Assistant Vice President , Product & Content Marketing

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:

We are seeking a commercially minded and audience-centric marketing leader to drive the go-to-market strategy and execution for Astro's content, products, offers, and customer propositions.

Reporting to the SAVP, Content Marketing, this role plays a critical leadership position in translating business priorities, content investments, audience insights, and product roadmaps into impactful integrated marketing strategies that drive acquisition, engagement, retention, and revenue growth.

The ideal candidate combines strong marketing fundamentals with deep expertise in content-led marketing, subscription businesses, entertainment/media ecosystems, and cross-functional stakeholder management.

What You’ll Do:

Strategic Marketing Leadership

• Develop and execute integrated content and product marketing strategies that support Astro's business objectives, subscriber growth targets, customer engagement goals, and revenue ambitions.

• Partner closely with Content, Product, Programming, Digital, Commercial, Customer, and Data teams to build effective go-to-market plans across content launches, product enhancements, platform initiatives, and promotional campaigns.

• Translate content and product roadmaps into compelling customer value propositions and differentiated market positioning.

Go-To-Market & Campaign Leadership

• Lead end-to-end planning and execution of major content marketing campaigns, product launches, seasonal initiatives, and customer lifecycle programmes.

• Own campaign development from strategy, audience segmentation, messaging, media planning, creative development, execution, optimisation, and post-campaign evaluation.

• Ensure all campaigns align with business KPIs including subscriber acquisition, viewing engagement, retention, ARPU growth, and customer lifetime value.

Audience & Consumer Insights

• Drive a deep understanding of Astro's customer segments through market research, behavioural analytics, audience consumption patterns, and competitive intelligence.

• Identify emerging market opportunities, consumer trends, and audience needs to strengthen Astro's content and product offerings.

• Champion customer-first thinking across all marketing initiatives.

Content Marketing Excellence

• Lead the marketing strategy for premium content properties, franchises, local originals, kids, Malay entertainment, international content, sports, and streaming propositions where applicable.

• Develop audience growth strategies that maximise content discoverability, engagement, viewing consumption, and brand affinity.

• Collaborate with programming and content teams to optimise content promotion calendars and audience reach.

Commercial & Growth Focus

• Work closely with commercial and product teams to drive subscription growth, upsell, cross-sell, and customer retention initiatives.

• Develop marketing strategies that improve product adoption and strengthen customer value perception.

• Support business case development and performance forecasting for major campaigns and initiatives.

Performance & Analytics

• Establish clear success metrics and performance measurement frameworks for all campaigns and initiatives.

• Analyse campaign effectiveness, audience engagement, and commercial outcomes to derive actionable insights and optimisation opportunities.

• Present strategic recommendations and performance updates to senior leadership and key stakeholders.

Stakeholder & Agency Management

• Serve as the primary marketing lead across internal stakeholders, creative partners, media agencies, production teams, and external vendors.

• Lead agency briefing, performance management, budget allocation, and campaign governance processes.

• Influence and align diverse stakeholders towards common business objectives.

Team Leadership

• Mentor, coach, and develop high-performing marketing talent within the team.

• Foster a culture of innovation, accountability, collaboration, and continuous improvement.

• Drive process enhancements and operational excellence within the marketing function.

REQUIREMENTS:

Who You Are:

Critical Competencies

Preferred Experience

• Familiarity with content performance analytics, audience insights, and customer engagement metrics.

• Experience managing high-profile content launches, franchise campaigns, sports properties, or major entertainment brands.

• Experience marketing subscription-based products, digital services, or consumer-facing offerings.

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.