Marketing Manager, B2B Lifecycle

The role

You will own and develop B2B lifecycle strategies for the FT Professional and FT Specialist portfolios. The role focuses on renewal, retention, cross-sell, and upsell to improve account growth and customer lifetime value.

What you will do

• Own lifecycle plans and programmes focused on renewal, retention, cross-sell and upsell
• Translate B2B lifecycle strategy into quarterly priorities and commercial outcomes
• Identify customer needs, behavioural trends and commercial opportunities
• Define lifecycle approaches including audience segmentation, personalisation and contact strategy
• Develop campaign briefs and journey requirements for Marketing Automation
• Lead cross-functional planning with B2B Marketing, Sales and Data & Analytics
• Define KPIs and monitor progress against renewal, retention and expansion objectives
• Own the testing and optimisation roadmap for the lifecycle portfolio
• Lead the development and adoption of lifecycle frameworks and playbooks
• Coach and support junior lifecycle colleagues

Required qualifications

• Significant experience in CRM, lifecycle, retention, renewal, expansion or customer marketing within a commercial B2B or subscription environment
• Proven experience owning customer marketing programmes and defining plans, KPIs and commercial outcomes
• Strong analytical and commercial skills
• Experience defining customer segmentation, personalisation, testing strategies and lifecycle programmes
• Strong planning, prioritisation and organisational skills
• Excellent written and verbal communication skills
• Strong creative judgement and experience reviewing customer-facing communications, journeys and content
• Customer-focused and commercially minded approach
• An interest in journalism and media
• An understanding of how large or complex media organisations operate

Benefits

• Generous annual leave
• Medical cover
• Inclusive parental leave packages
• Subsidised gym memberships
• Opportunities to give back to the community

About the company

The Financial Times is one of the world’s leading news organisations, globally recognised for its authority, integrity and accuracy. It has a mission to deliver quality information and services worldwide.