Manager, Strategic Programs - Market Expansion

Astound is a leading provider of internet and telecommunications services, dedicated to connecting communities through innovative technology. The Manager, Strategic Programs – Market Expansion is responsible for driving subscriber growth and increasing market penetration through various strategic initiatives, collaborating with multiple teams to maximize performance and support organizational objectives.

Responsibilities:

• Owns strategy development for market expansion initiatives:
• Uses competitive analysis, research, and data-driven tools to drive results
• Develops campaign briefs including: offer strategy, audience targeting, messaging pillars, channel mix recommendations (in partnership with Paid Media.)
• Works with Paid Media teams to translate strategy into channel execution
• Aligns with Pricing and Finance teams to design promotions with revenue and margin targets
• Partners with Marketing Ops to ensure on-time asset deployment; ensures campaign timing and messaging are synchronized across all channels
• Collaborates with Brand/Creative to maintain consistency and urgency messaging
• Ensures Go-To-Market team is aligned for seamless execution
• Programs to include, but not limited to:
• Develop GTM strategy for newly constructed communities
• Align with construction & operations on activation timing
• Launch rapid acquisition campaigns at first serviceability
• Identify underpenetrated communities built in prior years
• Develop “second wave” penetration strategies
• Deploy hyper-local campaigns to capture remaining market share
• Analyze saturation levels and optimize offer positioning
• Develop comprehensive MDU growth strategy for competitive buildings and underperforming properties
• Partner with field sales on building-level takeover plans
• Support national activation programs (lobby events, branded activations)
• Align marketing assets with property management partnerships
• Drive signage, localized digital targeting, and event-based conversions
• Translate speed upgrades and fiber expansions into compelling marketing narratives and growth initiatives
• Launch geo-targeted campaigns in upgraded markets
• Increase premium internet tier adoption and accelerate payback on capital investments
• Lead localized marketing for new or expanded territories
• Prioritize high-value micro-markets
• Align channel mix with market maturity and competitive intensity
• Monitor penetration lift and CPA by geography
• Identify growth opportunities in highly competitive areas; devise always-on strategies to win market share
• Activate high-yield escalation strategies in partnership with Pricing and Finance teams
• Align winback campaigns with field sales priorities
• Track penetration lift by segment and geography
• Monitor CPA and revenue growth
• Provide executive dashboards and narratives on expansion performance
• Actively support, promote, and advance all aspects of Astound’s Inclusion and Belonging work, recognizing it as a business priority, including creating a work environment where all employees feel valued, respected, heard, and empowered
• Other duties as assigned

Requirements:

• 5–8+ years managing strategic marketing strategy in telecom, subscription, or high-volume acquisition businesses
• 3+ years working in a competitive environment and/or with a challenger brand
• Strong analytical skills, with the ability to interpret data and translate findings into actionable insights
• Demonstrated ability to manage multiple projects simultaneously in a fast‑paced, deadline‑driven environment
• Advanced proficiency in Excel, including data analysis and reporting
• High school diploma or equivalent required
• Experience managing $10M+ performance budgets preferred
• Experience leveraging AI tools to automate or enhance analytical workflows is preferred
• Experience in agency or telecommunications environments is a plus
• Expertise leading full-funnel marketing efforts and strategy
• Proven ability to scale acquisition efficiently
• Bachelor's degree preferred. Major in Marketing, Digital Marketing, Communications, or related fields
• MBA, advanced degree, or digital certification is a plus