AVP, Base Management

Astro; Kampung Malaysia Tambahan; On-site; MYR 120,000 - 180,000; Full time

Job summary

Astro Malaysia invites a Senior Customer Lifecycle & Retention Manager to lead retention, churn reduction, and revenue growth. You will define lifecycle journeys, develop targeted offers, and collaborate with Content, Data Analytics, and Commercial teams.

Candidates should have 7-10 years in the field, a Bachelor’s degree, and MBA is advantageous. This role focuses on data-driven strategies across acquisition, onboarding, engagement, retention, recontracting, and loyalty to maximize CLV.

Qualifications

• Bachelor's degree required; MBA or relevant certification advantageous.
• 7–10 years of experience in Customer Lifecycle Management, CRM, Retention, Base Management, Commercial Strategy, Marketing Analytics, or related fields.
• 3–5 years of people management experience.
• Proven track record managing customer retention, churn reduction and revenue growth initiatives.
• Strong experience in campaign analysis and performance management.
• Experience developing business cases and presenting recommendations to senior leadership.

Responsibilities

• Develop and implement retention strategies to reduce churn.
• Monitor customer churn trends and identify key drivers impacting subscriber retention.
• Lead proactive retention and save campaigns for at‑risk customer segments.
• Evaluate campaign effectiveness and recommend improvements.
• Define lifecycle journeys across acquisition, onboarding, engagement, retention, recontracting, winback, and loyalty stages.
• Develop targeted offers and propositions based on customer behavior and segment needs.
• Identify opportunities to enhance customer lifetime value (CLV).
• Monitor subscriber KPIs including churn, retention, recontracting, ARPU, and revenue.
• Build business cases and recommendations to improve customer and commercial outcomes.
• Track and report campaign performance against business targets.
• Collaborate with Content team to define content and channel strategies that support subscriber acquisition, retention and engagement objectives.
• Identify gaps and opportunities within the channel portfolio, including Linear TV, OTT app and streaming propositions.
• Monitor customer consumption trends and competitor offerings to recommend improvements to the content ecosystem.
• Analyze customer data and develop actionable insights.
• Leverage predictive models and customer segmentation to improve targeting accuracy.
• Utilize customer behavior, usage and viewership data to identify growth opportunities.

Skills

CRM knowledge

Campaign analysis

Data analytics

People management

Education

Bachelor's Degree in Business Administration, Marketing, Economics, Statistics, Data Analytics, Finance or related field

MBA or relevant professional certification

Tools

CRM software

Job description

• We practice a vibrant & energetic office culture.
• We provide opportunities for career advancement within the company.
• Good performance is always rewarded accordingly.

WHY JOIN US?

• We practice a vibrant & energetic office culture.
• We provide opportunities for career advancement within the company.
• Good performance is always rewarded accordingly.

“It's our people that make Astro Malaysia’s leading entertainment company. We are an inclusive employer, to enable everyone at Astro to be their best. We embrace differences – we celebrate it, we support it, and we thrive on it for the benefit of our employees, our products/services and our community. We also understand and appreciate that diversity is a driver of creativity and innovation, which will make our business more competitive, compelling and profitable.”

Job Responsibilities

Customer Retention & Churn Management

• Develop and implement retention strategies to reduce churn.
• Monitor customer churn trends and identify key drivers impacting subscriber retention.
• Lead proactive retention and save campaigns for at-risk customer segments.
• Evaluate campaign effectiveness and recommend improvements.

Customer Lifecycle Strategy

• Define lifecycle journeys across acquisition, onboarding, engagement, retention, recontracting, winback, and loyalty stages.
• Develop targeted offers and propositions based on customer behavior and segment needs.
• Identify opportunities to enhance customer lifetime value (CLV).

Commercial Performance Management

• Monitor subscriber KPIs including churn, retention, recontracting, ARPU, and revenue.
• Build business cases and recommendations to improve customer and commercial outcomes.
• Track and report campaign performance against business targets.

Content & Channel Strategy

• Collabrate with Content team to define content and channel strategies that support subscriber acquisition, retention and engagement objectives.
• Identify gaps and opportunities within the channel portfolio, including Linear TV, OTT app and streaming propositions.
• Monitor customer consumption trends and competitor offerings to recommend improvements to the content ecosystem.

Data Analytics & Insights

• Analyze customer data and develop actionable insights.
• Leverage predictive models and customer segmentation to improve targeting accuracy.
• Utilize customer behavior, usage and viewership data to identify growth opportunities.

Requirements

Qualification Requirements:

• Bachelor's Degree in Business Administration, Marketing, Economics, Statistics, Data Analytics, Finance or a related field.
• MBA or relevant professional certification is an added advantage.
• Minimum 7-10 years of experience in Customer Lifecycle Management, CRM, Retention, Base Management, Commercial Strategy, Marketing Analytics, or related fields.
• Minimum 3-5 years of people management experience.
• Proven experience managing customer retention, churn reduction and revenue growth initiatives.
• Strong experience in campaign analysis and performance management.
• Experience developing business cases and presenting recommendations to senior leadership.