Stefanie Ball

Bio:

Stef Ball is Vice President & General Manager of Residential Growth at DIRECTV, where she leads growth strategy for the company’s emerging Genre Pack+ skinny bundle portfolio and new FAST (free ad-supported streaming TV) platform. With more than 20 years of experience driving subscriber growth, retention, and revenue performance across telecom and media, Stefanie is recognized for building scalable growth strategies in highly competitive and rapidly evolving subscription businesses.

In her current role, Stefanie oversees full P&L accountability for DIRECTV’s segment-based acquisition and retention business, focusing on expanding reach among value-conscious consumers through innovative packaging, pricing, and lifecycle engagement strategies. She partners across product, marketing, analytics, and operations to accelerate profitable growth through predictive analytics, next-best-action frameworks, and disciplined test-and-learn execution.

Prior to her current position, Stefanie served as Vice President of Base Management at DIRECTV, where she led end-to-end subscriber performance and managed a $900M investment portfolio focused on retention, engagement, and free cash flow optimization. During her tenure, she helped transform retention into a precision growth engine, launched DIRECTV’s first loyalty platform, and delivered more than $100M in incremental revenue growth while improving churn performance in a declining linear video market. 

Stefanie’s career spans leadership roles across DIRECTV, AT&T, and AT&T Mobility, including OTT product management for DIRECTV NOW, broadband and video retention marketing, and national retail and distribution leadership. Her deep expertise across streaming, lifecycle marketing, customer economics, and subscription growth gives her a unique perspective on how skinny bundles and flexible content packaging are reshaping consumer behavior and the future of video distribution.