Business Unit Manager. Mobile Products and Marketing Director.
BT España (British Telecom Sp)
Business Unit Manager. Mobile Products and Marketing Director:
Reporting to: Iberia Manager – Team Managed: 7 Product Manager, 2 Market Analyst; 1 Trade Marketing Manager, 1 Marketing Manager.
·BT Spain has been traditionally focus on fixed communications and IT development and operation, exploiting its own IP Spain network for both voice and data telecommunications. Among its products the most relevant ones were VPN (Virtual Private Networks) and complete IT Management (including hosting and implant management). BT has got 20% of Corporations Data Marketshare in Spain, and 80% of the Spanish IBEX 35 ranking companies are currently BT customers.
·Development of a new Mobility Business Unit: With the aim of developing a new business in the mobility area, BT started to operate its own mobile 3G network, hiring the air segment (radio access infrastructure and spectrum use license) to Vodafone. The rest of the 3G network elements are BT owned (full MVNO Mobile Virtual Network Operator). Core target for the MVNO are Consumer, SOHO, SME and Corporations. My role of Marketing Director within this new Business includes the following responsibilities:
–Business Development: Responsible for Business Unit launch. Prospects identification, Sales and Presales Force coordination, commercial offer specification, Offers and bids deployment.
–Marketing Plan Design and Execution: Market research, identification of prospects, objectives and strategy definition, price policy and product definition, planning and execution of advertising campaigns, budget control and management, team management, follow up on results.
–Business Processes Design and Implementation: Responsible for defining and implementing al the processes regarding business operation. In particular processes of new customers acquisition, retailer’s commission payments and customer care.
–Trade Marketing design and implementation for the Indirect Channel: PLV (Point of sales Material), training courses, Sales Conventions, Sales incentive plans.
–Promotional Strategy: Design, implementation and launch of all monthly Tactical Offers to end customers.
–Monthly management of investment budget for customer acquisition of over 500 k€/month for funding previously designated actions.
–Negotiation with Suppliers: Responsible for the selection and management of business partners (logistics operator, retailers, applications developers, marketing agencies). Responsible for the handset portfolio offered by BT. Commercial agreements with vendors for joint advertising campaigns.
–Launch of the currently most successful MVNO in Spain.
–Leader in customer acquisition and growth within the MVNO Market. Sales of more than 1,000 units per month in a saturated market environment.
–Customer Base has grown from zero to more than 12,000 lines (more than 5,500 Consumer, SME and corporation new subscribers) within the last 6 months of operation after the launch.
–Creation and maintenance of tariffs and promotions portfolio, considered to be the most innovative of the sector and copied by competitors.
–Developing of innovative ad campaigns and Direct MKT campaigns to generate leads sent to channel
–75% Increase of vendor funds for BT marketing campaigns.