Vice President Customer Growth, Vice President CRM, Director Product Marketing Connectivity

Head of the Consumer commercial management team for new customer acquisition leading 8 employees
Accountable for consumer P&L in the area of B2C customer acquisition: revenues & ARPU, marketing- & sales costs,
CPO and OCF. Acquiring > 650k new Connectivity & TV customers/year, responsible for > 100m € OpEx costs
Managing all pricing-, marketing- and sales activities from a commercial view. Balancing push- und pull activities to
deliver customer growth while strongly considerung value and efficiences targets
Product portfolio/ Value Management: define consumer pricing & promotions, steering of all value components
(triple play bundle share, product tier-mix, value-added services) maximizing profitability of customer acquisition
Marketing & Sales steering: develop, align and monitor M&S plans including sales & value targets, lead campaign, sales
measures, marketing mix and sales commissions, optimize permanently ROI based on an analytical data model
Key achievements: Significant improvement in sales performance and ARPU while reducing M&S costs per new
customers in 2018/2019: launch of new pricing logic, improved value-tier-mix, launch of the 3play portfolio and lifting
commercial cost efficiency by improving the sales channel mix.

Establish base management as concept & organizational structure from scratch leading > 30 employees
Maximizing profitability and customer loyalty of 4.7 m customers, responsible for customer base P&L for the B2C
business (revenues & ARPU, churn & save-rates, marketing- and sales costs, OCF)
Value Management: develop deep understanding of price/value segments in the base utilizing self-developed
analytical base matching tool. Holistic optimization of all migrations maximizing cross- and upsells (> 400k /year),
minimizing value loss of down-sells (prevention & retention) and reducing complexity in the legacy base
Customer loyalty: significant decrease in voluntary churn rates, increase in conversion & customer touchpoints
resulting in > 300k saves/year (~ 50% retention rate of all incoming cancellations). Utilizing data insights (churn
dashboard, risk scoring), targeted loyalty offers and measures improving CEX (hardware swaps, technical task force)
Pricing power: data-driven value optimization of yearly price increases (selection, migrations, prevention & retention)
Customer Analytics: scale up analytical capabilities, leverage data & new methods to enable better commercial
understanding e.g. customer base analytics/ segmentation, NBO/NBA, Churn/Buying Affinity Scores
Campaign Management: ramp up to > 250k campaign-driven upsells/year and continuous improvement of campaign
efficiencies by clear contact strategy, affinity scores and personalized offers

Head of Product Marketing for all connectivity products (fixed-net & mobile) leading a team of 5 employees
P&L accountability for the B2C connectivity busines: subscriber growth, revenues & direct costs, M& S costs
Develop customer value propositions (CVP), offer portfolio/roadmap, pricing/tariff structure, promotions, business
cases, implementation roadmap, execution/launch of product portfolio
Launch of 1st triple play portfolio in German market and quadruple play (incl. mobile)
Initial build-up of the Digital Sales team