Summary
Overview
Work history
Education
Skills
Websites
Certification
Languages
Custom
Timeline
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Kiki Moisoglou

Kiki Moisoglou

Ashford

Summary

Over 10 years of experience managing senior teams across Europe, the Middle East, and Africa, specializing in driving operational excellence, data-driven decision making, and go-to-market (GTM) strategies. Excel in building and leading cross-functional teams, developing growth strategies, and delivering successful business outcomes. My expertise includes managing complex operational projects, identifying growth opportunities, fostering collaboration, and leveraging data analytics to optimize business performance and profitability. Passionate about innovation and AI, with proven track record of aligning teams and projects with broader corporate objectives to achieve ambitious targets

Overview

16
16
years of professional experience
2019
2019
years of post-secondary education
1
1
Certification

Work history

Data Personalization Alliance Lead

British Telecommunications
London
01.2024 - 12.2024
  • Managing a team of 20 (solution architects, data engineers, analysts, data scientists)
  • Lead for the Data Personalization for BVP supporting Marketing and Sales teams to achieve their Mid Term Plan commercial objectives
  • Driving data transformation strategies that align with corporate objectives, delivering efficiencies, and supporting innovation through data across BB, PAYM and new Markets (gaming, insurance, consumer electronics, connected devices)
  • Setting overall direction of data initiatives, prioritizing projects, and securing that data investments align with the business strategy by assessing the business value of data projects
  • Align audience data definitions and features across paid and owned media, to maximize the £82m media spend on audiences
  • Operationalise leads retargeting at scale. Behavioural data identified through advanced analytics are combined with customer signals across multiple systems and centralised in GCP, enriched with 360 view of customer and then served to assisted channels and marketing teams. 2023/2024 resulted in more than £1.6m in BB acquisition CLV margin. 2024/2025 focus is on TV and New Markets : Gaming, Security, Consumer Electronics (supporting wider targets FY24/25 of circa 400k increase in sales and £130m in revenue)
  • Ensure data is used effectively and leveraged in the business by working with teams across consumer (paid media, trading, product, brand) identify key opportunities where data can be used to drive growth and operational efficiency

Convergence Alliance Lead

British Telecommunications
08.2021 - 12.2023
  • Leading 5 squads with focus on convergence and the successful adoption of full fiber
  • Purpose of the alliance was to add new HHs to the base, drive convergence, and support HH enrichment by generating leads and driving traffic to the channels through customer insights
  • Drove optimization of the FTTP journeys for Demand Generation and X-sell, increasing speed to market FTTP and maximizing the use of FTTP network roll out data to improve conversion (FTTP pricing, MapEE web app, playing fields, newly enables journeys)
  • Redefined Convergence strategy and created growth opportunities through x-selling BB, Gaming and TV, resulting in increased HH value and loyalty
  • Transformed regional activity with fast learnings through local Pilots at national scale for Demand Generation and X-sell, FTTP & FTTC

GROUP CRM DIRECTOR

VIRGIN MOBILE GROUP MIDDLE EAST & AFRICA
07.2017 - 07.2021
  • Company Overview: 1st Digital Telco Provider in MEA
  • Managing a virtual team of 20 (value added sales team, systems vendors, developers and marketing agency)
  • Lead for the VMMEA group the definition and delivery of the CRM program; Customer Insights and Analytics, Customer Lifecycle Management, Customer Value and Loyalty
  • Contribute to the annual Budget process and reforecasting for the CRM area across the group
  • Steer the design and implementation of systems and processes related to the CRM Program across the group with an annual budget of $5 million (onsite and cloud solutions)
  • Make sure the focus is on the right priorities, the business needs are accurately translated into technical design specs and delivery is on time
  • Set best practices for CRM and marketing automation delivering within 1st year of implementation 2% of total business margin, while currently in year 3 it delivers 5%
  • Drive the business area of Customer Insights though predictive analytics with Machine Learning, in app and text analytics, geofencing marketing as tools to improve commercial performance
  • Responsible for all aspects of customer data, 3rd Party/ Zero Party Data and regulatory compliance in the region (spamming, GDPR, security policies)
  • Define CRM omnichannel Strategy (email, in-app & push notifications, Facebook audiences, proactive chat, SMS, outbound, retail)
  • Helped transform CCare from a cost to a profit centre by becoming a digital assisted sales channel (through leads generation, dedicated offers and commissions scheme to support quality of sales)
  • Responsible for the CRM products (content, terminals, services) pricing achieving +13% increase in product penetration, while reduced discounted products dilution by -15%
  • Steer the design of marketing performance tools (customer data platforms, marketing automation platforms, self-service analytics solutions, digital asset management tools, real time reporting apps)
  • Delivered a cloud based Knowledge Hub where dedicated apps deliver a 360 view of customers, Campaigns, Products and Propositions performance resulting to 50% reduced timelines on decision making
  • 1st Digital Telco Provider in MEA

