John Anderson is Director of Retention & Analytics at Hayu, NBCUniversal, where he leads the global retention and analytics strategy across 45 international markets. Based in London, he is a senior member of Hayu’s leadership team, responsible for driving subscriber engagement, reducing churn, and maximising lifetime value through AI-driven decision-making, hyper-personalisation, and scalable CRM frameworks.

In his role at Hayu, Anderson is building a best-in-class, AI-powered global retention programme for the streaming industry, delivering highly personalised customer experiences at scale. Working across CRM, analytics, and performance measurement, he oversees the execution of retention programmes across all major customer touchpoints, enabling consistent growth across diverse international markets.

Prior to joining NBCUniversal in 2025, Anderson held senior global leadership roles at some of the world’s most recognised subscription and consumer businesses. As Head of Engagement for Europe, Australia and New Zealand at Amazon Music, he led lifecycle and retention strategy for more than 40 million Amazon Music customers and over 60 million Prime customers, playing a key role in driving subscriber growth. As Vice President of CRM at DAZN Group, he defined and scaled CRM strategy across 150+ markets, building a global centre of excellence and leading large international teams.

With 20 years’ experience across CRM, retention, engagement, and subscriptions, Anderson is recognised for combining strategic vision and innovation with operational rigour, and for building high-performing teams that deliver measurable commercial impact.