Role clarity (RASCI)
To ensure clear ownership and effective collaboration within the central capability model, the Retention & Engagement Lead operates within the following RASCI framework:
Responsible (R)
Global retention, engagement and lifecycle strategy
Engagement and churn‑reduction frameworks across products and markets
Loyalty, value, upgrade and cross‑sell strategy definition
Fan community strategy and participation models
Identification of behavioural signals impacting engagement and retention
Accountable (A)
Delivery of retention, engagement and customer lifetime value outcomes against agreed KPIs
Ensuring engagement and lifecycle strategies are commercially effective and scalable
Ensuring retention initiatives are aligned to product roadmap and acquisition quality
Supporting (S)
Local market execution of lifecycle, retention and engagement initiatives
Product marketing of fan propositions throughout the lifecycle
White‑label deployments with engagement and retention playbooks
Consulted (C)
Product teams on retention‑driven feature prioritisation and engagement design
Growth & Acquisition Lead on lifecycle handover points, upgrade pathways and fan value optimisation
Data and Insight teams on cohort analysis, behavioural modelling and performance interpretation
Informed (I)
Senior stakeholders on engagement trends, churn drivers, retention risks and value‑growth opportunities
This RASCI model ensures the Retention & Engagement Lead has clear ownership of lifecycle value and engagement performance, while enabling strong cross‑functional collaboration and effective local execution.
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