AVP, Customer Retention & Growth Strategy

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

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.