Customer Marketing Manager

An exciting opportunity for a marketer to join the B2B division of the Financial Times - FT Professional - which provides FT content to organisations around the world. Based in London, you will be responsible for developing personalised communication across a variety of channels to engage our customers with FT journalism and FT Professional products online.

Collaborating with multiple stakeholders across the business, this role will work to translate strategic requirements from other teams into complex, multichannel customer journeys and experiences in our platform, to drive customer engagement, retention and lifetime value of our corporate subscribers.

This role will then monitor and optimise performance and come up with new ways to engage subscribers, by exploring new channels and tests. This role is perfect for a marketer who can work successfully within a Customer Marketing team to deliver a best-in-class customer lifecycle experience - focused on post-sale programs, and campaigns that drive loyalty and growth within existing accounts.

Organisational Interlocks

• Contact Governance


• Newsletters Team



• MarTech Team


• Marketing Operations



• Product Marketing


• Product & Technology


• FT Live (Events)


• Customer Success (CSM)


Roles and Responsibilities

• Design, develop and implement marketing programmes across the customer lifecycle to facilitate trialist acquisition, reader onboarding, engagement, retention and win-back


• Deliver ad hoc email communications to highly targeted audience segments. Communications include promoting new product launches, editorial content, newsletters, events, engagement drivers and cross-sell / up-sell opportunities


• Champion new marketing techniques and channels using our CDP and marketing automation tool, Bloomreach


• Lead the newsletter strategy for FT Professional subscribers, including improving ways of working with the Head of Newsletters and strategizing a transition to automated promotions


• Monitor customer behaviour to recommend strategies to increase loyalty and engagement. Identify key cohorts that require attention and understand the pain points and needs of different customer segments to market relevant content, tools and features to users accordingly


• Liaise with data teams to ingest additional data into our CDP, enabling the development of behaviour-led campaigns that drive product adoption and grow revenue.


• Implement A/B split tests to optimise the effectiveness of campaigns and identify areas of improvement in execution


• Manage the end-to-end process of projects, from planning and design, copywriting, working with agencies, defining audiences, email creation and reporting


• Measure and report on the impact of campaigns on customer growth engagement, advocacy and retention and communicate these within the marketing team and organisation


• Liaise with the Campaign Building Team in Manila to deliver engagement communications


• Be a guardian of quality, ensuring all communications are on brand, fully QA'd and fit seamlessly into the FT Professional's activity. Maintain a strict attention to detail.
  
  3-5 years experience of working in a digital or email marketing role, executing marketing campaigns and applying, and analysing performance metrics


• Bloomreach experience or advanced knowledge of multiple CRM platforms and can easily pick them up


• B2B marketer with SaaS experience - understands key components for a successful Marketing Lifecycle Strategy for Business users


• Able to work to build new processes and move away from the status quo


• Understands in-depth reporting and has experience reporting out metrics to the business - with experience in A/B testing


• Practical experience in managing all technical aspects of marketing automation and CRM integration


• A passion for staying ahead of digital trends and the application of modern marketing techniques


• Data-driven, analytical mindset - experience working with data to devise, evaluate and optimise customer journeys based on data


• Understanding of customer journeys and automation


• Curiosity and drive; likes seeing projects through to completion
  
  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., 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.