Director CLM, Pricing

The incumbent will play a pivotal role in shaping and enhancing the consumer experience within the dynamic landscape of financial services and digital payments. Managing the effective utilization of budgetary resources to achieve overall financial and non-financial KPIs to drive consumer engagement and report on base health metrics. The incumbent will also be responsible for developing and implementing pricing strategies and segmentation models which will help the business drive results aligned with the organizational strategy. This would involve deep understanding of the underlying technologies, business processes and strategies to achieve overall enterprise level targets.

Duties and Responsibilities:

1. Consumer Journey Optimization:
   Lead efforts to optimize the end-to-end consumer journey, ensuring a seamless and user-friendly experience across various touchpoints within the Easypaisa ecosystem.

2. Create a wholistic Base Management Strategy: managing the customer lifecycle by designing value proposition for each micro-segment of the base (Re-joiners & churners).

3. Consumer Engagement and Communication: Develop and execute effective consumer engagement strategies, including targeted marketing campaigns, to drive adoption, usage, and retention. Ensure consistent and compelling communication across all consumer touchpoints.
4. User Education and Training: Develop and implement educational initiatives to enhance user understanding of Easypaisa's offerings. Collaborate with marketing and communication teams to create user-friendly guides, tutorials, and training materials.
5. Customer Feedback Management: Establish and oversee mechanisms for collecting, analyzing, and acting upon customer feedback. Utilize customer insights to enhance products, services, and overall satisfaction, fostering a customer-centric culture.
6. Loyalty Programs and Retention Strategies: Design and implement loyalty programs and customer retention strategies to incentivize ongoing engagement and cultivate brand loyalty. Monitor the success of such programs and refine strategies based on performance metrics.

2.Pricing Strategy:
Develop pricing models and conduct sensitivity analyses to identify optimal pricing points and strategies for different consumer & merchant segments and their related products, that drive revenue growth and profitability.

• Conduct thorough analysis of market trends, competitor pricing strategies, and user feedback to identify pricing improvement areas.
• Develop and maintain pricing policies and procedures to ensure compliance with regulatory and risk assessment requirements.
• Work with product development teams to ensure that pricing strategies align with product development and market positioning.

3.Business Forecasting:
Lead the development of business forecasting models to anticipate market trends, consumer behaviors, and product demand. Collaborate with data analytics teams to gather and interpret relevant data, providing accurate forecasts that inform strategic decision-making. Use forecasting insights to optimize resource allocation, inventory management, and overall business planning within the consumer ecosystem.

• Profit and Loss (PnL) Management: Take ownership of the financial performance of the consumer ecosystem, managing PnL statements and financial budgets. Analyze revenue streams, cost structures, and profitability metrics to ensure financial objectives are met. Implement cost-effective strategies and initiatives that align with revenue goals, working closely with finance teams to optimize financial outcomes.
• Budget Management: Collaborate with finance teams to manage budgets related to consumer ecosystem initiatives. Ensure cost-effectiveness and ROI in all consumer-related programs and activities.

4.Market Research and Analysis:
Conduct in-depth market research to understand consumer behaviors, preferences, and pain points. Utilize data-driven insights to make informed decisions and recommend strategies for market penetration and growth.

• Driving actionable insights to achieve growth targets for business and identify opportunities and devise initiatives for targeting specific customer microsegments.
• Emerging Technologies Integration: Stay abreast of emerging technologies and industry trends, exploring opportunities to integrate new technologies that enhance the consumer experience. Evaluate the feasibility and impact of emerging innovations on Easypaisa's offerings.

5.Data-driven Decision Making:
Leverage data analytics to monitor key performance indicators, assess the effectiveness of consumer programs, and make data-driven decisions to continuously improve the consumer ecosystem.

• Performance Monitoring and Reporting: Establish robust monitoring mechanisms to track the performance of consumer ecosystem initiatives. Generate regular reports and key performance indicators (KPIs) for senior management, providing insights into the effectiveness of strategies and areas for improvement.

6.Cross-functional Collaboration:
Work closely with cross-functional teams, including technology, marketing, customer support, and finance, to ensure alignment of consumer ecosystem strategies with broader organizational objectives. Foster a collaborative environment that encourages innovation and teamwork.

• Product Development and Enhancement: Collaborate with relevant teams to conceptualize, develop, and enhance consumer-centric products and services. Stay abreast of market trends and competitor offerings to identify opportunities for innovation.
• Partnership Management: Cultivate and manage relationships with key partners, vendors, and stakeholders to expand the Easypaisa ecosystem. Identify and negotiate strategic partnerships that enhance the platform's value proposition to consumers.

7.Regulatory Compliance:
Stay informed about relevant regulations in the financial services and digital payments industry, ensuring that Easypaisa's consumer ecosystem remains compliant with all applicable laws and standards.

8.Risk Management:
Collaborate with risk management teams to assess and mitigate potential risks associated with consumer-facing products and services. Implement measures to ensure the security and integrity of customer transactions and data.

Incumbent shall be responsible to adhere by Easypaisa Bank's key Behaviours in all aspects of his/her work conduct.

Direct Reports:

Assistant Director Segments & Pricing

• Exec. Manager Segments & Pricing
• Manager Segments & Pricing

Assistant Director Performance & Strategy

• Exec. Manager Performance & Strategy
• Manager Performance & Strategy
• Manager Performance & Strategy

Role Relationship

Internal

• Call Center Team
• Products Team
• Direct Sales Reporting Team
• Marketing
• Sales Channels
• Compliance Team
• Risk Team
• BI Team
• DFS Operations
• SOC Team
• Operations Team
• Business Planning and Analytics Team

External

• State Bank of Pakistan
• Telco Partners
• External Vendors & Partners

Knowledge and Experience

Education:
Minimum Bachelor's Degree

Experience:
5-8 Years

Behavioral Skills & Competencies:

• MS Excel
• MS SQL Server
• MS Access
• Solution oriented & Collaborative mindset
• Problem-solving Skills
• Seeing tasks through from inception to completion
• Time Management Skills and comfortable working to a deadline
• Preparing and giving presentations