Sahel Al Salah

Responsible for identifying and managing the segment groups, Ensuring the growth and success of the clients’ E-businesses

Key Responsibilities:

• Develop and build the segmentation model.
• Design and develop the value proposition and marketing strategy
• Develop the retention strategy for each segment.
• Run different surveys and research activities to understand the pains and wants of the existing segments.
• Manage the growth team’s operations and report the performance every month
• Build the business cases and forecasts.
• Enhance overall customer satisfaction and lifetime value.

Key achievements:

• increased the collection rate for the handled accounts to 76% vs 40% for other accounts

Tools and systems: Hubspot and Salesforce for CRM, Excel, Google Analytics

• Managed a team of sales and marketing professionals to achieve Umniah’s objectives, budgeted revenues and market share targets for the Broadband products
• Developing marketing strategies and plans that align with overall business objectives
• Analyzing subscribers’ data to identify trends and introduce actionable insights
• Tracking and analyzing campaign performance metrics to optimize marketing initiatives
• Maintain a positive NPS by analyzing the customer journey and fixing the gaps
• Leading cross-functional teams (product development, sales, and communications) to develop and execute new products and campaigns
• Build business plans, budgets and business cases for the handled products and segments
• Managing budgets and timelines for marketing initiatives
• Build and maintain relationships with external partners especially handsets and device manufacturers
• Setting sales targets and developing effective sales strategies that align with organizational goals
• Managing and motivating the sales team to achieve their targets and deliver results, monitoring sales performance, and building stronger customer relationships to drive sales growth
• Build and revamp the incentives scheme for the direct sales team
• Collaborate with the corporate sales team to manage and answer all the B2B clients’ needs
• Monitor stock levels for the broadband devices and prepare the distribution plans accordingly
• Test new broadband devices and ensure they align with Umniah’s needs and the TRC regulations

Key Achievements:

• Reduce the cost of acquisition by 50% in the first two months
• Improved activations per sales representative by 50%
• Launched the first 5G network in Jordan

• Driving growth in revenues and market share and achieving business objectives through digital channels
• Develop and execute digital growth strategies to increase customer acquisition and revenues
• Test different promotions and tactics on different groups of customers to find out the best approach for achieving the highest acquisition and retention rates
• Identify new business opportunities that can drive growth through digital touch points (e-commerce, mobile app, and kiosks)
• Conduct data analysis to optimize digital marketing campaigns, increase conversion rates, improve user experience and customer journey, and identify areas for growth
• Collaborate with cross-functional teams to ensure all digital growth initiatives align with the business strategy
• Managing the distribution of Umniah’s kiosks in alignment with the total base and retail presence distribution
• Analyze and revamp the kiosks’ overall customer journey and provide a roadmap for fixing the gaps
• Prepare and build business cases for new partnerships, initiatives, and promotions
• Introduce a new incentive scheme for the retail channel to increase kiosk transactions

Key Achievements:

• Grew the contribution of digital channels to Umniah’s sales by 65%
• Doubled online payments through the mobile app and kiosks
• Expanded kiosks from 26 to 54 locations, offering 24/7 services

• Responsible for managing the consumer and business GSM and Broadband segments
• Develop and implement marketing strategies to achieve business objectives
• Prepare the business plan and forecasts
• Allocate budgets and resources to maximize return on investment
• Collaborate with other departments to align marketing initiatives with the company’s strategy
• Use data and analytics to make informed decisions and adjust strategies as needed
• Analyze customer touch points and interactions with Umniah and fix the gaps between the optimal journey and the existing one
• Designing and managing the B2B and corporate marketing strategy for mobile broadband and GSM
• Collaborate with the corporate sales team to prepare proposals for new and existing business accounts

Key Achievements:

• Developed a new value proposition for the prepaid mobile segments that helped increase the ARPU by 0.5 JOD.
• Increased international traffic to Bangladesh and India by 300%
• Worked on reducing the interconnection rates for Egypt, saving the company 40K JOD monthly
• Developed and launched a dual-technology broadband product (FDD & TDD), achieving the highest sales and lowest churn rates among broadband offerings.

• Responsible for managing Prepaid mobile segments, Mobile internet plans, and loyalty
• Building short and long-term business plans
• Analyze market trends and consumer behavior
• Prepare the KPIs dashboard to monitor the overall performance
• Develop and execute marketing plans to acquire and retain subscribers
• Launched the first digital loyalty program in Jordan - Ucoins Umniah’s loyalty program
• Identify potential partners, negotiate the partnership terms, and finalize the agreements and partner onboarding
• Provide a detailed analysis of the loyalty program’s performance and impact on the subscribers’ satisfaction, lifetime, and life value
• Monitor the redemption rate and the loyalty program’s overall costs to ensure alignment with the budgeted targets and costs

Key Achievements:

• Responsible for managing Prepaid mobile segments and Mobile internet plans
• Manage and promote existing prepaid mobile plans
• Leading cross-functional teams to launch new prepaid mobile plans
• Prepare and implement the G2M plan for new products and services
• Monitor and analyze KPIs daily, weekly, and monthly, and provide detailed performance analysis when needed
• Monitor and evaluate the performance of direct and indirect sales channels and introduce key initiatives to bridge the gap between targeted and actual sales
• Monitor stock levels in the market and direct the sales team to push or hold the products according to availability and market demand
• Work with the consumer marketing manager to prepare the strategy and business plan
• Forecast the monthly revenues and sales and build the annual forecast for the department
• Analyze market trends and consumer behavior
• Monitor the competitors’ actions in the market and retaliate to any of their actions in a timely manner
• Prepare high-level business cases for new initiatives
• Develop and execute new ideas and initiatives to retain new and existing subscribers

Key Achievements:

• Launched a new prepaid mobile offering, which contributed to 24% of prepaid mobile sales at a higher ARPU.
• Increased international traffic to Egypt by 400%, leveraging targeted direct marketing campaigns and value-driven pricing.

• Responsible for managing new and existing digital products and service
• Manage the existing product portfolio
• Fully own and manage the process of launching new products and services: Start with idea creation, building the business case, and setting the technical requirements.
• Collaborate with cross-functional teams (Finance, accounting, Product development, Technical, G2M, sales, and customer care) to ensure a smooth delivery of new projects.
• Perform extensive product testing before and after the launch and look for key gaps in the customer journey.
• Push and promote the new digital services through different communications channels.
• Launched mobile TV service and Lamsa kids app for the first time in Jordan.
• Manage the partners' relationship (reporting, invoicing, content uploading, etc.).
• Monitor and report KPIs and provide actionable insights based on key findings.

Key achievements:

• Achieved a 5x increase in emergency credit pickups and revenues.
• Mobile TV service received the "Best mobile TV telco service" award.