VP - Retention Marketing

Job Description

AMC Networks is home to many of the greatest stories and characters in TV and film and the premier destination for passionate and engaged fan communities around the world.

We create and curate celebrated series and films across distinct brands and make them available to audiences everywhere. Our portfolio includes targeted streaming services AMC+, Acorn TV, Shudder, Sundance Now, ALLBLK and HIDIVE; cable networks AMC, BBC AMERICA, IFC, Sundance TV and WE tv; and film distribution labels IFC Films and RLJE Films. The company also operates AMC Studios, our in-house studio, production, and distribution operation behind acclaimed and fan-favorite originals including The Walking Dead Universe and the Anne Rice Immortal Universe, and AMC Networks International, our international programming business.

We are currently seeking a VP - Retention Marketing to join our consumer marketing & media team based in our New York, New York headquarters.

JOB SUMMARY 

This position will play a pivotal role on the AMC Marketing team by overseeing retention and customer lifecycle marketing for our suite of streaming products. Initially reporting to the EVP, Media & Audience Strategy, this role is focused on gaining a holistic understanding of our audiences, driving customer loyalty, and reducing churn. 

The VP, Retention Marketing will own the strategy for retaining subscribers and increasing customer lifetime value by developing a full retention plan across the portfolio of AMCN streaming services with the focus of increasing engagement metrics and lowering churn rates across the portfolio in close collaboration with cross-functional teams including Streaming Products, CRM, Partner Management, Research and others. The VP, Retention Marketing role will consistently challenge and innovate across our retention efforts to discover and unlock new opportunities to engage and satisfy our consumers. 

JOB RESPONSIBILITIES 

• Drive overall strategy and execution for streaming retention marketing with the goal of increasing engagement and reducing churn across AMCN 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 
• Along with VP, CRM & Lifecycle Marketing 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 (i.e., Verizon promo subscribers, Charter cable subscribers who authenticate and access AMC+ as part of cable package, device subscribers, etc.) 
• 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 SVP, Product Strategy & Operations to monitor product rollouts/enhancements and their effects on retention 
• Keep an eye on market changes and developments – particular