Lead - Retention and Engagement

The Lead, Retention and Engagement is responsible for developing and executing TOD’s customer retention, engagement, and subscriber lifecycle strategy across MENA, with the objective of reducing churn, improving renewal and reactivation rates, increasing customer engagement, and maximizing subscriber lifetime value.

The role will lead data-driven retention and lifecycle initiatives across the full customer journey, from onboarding and active engagement through renewal, churn prevention, win-back, and reactivation. Working closely with Marketing, CRM, Product, Customer Care, Analytics, Commercial, Content, Technology, and Finance, the role will identify subscriber behavior and churn drivers, develop targeted customer segments and interventions, and continuously optimize customer engagement and loyalty.

The position will also oversee the planning and execution of personalized, multi-channel lifecycle campaigns, ensuring that customer insights, content preferences, sports calendars, viewing behavior, subscription data, and commercial objectives are translated into relevant and measurable retention initiatives.

The role is accountable for monitoring key retention KPIs, including churn, renewal, reactivation, engagement, customer lifetime value, and campaign performance, and for providing actionable recommendations to improve subscriber value and long-term loyalty.

• Develop and lead TOD’s customer retention and lifecycle strategy across MENA markets.
• Define retention priorities, initiatives, and customer journeys across acquisition, onboarding, engagement, renewal, churn prevention, cancellation, and win-back stages.
• Identify key churn drivers and develop targeted initiatives to improve subscriber retention and loyalty.
• Build differentiated retention strategies for various customer segments, subscription types, markets, and customer value groups.
• Develop initiatives aimed at increasing subscription tenure, renewal rates, engagement, and customer lifetime value.
• Partner with relevant teams to develop proactive and reactive churn-prevention programs.
• Lead and align the retention strategy across Sports and Entertainment subscriber segments, ensuring differentiated approaches based on content consumption, customer behavior, seasonality, and commercial priorities.
• Develop retention plans around major sports tournaments, premium entertainment releases, and key content moments to maximize subscriber engagement and minimize post-event churn.

• Lead the planning, execution, and continuous optimization of CRM and lifecycle campaigns across email, push notifications, in-app messaging, SMS, Whats App, and other approved customer communication channels.
• Develop personalized customer journeys based on subscriber behavior, viewing and content consumption patterns, engagement, payment status, tenure, and predicted churn risk.
• Establish automated lifecycle journeys including onboarding, activation, engagement, renewal reminders, payment recovery, churn prevention, and win-back.
• Ensure appropriate customer segmentation and personalization to improve campaign effectiveness.
• Drive continuous A/B testing and optimization of retention communications, offers, messaging, timing, and channels.
• Ensure lifecycle communications comply with customer consent, data privacy, communication governance, and brand guidelines across MENA markets.

• Monitor voluntary and involuntary churn and develop strategies to reduce both.
• Design cancellation journeys and save strategies aimed at retaining customers before subscription termination.
• Work with Product, Payment, Technology, and Customer Care teams to address…