Marketing Manager, Customer Engagement

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 Relationships 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. In order to achieve our growth goals, we are improving our capabilities and introducing new roles to take advantage of new opportunities.

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 the value of the subscription base. The team’s objective is to build strong and valuable customer relationships through engagement in FT content & journalism, creating community experiences and delivering first-class subscription experiences that nurture customer loyalty and advocacy.

 

About the role 

Working in the Customer Relationships Team, the role is responsible for defining and driving delivery of the marketing initiatives that deepen and broaden the engagement of our in-life subscribers so that they are more likely to be retained or up sold, to increase lifetime value.

In practice, this means that you will be: 

• Developing, monitoring and optimising segment-based marketing initiatives that 

  • Bring to bear our content and the news agenda to connect our subscribers to valuable content throughout their subscription (breadth of content)

  • Re-engage disengaged subscribers, and prevent disengagement through content and tools and features (engagement rate, feature adoption/ penetration rate)

  • Ensure our subscribers have the usage habits that will drive retention of their subscription  (habit metric) 

Key responsibilities

• Be the expert across the business on best marketing practices for deepening and broadening our subscribers’ attachment to the FT and their subscription, adapting based on insight or changing customer needs

• Be responsible for our subscriber engagement experiences for customers beyond their first 30 days, spearheading initiatives across channels & departments, developing new journeys and optimisations of existing journeys

• Leverage insights from engagement trends/drivers of engagement to recommend initiatives or optimise existing ones 

• Lead the weekly trading reporting and story for subscriber engagement 

• Find and seize timely opportunities to improve growth by increasing engagement and awareness of our content, tools, features, events, and journalists. 

• Build strong relationships with cross-functional teams, including editorial, product and insights/data science, to drive beneficial outcomes for our customers and for CRG goals

• Shares our plans for initiatives and results across the business with relevant teams and collaborators  

• Develop briefs for the marketing automation team, setting out the segmentation approach, insights and objectives to allow them to build/optimise customer journeys to achieve our goals

• Owns the engagement opportunities calendar for subscribers, working closely with the Marketing Assistant to develop clear project plans from which they can implement and learn. Check and QA their work. 

Required Skills / Experience 

• A passion for journalism

• 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 a curious approach 

• 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

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 parental 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.

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