Marketing Manager, B2B Lifecycle
Core
Own and develop B2B lifecycle strategy for FT Professional and FT Specialist portfolios, focusing on renewal, retention, cross-sell, and upsell to drive account growth and customer lifetime value.
Role type
Senior B2B Lifecycle Marketing Manager
Builds
Lifecycle programmes, campaign briefs, and performance frameworks for FT Professional and FT Specialist products
Domain
Media & Publishing / B2B Customer Marketing
Deliverable
product features
Required skills
B2B lifecycle strategy, CRM management, customer retention, cross-sell and upsell execution, commercial planning, KPI definition, customer segmentation, personalization, program governance, cross-functional collaboration, data-driven optimization
Preferred skills
Experience in subscription environments, coaching junior colleagues, establishing organizational playbooks
Technologies
Marketing Automation platforms, Data & Analytics tools
Responsibilities
Translate overall lifecycle strategy into quarterly plans and commercial outcomes; define campaign objectives, journeys, and KPIs; monitor program performance against renewal and expansion targets; lead optimization of audiences and messaging; establish consistent lifecycle frameworks and playbooks; coach junior colleagues
Seniority
Senior, hands-on IC