SMB Wireless Cross-Sell Manager - Rogers, Moncton

Role overview

Rogers Business is seeking a strategic, data-driven Manager, SMB Wireless Cross-Sell & Lifecycle Growth to accelerate revenue growth and increase product penetration across our existing Small Business customer base. Reporting to the Senior Director, Business Base Management, this role will own the strategy and performance of cross-sell programs designed to deepen customer relationships and grow share of wallet across Wireless, IoT, Microsoft Teams and Rogers Business Credit Card. The successful candidate will establish a proactive approach to managing customers through the early and mid stages of the customer lifecycle, identifying opportunities from the point of installation onward to move customers from single-product relationships to deeper, multi-product relationships.

What you'll do

• Own the SMB Wireless cross-sell and lifecycle growth strategy, with accountability for increasing Wireless, IoT, Microsoft Teams and Credit Card penetration across the existing Rogers Business customer base.
• Develop and execute an early- and mid-lifecycle cross-sell strategy, identifying the optimal moments from installation onward to introduce customers to additional Rogers Business products and solutions.
• Build a structured 1P to 2P to 3P+ customer growth framework, establishing clear customer cohorts, product pathways and cross-sell opportunities throughout the lifecycle.
• Identify and size product white space across the installed base using customer, product, tenure, behavioural and transactional insights.
• Develop targeted customer segments and prioritize opportunities based on product eligibility, propensity, customer value and expected revenue opportunity.
• Build and execute cross-sell campaigns and programs in partnership with Marketing, Digital, Sales and channel teams to convert identified opportunities into incremental product sales and revenue.
• Establish a disciplined cross-sell funnel, measuring the eligible base, customers targeted, engagement, leads, conversion, product sales, product penetration and incremental revenue.
• Develop comprehensive reporting and dashboards to measure Wireless, IoT, Teams and Credit Card penetration, customer product depth and movement from 1P to 2P to 3P+ relationships.
• Establish product-level performance targets and forecasts and maintain clear accountability for the incremental revenue generated through cross-sell programs.
• Continuously test and optimize targeting, timing, offers, messaging and channel strategy to improve conversion, product penetration and customer outcomes.
• Partner with Analytics and Data Science to develop and evolve propensity-based targeting, next-best-product and next-best-action capabilities.
• Identify opportunities to embed cross-sell into existing customer journeys and touchpoints, creating more systematic and always-on growth motions throughout the customer lifecycle.
• Partner closely with Product teams to understand product roadmaps, value propositions, eligibility requirements and emerging opportunities across Wireless, IoT, Teams and Credit Card.
• Work cross-functionally with Marketing, Sales, Digital, Product, Analytics, Finance and Customer Experience to remove barriers to cross-sell and improve execution across channels.
• Develop business cases and recommendations for new growth opportunities based on customer insights, performance trends and addressable market opportunity.
• Provide regular performance reporting, insights and recommendations to senior leadership, identifying opportunities to accelerate growth and improve return on investment.

What you'll bring

• 5+ years of experience in Base Management, Marketing, Customer Lifecycle Management, Product Management, CRM, Analytics, Sales Strategy or a related discipline.
• Strong understanding of customer lifecycle management, cross-sell, segmentation and customer value growth.
• Demonstrated experience translating customer and business insights into actionable growth strategies, campaigns and programs.
• Strong commercial acumen with an understanding of revenue, product penetration, conversion, ARPU, customer economics and business case development.
• Strong analytical skills with experience using data to identify opportunities, establish targets, forecast results and measure performance.
• Experience developing and managing customer campaigns, targeted sales programs or lifecycle growth initiatives.
• Ability to work with large customer populations and translate data into clearly prioritized customer segments and actionable opportunities.
• Proven ability to influence and work cross-functionally across Product, Marketing, Sales, Digital, Analytics, Finance and Customer Experience.
• Strong communication and presentation skills, with the ability to translate complex analysis into clear recommendations and executive-level storytelling.
• Highly organized and results-oriented, with the ability to manage multiple initiatives while maintaining clear accountability for business outcomes.
• Experience within telecommunications, B2B or subscription-based businesses would be considered an asset.

What's on offer

At Rogers, we believe the key to a strong business is a diverse workforce where equity and inclusion are core to making everyone feel like they belong. We work with our candidates who are experiencing a disability throughout the recruitment process to ensure that they have what they need to be at their best.