Director of Retention & Analytics, Hayu

Job Description

The Director of Retention & Analytics will be responsible for managing all aspects of customer retention activity, covering CRM, Customer Service and Analytics. The Director will report to the SVP of Marketing Hayu & DTC and will manage a team of CRM and Analytics experts, plus multiple global supplier partners across Marketing Technology.

The role will work closely with Regional Brand and User Acquisition teams to deliver on an integrated marketing strategy to acquire and retain highly engaged valuable subscribers. The ideal candidate for this role will have strong experience within a subscription-based business building out CRM and data capabilities.

In this pivotal role, you'll lead and grow a high-performing team of four across CRM and Analytics, owning the strategy and execution of initiatives that deepen customer relationships, drive engagement, and increase lifetime value. As a trusted advisor within the marketing organization, you'll collaborate cross-functionally to shape the customer journey, leveraging insights and innovative tactics to drive fandom among our reality TV superfans! If you're passionate about using data to tell stories, drive results, and building loyalty at scale—we'd love to talk!

CRM

Ensuring all customer communication is optimised towards increasing the lifetime value of the customer by driving viewership and behaviours identified to decrease churn across multiple viewing & billing platforms in 45 international markets. Responsible for end-to-end strategy & execution of CRM engagement strategy across the customer lifecycle including conversion, activation, engagement and offboarding. Oversee coordination with the Content team to ensure all key content releases are communicated effectively across multiple channels. Optimise CRM activity via continuous testing and implementing automated processes to drive viewership across relevant customer segments. Guide the Analytics team to measure effectiveness of CRM strategy and to implement new insights that have been proven to drive customer engagement.

Analytics

Lead a team of analysts to deliver a program of work that drives insights for the marketing team and wider stakeholders across the business. Deliver and oversee customer models (segmentation, churn) to provide a foundation for marketing campaigns and wider business insights. Work closely with the Data Engineering team to maximise Hayu’s data capability to drive key business objectives (drive quality user acquisition & maximise users LTV) Manage workloads and priorities to build out a suite of business reports that deliver on the insight needs of the business. Provide subscriber churn forecasting to multiple stakeholders.

Marketing Technology

Strong expertise of customer engagement platforms (Salesforce, Braze or similar) along with working knowledge of CDPs (mParticle or similar) and understanding of marketing attribution (AppsFlyer or similar) platforms. Work with a wider Marketing team to understand priorities and marketing technology needs. Be responsible for sourcing and vetting new Retention marketing technology vendors to ensure key marketing tech needs for retention teams are met, including managing the existing supplier list. Key liaison for the Product team for new technology builds and cross functional projects that require marketing input. Work with Global Procurement & Legal teams to ensure all marketing tech commercial contracts are in line with global MSA expectations. Comprehensive budget and cost management across multiple lines and suppliers.

Qualifications

Basic Requirements: 

Detailed understanding of the underlying mechanics of a direct-to-consumer subscription business and how CRM, Customer Service and Data teams work within that context. Strong experience of optimising subscription business metrics including cancellations/churn reduction to improve ARPU & LTV Expert in creation and execution of CRM campaigns across multiple channels and platforms (web, mobile, TV). Strong budget management skills, with ability to manage suppliers across numerous specialisms. Be the business expert in CRM and analytics with an ability to communicate complex and detailed approaches to senior management and stakeholders. Experience within a smaller business unit inside of a highly matrixed environment is strongly preferred. Willingness to undertake travel, as necessary.

The responsibilities associated with this position are not limited to the above description and may be modified at any time by the Company.

Additional Information

As part of our selection process, external candidates may be required to attend an in-person interview with an NBCUniversal employee at one of our locations prior to a hiring decision. NBCUniversal's policy is to provide equal employment opportunities to all applicants and employees without regard to race, color, religion, creed, gender, gender identity or expression, age, national origin or ancestry, citizenship, disability, sexual orientation, marital status, pregnancy, veteran status, membership in the uniformed services, genetic information, or any other basis protected by applicable law.

If you are a qualified individual with a disability or a disabled veteran and require support throughout the application and/or recruitment process as a result of your disability, you have the right to request a reasonable accommodation. You can submit your request to AccessibilityS.