Retention Marketing Manager
Core
Develop and deliver retention and customer value programmes across B2C audiences (FT Digital, Print, Investors' Chronicle, Students) to reduce cancellations, increase resubscription, and grow ARPU.
Role type
Senior Marketing Manager (Retention & Customer Value)
Builds
Cancel-save, winback, renewal, Step Up, upsell, and cross-sell campaigns for subscription customers.
Domain
Media & Publishing / B2C Subscription
Deliverable
product features
Required skills
CRM/lifecycle programme management, analytical skills, test-and-learn approach, programme planning, commercial judgement, cross-functional collaboration, communication, attention to detail, multi-programme management
Preferred skills
Subscription/B2C environment experience, multi-audience experience
Technologies
Marketing Automation, Email, Mail
Responsibilities
Set direction for Cancel-Save and Winback programmes; optimise renewal and Step Up programmes; develop annual upsell and cross-sell plans; translate priorities into objectives and briefs for delivery teams; handle service communications and operational partners; own programme performance and reporting; contribute to Centre of Excellence frameworks.
Seniority
Senior, hands-on IC