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Marketing Executive

4 months ago

London, United Kingdom Financial Times group Full time

The FT has an uncompromising mission: delivering independent, quality information, news and services to individuals and companies around the globe. but together we help our audience be better informed and understand the world around them. Our commitment to diversity and inclusion in the workplace
The Senior Marketing Manager, Customer Engagement sits within the Customer Relationships team and is responsible for driving subscriber engagement and habit-formation with the FT’s journalism and subscription features to support our conversion and retention goals.
You will lead a team of 3 marketers to help deliver your plans, across both marketing and product initiatives that target all of our known user groups: registered users, trialists and print & digital subscribers.
You’ll work closely with various teams across the business, including planning, editorial, acquisition marketing, marketing automation, product & technology and data & analytics to bring your plans to life. The role requires someone with strong leadership skills, commercial acumen, a passion for delivering customer-centric programmes that drive business impact, and who isn’t afraid to get their hands dirty.
You will define and own the engagement strategy across the registered user trialist subscriber lifecycle that increases likelihood to convert (to a paying subscription), increases retention of our subscriber base and fosters advocacy with our loyal readers. To do this, you will identify key segments, set objectives by cohort and define effective tactics that help achieve our commercial goals.
You will be responsible for monitoring and improving key business metrics and lead indicators that measure our customers’ engagement with the FT and their propensity to convert, renew and upgrade. You’ll also lead the weekly monitoring of these KPIs through the team as part of our weekly performance reviews.
You will be across the performance of your strategies, identifying opportunities and risks to the overall commercial goals, and implementing interventions as relevant to keep the programmes and targets on track.
You will deliver (through your team) marketing initiatives that support the strategy, ensuring initiatives are well thought-through, insight-driven, measurable and timely.
You will collaborate closely with multiple teams within the business to ensure the right customer experiences across touchpoints to achieve those shared goals.
Oversee the annual content engagement calendar, working with our editorial team to identify opportunities to engage the base. You will be responsible for ensuring the right processes, priorities and plans are in place to leverage major news agenda themes to drive maximum business impact.
Lead, inspire and manage the workstack of a team of three marketeers to deliver world-class customer experiences at every touch point, bringing innovative ideas and best-in-class thinking to your area.
Provide active and visible senior leadership for the wider team, inspiring them to maximise their potential.
Customer planning - to ensure our segmentation is adopted across all programmes and customer insight is at the heart of all marketing campaigns
Marketing automation team - to brief insight-led marketing journeys and experiences 
Acquisition marketing teams - to align on acquisition the flagship acquisition campaigns across our registered user base to convert them to subscribers, ensuring to reflect any regional nuances across programmes
Editorial and audience engagement teams - to ensure we align and capitalise on news agenda/content opportunities to engage the base
Research, data & analytics - to ensure we have right reporting, data science models and insights to plan and measure our initiatives 
Product & technology - to ensure the right experiences are built across our customer-facing platforms to drive our commercial goals
To be successful in the role you’ll need to orient quickly in a complex environment, identify risks and opportunities that will impact the business and, critically, generate value for our customers. At least 5 years experience in a commercial marketing team, delivering bottom-line impacts through customer/content engagement marketing to drive repeat behaviour
Proven experience motivating and driving delivery within a cross-functional project structure
Customer-centric - a passion for building insight-driven experiences that deliver value to a customer/subscriber whilst also driving business impact
Commercially minded, with proven experience joining the dots between data and business growth opportunities
Experience writing and reviewing copy-writing and customer-facing communications/experiences 
generous annual leave allowances, flexible working (including working from home), medical cover, enhanced maternity & paternity packages, subsidised gym memberships and Giving Back opportunities. 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. com and a member of our team will be happy to help.
Have you previously taken part in an FT early careers programme? FT Talent Challenge, FT News School, work experience etc. *


Will you now or in the future require sponsorship for employment visa status in the country for which this role is based? *


As part of the FT’s commitment to equality, diversity and inclusion, in this section we ask for information to help us measure the effectiveness of our equal opportunity policies.
Your information will be stored separately to your application on our recruitment system, with safeguards in place to ensure that your data is kept secure and treated confidentially. We may use the data in an anonymised form for reporting purposes or as required to comply with statutory reporting requirements, depending on your location.
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