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Digital - CX Lead

Job Req ID:  5445

Mumbai, IN

Function:  VIBS

Vodafone Idea Limited is an Aditya Birla Group and Vodafone Group partnership. It is India’s leading telecom service provider. The Company provides pan India Voice and Data services across 2G, 3G and 4G platform. With the large spectrum portfolio to support the growing demand for data and voice, the company is committed to deliver delightful customer experiences and contribute towards creating a truly ‘Digital India’ by enabling millions of citizens to connect and build a better tomorrow. The Company is developing infrastructure to introduce newer and smarter technologies, making both retail and enterprise customers future ready with innovative offerings, conveniently accessible through an ecosystem of digital channels as well as extensive on-ground presence. The Company is listed on National Stock Exchange (NSE) and Bombay Stock Exchange (BSE) in India.

Job Purpose

CX Marketing is a business critical role to help establish Digital as a differentiator for Vi business. The role is responsible for defining CX framework and institutionalising design thinking for large scale initiatives. The outcome is better product and proposition performance on launches and better customer engagement of digital platforms through standardisation and design consistency in UI/UX.


The responsibilities include:

  • Define a modern CX framework for successful GTM of products & Propositions
  • Execute CX excellence workshops to ensure all launches are effective and have consistent ‘Digital’ in meeting customer demands of tomorrow
  • Clearly define lifecycle management and integrate with operating model of VIBS and product lifecycle management,
  • Define the Digital Design (UI/UX) and communications framework through clearly defined guidelines working with partners and adopting best practices. The guidelines must clearly state minimum standards apart from best-in-class rules.
  • Ensure design consistency in Digital customer experiences across Products & propositions
  • The position also has responsibility to support team lead with Press Release.
  • The position also supports on marketing comms requirements for segment specific comms & Customer Service initiatives


Key Result Areas/Accountabilities

Key accountabilities and decision ownership:

  • CX Strategy: Design CX framework generic to all products and propositions, and clearly define execution framework for operationalising across VIBS
  • CX and ‘Digital by Design’ Execution : Run and govern CX in both early stage and launch ready products and propositions through well designed design thinking , persona based workshops. Ensure Digital by design approach is adopted,
  • CX Measurement: Benchmark as is vs actual performance to measure effectiveness of CX and digital by design approach
  • CX: Obsession with customer excellence through ownership of experience of products & propositions for effective GTM and immediate customer impact for all new launches and refreshes
  • Cross-Functional: Effective liasoning with Sales, Customer Service, CVM, Products, Propositions, Segments to deliver CX charter

Core Competencies, Knowledge, Experience

  • More than 6 years of experience in delivering customer experience (CX) b2b programs and design thinking , of which at least 3+ years in digital transformation, and design thinking
  • Experience in large transformation initiatives
  • Ability to deal with ambiguity and persevere through clear and structured thinking capability
  • Strong fundamentals wrt frameworks
  • Ability to work through influence across cross-functional teams

Must have technical / professional qualifications

Must have technical / professional qualifications:

MBA in Marketing

Prior experience in Product design (optional)

Vodafone Idea Limited (formerly Idea Cellular Limited)
An Aditya Birla Group & Vodafone partnership