Global Head of Customer Lifecycle and Digital Marketing

About Us

The FT has an uncompromising mission: delivering independent, quality information, news and services to individuals and companies around the globe. It’s the cornerstone of our reputation and the heart of our ambitions for the future. But for our people, the FT offers so much more than what we do. FT people come from all kinds of backgrounds and work across a huge range of disciplines and locations, and find an empowering, warm and welcoming culture that values curiosity and rewards smart, ambitious thinking. Those who are willing to unite around our mission and live our values will find plenty to challenge, inspire and interest them. Like the audiences we serve, no two FT people are the same; but together we help our audience be better informed and understand the world around them. It’s a job that’s never mattered more, and a career that can take you anywhere you want to go.

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 Role / Position Overview

The B2B division of the Financial Times licences FT content to organisations around the world. Based in London, the Global Head of Customer Lifecycle and Digital Marketing will lead a team who plans and executes post-sale programs and campaigns that drive customer loyalty, customer advocacy, growth with existing accounts as well as voice of the customer activities within our current customer base. 

The role is also responsible for our user experience, customer journey on ft.com/subs as well as lead generation and transforming visitors into new prospects. You will need to be a self-starter with knowledge, ideas and the ability to inspire and coach others.

Key Responsibilities

• Strategy: define, build and execute, along with your team, a customer contact marketing strategy to help improve to drive engagement and retention
• Management: lead, develop, coach and inspire a team of marketers
• Customer Insight: gain a deep understanding our customer lifecycle  to help inform sales and marketing activities.
• Stakeholder Management: work collaboratively with a wide range of stakeholders and regularly present to the teams.

• Customer Lifecycle

• Map the customer journey to determine how and when to reach customers in ways that drive adoption, engagement, and advocacy.
• Develop the customer lifecycle marketing strategy based on insights and customer decision journey
• Design and execute contact strategies and automated workflows to support onboarding, adoption, retention, at risk and renewals
• Manage the Customer Lifecycle team to execute, tailor and analyse marketing programs to persuade and influence specific customer clusters
• Enable Client Success Managers and CRM sales teams to be successful by creating programs and providing expertise: to help them identify opportunities to drive usage and up-sell/cross-sell
• Partner with Product Marketing to develop on-brand and on-message marketing materials which enable the Client Success team to effectively communicate with customers ensuring continued education and success throughout the relationship lifecycle

• Digital

• Responsible for planning , developing and managing the overall  digital marketing strategy and building out best practices
• Drive our  lead generation plan - targeting new contacts TOFU; partner with product marketing team to have the right assets to engage and convert; 
• Build brand awareness and establish credibility as the experts to support propositions and buying centres
• Manage and oversee different digital marketing channels for FT Professional
• Collaborate with content, web design, user experience (UX) and web development teams to audit, udit and identify ways to optimise web pages and related to improve organic traffic, engagement and conversion
• Collect, analyse and report on digital performance via website-related KPIs using web analytics tools, social media management tools, content marketing software and business intelligence platforms to inform and optimise website efforts 
• Manage our Website UX and customer journey
• Leadership of all SEO/SEM activity, including campaign planning, set up, implementation and measurement.

Required Skills / Experience 

• Bachelor’s degree in marketing or comparable marketing qualification
• Ideally 6-8 + years experience in B2B customer marketing, channel marketing, digital marketing, content strategy
• Experience within a subscription product preferred
• Experience partnering with Client Success/Account Management teams to coordinate, communicate, and deliver offers and campaigns that resonate with customers along their lifecycle
• Ability to effectively present information and respond to questions from customers
• Experience in a global marketing role is a plus
• Proficiency with marketing automation systems and CRM (preferably Bloomreach/Marketo).

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 have implemented a hybrid working model and 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, talent@ft.com and a member of our team will be happy to help.

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