Senior Expert, Customer Segmentation and CVP

FUNCTION:
A. Strategy & planning
- Market research and market opportunity: revenue pool, business opportunity.
- TCB’s aspiration: where and what to play base on internal resource and CVP direction.
- Define customer logic tree;
- Ensure all actions have leading/lagging indicators in order to achieve financial targets;
- Cost (CIR) planning: Customer benefit/TOI to decide marketing budget

B. Performance management and pricing
- Management framework
- Design management dashboard mock-up to monitor performance vs. target.
- Regular report about the performance of segments/actions, identify the gap, proactively escalate the gap and call for solutions from related departments.
- Provide opportunity and sizing and estimated PnL impact for newly launched actions/campaigns. Access performance results after launching, identify issues of design and implementation; advice how to improve.
- Relationship-based pricing: framework to determine customer price based on customer overall value.

C. Marketing cost management
- Marketing cost management by economic/tactical segment/tactical campaign vs. budget. Analyse cost-benefit optimization and recommendation

DELIVERABLES:
- Approved segment PnL budget, all action plans have leading/lagging indicators
- Segment Dashboard, Action dashboard
- Timely report and recommendation to close actual gap vs Budget
- PnL impact estimation, actions/campaigns performance report, high quality recommendation
- Approved relationship-based pricing framework
- Timely report and recommendation for cost-benefit optimization.