Campaign Communication Senior Specialist

A. PROFILE

Role Title: Campaign Communication Senior Specialist
Reporting to: Campaign Management & Communication Manager
Division: Consumer
Department / Section: Marketing

B. CONTEXT

Purpose: The Communications Senior Specialist is responsible for developing and monitoring tailored SMS (or any other channel) customer campaigns and analyzing the delivery results of every campaign. The role works collaboratively with many internal teams to develop key messages, support testing prior to SMS broadcast and evaluate customer churn and the impact of new product launches and campaigns.
Context: The Commercial Department is responsible for executing and implementing consumer business strategy and building brand affinity and connect in order to achieve growth in customer market share and revenue market share; through focus on the various business and distribution channels and customer experience.

This role supports the Data & CVM team, which is responsible for designing programs and practices to maximize customer value creation throughout the whole customer lifecycle. CVM directly drives the revenue and profitability potential of our customers, playing a critical role in the retention and monetization of our existing customer base.

C. ROLE ACCOUNTABILITIES

Campaign Management

• Design, execute, and optimize targeted SMS and digital communication campaigns to support product launches, customer retention, customer acquisition, and churn prevention.
• Monitor campaign performance, analyze customer behavior, measure ROI, and recommend corrective actions to improve campaign effectiveness.
• Collaborate with Marketing, Product, BI, Brand, Digital, and other stakeholders to develop campaign content and ensure successful campaign delivery.
• Work with the Data/BI team to define customer segments, validate campaign audiences, and utilize SQL to extract, analyze, and validate campaign data
• Identify opportunities to improve customer engagement and business performance through data-driven recommendations.
• Manage and optimize campaign automation workflows while ensuring compliance with customer contact policies (DND, VIP, B2B, Employees, etc.).
• Prepare regular campaign performance reports and present insights to key stakeholders.

Testing & Product Support

• Conduct end-to-end testing, including links, short codes, DND validation, and User Acceptance Testing (UAT) before campaign deployment.
• Plan and execute pilot campaigns, analyze customer feedback, and refine communication strategies before full rollout.
• Support product, service, and campaign launches by managing UAT activities and required testing resources (SIMs, handsets, top-up cards, dealer EVC, etc.).

D. KEY PERFORMANCE INDICATORS

• Overall Revenue (Total rev - (MFS + B2B + FTTx + Wholesale)
• Customer Value Management
• Customer Base Churn
• Communication Automation

E. WORKING RELATIONSHIPS & DECISION MAKING

Interacts with:
Internal: A team, Legal Team, BI Team, Digital Team, M-pitesan Team, Sales Team and B2B(Supernet) Team
External: IMI Team, Noika Team, NGBSS Team (CBS, CRM)

Decision Making

Responsible for making operational decisions related to campaign planning, execution, customer targeting, and performance optimization, while ensuring compliance with established policies and escalating high-impact issues or exceptions to management as required.

F. EXPERIENCE AND QUALIFICATIONS

Minimum Experience & Essential Knowledge

• Minimum 3 years of experience in campaign management, customer communications, CRM/CVM, digital marketing, or a similar role, preferably within the telecommunications industry.
• Proven experience in planning, executing, and optimizing customer communication campaigns across SMS and digital channels.
• Hands-on experience using SQL for data extraction, customer segmentation, campaign validation, and performance reporting.
• Experience with campaign automation platforms or workflow automation to improve campaign execution and operational efficiency.
• Strong analytical skills with the ability to interpret campaign performance, customer behavior, and business insights to drive data-driven decisions.
• Proficiency in Microsoft Office applications, particularly Excel (advanced functions) and PowerPoint.
• Good understanding of customer lifecycle management (CVM), CRM, digital technologies, and telecommunications industry trends.
• Strong communication, stakeholder management, and problem-solving skills, including the ability to communicate effectively in the local language.

Minimum Entry Qualifications

• Bachelor's degree in Marketing, Communications, Business Administration, Information Systems, Computer Science, Data Analytics, or a related field from a recognized university.
• Certification or practical experience in SQL, data analytics, or marketing automation tools is an advantage.