About the Role
At beIN SPORTS CONNECT, we believe every interaction is an opportunity to create a fan for life.
Reporting to the Executive Vice President, Marketing, Growth & Consumer, APAC, the Customer Growth & Experience Manager is responsible for growing customer lifetime value by creating exceptional experiences across the entire subscriber journey.
Leading the Customer Growth & Experience function, you will oversee CRM and lifecycle marketing, Customer Care, marketing automation, customer insights and organic growth initiatives. Working at the intersection of Marketing, Product, Data and Technology, you will use customer insights, automation, AI and experimentation to deliver meaningful business outcomes through improved engagement, retention, loyalty and customer satisfaction.
This is a hands-on role for someone who enjoys connecting data, technology and customer insights to solve problems, improve customer experiences and drive sustainable growth.
Key Responsibilities
Customer Growth Strategy
- Own the end-to-end customer lifecycle across acquisition, onboarding, engagement, retention, loyalty and win-back.
- Develop and execute initiatives that increase customer lifetime value, improve retention and reduce churn.
- Identify opportunities to drive sustainable organic growth through referrals, advocacy and customer engagement.
- Establish a culture of continuous experimentation, optimisation and customer-first thinking.
CRM & Lifecycle Marketing
- Lead the omnichannel CRM strategy across email, push notifications, in-app messaging, messaging platforms and other owned customer channels
- Design and optimise automated customer journeys that deliver personalised experiences at scale.
- Develop customer segmentation strategies using behavioural and transactional data.
- Continuously improve campaign performance through testing, experimentation and data-driven optimisation.
Customer Care & Experience
- Lead the Customer Care function, ensuring an exceptional customer experience across every customer touchpoint.
- Establish service standards and monitor customer care KPIs, including Customer Satisfaction (CSAT), Net Promoter Score (NPS) and other customer care metrics.
- Analyse customer feedback, support trends and behavioural data to identify opportunities for product, process and communication improvements.
- Partner with Product, Technology and Marketing teams to eliminate customer pain points and improve the end-to-end customer journey.
- Drive continuous improvement through self-service, automation, AI-assisted support and knowledge management.
- Champion the Voice of the Customer by ensuring customer insights influence product development and business decisions.
Data, Technology & Growth
- Build dashboards and reporting frameworks that provide meaningful customer and business insights.
- Translate customer data into actionable recommendations that improve commercial performance.
- Partner with Data and Product teams to ensure customer data is accurate, connected and accessible across platforms.
- Support the implementation and optimisation of customer engagement technologies, automation tools and AI-driven capabilities.
- Identify opportunities to streamline workflows and improve operational efficiency through technology.
What You'll Bring
Essential
- 5+ years experience in customer growth, CRM, lifecycle marketing, customer experience, digital marketing or a related discipline within a subscription, OTT, SaaS, media or technology business.
- Demonstrated success improving customer engagement, retention, customer satisfaction and customer lifetime value.
- Experience leading or partnering closely with Customer Care or Customer Support operations.
- Hands-on experience with CRM platforms such as Braze, Salesforce Marketing Cloud, MoEngage, Iterable or similar.
- Strong SQL skills and the ability to analyse customer data independently.
- Working knowledge of HTML, CSS and templating languages such as Liquid.
- Understanding of APIs, customer data platforms, marketing automation and system integrations.
- Experience designing customer lifecycle journeys, segmentation strategies and marketing automation programmes.
- Strong analytical skills using GA4, Looker, Tableau, Power BI or similar reporting platforms.
- Experience running A/B tests and using experimentation to improve customer outcomes.
- Excellent stakeholder management and communication skills.
- A proactive, resourceful and commercially minded approach with a passion for solving customer problems through data and technology.
Desirable
- Experience in sports, entertainment, streaming, media or other subscription-based businesses.
- Experience managing customer support platforms such as Zendesk, Intercom or Freshdesk.
- Familiarity with Python, JavaScript or AI-assisted workflow tools.
- Experience applying AI to improve customer engagement, operational efficiency or customer support.
- Passion for sport and a strong understanding of digital fan behaviour.
- A degree in Marketing, Business, Data Analytics, Computer Science or a related discipline is advantageous but not essential.
Success in this Role
Success will be measured by your ability to:
- Increase customer lifetime value (LTV).
- Improve subscriber retention and reduce churn.
- Increase customer engagement and Monthly Active Users (MAU).
- Improve Customer Satisfaction (CSAT), Net Promoter Score (NPS) and App Store ratings.
- Increase CRM-attributed engagement and conversion.
- Improve Customer Care operational performance and efficiency.
- Increase marketing automation and AI adoption.
- Deliver measurable improvements to the end-to-end customer experience.
- Build a culture of experimentation and continuous optimisation.
