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Date: 09-Jun-2022

Location: Petaling Jaya, MY

Company: Celcom Axiata Berhad

Job Description


To generate revenue from our subscriber base and retain our customers, through impactful marketing strategies and campaigns aimed at increasing value for our customers; infusing awesome customer experience capabilities, by leading and developing the monetization-retention-loyalty teams and cross-collaborating with various internal teams and external agencies 


  1.  Lead to develop and define a long-term, sustainable CLVM model, manage the overall CLVM strategy in line with the company’s transformation agenda, prioritize new initiatives, gain top management’s sponsorship/buy-in and keep up with industry/regulatory impact on CLVM processes
  2. Design and implement strategies which drive incremental customer lifecycle value and revenue while reducing churn and related costs
  3. Develop and launch effective marketing programmes and campaigns, leveraging on customer behaviours, psychographics, customer needs, a vast set of customer data and digital media to define optimal customer journeys
  4. Set campaign strategies and lead execution and analysis of upselling, cross-selling and other customer lifecycle programmes to enhance customer experience
  5. Own end-to-end programme/campaign execution from strategic planning to creative deployment and performance evaluation to meet business targets
  6. Translate value propositions into effective positioning and customer messaging to deliver value to customers via an omni-channel, multi-touch approach
  7. Lead the digitization of customer lifecycle management through self-service apps adoption, social media etc.towards transforming the organization into a fully digitized one
  8. Strengthen the communication chain within CLVM/GTM/across functions to ensure open interaction with all levels
  9. Collaborate cross-functionally to improve retention, revenue campaigns and direct-interface programmes with customers to generate incremental response
  10. Drive people strategy through engagement initiatives, attrition management initiatives and capability building programmes, to retain talent
  11. Driving cost efficiency and productivity-enhancement initiatives to support the company’s cost rationalization initiatives



1 .   Bachelor’s Degree in relevant business disciplines
2  .  MBA will be an advantage


1 .   Agile, mature and inspiring leader preferably with Min. 10 years of  experience in CLM/CVM in large corporations from the Telco, Banking, Insurance or Airlines industry
2 .    Technically sound in CLM/CRM analytics with commercial/digital orientation 
3 .    Solid stakeholder engagement and interpersonal skills


1.    Hands-on, develops and drives dynamic, high performance teams
2.    Can thrive in high pressure, fast-paced environment which involves significant business, process/system and leadership changes
3.    Strategic-minded with ability to prioritize in a complex business environment
4.    Customer-obsessed; takes into account the effect of every business decision on customers
5.    A direct communicator

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