Head of Customer Value Management & Commercial TF​/Avarda

About the Role

We are looking for a highly analytical and commercially minded Head of Customer Value Management & Commercial Analytics to lead our customer lifecycle, value growth, and commercial insights functions. This is a key strategic role responsible for driving customer activation, retention, engagement, and monetisation across our core markets, with a primary focus on Germany
—our largest and most dynamic customer base.

You will combine deep quantitative expertise with strong commercial understanding to shape our customer value strategy for the German market
, deliver actionable insights, and optimise lifecycle performance end‑to‑end. Experience navigating German consumer expectations, pricing sensitivity, product engagement habits, and market‑specific performance levers will be critical to success.

The role requires deep familiarity with Germany’s customer behaviour, commercial dynamics, and lifecycle performance drivers.

Customer Value Management

• Own the full CVM strategy, including activation, retention, cross‑sell, upsell, and lifecycle optimisation
• Develop and execute personalised customer journeys and targeted communication plans
• Increase customer engagement through data‑driven segmentation and behaviour‑based campaigns
• Drive monthly and quarterly commercial KPIs (activation, ARPU, churn, portfolio growth)

Commercial Analytics

• Lead all commercial analytics, including LTV modelling, pricing insights, forecasting, and performance analysis
• Build and maintain advanced analytical models that support decision‑making
• Partner with Product, Marketing, and Data teams to identify customer opportunities and gaps
• Translate complex data into clear commercial recommendations

Leadership & Collaboration

• Lead a team of analysts and CVM specialists
• Work closely with senior stakeholders to define commercial priorities
• Ensure excellence in reporting, measurement, and experimentation (A/B testing, ML‑driven targeting)

• Strong quantitative background (statistics, mathematics, data science, econometrics, engineering, or similar)
• Experience in CVM, commercial analytics, lifecycle management, or growth
• Experience working with the German market and its commercial dynamics
• Proven track record in LTV modelling, segmentation, forecasting, churn/retention strategies
• Ability to convert data into actionable commercial decisions
• Experience leading teams and influencing senior stakeholders
• Fluent in German is an advantage