Retention Marketing Manager

This role is responsible for developing and delivering retention and customer value programmes across our B2C audiences, including FT Digital and Print subscribers, the wider consumer portfolio, Investors' Chronicle, Students and partnerships. You will turn the wider Subscription Management & Retention strategy into clear programme plans and priorities spanning cancel-save, winback, renewals, Step Up, upsell and cross-sell. Reports to: Senior Marketing Manager, Subscription Management & Retention.

Responsibilities

Set the direction and roadmap for Cancel-Save and Winback programmes, continually identifying and delivering opportunities to reduce cancellations and increase post-cancellation re-subscription; Handle and optimise the renewal programme, including Step Up, renewal and subscription or trial reminders, keeping communications current and identifying tests that can improve performance; Oversee Step Up reporting and performance, sharing insight with the wider business and identifying short-term optimisation opportunities; Develop the annual upsell and cross-sell plan and deliver campaigns and initiatives that support sustained ARPU growth; Adapt programmes and initiatives across different B2C audiences to reflect customer needs and commercial objectives; Translate programme priorities into clear objectives, customer journeys, audience approaches, KPIs and briefs for Marketing Automation and other delivery teams; Deliver campaigns and initiatives with relevant collaborators, balancing commercial objectives with a premium customer experience; Handle service communications across email and mail, working with Marketing Automation to maintain and optimise communications; Handle relevant operational partners, including lettershop relationships, to support the smooth delivery of mail campaigns; Ensure customer communications are accurate, legally compliant and aligned with the wider service communications framework; Own the performance of programmes within your remit, using customer and commercial insight to identify risks, opportunities and areas for optimisation; Contribute to weekly commercial reporting by maintaining performance views, investigating the drivers of changes and developing additional analysis where useful; Share regular performance updates with the wider Customer Experience & Lifecycle team; Use testing and continuous optimisation to improve programme performance and embed successful approaches into future activity; Build strong relationships across Consumer Engagement, Data & Analytics, Pricing & Propositions, Marketing Automation, Product & Technology, Customer Care and other teams; Proactively manage relationships, dependencies and delivery requirements; Use customer insight and performance evidence to make clear recommendations and support decision-making; Contribute to Customer Experience & Lifecycle Centre of Excellence frameworks, playbooks and guidelines; Share successful approaches, insights and learning across Consumer and B2B, finding opportunities to reuse and scale effective lifecycle approaches

Requirements

Experience delivering and optimising CRM, lifecycle, retention, renewal, upsell or other commercially focused customer programmes, ideally in a B2C or subscription environment; Strong analytical skills, with the ability to interpret customer and commercial performance, find opportunities and translate insight into clear actions; A test-and-learn approach, with experience developing and evaluating experiments to improve customer and commercial outcomes; Ability to develop programme plans and roadmaps and manage initiatives from briefing through implementation, measurement and optimisation; Strong commercial judgement and an understanding of how retention, pricing, upsell and customer engagement contribute to revenue and ARPU; Experience collaborating across analytical, marketing, technical, operational and customer-facing teams to deliver outcomes; Strong communication and relationship management skills, including the ability to explain performance, risks, opportunities and recommendations clearly; Ability to create clear, detailed briefs for customer journeys, communications and experience improvements; Strong attention to detail, particularly when managing customer communications, quality assurance and compliance requirements; Ability to manage multiple programmes and priorities while maintaining clear ownership of delivery and outcomes

Nice to have

Experience working in a subscription-based or B2C environment; Experience working across multiple customer audiences or propositions

Benefits

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