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.