Usage & Retention Manager - Finserve at Equity Bank Kenya

The Usage and Retention Manager is responsible for developing and executing strategies that increase customer usage, promote upselling and cross-selling, foster long-term loyalty and enhance customer retention. This includes analyzing customer behavior, designing targeted campaigns, and collaborating with various departments to implement initiatives that drive customer engagement and loyalty.

This role is also responsible for formulating and executing segment-specific strategies to enhance customer value, increase revenue, and reduce churn. 

Role Responsibilities

• Customer Lifecycle Management (CLM): Develop and manage comprehensive CLM strategies to enhance customer engagement and reduce churn.
• Value Proposition Design: Develop compelling value propositions and customer experiences tailored to specific segments, ensuring alignment with market needs and company objectives.
• Product Lifecycle Management: Oversee the development and management of products and services throughout their lifecycle, ensuring they meet the evolving needs of the target segments
• Data Analysis & Insights: Analyze customer usage patterns and behaviors to identify opportunities for increasing service adoption and customer satisfaction.
• Campaign Development: Design and execute targeted marketing campaigns aimed at increasing usage and retaining customers, ensuring alignment with overall business objectives.
• Churn Prediction & Retention: Utilize predictive analytics to identify at-risk customers and implement proactive retention strategies to reduce churn.
• Product & Service Alignment: Collaborate with product teams to ensure offerings meet customer needs and market trends, contributing to increased usage and retention.
• Performance Monitoring: Track and report on key performance indicators (KPIs) related to customer usage and retention, adjusting strategies as necessary to meet targets.
• Cross-Functional Collaboration: Work closely with sales, marketing, customer service, and IT departments to implement retention strategies and improve customer experience.

Qualifications

Role Qualifications

• Bachelor's degree in marketing, Business Administration, Economics, Statistics, IT or any other related field.  A master’s degree or relevant certifications (e.g., CIM) are advantageous.
• Minimum 5 years of sector, industry or area of specialization preferably in retail intensive B2C industries, in marketing, customer retention, or related roles within the telecommunications, Banking or FMCG sectors.
• Experience in leading change / transformation (marketing) at an operational level advantageous.
• Experience in continuous improvement through the implementation of best practices
• Experience in customer value creation
• Experience in campaign management
• Good understanding and knowledge of Value Management
• Good understanding and knowledge of the Telecoms Industry
• Thorough understanding of Voice, Data, and financial services
• Good understanding and knowledge of Business and Strategic planning.
• Good understanding and knowledge of B2B and B2C marketing