Tamara Rubin

o Customers experience, relations strategy; customers insight,
segmentation, life cycle (16 M customers)
o Retention strategy
o Products portfolio management, also in correlation with acquisition
offer
o Budget management
o Revenue/margin building
o Integrated communication
o Loyalty program management
o Team management: 17 employees
o Business intelligence/data mining
o Internet sales/internet shop

P4 Sp. z o.o. - Play (telecom)– CRM Director
Work in new player on telecommunication market in Poland as one of the first employees.Participation in Firm strategy building, processes and procedures formulation.Participation in Firm launch.Prelaunch marketing project (Nadchodzi4) – awarded as telecommunication offer, marketing project.RM creation from base.
CRM area responsibility:
o CRM strategy: mass market, soho (pre paid and post paid, data):
customers relations and experience /customer insight/segmentation
o Products portfolio management (retention, up sell, acquisition)
o Pre paid and post paid life cycle
o Education campaigns (try& buy)
o Integrated communication
o Up sell
o Play community management (based on web site activities: chats,
forums, contests, content)
o Systems management/development: CRM platform, acquisition module,
billing system
o Budgeting/forecasting
o Base revenue/margin building/control
o Team management (12 people)
o Business intelligence/data mining (churn/usage scorings/usage
segmentation)
Parallel cross-organization projects:
Nadchodzi4 Program (pre launch /start-up of Play):
o Communication with customers (usage increase, operational, buzz
effect)
o Creation of Play community on website
o Operational processes: implementation and control
o Migration customers to commercial offer (retention & acquisition)
o Systems solutions coordination
Sales:
o Provisioning system (rules)
o Dealers cooperation (rules, agreements)
o Tele-sales (process)
o Sales processes
Legal issues:
o Data protection strategy
o Rules and terms/agreements for customers

Managing clients retention and up sell process (pre paid and post paid, mass market, small business):
Customer relations/experience/customer insight/product portfolio
o Formulation and control of strategy (retention and marketing)
o Budget management
o Customers arpu building/ base revenue control
o Handset Replacement Program (budget up to 240 M USD per year)
o Managing strategic team of 15 people, operational team – 10 people
o ATL and BTL communication
o Clients’ service and retention systems development
o Implementation of low changes

Managing clients retention process (pre paid and post paid, mass market, small business):

- Retention campaigns (active and reactive)
o Managing point based loyalty program (5 Plus) – one of the most
popular LP in Poland
o Handset Replacement Program – budget management
o Formulation and control of strategy and budget
o ARPU building/management
o Managing team of 10
o ATL and BTL communication
o Retention tools creation and development
o Clients’ service systems development

o Strategy and budget of retention offers and campaigns (building
processes from beginning)
o Creation and development retention tools (e.g. 1st non handset
retention offer on polish market )
o Retention/marketing campaigns management

- Formulation concepts of marketing activities for clients
- Contracts negotiations
- Project management
- Clients service

Clients service

- Organization and management of VI th International Economy Conference (international conference with participation of government, media, economy circles; promotion In 33 countries, merits, sponsoring)

- International exchange economy meetings