Head of Pre-Subscriber Growth and Conversion

The Economist Group; Greater London; On-site; GBP 79,000 - 105,000; Full time

Benefits offered by this job

Pension/401(k)

Private health insurance

Employee assistance program (EAP)

Work From Anywhere up to 25 days/yr

Generous leave & volunteering days

Free Economist content and apps access

Job summary

The Economist Group in London seeks a commercially minded, data-driven leader to build and scale our pre-subscriber strategy, growing a high-quality registered-user audience and converting users into long-term subscribers. You will lead two staff, define the value exchange for registration, and collaborate across Product, Editorial, Data and Growth.

The role involves designing activation and engagement programmes across content formats, whilst owning the experimentation and measurement agenda to

Qualifications

• Significant experience in pre-subscriber, registered-user, lifecycle, growth or conversion within a digital subscription, membership or consumer media business.
• Strong experience shaping customer journeys across web, app and owned channels, with fluency in CRM and personalisation technology; Salesforce Marketing Cloud experience is an advantage
• A rigorous, data-led approach to experimentation, funnels, cohorts, audience segmentation and incremental commercial impact
• Strong commercial judgement and the ability to work across Product, Data, Engineering, Editorial, Creative and Growth, influencing senior stakeholders while protecting the customer experience
• Proven people-leadership experience, including setting direction, developing talent and leading through cross-functional influence

Responsibilities

• Develop and optimise lead-acquisition tactics across paid media, social media and onsite journeys, leveraging first-party data to bring more high-quality users into the registered-user base
• Own the pre-subscriber growth strategy and optimisation plan: defining the value exchange for registration and how users progress to registered, activated, engaged and subscribed
• Design and scale the activation, engagement and habit-building programmes across various content formats, including articles, newsletters, and video
• Partner with Product and Editorial to create distinctive registered-user experiences, content propositions and capabilities that strengthen engagement and increase subscription intent
• Own the experimentation and measurement agenda, using insight and a clear testing and product feature roadmap to improve engagement and conversion of registered users
• Lead a team of two and establish clear operating rhythms with Acquisition, Subscriber Retention, Data, Technology and Creative teams, creating one coherent journey from first touchpoint through to subscription

Skills

Pre-subscriber growth

Lifecycle marketing

CRM and personalization

Lead generation & optimisation

Data-driven decision making

Tools

Salesforce Marketing Cloud

Google Analytics

Job description

Head of Pre-Subscriber Growth and Conversion

London - Commercial

Who we are

Since 1843, The Economist Group has championed independence, excellence and openness, helping people understand and tackle the critical challenges shaping the world. Today, we are building on that legacy as a global media and information-services company powered by digital innovation, analytical rigour and evidence-based insight.

Across our three businesses -The Economist, Economist Enterprise and Economist Education- we deliver trusted analysis and insights to individuals and organisations in more than 170 countries. United by a shared purpose to drive progress, we empower decision-makers to make sense of change and chart a course through an increasingly complex world.

As a colleague, you will be part of a culture that values ideas, encourages ownership and holds itself to high standards. We invest in people who are curious, thoughtful and adaptable, whether they are launching new products, reporting on global events or harnessing emerging technologies such as AI to improve how we work. Here, fresh thinking is taken seriously, ambition is matched by integrity, and great work is recognised. Working across disciplines, geographies and perspectives, we are united by a commitment to innovation, excellence and creating meaningful impact.

Want to discover more about life at The Economist Group? Follow @EconomistCareers on Instagram to discover the people, stories and opportunities that make TEG unique.

The Economist is seeking a commercially minded, data-driven leader to build and scale our pre-subscriber strategy: growing a high-quality registered-user audience, creating habitual engagement across web and app, and converting the right users into long-term subscribers.

Reporting directly to the Co-President of The Economist and sitting within the Marketing team, this role will lead a team of two. You will set the strategy to grow the registered-user base both from Economist traffic and through new lead-acquisition tactics and partnerships, then work cross-functionally with Product, Editorial, Data and Growth to deliver the experiences that activate, engage and convert those users.

Key responsibilities

• Develop and optimise lead-acquisition tactics across paid media, social media and onsite journeys, leveraging first-party data to bring more high-quality users into the registered-user base
• Own the pre-subscriber growth strategy and optimisation plan: defining the value exchange for registration and how users progress to registered, activated, engaged and subscribed
• Design and scale the activation, engagement and habit-building programmes across various content formats, including articles, newsletters, and video
• Partner with Product and Editorial to create distinctive registered-user experiences, content propositions and capabilities that strengthen engagement and increase subscription intent
• Own the experimentation and measurement agenda, using insight and a clear testing and product feature roadmap to improve engagement and conversion of registered users
• Lead a team of two and establish clear operating rhythms with Acquisition, Subscriber Retention, Data, Technology and Creative teams, creating one coherent journey from first touchpoint through to subscription

What we are looking for

• Significant experience in pre-subscriber, registered-user, lifecycle, growth or conversion within a digital subscription, membership or consumer media business
• Strong experience shaping customer journeys across web, app and owned channels, with fluency in CRM and personalisation technology; Salesforce Marketing Cloud experience is an advantage
• A rigorous, data-led approach to experimentation, funnels, cohorts, audience segmentation and incremental commercial impact
• Strong commercial judgement and the ability to work across Product, Data, Engineering, Editorial, Creative and Growth, influencing senior stakeholders while protecting the customer experience
• Proven people-leadership experience, including setting direction, developing talent and leading through cross-functional influence

The expected base salary for this position ranges from $105,500.00 - $140,500.00. It is not typical for offers to be made at or near the top of the range. Rather, salary offers are based on a wide range of factors including relevant skills, training, experience, education, and, where applicable, licensure or certifications obtained. Market and organizational factors are also considered.

#LI-Hybrid

Working Arrangements

The majority of our roles operate on a hybrid working pattern, with 3+ days office attendance required.

AI usage for your application

We are an innovative organisation that encourages the use of technology. We recognise that candidates may utilise AI tools to support with their job application process. However, it is essential that all information you provide truthfully and accurately reflects your own experience, skills, and qualifications.

What we offer

• Our benefits package is designed to support your wellbeing, growth, and work-life balance.
• It includes a highly competitive pension or 401(k) plan, private health insurance, and 24/7 access to counselling and wellbeing resources through our Employee Assistance Program.
• We also offer a range of lifestyle benefits, including our Work From Anywhere program, which allows you to work from any location where you have the legal right to do so for up to 25 days per year.
• In addition, we provide generous annual and parental leave, as well as dedicated days off for volunteering and even for moving home.
• You will also be given free access to all The Economist content, including an online subscription, our range of apps, podcasts and more.