About This Role
The Chief Marketing Officer leads the global marketing strategy for the international mobile business, focusing on building brand strength, accelerating customer acquisition, and enhancing customer lifetime value across various channels. This hands-on leadership role requires extensive consumer telecom experience and the ability to translate marketing investments into measurable growth.
Responsibilities
- Develop and deliver the global marketing strategy, translating business objectives into clear priorities, budgets, and country plans.
- Balance consistent global brand positioning with the needs of individual markets, customer segments, and distribution channels.
- Partner with commercial and country leadership to grow subscribers, revenue, and market share.
- Strengthen the company’s positioning, customer promise, and brand identity across markets.
- Use customer research, competitor analysis, and market insight to identify growth opportunities.
- Work with Product and Pricing to develop and launch compelling prepaid, postpaid, data, and international calling propositions.
- Lead integrated campaigns that give customers clear reasons to choose and stay with the brand.
- Lead paid media, SEO, affiliates, social media, influencer marketing, and strategic brand partnerships.
- Grow online and app acquisition, improving conversion across the customer journey.
- Establish clear accountability for customer acquisition cost, return on advertising spend, and acquisition quality.
- Build internal marketing capability and manage agencies against measurable outcomes.
- Partner with CVM leadership to improve onboarding, engagement, recharge frequency, retention, and customer lifetime value.
- Align acquisition campaigns with lifecycle communications, cross-sell, and upsell activity.
- Use customer segmentation and behavioral data to improve campaign relevance and reduce churn.
- Support SIM sales through effective retail, dealer, and distributor marketing.
- Develop trade campaigns, point-of-sale materials, and local activation plans with country sales teams.
- Ensure brand and promotional execution is consistent across physical and digital customer touchpoints.
- Own the global marketing budget and allocate investment according to market opportunity and performance.
- Establish consistent reporting, attribution, and campaign measurement across countries.
- Review performance regularly and redirect spending where returns are strongest.
- Ensure marketing communications meet applicable advertising, privacy, and telecom requirements.
- Lead and develop global and country marketing teams with clear responsibilities and performance expectations.
