Senior Retention Executive London - Commercial

Economist Group; London; Hybrid; GBP 40,000 - 60,000; Full time

Job summary

A leading company in the media industry seeks a Senior Retention Marketing Executive to enhance customer retention and winback rates. This pivotal position involves executing multichannel campaigns and leveraging data analytics to improve customer lifetime value. The ideal candidate will have a strong background in marketing, with proven experience in project management and a passion for the media landscape.

Benefits

Incentive programme

Generous annual leave

Well-being support

Free access to all Economist content

Parental leave policies

Qualifications

• Experience in planning and executing multi-channel marketing campaigns.
• Competent in using email marketing software.
• Target driven with a natural curiosity to understand retention performance.

Responsibilities

• Own and execute multi-channel renewal and winback marketing campaigns.
• Continuously optimize existing retention initiatives.
• Analyze retention KPIs and report on campaign performance.

Skills

Campaign Planning

Multi-channel Marketing

Data Analysis

Customer Retention

Project Management

Education

Degree in Marketing or related field

Tools

Salesforce Marketing Cloud

BlueConic

Moveable Ink

Job description

We are an organisation that exists to drive progress. That's the “red thread” that connects everyone at The Economist Group (TEG). Our businesses share a devotion to innovation, independence and rigour in their fields of expertise. We empower people to understand and tackle the critical challenges and changes facing the world. Our analytical rigour, global expertise and evidence-based insights enable individuals and organisations to make sense of these shifts and chart a course through them.

We deliver analysis and insights in many formats to subscribers and clients in 170 countries through our four businesses, The Economist, Economist Impact, Economist Intelligence and Economist Education, which uphold our global reputation for excellence and integrity.

We are recruiting for a Senior Retention Marketing Executive to join The Economist's Customer Trading team. The successful candidate will work closely with the Head of Customer Trading, a wider team of marketers and cross-functional experts to increase winback, retention and renewal rates to improve customer lifetime value for subscribers to The Economist. This key role will be responsible for executing renewal and winback campaigns, from planning and producing copy and creative, to testing, optimising and measuring performance across multichannel marketing campaigns.

Main responsibilities:

• Own, plan, execute and measure multi-channel renewal and winback marketing campaigns (inc. owned and paid channels) to drive incremental improvement in subscriber renewal and winback rates - taking full use of our growing martech stack (eg. BlueConic, Moveable Ink)
• Continuously optimise existing retention initiatives, with a primary focus on driving CLTV and revenue retained
• Align with our Acquisition team who lead the development of Economist ATL plans by providing regular retention inputs and feedback
• Leverage machine learning and AI models to develop strong next best action retention plans, targeting the right customers at the right time, driving renewals and winback
• Contribute to weekly Retention Trading meetings including creation of supporting analysis or materials, to maintain strong visibility of retention KPIs with key stakeholders
• Identify key retention risks and opportunities, creating mitigation and go-faster plans where appropriate, with the guidance of the Head of Customer Trading
• Regularly analyse retention KPIs and campaign data, reporting on campaign performance and propose recommendations for optimisation and growth, presenting these learnings to the wider team and senior stakeholders as appropriate
• Work closely with the Head of Customer Trading to identify optimisation opportunities to improve retention across all channels and develop quarterly testing roadmaps
• Collaborate with the data insights team to identify appropriate customer segments and ensure performance measuring metrics are in place for test-and-learn campaigns
• Partner with Editorial and content leads from the wider circulation team to identify, package and surface the most compelling editorial content for renewals and winback marketing campaigns
• Liaise with Mailing Houses and Call Centre teams to maintain and update renewal and winback marketing assets and scripts
• Work with the Customer Operations team to ensure all renewal and winback offers are set up correctly

Who you are

• Experience in planning and executing multi-channel marketing campaigns, optimising based on learnings and reporting the outcomes to stakeholders
• Target driven, numerate with a natural curiosity to understand the levers of success and how to deliver a step change in our retention performance
• Competent in the use of email marketing software, such as Salesforce Marketing Cloud, to help build and manage automated marketing programs
• Previous experience in a customer retention or direct marketing position, in a subscriptions/membership setting would be ideal but not required
• Project management, communication and collaboration skills; comfortable working with various teams across the business to get desired outcomes
• An understanding of test-and-learn best practice to deliver improvements to customer communications
• Passionate about the media industry and subscriptions, keeping up to date with the latest marketing trends and sharing best practices
• Confident self-starter, able to manage workload and juggle multiple priorities effectively
• Keen to develop - to learn quickly, step outside of their comfort zone and actively seek feedback to continuously improve

#LI-Hybrid

What we offer

Benefits
We offer excellent benefits including an incentive programme, generous annual and parental leave policies, volunteering days and well-being support throughout the year, as well as free access to all Economist content. Country specific benefits are also offered.

Our Values
Our values are a collective set of beliefs and behaviours that strengthen The Economist Group's purpose and demonstrate where we want to be as an organisation. They reflect on our mission to pursue progress for individuals, organisations and the world.

Independence
We are not bound to any party or interest and encourage exploration and free-thinking. We champion freedom, both within our organisation and around the world.

Integrity
We are bold in our efforts to uncover the truth and stand up for what we believe in. We inspire trust through our rigour, fact-checking and transparency.

Excellence
We aspire to the highest standards in all we do. We are ambitious and inquisitive in our pursuit of continuous progress and innovation.

Inclusivity
We value diversity in thought and background and encourage healthy debate with a breadth of perspectives. We treat our colleagues and customers fairly and respectfully.

Openness
We foster a collaborative and empathetic culture conducive to the interests, wit and initiative of our colleagues. New ideas are our lifeblood.

The Economist Group values diversity. We are committed to equal opportunities and creating an inclusive environment for all our colleagues and potential colleagues regardless of ethnic origin, national origin, gender, gender identity, race, colour, religious beliefs, disability, sexual orientation, age, marital status or any other status.

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