Senior Marketing Executive, Subscription Management

Financial Times London 2 months ago

About Us

Across the FT Group, our people are united by a mission to deliver world-class information, news and services to our global audiences. We're a digital-first organisation made up of journalists, marketing and communications specialists, technologists, product managers, event planners, strategists, commercial and finance experts - and much more. Our strength is in our employees.

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 our next phase of our subscription strategy, which calls for ever-greater focus on customer needs, lifetime value (LTV) and nurturing valuable relationships. To support our ambitions for this next phase of growth, we are investing in enhanced capabilities - including a new marketing automation platform - and creating newly transformed roles across the teams to leverage these new opportunities.

Sitting within the newly formed 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 teams’ objective is to build strong and valuable customer relationships through engagement in FT content, creating community experiences and delivering first-class subscription experiences that nurture customer loyalty and advocacy.

The Role / Position Overview

Working in the Customer Relationships Team, the role is responsible for the subscription management experience across all of our products to reduce churn and increase customer satisfaction and advocacy. The role will liaise with stakeholders across the business - including Customer Care, Product, analytics and Customer Research - to identify opportunities that will help increase our retention rates and customer satisfaction scores by delivering first class subscription experience.

Key responsibilities

  • Closely monitor the business impact of our subscription management journeys, identify trends and areas of risk or opportunity

  • Oversee our subscription management journeys and understand their impact on renewal and cancellation rates and identify opportunities for improvements. Our subscription management journeys include renewal programmes, save initiatives, service updates and notifications and migration activities (as relevant)

  • Develop and own the plans to improve and optimise the journeys, working with relevant teams - from customer care, product, pricing and proposition, marketing automation etc - to deliver those plans

  • Continuously adapt for best practice across all touchpoints, all products and segments, based on customer insight, feedback and changing business or customer needs

  • Manage the delivery of service notification campaigns to best practise guidelines with the aim of minimising impact on cancellations and on customer care

  • Works closely with Customer research and Customer care to understand subscriber pain points and implement plans to address them .

Required Skills / Experience

Essential

  • Experience in a life-cycle based marketing team, driving customer 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 mindset - experience working with data and insight to devise, evaluate and optimise customer journeys based on data

  • Commercially minded, driven to deliver marketing initiatives that have real business impact

  • Action orientated with initiative to deliver effectively in a fast paced, collaborative environment

  • 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.

Further Information

The FT are 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, please contact a member of our HR team who will be happy to help.

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