Role Summary
The Senior Manager, Value Added Services will drive incremental revenue by increasing penetration of VAS offerings (e.g., Home Phone, IPTV, service coverage products) across the company's existing customer base. This role owns the strategy, execution, and P&L performance of cross-sell and upsell initiatives, working closely with Marketing, Data & Analytics, Product, Customer Care, and Sales Channels to maximize attach rates and reduce churn.
Key Responsibilities
- Own the VAS attach-rate and revenue targets for the existing customer base, developing quarterly and annual growth plans
- Design and execute cross-sell/upsell campaigns across channels (call center, email, etc.) in partnership with Marketing
- Identify high-propensity customer segments using data and analytics, working with the Data/Insights team to build targeting models and campaign measurement
- Build and manage incentive programs for frontline sales and care agents to drive VAS adoption
- Monitor and report on KPIs including attach rate, ARPU lift, take-up rate, retention impact, and campaign ROI
- Collaborate with Customer Care and Retention teams to ensure VAS offers are integrated into save/win-back conversations
- Present performance updates and strategic recommendations to senior leadership
Required Qualifications
- 7+ years of experience in telecom, product management, or customer base management roles, with at least 2-3 years in a leadership capacity
- Proven track record of driving revenue growth through cross-sell/upsell to an existing customer base
- Strong analytical skills; comfortable working with customer data, segmentation, and campaign performance metrics
- Experience managing cross-functional stakeholders (Marketing, Product, Care, Sales)
- Excellent communication and presentation skills, with experience influencing senior leadership
- Bachelor's degree in Business, Marketing, or related field (MBA a plus)
Preferred Qualifications
- Direct experience with telecom VAS products (e.g. device protection, streaming, security, IoT)
- Familiarity with CRM and campaign management platforms (e.g., Salesforce, Adobe Campaign)
- Experience with pricing/packaging strategy
