Customer Base Campaign Planner, Virgin Media Ireland

About Virgin Media:

Virgin Media is the leading connected entertainment cable and broadcast business in Ireland. Every day we deliver connections that really matter for thousands of people, with multi award-winning services including superfast broadband, TV, mobile and home phone. Our Virgin Media Business division provides the fastest broadband speeds and connectivity solutions for entrepreneurs, businesses and the public sector.

Virgin Media Television, our broadcast division, is Ireland’s number one commercial public service broadcaster offering three free-to-air channels: Virgin Media One, Virgin Media Two, Virgin Media Three, as well as the Virgin Media Player. We are a significant investor in home produced content, including news, current affairs and drama, as well as offering the best in international programming. Virgin Media More, a platform exclusive channel for Virgin TV customers, offers the very best of first look premium content, including ground-breaking Irish and International drama, documentaries & sport. Our advertising sales agency, Virgin Media Solutions, creates unique, innovative campaigns for our business and for third party clients across the UK and Ireland.

Virgin Media is part of Liberty Global, one of the world’s leading converged video, broadband and communications companies with operations in seven European countries. Liberty Global is a founding member of the European Green Digital Coalition and is included in the prestigious Dow Jones Sustainability World Index. Following the challenges brought about the global pandemic, the power of connectivity to deliver positive, meaningful change to people’s lives has never been clearer. Our inclusion in these prestigious indices for the ninth year running attests to our long-standing commitment to the importance of sustainability and ensuring that we are strong corporate citizens as well as responsible stewards of the environment across the markets in which we operate.

For further information please visit: www.virginmedia.ie

About the Role:

The Customer Base Campaign Planner will have responsibility for the planning and execution of the customer base strategy and roadmap for all Virgin Media products, Broadband, TV & Mobile. The core purpose of the role is to implement proactive and reactive customer base activities that deliver on churn and customer value targets.

The key KPI’s for the role will focus on maximising customer lifetime value and include the follow responsibilities:  

• Planning and execution of Customer Lifecycle Campaigns with the support of the Marketing Communications, Data Analytics and Operations teams

• Implementation and ongoing optimisation of multi-channel customer base campaigns to drive retention, cross-sell and upsell targets

• Manage execution of base campaign activity from data and communications briefing through to go live

Work with wider CVM team to review measurement and reporting of activity to continuously optimise existing activity while identifying new opportunities.

Specific Duties & Tasks:

• Planning and implementation of customer contact strategy to retain, grow and engage with the different customer segments throughout their life-stages.  

• Implement campaigns and initiatives to maximise lifetime value of customers through upsell and cross-sell to deliver revenue and sales goals.

• Support the development of a robust BTL contact plans for each product, but also an integrated plan to drive product penetration

• Define and execute proactive customer campaigns and initiatives to minimise churn and discount spend maximize customer lifetime value

• Work with the CVM Manager and Propositions specialist to identify customer base value propositions and support go to market across Product and IT teams to deliver below the line targets.

• Utilise customer segmentation and propensity models to maximise conversion of all base communications to improve ARPU growth and profitability

• Support the creation of the business cases for new BTL propositions and offers to maximise the lifetime value of customers

• Champion and drive the use of customer base lifecycle management ensuring all customer journeys and contact plans are in place, so no opportunity to save or sell is missed. 

• Continual Improvement – use analysis and testing strategy to constantly improve campaign performance

• Relationship building – Build and maintain relationships within key business areas across Virgin Media e.g. Sales/Retention channels, Segments & Propositions, Online, Legal, Regulatory, Compliance and other points of contact where necessary

Skills & Expertise:

• 3rd Level relevant qualification or relevant experience

• Experience in a customer base management, marketing or planning role

• Experience in multiple below the line channels including push, email, outbound call and SMS

• Ability to demonstrate strong commercial acumen

• Proficient in MS office with expert knowledge of Excel and equivalent programmes

The Person:

• First-class problem-solving skills with the ability to identify the optimum outcomes for both business and customer

• Ability to work in a fast-paced environment, be flexible and prioritise based on business needs

• Organised with a methodical approach to both daily tasks and project work

• The ability to communicate effectively and efficiently with the business while ascertaining the key commercial impact/detail behind the issue/request

• Excellent attention to detail with strong analytical skills

Virgin Media is an equal opportunities employer. Having a diverse workforce is critical to the success of our business.