Retention Director (Projects & Engagement)

Job Locations United Kingdom-London
ID
2019-6235
Function
Marketing

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.

 

The purpose of this role is to support the VP, Retention and the rest of the retention team in delivering ambitious subscriber growth for The Economist.  Retention is a company-wide strategic priority, and this role is integral to identifying all opportunities throughout the customer lifecycle. This person will be accountable for increasing overall subscriber engagement and retention globally. They will work with stakeholders across the business, from editorial and marketing to product and tech, to promote a customer-first mindset, and growth perspective, being heavily led by data and research.They will also work with the Heads of Retention (lifecycle specific) and the product team to drive high digital engagement with our subscriber base, and create products that delight our subscribers. 

 

The position requires working throughout the customer lifecycle, identifying opportunities for driving all-subscriber engagement and retention, particularly related to editorial priorities and projects across the business. This role will also help to manage the regional specialists in NAM and Asia, empowering and driving optimisation of all points of the subscriber journey from a regional angle.

 

Accountabilities

How you will contribute:

 

  • Develop and execute short, medium and long term customer engagement and  retention strategies with the objectives of significantly reducing churn across the subscriber base.
  • Help define the KPIs for showing improvements through
  • Retention performance reporting, forecasting and analysis, alongside the Heads of and data and finance teams.
  • Assisting the VP, Retention with oversight of subscriber communications, copy and execution.
  • Assisting the VP, Retention with reporting against ROI on retention marketing
  • Taking the lead on articulating, improving and reporting on LTV
  • Suggesting an on-going programme of investment optimisation and innovation test initiatives.
  • Lead, direct and mentor a global, matrixed team of professionals to be empowered to deliver fantastic customer experiences and engagement.
  • Positively influence business decisions through well-understood and articulated data.
  • Identify opportunities for engaging subscribers globally, regardless of where they are in lifecycle
  • Blue sky strategic thinking about the gaps in our CRM programme - from events and loyalty programmes to customer service.
  • Work closely with the Customer Service team to deliver improvements

Experience, skills and professional attributes

The ideal skills for this role are:

 

  • Significant experience in a retention subscription environment, with a strong preference for news/media experience.
  • Strong understanding of data and ability to quickly interpret analytics to translate to marketing or product actions.
  • Ability to initiate and implement changes required on a global basis through rigorous testing and roll out plans.
  • Evidence of improving customer experience, engagement and loyalty leading to hard volume or value increase
  • Superior communication skills, emotional understanding and intellectual dexterity to work effectively within a business that is undergoing huge transformation.
  • Ability to describe and explain advanced retention and engagement statistics at levels across the business
  • Evidence of having managed, or having senior involvement in, scaled retention marketing campaigns.  
  • Professional curiosity.
  • Analytical rigour and integrity to drive the right decisions.
  • Highly flexible and comfortable with change
  • Able to work effectively at pace, and take direct and matrix teams with you with strong leadership and energy.

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