Specialist, B2B Customer Value Management (CVM)

About the Role

The CVM Manager is responsible for designing, implementing, and optimizing data-driven strategies across the entire customer lifecycle to maximize Customer Lifetime Value (CLTV), increase revenue, and improve customer loyalty and retention. This role sits at the intersection of marketing, data analytics, and commercial strategy and is benchmarked between Senior Manager and AVP levels.

Responsibilities

• Develop end-to-end CVM strategy for all customer segments (e.g., high-value, new, at-risk/churn), aligning with business objectives for revenue and subscriber growth, and manage the CVM budget and KPIs (CLTV, Churn Rate, ARPU).
• Define the customer lifecycle journey and identify intervention points for targeted campaigns (onboarding, upselling, cross-selling, retention, win-back).
• Collaborate with Data Analytics and BI teams to perform deep-dive analysis on customer behavior, purchase patterns, and product usage; develop and refine customer segmentation models (e.g., RFM) and utilize predictive models (e.g., Churn Propensity).
• Design, execute, and monitor BTL marketing campaigns across multiple channels including SMS, email, in-app and push notifications; develop and manage churn management processes (proactive retention offers, save desks, win-back campaigns).
• Create and implement upsell and cross-sell initiatives to drive feature adoption, product migration, and increased spending (e.g., data top-ups, premium upgrades).
• Conduct pre- and post-campaign analysis (including control group testing) to measure incremental revenue and commercial impact; prepare and present regular performance reports to senior management and ensure accurate forecasting against targets and business cases.
• Act as customer value advocate across product, sales, finance and IT; work with Product to incorporate CVM insights into product development and partner with CX/Customer Service for seamless campaign fulfilment and positive customer journeys.

Qualifications

• Bachelor’s degree in Marketing, Business, Statistics, or a related quantitative field.
• 5+ years experience in CVM, Retention, Base Management, or CRM, preferably in high-volume industries such as Telecom, E-commerce, or B2B SaaS.
• Proven track record designing and executing targeted marketing campaigns that delivered measurable revenue growth and improved retention.
• Strong analytical skills; proficient interpreting complex data sets and building business cases. Experience with SQL or Python for data extraction is a significant advantage.
• Commercial acumen with understanding of CLTV, ARPU, Churn and ability to link CVM activities to financial outcomes.
• Hands-on experience with CRM/Campaign Management systems (e.g., Salesforce Marketing Cloud, Adobe Campaign, Unica).
• Excellent written and verbal communication skills with ability to influence cross-functional teams and present complex data to executive leadership.

Skills

• Data analysis and segmentation for targeted campaigns and forecasting.
• SQL and/or Python for data extraction and analysis.
• Experience with CRM / Campaign Management platforms (Salesforce Marketing Cloud, Adobe Campaign, Unica).
• Digital marketing execution across SMS, email, in-app and push channels.
• Ability to produce commercial performance reports and build business cases for CVM initiatives.

Additional Information

Location: True Digital Park (right off Punnawithi BTS Station).