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Across the FT Group, our people are united by a mission to deliver world-class information, news and services to our global audiences. We're a digital-first organisation made up of journalists, technologists, product managers, event planners, strategists, commercial and finance experts, marketing and communications specialists - and much more. Our strength is in our employees.

 

Our commitment to diversity and inclusion in the workplace

At the FT, we aim for employees across all regions to have a voice so that diverse perspectives are heard and valued. We believe that a supportive workplace is one where employees feel they can be themselves at work and have the flexibility they need to meet their personal needs. We'll continue to remove barriers for all, and in particular barriers facing employees from underrepresented groups.

 

The Customer Relationship Team

FT’s Consumer subscription business has reached a level of maturity and sophistication, and we are now moving into the next phase of our subscription strategy, which calls for an ever-greater focus on customer needs, lifetime value (LTV) and nurturing valuable relationships.

Sitting within the newly formed Consumer Revenue Group (responsible for individual consumer subscriber revenues and profit for the FT), the Customer Relationships Team is focused on driving engagement, managing retention/ churn and increasing customer value of the subscription base. The team’s objective is to build strong and valuable customer relationships through engagement in FT journalism & content, creating community experiences and delivering first-class subscription experiences that drive customer loyalty and advocacy.

 

The Role / Position Overview

The Head of Planning role sits within the Customer Relationships team and is responsible for researching, developing and communicating the overall strategy for customer relationship marketing to meet the CRG goals, specifically around the key commercial goals of (registered user) conversion, engagement, revenue growth and retention of our subscriber base. 

This is a role for someone who is motivated to champion the strategic vision for the customer relationships team, is commercially-minded and has a desire to  influence the wider CRG strategy. The role reports to the Director of Customer Relationships, and works closely with the wider customer marketing team, consumer marketing, pricing, Product, Analytics and Tech to bring your strategy to life.

You will work closely with the marketing heads within the team to define clear objectives for marketing activity on a quarterly and annual basis to support those commercial goals. And you work with the regional heads in the Consumer marketing team (acquisition) to ensure subscriber thinking is considered in their acquisition plans. 

You will also be responsible for and lead the CRT teams forecasting, and planning on an annual and quarterly basis, as well as weekly trading reporting for the team. 

 

Key Responsibilities

  • Maintain a thorough understanding of our customer needs and behaviours to help define the marketing strategies that drive growth, engagement, retention and advocacy. 
  • Be the customer relationship lead for the CRG segmentation model, working closely with the Consumer marketing team and data science to help define, maintain and evolve our approach to customer segmentation across the customer base 
  • Monitor trends - both within the industry and outside - to help identify risks and inform our longer term strategies
  • Working closely with our business performance team, BI and analytics teams to monitor engagement, retention and behavioural trends of our key audiences, and monitor business performance and core KPIs, identifying risks and opportunities within our plans and strategies
  • Develop a clear understanding of the levers that influence our key metrics ( conversion, engagement, retention and churn), and analyse customer behaviour patterns to identify gaps and opportunities and areas for concern in our overall strategy
  • Bring together qualitative, quantitative and marketing campaign performance data to make recommendations on strategy and tactics
  • Work with colleagues across the Customer Relationships team to define specific objectives by segment across the lifecycle, ensuring that overall strategic objectives and the annual and quarterly targets are met across the full spectrum of customer relationship marketing activities
  • Lead the customer relationships team quarterly and annual commercial planning cycle with finance and the wider CRG team,  and resource planning with P&T.

In order to be successful in the role you would need to be able to orient quickly in a complex environment, identify risks and opportunities that will impact the business and, critically, generate value for our customers. You need to be able to take initiative and quickly and confidently make decisions when it’s called for.

 

Required Skills / Experience 

  • At least 10  years experience in a commercially focused marketing role, ideally subscription or recurring revenue based,  delivery bottom-line impacts through marketing 
  • Developed and proven influencing and negotiation skills
  • Excellent analytical,  critical thinking and problem solving skills, with excellent written and verbal communication skills 
  • Passion, ambition and eagerness to challenge the status quo and drive positive change in the organisation 
  • Experience working cross-discipline with numerous departments to deliver customer engagement strategies
  • Customer-centric - a passion for building insight-driven experiences that deliver value to a customer/subscriber whilst also driving business impact
  • Commercially minded, with proven experience joining the dots between data and business growth opportunities
  • Track record of defining and improving key business metrics.

 

What’s in it for you? Our Benefits

Our benefits vary depending on location, but we are committed to providing best in class perks across all our offices as well as an inclusive environment to develop your career. Examples of our benefits include; generous annual leave allowances, flexible working (including working from home), medical cover, enhanced maternity & paternity packages, subsidised gym memberships and Giving Back opportunities. Full details of our benefits can be found here.

 

Further Information

The FT is committed to providing an inclusive working environment for all. We are an equal opportunities employer who seeks to recruit and appoint the best talent regardless of age, gender, ethnicity, disability, sexual orientation, gender identity, socio-economic background, religion and/or belief. We also promote flexible working and will consider specific requests around flexibility for all roles where it can be accommodated. Please let us know if you require any adjustments 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, please contact a member of our HR team who will be happy to help. 

 

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