Retention Marketing Manager

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The role

Reports to:

Senior Marketing Manager, Subscription Management & Retention This role is responsible for developing and delivering retention and customer value programmes across our B2C audiences, including FT Digital and Print subscribers, the wider consumer portfolio, Investors’ Chronicle, Students and partnerships.

You will turn the wider Subscription Management & Retention strategy into clear programme plans and priorities spanning cancel-save, winback, renewals, Step Up, upsell and cross-sell. Using customer and commercial insight, you will find opportunities to reduce cancellations, increase resubscription and grow average revenue per user (ARPU), working collaboratively across Consumer Engagement, Data & Analytics, Pricing & Propositions, Marketing Automation, Product & Technology, Customer Care and other teams.

This is a role for someone who combines critical thinking with hands-on delivery and takes ownership of programme performance. As part of the Customer Experience & Lifecycle Centre of Excellence, you will also contribute to shared lifecycle frameworks, guideline and ways of working.

Key responsibilities

Retention and customer value programmes

Set the direction and roadmap for Cancel-Save and Winback programmes, continually identifying and delivering opportunities to reduce cancellations and increase post-cancellation re-subscription.

Handle and optimise the renewal programme, including Step Up, renewal and subscription or trial reminders, keeping communications current and identifying tests that can improve performance.

Oversee Step Up reporting and performance, sharing insight with the wider business and identifying short-term optimisation opportunities that can help inform the broader approach to pricing journeys and Step Up.Develop the annual upsell and cross-sell plan and deliver campaigns and initiatives that support sustained ARPU growth.

Adapt programmes and initiatives across different B2C audiences to reflect customer needs and commercial objectives.

Programme development and delivery

Translate programme priorities into clear objectives, customer journeys, audience approaches, KPIs and briefs for Marketing Automation and other delivery teams.

Deliver campaigns and initiatives with relevant collaborators, balancing commercial objectives with a premium customer experience.

Handle service communications across email and mail, working with Marketing Automation to maintain and optimise communications so customers receive the information they need.

Handle relevant operational partners, including letter shop relationships, to support the…