EVP -Head Prepaid Marketing

Role

EVP – Prepaid Marketing

Job Level/ Designation

M5/ EVP

Function / Department

Marketing/ Prepaid

Location

Mumbai

Job Purpose

• Responsible for customers, delivery of revenue, market share and experience across channels for the Prepaid business.
• Responsible for the portfolios of 5G (including VoLTE & VoWiFI), Devices, Value Added Services, Future Communications, CAPEX planning for the organization for Prepaid.

Key Result Areas/Accountabilities

Key Metrics & Performance

• Revenue Growth: Monitor Average Revenue Per User (ARPU) and increase "ticket size" through higher-value recharge packs. Aim for Value-Added Services (VAS) to contribute >20% of total revenue.
• Customer Acquisition & Retention: Focus on "Quality Customers" to gain revenue market share. Track Customer Acquisition Cost (CAC) and use churn-control programs to retain the existing base.
• Competitive Benchmarking: Perform regular analysis of competitor pricing, distribution, and promotion to adjust market share strategies.

Device & Technology Migration (4G/5G/VoLTE)

• Device Penetration: Implement 4G/5G upgrade programs to transition users from basic handsets to smartphones.
• Usage Extraction: Drive data consumption by extracting more value from 4G/5G Handset (HS) users through dedicated data-heavy bundles.
• VoLTE Adoption: Target VoLTE-capable devices to move voice traffic to data networks, improving spectral efficiency and call quality.

Segment Ownership & Market Differentiation

• Rural Segment: Focus on affordability and sturdiness. Use small pack sizes (sachets) and regional languages in communication. Leverage local influencers and village leaders to build trust.
• Youth Segment: Target this group with aspirational branding, social media engagement (WhatsApp, YouTube), and entertainment-linked products like gaming, music, and OTT bundles.
• Urban Mass: Emphasize convenience and digital-first recharges via apps. Drive "Unlimited" (UL) pack penetration and renewal rates to ensure steady cash flow.

VAS & Product Innovation - Differentiate through non-core services to boost margins: 

Team Development - Build a high-performing organization through skill enhancement and cross functional collaboration

Core Competencies, Knowledge, Experience

• Business Skills & Strategic thinking ability
• Leadership skills
• Communication & Interpersonal skills
• Achievement Orientation

Must have technical / professional qualifications

MBA with 15-20 Yrs of relevant experience