AVP, Base Management

Astro; Kuala Lumpur; On-site; MYR 180,000 - 240,000; Full time

Job summary

Astro Malaysia is a leading entertainment company seeking a senior Customer Lifecycle Management professional to drive retention and revenue growth. We are an inclusive employer that values diversity and empowers our people to be their best.

The role covers churn reduction, lifecycle strategy across acquisition to loyalty, data analytics, and commercial performance. You will collaborate with Content & Channel teams to optimize engagement across Linear TV, OTT, and streaming platforms.

Qualifications

• Bachelor’s degree in business/marketing/economics etc. or related field.
• MBA or relevant certification is a plus.
• 7–10 years in Customer Lifecycle Mgmt, CRM, Retention, Base Management or related fields.
• 3–5 years of people management experience.
• Proven experience managing retention, churn reduction and revenue growth initiatives.
• Strong experience in campaign analysis and performance management.
• Experience building business cases and presenting to senior leadership.

Responsibilities

• Develop and implement retention strategies to reduce churn.
• Monitor churn trends and drivers impacting subscriber retention.
• Lead proactive retention and save campaigns for at‑risk segments.
• Evaluate campaign effectiveness and recommend improvements.
• Define lifecycle journeys from acquisition to loyalty and recontracting.
• Develop targeted offers based on customer behavior and segment needs.
• Identify opportunities to enhance customer lifetime value (CLV).
• Monitor KPIs like churn, retention, ARPU and revenue.
• Build business cases and recommendations to improve outcomes.
• Track and report campaign performance against targets.
• Collaborate with Content & Channel teams to support acquisition, retention and engagement objectives.
• Monitor content ecosystem trends and opportunities.

Skills

CRM

Retention

Data Analytics

Campaign Analysis

Leadership

Education

Bachelor’s Degree in Business Administration/Marketing/Economics/Statistics/Data Analytics/Finance or related field

MBA or relevant professional certification

Tools

CRM software

Campaign analytics tools

Job description

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.