Skills Applied
Scale
o2 (part of telecom giant Telefónica) provides 45M+ cell and internet connections to 10M+ customers in Germany. o2 and Telefónica's discount subsidiary Blau were key accounts at Serviceplan, Europe's largest partner-led agency group during my time there.
Scope
Scoping and operations of the key accounts' CBM (Customer Base Management) strategies across the full lifecycle, reaching 10M+ base customers across core campaigns, including the optimization of a loyalty program retention campaign and staple campaigns such as product introduction and upselling campaigns for the iPhone 15, Google Pixel 8a, and Samsung S24 in Germany.
Constraints
One of the most exciting parts of the job was the significant capacity constraints that came with the large client mandate: managing several operational campaigns alongside big capstone pieces was simply part of the role. The client's 2024 rebrand, which my team was responsible for, added an additional layer of complexity.
Project 1
o2's Loyalty Program Overhaul
The Challenge
One of o2's loyalty offers is the "Kombi-Vorteil," a program bundling a self-discount (50% off from a customer's second mobile contract onward) with shareable discount codes for family and friends. At this time, the o2 customer base was shrinking due to competitive pressure in a telecom market with structurally low customer loyalty. This Kombi-Vorteil offer existed to counter that churn, but wasn't being run in a way that actually moved retention. Additionally, data on the program's offers wasn't being effectively factored into pricing or offer decisions.
My Approach
- A/B Test Analysis: Analyzed A/B test results across the existing Kombi-Vorteil program to identify which offer and pricing structures were actually converting well.
- Offer & Pricing Changes: Translated those findings into concrete offer and pricing changes: upselling and discount restructuring across the categories WiFi, multi-SIM plans, and o2 Grow.
- Art Direction: Revamped the campaign's art direction around a concrete problem-to-solution story: a quiz-style hook ("Wer spart bei o2 die Hälfte?") that visually differentiates the campaign from the email marketing mass, followed by clearly separated self-discount and gift-code sections.
At Scale
Revamping the loyalty program was the sum of many individual campaigns to execute the offer and pricing insights derived from the A/B tests. At scale, this was anchored by my overhaul of the o2 loyalty program "o2 Priority" as part of the ongoing o2 brand refresh, which included:
- (a)Reworking 25+ campaign templates (e.g. offer arrangement, image choice), 60+ design components, and copy text.
- (b)Introducing dark mode support across digital channels by persuading the client to implement it despite concerns about a negative impact on brand recognizability.
- (c)Initiating the brand revamp for the discount subsidiary "Blau" and gaining buy-in from Telefónica's Head of Brand by tying the client's quantitative conversion gaps to frictions in the UX/UI design.
What I Achieved
- Scoped and executed a loyalty program revamp through data-driven offer and pricing optimization across 25+ campaign templates and a complete brand refresh to drive retention for 10M customers and enable €340M in annual revenue
- Gained buy-in from Telefónica's Head of Brand by quantifying revenue loss from conversion gaps and synthesizing findings into a data-driven brand strategy presentation to secure a €250K client engagement
Project 2
iPhone 15 Apple Upselling Campaign
The Challenge
As is common in the industry, o2 ran device bundle campaigns, pairing a cellular contract with an upgrade or purchase of the newest phones, e.g., the iPhone 15 series. At the core, o2 needed to drive upgrades to the iPhone 15 series among existing subscribers by highlighting the device's improved features. Based on customer data and my assessment of past campaigns, it was clear that comparing more than two phones at once to a primarily mobile-only user base was costing the client real money. I set out to develop a better solution that could scale beyond this individual campaign.
My Approach
- Conversion Gap: Diagnosed the conversion gap: the existing way of comparing phones was hardly readable, overwhelming, and tedious.
- Stakeholder Requirements: Collected and mediated stakeholder requirements in meetings according to my dual account mandate to both o2 and its partner Apple.
- Wireframes & Prioritization: Built wireframes with potential layouts and prioritized product features to reduce complexity, ultimately arriving at an animated table module capable of comparing multiple phones at once.
- Technical Implementation: Partnered with developers to test technical implementation, including dynamic selection of a visual version that matches the customer's current phone model based on customer base data.
- Pitch & Delivery: Pitched the solution and gained buy-in, allowing me to proceed with leading the official implementation cycle with a 12-person team, including designers, strategists, brand managers, legal professionals, and developers.
What I Achieved
- +100% take-rate increase on the iPhone 15 upgrade campaign versus prior Apple promotions
- Adoption of the comparison module as permanent email and web infrastructure beyond this one campaign with Apple and o2
