Head of Customer Value Management (CVM)

About the role

The organisation is looking for a senior leader to own and evolve its Customer Value Management function. Reporting to the Commercial leadership team, you will drive data‑led strategies that increase customer retention, activity, ARPU and overall revenue across a large B2C base.

Key responsibilities

• Define and execute the CVM strategy covering onboarding, growth, loyalty, re‑activation and win‑back.
• Analyse customer behaviour, build segments and uncover commercial opportunities.
• Design, launch and optimise targeted retention, upsell, cross‑sell and re‑activation campaigns.
• Implement behavioural triggers and automated interventions to reduce churn.
• Measure campaign performance, refine offers and improve customer journeys.
• Identify gaps in existing CVM processes and lead continuous improvement.
• Lead, coach and develop a small local CVM team while staying hands‑on.
• Collaborate with Marketing, Digital, BI, Technology, Customer Care and Finance.

Required profile

• 5+ years of experience in CVM, CRM, retention, loyalty or customer lifecycle management.
• Proven track record of reducing churn and increasing customer revenue.
• Strong analytical and commercial problem‑solving capability.
• Experience managing data‑driven, large‑scale customer campaigns.
• Relevant tertiary qualification.

Required skills

• Customer segmentation and profiling.
• Campaign design, testing and optimisation.
• Automated CVM/CRM platforms and trigger‑based workflows.
• Data analysis for commercial insight.