GM - Category Lead

Job Req ID: 45681

Location:

Mumbai, IN

Function: Marketing/Digital

About:

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.

We're proud to be an equal opportunity employer. At VIL, we know that diversity makes us stronger. We are committed to a collaborative, inclusive environment that encourages authenticity and fosters a sense of belonging. We strive for everyone to feel valued, connected and empowered to reach their potential and contribute their best.

VIL's goal is to build and maintain a workforce that is diverse in experience and background but uniform in reflecting our Values of Passion, Boldness, Trust, Speed and Digital. Consequently, our recruiting efforts are directed towards attracting and retaining best and brightest talents. Our endeavour is to be First Choice for prospective employees.

VIL ensures equal employment opportunity without discrimination or harassment based on race, colour, religion, creed, age, sex, sex stereotype, gender, gender identity or expression, sexual orientation, national origin, citizenship, disability, marital and civil partnership/union status, pregnancy, veteran or military service status, genetic information, or any other characteristic protected by law.

VIL is an equal opportunity employer committed to diversifying its workforce.

Job description

Role	Category Lead – Convergence (Content) & Bundling
Job Level / Designation	General Manager / Band M3
Function / Department	Corporate Marketing \| Digital Content, Partnerships & Asset Monetization
Location	Corporate Office, Mumbai
Context for the new role	OTT bundling has been a strategic focus for VIL. The agenda not only helps us in driving top line but also helps us engage better with our customers by offering them meaningful propositions that offers more value and content of their choice. We have been into this business for years and have already onboarded key strategic partners to enable bundling of OTT subscriptions with our Prepaid & Postpaid propositions. We now wish to change gears and scale this business to obtain our fair share of penetration of this portfolio from the customers on Vi network. With the launch of CYB we also introduced bundling of Food, Device security, Travel and other categories as bundled offering with our Telco plans. We want to further expand this and also launch Prepaid propositions on similar lines. It is imperative to keep the customers at the core and stay relevant based on ever evolving market dynamics. To this effect, we would ramp up our efforts on creating a right portfolio, driving recruitments, engagement, renewals, experience, which would lead to higher consumption and help us meet our revenue & adoption targets that we have set for the year. Given this is a priority, there is a need to get a techno commercial individual leading this agenda for us.
Proposal	We propose to bring on board a category lead for managing the Bundling business – OTT & beyond. The primary responsibility of this individual would be expansion of this portfolio for both Prepaid & Postpaid lines of business. This would mean that the incumbent will have to actively work with internal and partner teams to create right portfolio, drive recruitments, engagement, renewals, experience – Digital and traditional to facilitate the product & Ops teams to drive the GTM. The key metric that this role is expected to deliver is – incremental revenue, along with driving retention of high value customers.
Job purpose	Expand & Grow OTT & other non-telco bundled propositions. Work with best in class Partners to expand and grow the bundled proposition portfolio that caters to Mobility, Content & beyond content needs of the customer and deliver incremental revenue for the organization as per the business plan. Also, look at other non-telco categories which can be a natural fit with our portfolio and can be bundled with our propositions to drive perceived value, customer stickiness and creates a new avenue to earn higher revenue.
Key Result Areas / Accountabilities	Drive & deliver incremental customer base engaged on Non-telco (OTT and other palatable categories) bundled proposition & associated revenue as per business plan Expand bundled portfolio – creating business case, configuration of propositions, UAT, launch and post launch analysis Drive onboarding & integration of new partners, build on the relationships and manage operations Develop comprehensive CVM framework aligned to the larger strategy of the organization Segment the customer base and personalize communication based on topicality, interests, consumer consumption patterns Work with cluster teams to get market specific insights, trends, publish dashboards, run contests, minimize churn from portfolio Identify process gaps and work with CXX teams and CS teams to improve experience Monthly invoicing and partner payouts Create promotional calendars and work with partners & brand team for designing customer comms Cross functional collaboration Periodically update leadership on the trends and performance versus budgets
Other tasks	Work with the technology teams on the platform capabilities Work with the Digital Team to set-up consumer journeys, bring prominence in the customer journeys across digital channels – Vi app, website, Smart connect App, Partners ecosystem, etc (wherever applicable) Manage key stakeholders at various levels and lead large CFTs to deliver desirable outcomes Create & drive the GTM for bundling - comms elements, outreach through various channels, integration with CVM, social connect. Work with the prepaid & postpaid product & CVM teams to identify opportunities for embedding with core products / journeys / campaigns Manage top & bottom of the funnel – drive traffic, improve conversions. Work with partners to refresh communication plan Monitor performance, take necessary course correction, deliver on the target revenue, manage NPS
Key Performance Indicators	Bundling: Customer base & revenue
Core Competencies, Knowledge, Experience	Deep understanding of consumer behaviour, CVM – revenue & retention, (Funnel management), Analytical & Creative Thinking, Stakeholder management & leading large CFT, strong ability to drive Negotiation, Persuasive, Nurturing professional relationships, Industry/market knowledge and expertise, Expert in marketing communications, Nimble, Broad Perspective Adequate experience in Sales & Marketing / Business Development / CVM (CLM),
Must have technical / professional qualifications	MBA preferred
Years of Experience	08-12 years
Industries to look from	Telco, Broadband, FMCG
Ideal Organizations to look from	Amazon, Airtel, Disney+ Hotstar, Netflix, Zee, Sony and the likes
Team Size	Individual contributor
Business Size	INR 1200 Cr+ revenue

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