Financial Times - Marketing Manager, B2B Lifecycle

Remote - London3w ago

Remote EMEA Marketing Manager B2B Coaching Risk Management Reporting Performance Management

Requirements

• Proven experience owning customer marketing programmes and defining plans, KPIs and commercial outcomes. • Strong analytical and commercial skills, with the ability to turn customer behaviour and business performance into strategic recommendations and measurable improvements. • Experience defining customer segmentation, personalisation, testing strategies and lifecycle programmes informed by customer insight. • Strong planning, prioritisation and organisational skills, with the ability to manage competing priorities and drive delivery through others. • Excellent written and verbal communication skills, including the ability to present recommendations clearly and influence collaborators. • Strong creative judgement and experience reviewing customer-facing communications, journeys and content. • A customer-focused and commercially minded approach, with an interest in delivering measurable improvements in renewal performance and customer value growth. • An interest in journalism and media, alongside an understanding of how large or complex media organisations operate. • Desirable • No additional desirable criteria have been specified for this role.

Responsibilities

• Lifecycle strategy and planning • Own lifecycle plans and a portfolio of programmes focused on renewal, retention, cross-sell and upsell, translating the overall B2B lifecycle strategy into quarterly priorities and measurable commercial outcomes. • Identify customer needs, behavioural trends and commercial opportunities, prioritising initiatives that maximise renewal rates, account expansion and customer lifetime value. • Define lifecycle approaches including audience segmentation, personalisation, contact strategy and customer experience, aligned with wider commercial and account priorities. • Prioritise initiatives within your area, balancing renewal performance, growth opportunity and available resource. • Lead the adoption of Experience and Lifecycle Centre of Excellence standards, supporting a consistent, premium customer experience. • Briefing and programme development • Define programme and campaign objectives, customer journeys, content direction, KPIs and success measures, with a strong emphasis on renewal and expansion outcomes. • Develop campaign briefs and journey requirements for Marketing Automation, ensuring activity aligns with lifecycle strategy and commercial priorities. • Lead cross-functional planning with B2B Marketing, Sales and Data & Analytics to deliver integrated renewal and growth programmes. • Oversee programme delivery, proactively managing risks, dependencies and collaborator alignment. • Maintain programme documentation, governance and delivery standards across lifecycle activity. • Reporting, insight and performance management • Own the performance of lifecycle programmes within your remit, defining KPIs and monitoring progress against renewal, retention and expansion objectives. • Lead regular performance reviews, identifying trends, risks and opportunities and recommending corrective action where required. • Translate customer behaviour, lifecycle performance and commercial insight into clear recommendations that inform future strategy and programme priorities. • Demonstrate the contribution of lifecycle activity to renewal rates, retention, cross-sell, upsell, account growth and customer lifetime value. • Provide clear performance updates and strategic recommendations to the Head of B2B Lifecycle and senior collaborators. • Optimisation and experimentation • Own the testing and optimisation roadmap for your lifecycle portfolio, prioritising opportunities with the greatest potential impact on renewal and customer expansion. • Lead optimisation of audiences, journeys, messaging, content and customer experiences using customer insight and performance data. • Work with Marketing Automation and Data & Analytics to support robust test design, measurement and evaluation. • Embed successful approaches into future programmes, documenting optimal procedures and scaling improvements across the portfolio. • See opportunities to improve lifecycle capability, customer journeys and operational efficiency across the B2B business. • Collaboration and collaborator management • Partner with B2B Marketing to ensure lifecycle programmes support wider product, proposition, account and commercial strategies, with a clear focus on renewal and customer growth. • Influence senior partners using customer insight, commercial evidence and market context to build alignment around renewal and growth priorities and investment decisions. • Monitor market developments and emerging lifecycle optimal procedures, applying relevant learning to continuously improve the FT’s B2B customer experience. • Centre of Excellence contribution • Lead the development and adoption of lifecycle frameworks, playbooks, governance and optimal procedures across the B2B lifecycle. • Champion consistent lifecycle standards, customer experience principles and measurement frameworks across the B2B portfolio. • Partner with Consumer Lifecycle colleagues to find opportunities to scale lifecycle strategies and reusable approaches across RRG. • Coach and support junior lifecycle colleagues, helping develop lifecycle marketing capability and a culture of continuous improvement.

Benefits

• Our benefits vary by location but we are committed to providing best-in-class perks across all our offices. These include generous annual leave, medical cover, inclusive parental leave packages, subsidised gym memberships and opportunities to give back to the community. Full details of our benefits are available here. • We currently operate a hybrid model which requires staff to work onsite 50% of the time, subject to role requirements & regular review. While flexible working requests will be considered, not all patterns are suitable for all roles. We believe this balanced approach supports flexibility and protects our culture, making collaboration and communication easier, building stronger relationships and team cohesion, and supporting peer learning. We reserve discretion on reasonable notice to change this approach either generally or for specific individuals or teams. • Accessibility • We are a disability confident employer and Valuable 500 signatory. • Please let us know if you require any reasonable adjustments/personalisation 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, email [email protected] and a member of our team will be happy to help. • Further information • At the FT, we embrace innovation and the use of technology and appreciate that individuals may use AI tools as part of their job application process. Whilst we are happy for you to use AI to assist with your application, it is essential that all information provided is authentic and accurately represents your skills, experience, and qualifications. • Candidates should be aware that the use of AI throughout the application process may be monitored to ensure a fair and transparent hiring process for all. • Please beware of fraudulent job postings and offers claiming to be from the Financial Times. All legitimate opportunities will direct you to apply through the official Financial Times careers site, and the FT will never ask for financial information, payments, or referrals to third parties during the hiring process. If you have any concerns about the legitimacy of a job posting or suspect any scam activity, please contact [email protected].