Marketing Manager, B2B Lifecycle

financialtimes33; Greater London; On-site; GBP 65,000 - 90,000; Full time

Job summary

The Financial Times seeks a Marketing Manager, B2B Lifecycle, to own and evolve defined areas of the B2B lifecycle strategy across FT Professional and the FT Specialist portfolio, focusing on renewal and customer value growth.

You will manage lifecycle programmes spanning renewal support, retention, cross-sell and upsell, deliver measurable improvements in renewal rates and account expansion, and work with Marketing Automation, Sales and Data teams.

Qualifications

• Experience in B2B lifecycle marketing and customer retention.
• Ability to translate lifecycle strategy into quarterly plans.
• Experience collaborating across Marketing, Sales, Data & Analytics.

Responsibilities

• Own lifecycle plans and a portfolio of programmes focused on renewal, retention, cross-sell and upsell, translating strategy into quarterly priorities and measurable commercial outcomes.
• Define programme objectives, customer journeys and KPIs, ensuring activity aligns with lifecycle strategy and priorities.
• Lead cross-functional planning with B2B Marketing, Sales and Data & Analytics to deliver integrated renewal and growth programmes.
• Monitor programme delivery, manage risks and dependencies, and maintain governance and documentation.

Job description

About Us

The Financial Times is one of the world's leading news organisations, globally recognised for its authority, integrity and accuracy, with a mission to deliver quality information and services worldwide.

At the FT, curiosity thrives and ambitious thinking is rewarded. Here, you're given the chance to reach millions, create work that matters and deliver impartial journalism in a polarised world.

In our warm, collaborative culture, you'll connect with a diverse community of experts who support your growth, career aspirations and wellbeing.

Your future at the FT will be filled with opportunities that challenge and inspire you. With no fixed path, you'll discover new skills and forge a career that can take you anywhere.

Build a newsworthy career at the FT.

Our commitment to diversity, equity and inclusion

We believe in the power of unique perspectives and want all voices in our organisation to be heard, respected and valued. A supportive workplace is one where employees feel they can be themselves and operate to their full potential. We are committed to removing barriers for everyone, with a focus on addressing those faced by underrepresented groups.

The Role

The Marketing Manager, B2B Lifecycle will own and develop defined areas of the B2B lifecycle strategy across FT Professional and the FT Specialist portfolio, with a primary focus on renewal and customer value growth through cross-sell and upsell.

You will own a portfolio of lifecycle programmes spanning renewal support, retention, cross-sell and upsell, delivering measurable improvements in account growth, renewal rates and customer lifetime value. The role will also flex across earlier lifecycle stages, including trial engagement, onboarding and in-life engagement, where required to support broader commercial priorities.

Working closely with the Head of B2B Lifecycle, you will translate the overall lifecycle strategy into quarterly plans, prioritised initiatives and commercial outcomes. Using customer insight and performance analysis, you will find opportunities, determine where resource should be focused and lead programmes designed to improve renewal outcomes and drive expansion within existing accounts.

You will work closely with collaborators across B2B Marketing, Sales, Data & Analytics and Marketing Automation to ensure lifecycle programmes support wider product, proposition and account strategies while remaining focused on customer outcomes. Marketing Automation will design and build campaigns and journeys from the briefs and strategic requirements you develop.

A core part of the role is ownership of business performance. You will define KPIs, monitor progress against commercial objectives, identify risks and opportunities, and recommend interventions that improve renewal performance, account growth and customer lifetime value.

As part of the Experience and Lifecycle Centre of Excellence, you will also help establish and embed consistent lifecycle frameworks, playbooks and ways of working across FT Professional, FT Specialist and Consumer Lifecycle.

Key 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, li