Marketing Manager, Conversion

1 month ago

London, United Kingdom Financial Times Full time
About Us

The FT has an uncompromising mission: delivering independent, quality information, news and services to individuals and companies around the globe. It's the cornerstone of our reputation and the heart of our ambitions for the future. But for our people, the FT offers so much more than what we do. FT people come from all kinds of backgrounds and work across a huge range of disciplines and locations, and find an empowering, warm and welcoming culture that values curiosity and rewards smart, ambitious thinking. Those who are willing to unite around our mission and live our values will find plenty to challenge, inspire and interest them. Like the audiences we serve, no two FT people are the same; but together we help our audience be better informed and understand the world around them. It's a job that's never mattered more, and a career that can take you anywhere you want to go.

Our commitment to diversity and inclusion in the workplace

At the FT, we aim for employees across all regions to have a voice so that diverse perspectives are heard and valued. We believe that a supportive workplace is one where employees feel they can be themselves at work and have the flexibility they need to meet their personal needs. We'll continue to remove barriers for all, and in particular barriers facing employees from underrepresented groups.

The Customer Relationship Team

FT's Consumer subscription business has reached a level of maturity and sophistication, and we are now moving into the next phase of our subscription strategy, which calls for an ever-greater focus on customer needs, lifetime value (LTV) and nurturing valuable relationships.

Sitting within the Consumer Revenue Group (responsible for individual consumer subscriber revenues and profit for the FT), the Customer Relationships Team is focused on driving engagement and increasing customer value of the subscription base. The team aims to build strong and valuable customer relationships through engagement in FT content, creating community experiences and delivering first-class subscription experiences that drive customer loyalty and advocacy.

The Role / Position Overview

Reporting to the Senior Marketing Manager, Customer Engagement, this role is responsible for driving subscription-readiness and conversion among our registered user base, and for the onboarding experiences for new subscribers to ensure they establish the right habits that will underpin a long and valuable term relationship with the FT.

Key Responsibilities
  • Defines and owns the campaign strategy to convert registered users/trialists to subscribers and to onboard new subscribers, with the aim of maximising engagement and lifetime value (LTV)
  • Spearheads initiatives across all channels (email, onsite, Customer Care, social etc) to convert registered users and known event attendees, and to onboard new customers based on the overall segmentation approach
  • Be the expert across the business on best practices for how to onboard and engage new customers to drive early life engagement and establish deep habits
  • Build strong relationships with cross-functional teams, including product and analytics on subscriber conversion and onboarding initiatives
  • Continuously adapts best practice, based on insight, for new subscription products and based on changing customer needs
  • Works closely with Consumer Marketing (acquisition) to identify the right conversion offers by registered user segment to optimise the conversion rate within the journey
  • Develops briefs for the marketing automation team, setting out the segmentation approach, insights and objectives to allow them to build/optimise customer journeys

Required Skills / Experience
  • Experience in a life-cycle based marketing team, driving customer conversion, engagement and/or retention and loyalty
  • Customer-centric - a passion for building insight-driven experiences that deliver value to a customer/subscriber whilst also driving business impact
  • Data-driven, analytical and curious mindset
  • Growth mindset - driven to continuously seek opportunities to grow business performance
  • Commercially minded, with proven experience of delivering customer or business growth through marketing initiatives
  • Strong organisational and communication skills, able to manage multiple- stakeholders/initiatives at a time and to deliver effectively in a fast-paced, collaborative environment

Desirable
  • Experience in a similar industry or with similar recurring revenue/subscription models

What's in it for you? Our Benefits

Our benefits vary depending on location, but we are committed to providing best in class perks across all our offices as well as an inclusive environment to develop your career. Examples of our benefits include; generous annual leave allowances, flexible working (including working from home), medical cover, enhanced maternity & paternity packages, subsidised gym memberships and Giving Back opportunities. Full details of our benefits can be found here .

Further Information

The FT is committed to providing an inclusive working environment for all. We are an equal opportunities employer who seeks to recruit and appoint the best talent regardless of age, gender, ethnicity, disability, sexual orientation, gender identity, socio-economic background, religion and/or belief. We also promote flexible working and will consider specific requests around flexibility for all roles where it can be accommodated. Please let us know if you require any adjustments as part of the application process or to enable you to attend an interview. If you would like to discuss your requirements, or have any questions, talent@ft.com and a member of our team will be happy to help.

#LI-SM1

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