Manager Lifecycle Management

As CVM Churn & ARPC Manager, you will be responsible for defining, executing, and delivering the end-to-end Customer Value Management strategy focused on customer retention, churn reduction, and ARPC growth within the Consumer segment

Your mission is to maximize customer lifetime value and minimize churn through data-driven lifecycle strategies, predictive analytics, and cross-functional collaboration — ensuring sustainable profitability and long-term customer engagement.

MAIN RESPONSIBILITIES

The Customer Lifecycle Management Manager role includes the following core responsibilities:

1. Retention & Churn Management

• Design and execute the churn prevention and retention strategy, balancing proactive and reactive levers to reduce disconnections and improve customer loyalty.
• Lead churn analytics by developing with in Data team predictive models, churn scoring, and trigger-based retention campaigns.
• Identify and address root causes of churn through behavioural data analysis, surveys, and customer feedback loops.
• Manage winback programs to recover recently churned or dormant customers, leveraging personalized incentives and segmented communication.

2. ARPC Growth & Customer Development

• Define and deliver strategies to increase ARPC through upgrades, cross-sell, and add-on services.
• Optimize the customer lifecycle journey, ensuring smooth transitions between growth, maturity, and risk stages.
• Ensure consistency between value creation and retention actions, balancing commercial targets and customer experience.

3. Data-Driven Decisioning & Personalization

• Act as commercial lead for Ingenio, ensuring its optimization as the main decisioning tool for real-time personalized offers across all channels.
• Collaborate with Data, Insights, and Technology teams to develop propensity models, segmentation frameworks, and campaign triggers.
• Drive A/B testing and experimental design to continuously improve retention actions and validate causal impacts.

4. Planning & Performance Management

• Lead planning and forecasting processes (IBRO) for churn, volumes, and ARPC performance across the customer base.
• Define, track, and report key performance indicators (KPIs) such as churn rate, retention ratio, recovery rate, and CLTV.
• Build and maintain dashboards for executive monitoring and decision support.

5. Commercial Management & Business Cases

• Own the business case definition for new retention programs, discounts, and promotional strategies in coordination with Finance and Insights.
• Define and control discount and benefit policies, ensuring alignment with IBRO, ROI and profitability objectives.
• Manage CVM Opex and ensure efficiency of investments in retention and ARPC growth initiatives.

6. Cross-Functional Coordination

• Lead cross-functional squads (Prepay, Postpay, and Revenue Assurance) under Agile methodology, driving alignment on commercial decisions.
• Collaborate with GTM and Campaign teams to define inbound and outbound communication strategies for upsell, cross-sell, win-back, and delight initiatives.
• Partner with Customer Experience, Product, and Care teams to ensure a seamless implementation of retention strategies.
• Represent CVM in strategic projects (CPE, Tembo, Revenue Assurance) ensuring churn and value management integration.

• Minimum 5 years of experience in CVM, Retention, or Churn Management roles, ideally within telecom or subscription-based industries.
• Proven experience in reducing churn and increasing retention through actionable strategies and measurable KPIs.
• Strong command of predictive analytics, segmentation, and offer personalization.
• Experience in machine learning applications for churn prediction and CLTV modeling (desirable).
• Advanced proficiency in Microsoft Excel, Power BI, SQL, and campaign management platforms.
• Proven ability to translate data into actionable insights and clear commercial recommendations.
• Experience working under Agile methodology and managing multi-disciplinary squads.
• Excellent stakeholder management and influencing skills across all organizational levels.
• Full professional proficiency in Business English (written and spoken).
• High level of ownership, adaptability, and decision-making under pressure.
• Passion for customer value, data, and continuous improvement.

KEY PERFORMANCE INDICATORS (KPIs)

(Optional section for posting or internal evaluation)

• Churn Rate (Voluntary / Involuntary)
• Retention Ratio
• Win-back Rate
• IBRO & ARPC Growth
• ROI of Retention Campaigns
• CLTV (Customer Lifetime Value)
• Customer Satisfaction (NPS impact on churn)

• #LI-Hybrid (60% home – 40% office) and flexible hours.
• You also have 20 additional days of home working per year from anywhere in Spain.
• 25 days holiday (and additionally 24th and 31st December), with the option to buy up to 10 extra days.
• Meal vouchers (in addition to the annual fixed remuneration) and flexible remuneration plan.
• Free health insurance, life insurance, and own medical services. Physical and mental care health program.
• Career development and continuous learning, including AI tools and platforms like LinkedIn Learning.
• Optional retirement pension plan.
• 3 paid days leave for charity projects.
• App for the digital management of office needs.