Device Lifecycle Specialist

Job Description

In this role at CelcomDigi, the ideal candidate is: 

• Commercially Accountable: Comfortable owning revenue, cost structures, margin optimisation, and forecasting.
• Customer-Centric: Obsessed with eliminating friction across journeys and touchpoints.
• Analytical & Insight-Driven: Adept at leveraging data to identify growth levers, optimise conversion funnels, and improve attachment rates.
• Structured Problem Solver: Breaks down operational and technical complexity into executable roadmaps.
• Technically Conversant: Confident engaging IT, digital and operations teams across complex system integrations.
• Strong Negotiator: Experienced in managing and influencing external partners to achieve win-win commercial outcomes.
• Cross-Functional Agile: Able to align Product, Marketing, CX, Digital, Retail, Finance, and Technology stakeholders toward shared goals.

Responsibilities

Strategic Base Management & Segmentation

• Lead segmentation of the base to identify high-value cohorts
• Develop data-driven targeting strategies to move customers across product tiers
• Partner with analytics teams to refine propensity models and trigger-based marketing.

Campaign Strategy & Execution 

• Own end-to-end GTM strategy and execution for Upgrade and trade-in programs.
• Identify optimal timing windows and triggers to maximise upgrade conversion among high-value segments.
• Collaborate with commercial, product, and channel teams to ensure seamless campaign rollout.
• Continuously optimise campaign performance through A/B testing and post-campaign analysis.

Omnichannel Conversion & Journey Optimisation

• Orchestrate omnichannel campaigns across digital commerce platforms, SMS, and WhatsApp to drive program adoption
• Design and optimise conversion funnels across all touchpoints to reduce friction and improve turnaround time.
• Ensure consistent and compelling customer journeys across digital and assisted channels.

Retention & Lifecycle Marketing

• Design and execute renewal and win-back strategies for protection plans approaching end-of-term.
• Build lifecycle journeys that improve customer retention, reduce churn, and maximise lifetime value.
• Identify key Moments of Truth (MOTs) that influence renewal decisions and customer loyalty.

Requirements

• Bachelor’s Degree in Business, Marketing, Engineering, or related discipline.
• 8+ years of experience in device lifecycle, device protection, trade-in, mobile products, or telco-related services.
• Demonstrated experience owning P&L or commercial performance of a product portfolio.
• Strong understanding of device financing, insurance mechanics, residual value modelling and upgrade cycles.
• Experience working within complex IT ecosystems (CRM, billing systems, claims platforms, valuation engines, APIs).
• Proven track record in partner/vendor management and commercial negotiation.
• Strong analytical capabilities with experience translating data into growth strategy.
• Excellent stakeholder management, presentation, and communication skills.
• Ability to operate independently in a fast-paced, dynamic environment