Head of Customer Engagement

Job Locations United Kingdom-London
ID
2021-7186

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 website. 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.

 

We are seeking a Head of Customer Engagement for a maternity cover contract up to 15 months. This role is responsible for managing the retention of our global subscriber base with a focus on developing the subscriber proposition and benefits and on data-led, multi-channel lifecycle marketing to drive engagement and help subscribers realise the full value of their subscription. 

 

This role sits within our Retention org reporting the VP Retention and works closely with the Head of Onboarding and Head of Renewal to deliver our full lifecycle subscriber engagement and retention strategy.

Accountabilities

How you will contribute:

 

  • Manage the in-life subscriber contact strategy, ensuring we have effective and timely communications that drive subscriber engagement, loyalty and LTV.
  • Enact CRM lifecycle communications across multiple channels and platforms, establishing consistent messaging to ensure subscribers get the most value from their subscription.
  • Work closely with our Data Science team to create and optimise subscriber segmentation, engagement and propensity scoring and leverage this to create effective personalised subscriber messaging strategies.
  • Manage and develop our exclusive subscriber events series growing the reach and impact of these events and further improving the production and subscriber experience.
  • Work closely with Editorial, Product and Marketing teams to develop subscriber proposition and benefits, serving as the voice of the customer, and linking subscriber engagement and retention goals to product development projects and releases. Ensure forward thinking approach to new technology, assessing new tools and capabilities to improve subscriber engagement.
  • Write briefs and work with creative teams to launch new/optimized customer journey assets and engagement building communications.
  • Leverage analytics, including cohort analysis and A/B test results to measure the impact of new initiatives and optimise in-life engagement programs or tactics.
  • Regularly report on the performance of in-life communications and campaigns, detailing performance and spend against budget and forecast
  • Help to prioritize the roadmap for loyalty and engagement building features, based on marketing analytics or customer pain-points/feedback

 

Experience, skills and professional attributes

The desirable skills for this role include: 

 

  • Experience in a senior, strategic role in a subscription or membership organisation with a specific focus on customer engagement and retention highly desirable 
  • Strong experience in CRM, lifecycle marketing and loyalty programme planning including customer segmentation, personalization and ‘test and learn’ approaches
  • Strong cross-functional project management skills including working with digital products and engineering teams to improve the customer experience
  • Have a good grasp of the digital marketing landscape and different technologies that can be used to achieve customer engagement
  • Familiarity of Salesforce and Salesforce Marketing Cloud a plus
  • Robust understanding of customer engagement, retention and LTV drivers

 

Personal Attributes: 

 

  • A self-motivator with lots of enthusiasm and ability to work on high visibility projects under tight deadlines
  • Strong people management and development skills
  • Exceptional communication and presentation skills, capable of presenting customer analyses, trends, campaign reporting, and forecasts with clarity
  • Demonstrable ability to lead a group of peers to drive recommendations and execute plans
  • Strong analytical capability, demonstrating an ability to define opportunities and problems, collect and analyze data, establish facts and make valid conclusions
  • Effective decision making; demonstrates confidence to make rationale recommendations and prioritisation calls

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