Job Description

WHY JOIN US?

• We practice a vibrant & energetic office culture.
• We provide opportunities for career advancement within the company.
• Good performance is always rewarded accordingly.

“It's our people that make Astro Malaysia’s leading entertainment company. We are an inclusive employer, to enable everyone at Astro to be their best. We embrace differences – we celebrate it, we support it, and we thrive on it for the benefit of our employees, our products/services and our community. We also understand and appreciate that diversity is a driver of creativity and innovation, which will make our business more competitive, compelling and profitable.”

JOB RESPONSIBILITIES:

Key Responsibilities

Portfolio Performance & Insights

• Monitor prepaid portfolio health across active base, churn, retention, recharge, usage, ARPU, revenue, product adoption, and customer engagement.
• Analyse performance trends and customer behaviour to identify root causes, risks, and growth opportunities.
• Translate data into clear commercial insights and actionable recommendations for management.
• Develop and maintain portfolio dashboards, performance reviews, and ad hoc business analyses.

CRM & Customer Lifecycle Management

• Plan and execute CRM initiatives across the customer lifecycle, including onboarding, early-life engagement, usage and recharge stimulation, upsell/cross-sell, retention, churn prevention, reactivation, and win-back.
• Identify relevant customer segments and develop targeted propositions, offers, and engagement approaches based on customer behaviour.
• Continuously optimise lifecycle journeys to improve customer engagement and lifetime value.

Campaign Management & Optimisation

• Manage assigned CRM campaigns end-to-end, from objective setting and segmentation through execution, measurement, and optimisation.
• Track campaign response, conversion, incremental revenue, retention uplift, offer take-up, and ROI.
• Apply a structured test-and-learn approach, including control groups where appropriate, to establish incremental campaign impact.
• Capture campaign learnings and translate them into improvements for subsequent initiatives.

Commercial & Customer Value Optimisation

• Identify opportunities to improve portfolio monetisation, product adoption, customer engagement, and retention.
• Assess the impact of product launches, promotions, pricing changes, and market activities on the existing customer base.
• Recommend and implement actions that improve customer value while maintaining a positive customer experience.

Stakeholder & Execution Management

• Work cross-functionally with Product, Marketing, Digital, Sales, Analytics, Technology, Finance, Customer Service, and other relevant teams.
• Define clear business requirements and coordinate implementation, testing, launch readiness, and post-launch monitoring.
• Take ownership of assigned initiatives, proactively managing deliverables, dependencies, issues, and timelines.

Key Measures of Success

• Portfolio Health: Active base, retention/churn, engagement, recharge, usage, ARPU and customer value.
• CRM Effectiveness: Conversion, incremental revenue, retention uplift, reactivation, upsell/cross-sell and campaign ROI.
• Insights & Analytics: Quality, accuracy and timeliness of analysis; ability to identify drivers and recommend actionable interventions.
• Execution: Timely and accurate delivery of CRM and portfolio initiatives.
• Optimisation: Measurable improvement generated through segmentation, experimentation, and continuous optimisation.

Skills & Competencies

• Strong analytical and commercial thinking with the ability to translate data into business actions.
• Good understanding of CRM, customer lifecycle management, segmentation, and campaign measurement.
• Strong Excel and PowerPoint capabilities; experience with BI/analytics tools is advantageous.
• Strong problem-solving skills with attention to detail and a customer-centric mindset.
• Effective communication and stakeholder management across cross-functional teams.
• Ability to independently manage multiple priorities and deliver against timelines.

REQUIREMENTS:

The role is expected to demonstrate ownership beyond reporting, independently managing defined areas of portfolio and CRM performance and proactively identifying opportunities for improvement.

Monitor → Analyse → Identify Opportunity → Recommend → Execute → Measure → Optimise

Success in the role means not only explaining what happened, but determining why it happened, what action should be taken, and whether that action delivered measurable commercial impact.