BASE MARKETING TRADING LEAD MANAGER

THREE MOBILE UK
09.2015 - 06.2017
  • Company Overview: HUTCHISON WHAMPOA GROUP
  • Two direct reports 6 dotted line
  • Reported to the Head of Retention
  • Accountable for the Upgrade and Churn Budget KPIs
  • Led retention trading strategy and priorities to maximise total retained margin per customer segment (managing post upgrade mix in CHS vs SIM and mix of tariffs, allocating targeted offers based on propensity to upgrade, monetise AYCE Data)
  • Owned the churn reduction plan (different saving levels/ thresholds, managing BTL offers mix based on propensity to churn) resulting in +8PP YoY improved upgrade to churn rate (£1.9m ahead budget)
  • Responsible for the design of insight and reporting tools (forecasting and propensity models, segmentation, customer base surveys, retention reports and data marts)
  • Redefined retention activities based on true customer value (including the cost to serve, network impact, multiple accounts etc) resulting in the Customer Base AMPU improvement
  • Identified opportunities to attract and utilize vendor support with proactive retention campaigns (increasing 4GSV devices penetration in customer base, opening 110 days policy for early upgrades for locked offers, special retention deals)
  • HUTCHISON WHAMPOA GROUP

BASE MARKETING RETENTION PROPOSITIONS LEAD MANAGER

THREE MOBILE UK
09.2012 - 08.2015
  • Company Overview: HUTCHISON WHAMPOA GROUP
  • One direct report
  • Reported to the Head of Retention
  • Defined the Upgrades and Churn strategy and supported the annual Budget setting process
  • Set customer Retention Quarterly priorities for channels and vendors
  • Accountable for the improvement of customer insights availability including: design and introduction of Customer Base Segmentation (behavioural/ usage, attitudinal)
  • Coordination of requirements and delivery of Base Marketing reporting needs (data marts, cubes, reports) including customer metrics, campaign KPIs and assessment methodology
  • Redesign churner survey and churn propensity models (end of life and in life churn risk)
  • Introduced targeted Retention offers moving trading form generic to recommended based on customer segmentation (increased+10PP NPS, improved employee engagement, resulted in +£1,6M margin in 2014)
  • Introduced proactive early upgrades around the launch of popular devices (£7.9M incremental margin from AMPU upsell and £3M cash in fees in 2015)
  • Set Out of Contract Base value management (£1.7M incremental margin from migrations)
  • Defined the Retention strategy for the development of VoLTE network (secure access of customers to 4G network devices without increasing upgrading cost nor impacting EBIT)
  • Led Digitalization of retention (move transactions from C.Care to e-care reducing OPEX)
  • Responsible for investigating new retention propositions (pricing options, bundling products)
  • HUTCHISON WHAMPOA GROUP

CRM CUSTOMER BASE DEVELOPMENT MANAGER

WIND TELECOMMUNICATIONS
07.2011 - 08.2012
  • Four direct and two dotted line reports
  • Reported to the CRM Director
  • Responsible for Prepaid & Postpaid Base development and proactive retention
  • Set Postpaid Campaign Plan for Upsell, Health-checks, Cross-sell/acquisition within Siebel
  • Managed Postpaid campaigns shift in execution (from SMS to outbound) by outsourcing to ICAP
  • 110 agents focused on Upsell (€1,2M net margin/year), Health-checks (€0,9M net margin/year) and Cross-sell/acquisition
  • Enhanced proactive retention with event-triggered campaign (using customer contact patterns), resulting in reduced deactivation requests (-3PP vs control group)
  • Developed predictive model for Tariff Migration (28% acceptance rate) and acquisition models for PretoPost and Fixed without GSM (7% acceptance rate)
  • Established cross-functional Contact Strategy (number of contacts per customer per month, prioritisation of campaigns, compatibility with local Regulator rules)
  • Redesigned printed bill to improve customer experience and support upselling
  • Increased awareness of e-bill among customers and introduced renewals within e-care channel

