Senior Marketing Manager, Customer Engagement

Job description

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 Role

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.

Key responsibilities

• 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.
  
• Inform yourself and your team of market developments, contributing industry 'best practice' into the process
  
• You will model behaviours consistent with the FT's values, setting high standards of professionalism. Provide active and visible senior leadership for the wider team, inspiring them to maximise their potential.
  
• Establish and nurture friendly and productive relationships with other teams and suppliers. Refuse to allow departmental boundaries to get in the way of successful business outcomes. Maintain a natural bias for collaboration over doing things on your own
  

Key collaborators

• Customer planning - to ensure our segmentation is adopted across all programmes and customer insight is at the heart of all marketing campaigns
  
• Subscription management team - to identify and capitalise on opportunities/moments to reduce cancellations or drive ARPU
  
• 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
  
• Customer Care - to ensure we are aligned across customer touchpoints
  

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. You need to be able to take initiative and quickly and confidently make decisions when it's called for.

Required skills and experience

• At least 5 years experience in a commercial marketing team, delivering bottom-line impacts through customer/content engagement marketing to drive repeat behaviour
  
• Developed and proven influencing and negotiation skills
  
• Excellent analytical, critical thinking and problem solving skills, with excellent written and verbal communication skills
  
• Passion, ambition and eagerness to challenge the status quo and drive positive change in the organisation
  
• 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
  
• Track record of defining and improving key business metrics
  
• Experience writing and reviewing copy-writing and customer-facing communications/experiences
  
• A passion or interest in journalism/media and knowledge of how large media companies operate sight and trends.
  

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, [email protected] and a member of our team will be happy to help.

#LI-SM1