Director, Product Marketing - Pricing

DIRECTV is seeking a Director, Product Marketing – Pricing to lead pricing strategy, planning, and execution across the residential video portfolio. This newly created role will serve as the primary owner of DIRECTV ’s pricing architecture and one of the company’s largest and most sensitive revenue levers. The Director will lead a team of three pricing professionals and oversee annual price increases, acquisition and rack-rate pricing, customer promotional roll-offs, new package pricing, ancillary fees, and other changes that affect the customer’s bill. The role will also establish consistent business-case standards and pricing governance to ensure decisions appropriately balance revenue, margin, acquisition, churn, and long-term customer value. This leader will work closely with the Packaging, Offers and Lifecycle teams, as well as Finance, Product, Marketing, Content, Technology, Care, Sales, Legal, and Customer Communications. The Director will operate with significant autonomy, translating enterprise objectives into a 6–12-month pricing roadmap and leading complex initiatives from strategic evaluation through implementation and performance measurement. Here’s what you’ll do: Annual and In-Year Price Management (30%) Lead the strategy, modeling, recommendation, and execution of DIRECTV ’s annual base price increase and acquisition price increase. Develop recommendations for timing, magnitude, sequencing, and customer allocation of price changes. Direct in-year pricing actions across the portfolio, including changes to SVODs, premium services, sports products, hardware, regional sports fees, broadcast-related charges, administrative fees, and other bill components. Maintain an integrated roadmap of planned customer bill changes to identify overlapping events, cumulative customer impacts, operational dependencies, and churn risks. Coordinate execution across Finance, Technology, Billing, Product, Marketing, Care, Sales, Legal, and Customer Communications. Identify and manage pricing impacts associated with customer migrations, price guarantees, reconnect and winback programs, legacy billing platforms, and other operational dependencies. Track pricing realization against the approved business case and recommend corrective actions when results differ from plan. Pricing Architecture and New Package Pricing (20%) Own the structural integrity of the pricing ladder across Signature packages, Genre Packs, add-ons, premium services, hardware, and other portfolio components in coordination with offers team. Evaluate and recommend pricing for new packages, products, features, and services. Partner with the Packaging team to determine how proposed content or product changes affect package economics, price points, step-up relationships, and customer value. Maintain clear relationships between acquisition prices, promotional prices, roll-off amounts, and ongoing rack rates. Assess pricing opportunities and other approaches that better align customer pricing with underlying content costs and market conditions. Monitor competitive pricing, promotional constructs, package composition, and perceived value across traditional pay-TV providers, virtual MVPDs, and direct-to-consumer streaming services. Pricing Construct and Roll-off Management (20%) Continuously evaluate which pricing construct best serves the business — including everyday pricing versus roll-off models. Analyze elasticity, roll-off behavior, and margin impact to inform construct recommendations. Treat construct evaluation as an ongoing strategic function rather than a periodic review. Enterprise Revenue Levers and Business Cases (20%) Build and oversee financial models and business cases for major pricing, packaging, fee, discount, and revenue initiatives. Establish consistent assumptions, methodologies, and decision criteria for evaluating revenue, margin, churn, acquisition, migration, and customer lifetime value. Develop scenarios and sensitivities that make key assumptions, risks, and tradeoffs clear to executive decision-makers. Evaluate pricing for regional sports, broadcast programming, hardware, premiums, SVODs, bolt-ons, and other significant revenue or cost-recovery levers. Quantify the direct and downstream effects of pricing decisions on gross additions, ACPU, retention, package mix, migration, and long-term profitability. Partner with Finance to ensure business cases align with forecasts, budgets, content economics, and enterprise financial objectives. Conduct post-launch measurement to compare actual performance with the approved business case and incorporate learnings into future decisions. Oversee the development of pricing analytics, tools, and capabilities required to support faster and more rigorous decision-making. Pricing Governance and Cross-Functional Partnership (10%) Establish clear pricing governance, approval processes, decision rights, and documentation standards. Serve as the central point of coordination for proposed changes affecting the customer’s recurring or one-time bill. Partner with the Offers team to ensure acquisition, retention, winback, proactive, and tactical offers fit within the overall pricing architecture and approved economic guardrails. Partner with the Packaging team to ensure package design, content decisions, and price points work together to create a logical and competitive customer value proposition. Bring forward fact-based recommendations that clearly articulate financial opportunity, customer impact, execution requirements, and key risks. Present pricing strategies and recommendations to senior and executive leadership. Team Leadership Lead, coach, and develop a team of pricing analysts and specialists. Establish clear roles, priorities, performance expectations, and development plans for the team. Create a high standard for analytical accuracy, financial discipline, executive-ready communication, and executional follow-through. Ensure the team develops a detailed understanding of customer behavior, competitive dynamics, billing platforms, product economics, and operational dependencies. Build strong partnerships across functions while maintaining clear accountability for pricing recommendations and outcomes. Foster a culture of curiosity, constructive challenge, ownership, and continuous improvement. What you’ll need to be successful: Extensive experience in pricing strategy, revenue management, product strategy, or a related discipline, preferably within subscription, telecommunications, media, entertainment, or another recurring-revenue business. Demonstrated experience leading large-scale price changes from initial strategy and financial modeling through implementation and performance measurement. Strong understanding of subscription pricing constructs, including introductory pricing, rack rates, promotional guarantees, roll-offs, fees, discounts, and everyday pricing. Experience evaluating new product or package pricing and managing pricing relationships across a multi-product portfolio. Advanced financial modeling and business-case development skills, with a strong understanding of revenue, margin, churn, acquisition, customer lifetime value, and P&L impact. Ability to translate complex analyses into clear recommendations, decisions, and executive-level presentations. Demonstrated ability to identify execution risks and coordinate complex initiatives across Finance, Product, Marketing, Technology, Billing, Sales, Care, Legal, and Communications. Strong understanding of pricing analytics, competitive intelligence, customer segmentation, elasticity, and post-launch performance measurement. Experience establishing governance processes, analytical standards, and decision frameworks. Proven people-leadership experience, including developing high-performing analytical teams. Excellent judgment and attention to detail, particularly when decisions can materially affect customer bills, revenu