Vice President - Retention & Lifecycle Marketing

AMC Networks•New York, NY

1d•Hybrid

About The Position

AMC Global Media is seeking a Vice President - Retention & Lifecycle Marketing to join their Audience & Media Strategy team. This role will be responsible for driving the overall strategy and execution for streaming retention marketing, aiming to increase engagement and reduce churn across AMC Global Media's streaming services. The position requires a deep understanding of subscriber analytics, building retention plans tailored to each streaming service's brand, content, and subscriber profiles, and developing target KPI goals in collaboration with various teams. The role involves creating comprehensive subscriber communication plans across email, push, and in-app notifications, and working closely with partner management to develop retention strategies for key partner environments. Additionally, the Vice President will leverage strategic pricing promotions, incorporate different product types like Ad Tiers and Bundles into audience targeting, and analyze the impact of linear, FAST, and social media promotions on streaming engagement. The role also requires monitoring product rollouts, staying informed about market changes, and utilizing A/B testing to optimize messaging and creative strategies. The company is committed to nondiscrimination in employment practices.

Requirements

Bachelor’s degree
10-15 years of relevant work experience
At least 8 years specific to customer retention marketing
Prior experience within a subscription based streaming service and/or a DTC environment a plus
Strong knowledge and experience with CRM systems, including segmentation, automation and email platforms
A strategic mindset and the ability to think critically, identify opportunities, and develop innovative solutions to enhance the customer experience
Experience leading content-driven lifecycle strategies
Expertise in relevant analytical tools and methodologies (experiment design, A/B testing, performance attribution, analysis and reporting) with proven ability to translate performance metrics into actionable insights
Strong communication and collaboration skills, with an ability to present business cases and persuade stakeholders
Experience working on a matrixed, cross-functional team
Knowledge of customer feedback tools and best practices
Excellent interpersonal skills with a high level of emotional intelligence, including the ability to collaborate between diverse teams and individuals
Experience working with product, engineering and technology teams a plus

Nice To Haves

Prior experience within a subscription based streaming service and/or a DTC environment
Experience working with product, engineering and technology teams

Responsibilities

Drive overall strategy and execution for streaming retention marketing with the goal of increasing engagement and reducing churn across AMC Global Media streaming services.
Develop a deep understanding of subscriber analytics including audience cohorts based on both tenure and viewership behavior for each streaming service.
Build and manage a retention plan across for each streaming service based on each brand’s content slate, unique subscriber cohort profiles and viewership drivers to leverage key engagement opportunities and offset churn risks.
Develop target KPI goals based on engagement and churn metrics by streaming service in collaboration with Streaming Products, Subscriber Analytics and Research teams.
Develop comprehensive subscriber communications plans, learning agendas, KPIs and goal setting across the DTC and Partner streaming portfolio (including email, push, in-app notification) to drive engagement, reduce churn, and maximize winback opportunities.
Work closely with Partner Management team to develop retention plans for key Partner environments with the focus on leveraging each partner’s product capabilities and available data to drive engagement and reduce churn including developing custom lifecycle messaging for key partner cohorts.
In collaboration with Partner Management, Streaming Products and Marketing teams, leverage strategic pricing promotions – particularly with partners -- to maximize engagement opportunities and minimize churn risks.
Incorporate different product types (Ad Tiers, Bundles) in overall audience targeting strategies to drive the best retention and winback outcomes.
Work with Owned & Operated Promo Planning, Partner Management, Subscriber Analytics/Research, and Business Intelligence to understand impact of linear and FAST promotion on streaming engagement.
Understand impact of other owned ecosystem promotion – particularly social media – on streaming engagement in collaboration with Marketing and Research teams.
Coordinate closely with Product Strategy & Operations team to monitor product rollouts/enhancements and their effects on retention.
Keep an eye on market changes and developments – particularly across Partner Platforms – that present new opportunities or risks for subscriber retention and our ability to engage our user base.
Leverage A/B testing capabilities, particularly in CRM, to develop a better understanding of what creative and messaging drives streaming engagement across brands and work with the broader creative and marketing teams to optimize messaging accordingly.
Consistently stay informed with best-in-class retention practices.