Becky Luce

About Becky Luce

Extremely motivated, results driven, Sr. Director with extensive experience leading complex initiatives, pricing strategy and customer retention. Skilled at using data and trends to define, develop and implement marketing plans to maximize profitability and growth. Proven success building, defining and executing strategy, identifying consumer needs and spearheading initiatives that drive the strategy, improving ROI and exceeding KPI’s. Dynamic leader with an innate ability to lead cross functional stakeholders to align objectives and execute.

Experience

1. Sr Director Strategy & Marketing Operations

   DISH TV

   Jun 2021 — Present · Roseland, NJ, US

   Managed an organization of ~40 employees with teams responsible for Pricing and Product Strategy, Go To Market (GTM) Operations, Base Marketing & Customer Retention, Subscriber Migrations & Demand Planning Strategized with the rest of the senior leadership team to reduce customer churn and grow subscriber acquisition in new and existing channels. Implemented new customer retention strategies to focus on proactive retention, customer lifecycle management and base monetization Led the cross functional team responsible for the Boost customer migration for the CDMA Network shutdown. Accomplished the migration of 950K subscribers in less than 4 months. Exceeded the original stranded subscriber target, whilst maintaining record low customer churn (No Increase), resulting insignificant revenue savings Managed cross functional teams to align marketing, sales & offer strategy, cross sell and upsell opportunities to maximize customer lifetime value (LTV) Built a high performing pricing and demand planning organization for DISH Retail wireless brands, including Boost Mobile. Evaluated competitor moves, their impact on current market position and developed responses to profitably maintain market share. This included targeted offers to protect the ~7M subscriber base and mitigate potential churn Evaluated device sales expectations and determined optimal Pricing and distribution strategy across multiple channels Significantly improved demand planning process resulting in a reduction in EOL promotional spend and reduction in overall obsolescent and slow-moving inventory Drove communication and customer strategy for billing platform migration, to optimize customer experience and mitigate churn risk Initiated multiple deep dives into customer churn, where I identified Fraud and operational gaps that were driving false churn. This resulted in a 15bps reduction in churn

Education

• BPP Professional education

  CIMA- Chatered institute of Management accountants