lifecycle management/retention in telco or subscription business 
• Experience managing both volume (Mass) and high-value customer strategies 

Specific Skills 

• Segmentation & targeting, loyalty program design, behavioral analytics 
• Commercial judgment (ROI vs investment by segment) 
• Journey design and propensity model usage