Role Objective
Own and drive client growth performance by leading Customer Value Management (CVM) strategy and execution, managing merchant activation & telesales teams, and leveraging data analytics to increase card issuance, activation, usage, and revenue per client.
Core Responsibilities
1. Client Growth & CVM Strategy
- Develop and own monthly CVM plans per client, including:
- Acquisition & activation campaigns
- Usage stimulation offers
- Retention & reactivation initiatives
- Define clear objectives, target segments, offers, timelines, and expected ROI for each campaign.
- Align CVM plans with client business goals and Connect Money revenue levers (interchange, float, lending).
2. CVM Execution & Stakeholder Management
- Lead end-to-end execution of CVM campaigns, coordinating with:
- Internal teams (Operations, Tech, Marketing, Service Delivery)
- Client stakeholders (Marketing, Sales, Loyalty, Operations)
- Ensure on-time, on-ground execution of campaigns across digital, merchant, and telesales channels.
- Act as the single growth owner per client, ensuring accountability and momentum.
3. Merchant Activation & Telesales Leadership
- Lead and manage merchant activation & telesales teams responsible for:
- Card issuance support
- Activation calls and onboarding
- Usage stimulation and repeat transactions
- Translate CVM plans into daily, weekly, and monthly execution targets for the teams.
- Track team productivity, conversion rates, and impact on growth KPIs.
- Continuously optimize scripts, incentives, and targeting to improve results.
4. Performance Monitoring & Growth Optimization
- Monitor client portfolio performance on a weekly and monthly basis.
- Identify:
- Underperforming segments
- Upsell and cross-sell opportunities
- Campaign optimization opportunities
- Proactively recommend data-backed actions to improve ROI and client satisfaction.
5. Data Analytics & Dashboards
- Own the growth analytics framework for CVM and client performance.
- Define and track core KPIs including:
- Issued cards
- Monthly Active Customers (MAC)
- Transactions & APV
- Revenue per client (interchange, float, lending)
- Build and maintain client and internal dashboards (weekly/monthly) to:
- Track performance vs targets
- Measure campaign impact
- Enable faster decision-making
- Work with data/tech teams to ensure data accuracy, clarity, and automation where possible.
6. Reporting & Client Impact
- Produce monthly CVM performance reports per client, covering:
- Campaigns executed
- KPI performance vs targets
- ROI analysis
- Key learnings and next-month recommendations
- Ensure transparent reporting that clearly demonstrates Connect Money’s value and growth impact to clients.
Success Profile:
- 6-10 Years of Experience
- Clients see consistent MoM growth in cards, activity, and revenue.
- CVM plans move from ideas → execution → measurable impact.
- Merchant activation and telesales teams operate with clear targets and accountability.
- Decisions are data-driven, not reactive.
- Clients clearly recognize Connect Money as a growth partner.
