CVM Proposition Senior Analyst

Job Purpose:

Responsible for developing and managing CVM-driven handset propositions and activations that drive device sales, network upgrade adoption and incremental revenue through targeted engagement, FinTech & lifestyle integrations, and VAS bundling. The role focuses on proposition design (segmented & spend-based), channel enablement, insurance VAS management, and end-to-end GTM execution to maximize handset and service monetization.

Key Objectives:

1. Drive handset and accessory revenue through targeted CVM propositions, upsell and cross-sell packages.
2. Increase device upgrade and network upgrade adoption via proposition bundling and channel activations.
3. Integrate FinTech & lifestyle services into handset propositions to improve offer attractiveness and wallet penetration.
4. Enable effective channel execution across telesales, retail and online to maximize conversion and attach rates.
5. Own insurance VAS performance and bundling with handset propositions.
6. Monitor and report on CVM proposition performance, providing insights and recommendations to optimize conversion, revenue, and customer engagement.

Key Accountabilities:

CVM Propositions – Customer Engagement Driven Offers:

• Develop and manage CVM-driven handset and accessory propositions aligned to customer segments and commercial objectives.
• Lead upselling, cross-selling and spend-based reward mechanics (e.g., “buy with value X and get discount Y”, device discount on activating a new line).
• Design segmentation-based offers (high-value add-ons such as Apple Add-on packages) to maximize wallet share and device attach rates.
• Monitor customer behavior data to refine proposition mechanics and personalization rules.

Network Upgrade Propositions:

• Develop offers to encourage existing customers to adopt network upgrades (e.g., 4G → 5G migration, premium plan migration).
• Bundle handset/device discounts, loyalty-style incentives or cashback with network upgrades to drive adoption.
• Align with sales and marketing to create targeted campaigns tied to network upgrade windows and handset availability.
• Track uplift in device upgrade penetration, network upgrade take-rate, and associated revenue impact.

FinTech & Lifestyle Services Integration:

• Design discounts and exclusive handset/accessory offers based on engagement with FinTech and lifestyle services.
• Collaborate with FinTech partners to enable mechanics such as cashback to wallets on device purchases, BNPL carve-outs, or wallet-linked discounts.
• Coordinate with marketing and sales to promote bundled FinTech+device offers (e.g., cashback on wallet when purchasing device; gift voucher on next purchase).
• Measure impact of FinTech integrations on device attach, average transaction value and offer conversion.

Sales Channels Optimization (CVM-Focused):

• Partner with tele sales to create personalized handset upgrade and cross-sell scripts and bundles.
• Enable targeted in-store activations (e.g., happy hour promotions in selected stores or FinTech standalone stores).
• Ensure CVM propositions are executable across channels (retail, online, telesales) and provide channel playbooks, training and tools.
• Monitor channel conversion metrics and optimize channel mix and creative accordingly.

VAS Management – Insurance:

• Own the insurance VAS proposition for handset sales: packaging, pricing, promotion and attach incentives.
• Drive insurance attach rate through proposition mechanics, channel enablement, and partner coordination.
• Monitor VAS revenue contribution and profitability per handset campaign.

End-to-End Execution (GTM Execution):

• Lead GTM readiness and execution for CVM propositions: campaign setup, creative approvals, device allocation alignment and go-live coordination.
• Coordinate with analytics, IT/CRM, procurement and retail operations to ensure flawless proposition delivery.
• Track campaign performance (ROI, conversion, attach rate, device penetration) and propose optimizations.

Reporting & Performance Management:

• Own weekly / monthly reporting for all CVM-driven propositions including conversion, uplift vs baseline, device attach rates, network upgrade take-rate and revenue contribution.
• Maintain dashboards and performance views in alignment with analytics, finance and BI teams.
• Highlight opportunities, leakage points and optimization recommendations based on funnel data.
• Provide performance readouts to commercial leadership and secure alignment on next wave / next campaign adjustments

Key Performance Indicators (KPIs):

• Device & Accessory Revenue (incremental revenue from CVM propositions)
• Device Upgrade / Network Upgrade Take-Rate (adoption % from targeted campaigns)
• Offer Conversion Rate (visitors/contacts → purchase under campaign)
• Insurance VAS Attach Rate (insurance sold per device sold)
• FinTech Integration Impact (wallet/BNPL usage contribution to device sales)
• Campaign ROI and CPA (cost per acquisition)
• Device Penetration for targeted models / premium device mix

Qualifications:

• Minimum 4 years of experience CVM, propositions, product management or commercial roles within telecommunications, retail finance, or technology.
• Bachelor’s degree in marketing, Business Administration, Economics, Data Analytics or related field.
• Master’s (MBA) is an advantage but not required.
• Proven track record in proposition design, GTM execution and driving device or add-on monetization.