Director, Marketing Strategy-Customer Base Management and Retention
Job Description
Brightspeed is looking a strategic, results-driven Director, Marketing Strategy-Customer Base Management & Retention to lead initiatives that maximize customer lifetime value, accelerate revenue growth, and strengthen retention across our residential and small business customer base. You will own the customer base management strategy, leveraging data-driven insights, targeted offers, and innovative marketing programs to increase average revenue per user (ARPU), drive product adoption, reduce churn, and improve customer loyalty. You will also bring a strong combination of commercial acumen, analytical expertise, and cross-functional leadership, with a proven ability to translate customer insights into measurable business results.
As Director, Marketing Strategy - Customer Base Management & Retention, your duties and responsibilities will include:
Customer Base Strategy & Revenue Growth
- Develop and execute a comprehensive customer base management strategy aligned with Brightspeed's growth, revenue, and retention objectives
- Drive ARPU expansion through pricing strategies, speed upgrades, value-added services (VAS), product migrations, and targeted cross-sell opportunities
- Identify growth and retention opportunities across customer segments, geographic markets, and competitive environments
- Own the strategic roadmap for customer base initiatives, ensuring alignment with financial targets and enterprise priorities
Customer Retention & Lifecycle Management
- Lead proactive retention, churn prevention, customer win-back, and loyalty strategies to maximize customer lifetime value
- Develop targeted lifecycle marketing programs that strengthen customer engagement, particularly during early tenure and critical customer milestones
- Partner with Customer Experience, Sales, and Operations to improve customer journeys, address service challenges, and reduce avoidable churn
- Establish differentiated retention and offer strategies based on customer value, competitive dynamics, and behavioral insights
Offer Strategy & Commercial Optimization
- Lead customer offer strategy, including promotional pricing, retention incentives, product upgrades, and targeted marketing programs
- Partner with Pricing, Product, and Finance to optimize offer economics, promotional investments, and profitability
- Evaluate business cases, financial forecasts, and program performance to maximize incremental revenue and return on investment
- Establish clear governance and performance measures for customer offers and marketing initiatives
Data-Driven Marketing & Performance
- Leverage advanced analytics, customer segmentation, predictive modeling, and AI-driven insights to identify growth opportunities and optimize customer engagement
- Partner with Analytics and Technology teams to strengthen personalized marketing, next-best-action strategies, and campaign effectiveness
- Establish performance metrics and accountability for revenue growth, retention, customer adoption, and marketing ROI
- Continuously evaluate program effectiveness and refine strategies based on measurable customer and financial outcomes
Cross-Functional & Team Leadership
- Serve as a strategic partner across Marketing, Sales, Customer Experience, Digital, Product, Finance, Technology, and Operations to drive coordinated execution
- Lead and develop a high-performing team focused on customer strategy, lifecycle marketing, analytics, and offer management
- Influence senior leadership through actionable insights, strategic recommendations, and business performance reporting
- Ensure customer programs are executed consistently, efficiently, and in alignment with regulatory requirements and customer experience standards
Key Performance Indicators
- Revenue Growth: ARPU expansion, incremental revenue, speed upgrades, and VAS adoption
- Customer Retention: Churn reduction, customer save rates, win-back conversion, and customer lifetime value
- Marketing Effectiveness: Campaign ROI, offer conversion, promotional investment efficiency, and incremental financial impact
- Customer Experience: Customer satisfaction, lifecycle engagement, digital adoption, and retention performance
Qualifications
WHAT IT TAKES TO CATCH OUR EYE:
- Bachelor's degree in Marketing, Business, Analytics, or a related field
- 10+ years of progressive experience in telecommunications, subscription-based services, customer lifecycle marketing, revenue growth, or retention strategy
- 5+ years of experience leading customer growth, pricing, offer management, or retention strategies, including at least 3 years of people leadership
- Demonstrated success driving measurable improvements in revenue, ARPU, customer retention, and marketing effectiveness
- Strong financial acumen with experience developing business cases, evaluating offer economics, and managing marketing investments
- Experience leveraging customer analytics, segmentation, marketing automation, and predictive modeling to inform business decisions
- Exceptional strategic thinking, executive communication, and cross-functional leadership capabilities
BONUS POINTS FOR:
- MBA or advanced degree in Business, Marketing, or Analytics
- Experience within telecommunications, broadband, fiber, or internet service providers
- Expertise in customer lifecycle management, competitive retention strategies, pricing optimization, and digital customer engagement
WHAT SUCCESS LOOKS LIKE:
The successful candidate will build a scalable, data-driven customer base management strategy that delivers sustainable revenue growth, improves customer retention, expands product adoption, and strengthens customer lifetime value. This leader will connect customer insights with commercial opportunities, driving measurable results while creating a more personalized and compelling customer experience.
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Additional Information
WHY JOIN US?
We aspire to contemporary ways of working.
Recognized as a Top Workplace by the Charlotte Observer, Brightspeed HQ is located on the 7th floor of the new Vantage South End - East Tower in Charlotte, NC. We prioritize hiring talent in the Charlotte area, whenever possible, to make it a truly vibrant destination for our hybrid workforce. At Brightspeed, we have roles that are designated as remote, hybrid, office or field-based, depending on the position, business needs and individual circumstances. We also invest in technology that enables our entire team to stay connected. Why? Because Brightspeed recognizes the value of finding the best talent for the job, wherever they may be.
We offer competitive compensation and comprehensive benefits.
Our benefits and paid time off programs reflect our underlying belief in promoting overall wellness through physical, emotional and financial health. Brightspeed offers a comprehensive benefit program, including competitive medical, dental, vision, and life insurance; an employee assistance program; a 401K plan with company match and a host of voluntary benefits.
Inclusion and belonging are at the center of our grounding belief in Being Real.
When we bring our authentic selves to work, everyone is better as a result. A diverse team helps us be fierce advocates for more accessible, inclusive and high-quality internet, because we believe doing so promotes equity in the communities we serve.
Brightspeed is an Equal Opportunity Employer that is committed to inclusion of all qualified individuals, including individuals with a disability/veterans. If you require reasonable accommodation to complete a job application or to otherwise participate in the hiring process, please contact [email protected] to initiate the accommodations process.
For all applicants, please take a moment to review our Privacy Notices:
Company Description
At Brightspeed, we are reimagining how people live, work, play and connect by providing fast, reliable internet connections and an awesome customer experience in twenty states throughout the Midwest and South.
Backed by funds managed by Apollo Global Management, our vision is to accelerate the upgrade of copper to fiber optic technologies, bringing faster and more reliable internet service to many rural markets traditionally underserved by broadband providers, while delivering best-in-class customer experience.
Be a part of the team that will make this vision a reality….designing and building a world class fiber network and creating a customer experience second to none.
