Optus’ vision is to be Australia’s most loved everyday brand with lasting customer relationships. A key pillar underlying this strategy is to create unique customer connections.
We aim to develop and retain our customers with the right message through the right channel at the right time to the right customer, at scale. CVM’s team role is fundamental to this strategic pillar – we enable connections with customers everyday – holding the key to be Australia’s most loved brand.
An opportunity which offers impact, progression and purpose! Making a direct impact on our customers.
Associate Director, CVM Onboarding and New Products is a critical role for developing and creating a unique connection with customers as they start their lifecycle with Optus.
About the Role:
- The primary objective of this role is to ensure a high-quality, frictionless onboarding journeys to build advocacy and pave the way for further product uptake and maximizing longevity. This requires a deep understanding of the customer needs and “value pathways” within the onboarding episode.
- The role is responsible for leading the development and overseeing the execution of onboarding activities in both assisted and self-serve channels.
- This involves managing key aspects of that process, from identifying the business / customer problems to be solved, identifying key insights needed to resolve those problems, business case the various options for building the strategy to address them, whilst remaining customer-centric in driving business benefits back to Optus.
- The role will also lead CVM’s participation in cross-functional project teams supporting new product launch activities.
Key Responsibilities:
- Ensuring a high-quality onboarding experience for customers across all product portfolios, driving NPS/CLV and reducing overall cost to Optus (e.g. reduce customer contacts)
- Responsible for driving product XSell and content uptake and engagement during first 90 days of customer life
- Understanding customer behaviour and channel preference to use appropriate messaging/timing to execute onboarding communications
- Working with customer marketing to deliver best in class, on brand and engaging creative that aligns to the target audiences.
- Analysing the performance of communications to drive continuous improvement.
- Liaising with stakeholders across the organisation to ensure onboarding and new product communications align to business requirements and specifications.
- Influence at an executive leadership level to get support for the capability, initiatives and resources required for successful of delivery of customer onboarding and new product outcomes.
- Forecasting and tracking of onboarding and new product initiatives to successfully execute
- Based on customer insights and analysis of the customer onboarding experience, establish and lead plans for each segment /cohort, working cross functionally with key product stakeholders to deliver the results required for each category.
- Provide customer-led recommendations to optimise success of key initiatives and launches to all sales and service channels.
- Work with the relevant program and IT project teams to deliver experience improvements, particularly for ANM.
- Represent the team across key internal forums, influencing to ensure the onboarding experience gets the required focus.
- Pivot program priorities as needed to align with strategic and tactical business priorities.
- Work collaboratively with CVM team to leverage customer insights
Qualifications/Experience:
- Degree in Business, Marketing or Media
- Minimum 10-15 years professional experience in a marketing or related environment
- Experience in digital campaign marketing/customer marketing
- Broad experience of end-to-end campaign management across channels, including EDM, SMS, APP and Telesales
- Strong analytical and conceptual skills
- Business commercial management
- Budget management experience
- Proven ability to use insights to identify the key factors that will transform a customers’ experience to drive advocacy.
- High level presentation and interpersonal skills
- Strong leadership qualities that drive change and a culture of continuous improvement
- Strong analytical skills
- Experience in stakeholder management to achieve alignment around a common set of goals
- Results Driven
- Proactive in reporting progress across cross–functional teams.
- Excellent planning and organisational skills
