Senior Manager, Customer Base Management

Role Summary
The Senior Manager, Value Added Services will drive incremental revenue by increasing penetration of VAS offerings (e.g., Home Phone, IPTV, service coverage products) across the company's existing customer base. This role owns the strategy, execution, and P&L performance of cross-sell and upsell initiatives, working closely with Marketing, Data & Analytics, Product, Customer Care, and Sales Channels to maximize attach rates and reduce churn.
Key Responsibilities
Own the VAS attach-rate and revenue targets for the existing customer base, developing quarterly and annual growth plans
Design and execute cross-sell/upsell campaigns across channels (call center, email, etc.) in partnership with Marketing
Identify high-propensity customer segments using data and analytics, working with the Data/Insights team to build targeting models and campaign measurement
Build and manage incentive programs for frontline sales and care agents to drive VAS adoption
Monitor and report on KPIs including attach rate, ARPU lift, take-up rate, retention impact, and campaign ROI
Collaborate with Customer Care and Retention teams to ensure VAS offers are integrated into save/win-back conversations
Present performance updates and strategic recommendations to senior leadership
Required Qualifications
7+ years of experience in telecom, product management, or customer base management roles, with at least 2-3 years in a leadership capacity
Proven track record of driving revenue growth through cross-sell/upsell to an existing customer base
Strong analytical skills; comfortable working with customer data, segmentation, and campaign performance metrics
Experience managing cross-functional stakeholders (Marketing, Product, Care, Sales)
Excellent communication and presentation skills, with experience influencing senior leadership
Bachelor's degree in Business, Marketing, or related field (MBA a plus)
Preferred Qualifications
Direct experience with telecom VAS products (e.g. device protection, streaming, security, IoT)
Familiarity with CRM and campaign management platforms (e.g., Salesforce, Adobe Campaign)
Experience with pricing/packaging strategy