Senior Manager – Loyalty Programme Consumer

Gauteng, Full Time Deadline: Not specified

Mission/ Core purpose of the Job

End-to-end accountability for the expansion, financial performance, as well as integration into cross-functional units of MyMTN Rewards. Expand, create and implement loyalty programme/ initiatives to address consumer and enterprise customer needs. Align MyMTN Rewards strategy to support customer lifetime value development. Develop detailed programme specifications, delivery schedule, supporting campaign and commercial offers to support the delivery of this strategy. Expand the loyalty team operating model to support the delivery of the strategy.


Context (Global influences, environmental / industry demands, organisational mission etc.)
Fast moving industry with constantly changing business requirements and technologies
Fluid complexities of customer expectations and demands
Highly competitive market with new and established competitors and aggressive competitor strategy and delivery
Highly dynamic and fluctuating Telecommunications industry
Total customer experience for MTN brand
Constantly changing consumer and market needs
MTN policies, processes and procedures
Regulatory industry norms govern MTN and partners
Highly pressurized, deadline-driven environment
Highly legislated / regulated environment requires compliance and adherence to Industry standards and benchmarks
Participative environment – highly diverse and team-focused

Key Performance Areas: Core, essential responsibilities / outputs of the position (KPA's)

Develop a loyalty strategy, incorporating but not limited to the MyMTN Rewards programme, to develop customer lifetime value.
Align loyalty strategy to support CVM, Consumer ’ Enterprise business unit as well as ensuring that the objectives from the programme addresses cross-functional support for CDO ’ MFS.
Lead business transformation to embed loyalty decision-making principles cross-functionally.


Define the loyalty development and delivery roadmap for the financial year
Integrate cross functional business requirements into the roadmap to ensure the delivery of the MTN growth curves
Define and fill a loyalty structure to facilitate the delivery of the loyalty roadmap
Deliver the loyalty roadmap by driving adoption ’ active participation in the loyalty initiatives via ATL ’ BTL campaigns
Define and manage the enablers required to deliver the loyalty initiative roadmap, e.g. ATL campaign schedule
Integrate loyalty liability into project management office and pricing forms
Set up and act upon comprehensive Loyalty performance dashboards and reporting. Define and create loyalty management reports. This includes – but is not limited to – customer lifetime value, MyMTN Rewards performance tracking, performance against business case.
Define and deliver the operating model to facilitate supplier sign on and management.
Analyse commercial impact of loyalty initiatives on product penetration, ARPU and incremental value delivered.
Manage all direct marketing campaign execution and significantly improve ROI through strong campaign management tools – operations, campaign planning, detailed design, production, test, roll-out, commercial return and evaluation.
Input into proposition development carried out by Consumer ’ Enterprise product and segment owners and advise of base and loyalty liability implications during prioritisation between specific initiatives.
Work with finance to manage cost of sales and the loyalty liability


Lead capability development requirements and define the capability strategy for an effective loyalty programme and loyalty initiatives
Coordinate and manage the design of a holistic technical and operational blueprint for customer lifecycle value management across the MTN growth curves
Build project controls to ensure that loyalty liability is accounted for across all project development in MTN
Integrate requirements for campaign management, charging and provisioning platforms as well as loyalty management systems by translating loyalty objectives to the IT / Technical teams.


Create and manage a high performance commercially focused loyalty structure with defined ways of working to facilitate cross-functional alignment.

Supervisory / Leadership / Managerial Complexity:

Create and manage a high performance commercially focused Loyalty operating model
Manage contributions and expectations of external service providers and stakeholders
Ensure ongoing liaison with other areas of the business
Review performance management, evaluating, assessing and tracking performance to ensure that objectives and targets are achieved
Build and enforce a customer centric approach
Communicate actively to effectively resolve any potential conflicts that may arise
Have the self-insight and flexibility to adapt to different situations
Live the MTN Brand values –influence employees behaviour
Influence other stakeholders in order to achieve the business objectives of the channel


Post-graduate degree or equivalent qualification in mathematics, engineering, statistics, economics, econometrics or any other commercial or science degree

Global Experience Standards (10)

Min 10 years of relevant work experience
Senior management track record of 5 years or more, with at least 3 years in relevant sector/industry in a strategic commercial or marketing role
Fluent in English
Demonstrated leadership of an established and successful CVM function within MTN or another operator recognised as a leader in CVM
Experience in commercialisation and automation of analysis

Commercially astute

Demonstrated experience in negotiation skills, supplier sign on and management
Prior experience in consumer and enterprise value management (preferred)
Prior experience of mobile industry (preferred)
Demonstrated ability to influence management level staff in group and 1:1 situations
Demonstrated ability to create structure within an unstructured environment
Disciplined detail-oriented style, combined with ability to simultaneously work at a strategic level
Experience in loyalty programmes ’ initiative methodology, principles, capabilities, and techniques.
Demonstrated ability to create, lead and inspire high-performing teams.