CRM CONSUMER POSTPAY MOBILE VOICE SECTION MANAGER

DEUTSCHE TELECOM GROUP
09.2008 - 07.2011
  • Company Overview: COSMOTE TELECOMS, OTE GROUP OF COMPANIES
  • Managed six direct reports
  • Reported to the CRM Deputy Director
  • Responsible for Postpaid lifecycle management (development, retention and churn)
  • Set retention commission schemes and subsidies based on corporate targets and market trends
  • Re-engineered saving process resulting in increased contact rate (+5PP) and number of converted customers
  • Enhanced saving policies (Special Price Request policies, BTL bundle promos)
  • Deployed loyalty programs (cobranded c.card, SHELL Club Card, 3rd party rewards programs)
  • Established monthly Campaign Plan (renewal programs, cross/up-sell, prevention activities)
  • Doubled number of campaigns by migrating them to Siebel marketing tool
  • Developed further customer segmentation (social and payment behaviour)
  • Established Avoid Bill Shock campaigns based on daily datamarts
  • Set migrating customers from prepaid to contract, cross-sell GSM to MBB customers
  • COSMOTE TELECOMS, OTE GROUP OF COMPANIES

Education

Certificate of Higher Education - From Data to Decisions certification

Imperial College London
London
01.2021 - 06.2021

Digital Marketing Specialization -

University of Illinois

Post Graduate Diploma-Information Technology & Management - undefined

Technological Inst of Piraeus

B.A - Communication & Media, major in marketing, advertising PR

Panteion University of Social & Political Sciences

Skills

  • Data Strategy & Governance
  • GCP Ecosystem
  • Strategic Leadership & Operations Management
  • Stakeholder & Senior Management
  • GTM Strategy & Execution
  • Pricing Strategy
  • Operational Process Improvements
  • CRM
  • Data Analysis
  • Customer Insights & Reporting
  • Data Visualization
  • Segmentation
  • Predictive Analytics
  • Customer Life Cycle Management
  • Campaign Management & Optimization
  • Customer Journeys
  • Customer Experience
  • Pricing Strategy
  • Budgeting
  • Commissions’ schemes
  • Digital Marketing
  • Customer Retention
  • Team management
  • Value Added Propositions
  • Loyalty Programmes
  • Funnel Optimization
  • Marketing Automation
  • Program Management
  • Market Research
  • Agile Project Management
  • Performance Management

Certification

  • SPSS Modeling I & II
  • Behavioural Finance (Duke University, Coursera)

Languages

English
French
German
Greek

Custom

  • Reading books
  • Travelling
  • Cooking
  • Volunteering

Timeline

Data Personalization Alliance Lead

British Telecommunications
01.2024 - 12.2024

Convergence Alliance Lead

British Telecommunications
08.2021 - 12.2023

Certificate of Higher Education - From Data to Decisions certification

Imperial College London
01.2021 - 06.2021

GROUP CRM DIRECTOR

VIRGIN MOBILE GROUP MIDDLE EAST & AFRICA
07.2017 - 07.2021

BASE MARKETING TRADING LEAD MANAGER

THREE MOBILE UK
09.2015 - 06.2017

BASE MARKETING RETENTION PROPOSITIONS LEAD MANAGER

THREE MOBILE UK
09.2012 - 08.2015

CRM CUSTOMER BASE DEVELOPMENT MANAGER

WIND TELECOMMUNICATIONS
07.2011 - 08.2012

CRM CONSUMER POSTPAY MOBILE VOICE SECTION MANAGER

DEUTSCHE TELECOM GROUP
09.2008 - 07.2011

Post Graduate Diploma-Information Technology & Management - undefined

Technological Inst of Piraeus

B.A - Communication & Media, major in marketing, advertising PR

Panteion University of Social & Political Sciences

Digital Marketing Specialization -

University of Illinois

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