• Retention/CRM Marketing Executive - Onboarding

    Job Locations United Kingdom-London
    ID
    2019-6137
    Function
    crm
  • Introduction

    The Economist Group logo

    The Economist is a leading source of analysis on international business and world affairs, published weekly in print and digital editions, and daily through our apps and websites. We deliver our information through a range of formats, from newspapers and magazines to conferences, films and audio. What ties us together is the objectivity of our opinion, the originality of our insight and our advocacy of economic and political freedom around the world.

     

    It’s an exciting time for customer retention at The Economist, which is receiving renewed focus following years of successful subscriber acquisition. As the Retention Marketing Executive - Onboarding, you’ll be part of the team at the forefront of making The Economist a world-leading customer retention organization. Working with the Head of Customer Development and a wider team of marketers and cross-functional experts, you’ll be putting the customer experience at the heart of everything you do, planning and executing CRM programs and multichannel marketing campaigns to drive engagement and early-stage retention among trialists - one of our key strategic audiences.

     

    Accountabilities

    How you will contribute:

     

    • Work with the Head of Customer Development and wider retention team to increase customer engagement and first-time renewal (conversion from trialist to fully paid subscription)
    • Plan, execute and optimise multi-channel communication campaigns; manage a testing program to drive incremental improvement in customer retention metrics
    • Produce persuasive, compelling and on-brand communications to drive digital product usage and quality engagement among new subscribers
    • Regularly analyse retention and campaign data, reporting on campaign performance and developing new audience insight to fuel growth
    • Work in partnership with Editorial and content leads from the wider circulation team to identify, package and surface the most compelling editorial content
    • Work with the retention team and Journey Optimisation & Insight Specialists to develop your understanding of the drivers of early engagement and retention, using this to inform our campaigns
    • Identify opportunities to improve communication content and performance, continually feeding those opportunities into the testing road map
    • Monitor effective benchmarks (best practices) for developing and building customer engagement in a subscriptions business
    • Get involved in other retention projects and initiatives as they arise

    Experience, skills and professional attributes

    Ideal skills for this role are:

     

    • Previous experience in a retention or direct marketing position, in a subscriptions/membership setting would be ideal but not required
    • Experience planning and executing multi-channel marketing campaigns, optimising based on learnings and reporting the outcomes to stakeholders
    • Competent in the use of email marketing software, such as Salesforce, to help build and manage automated marketing programs
    • Project management, communication and collaboration skills; comfortable working with various teams across the business to get desired outcomes
    • Comfortable working with agency partners to develop highly engaging, brand-led communications designed to bring a digital brand ‘to life’ for customers
    • Data-driven, customer-first mindset with experience executing and optimising marketing campaigns and programs based on customer insight and learnings
    • An understanding of test and learn best practice to deliver improvements to customer communications
    • Confident self-starter, able to manage workload and juggle multiple priorities effectively. Flexible and happy with change.
    • Keen to develop - to learn quickly, step outside their comfort zone and actively seek feedback

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