Marketing Manager, B2B Lifecycle
- Compensation
- Not disclosed
- Location
- London
- Work setup
- Hybrid
- Seniority
- Not specified
- Employment
- Not specified
- Experience
- Not specified
- Category
- Marketing
- Posted
Skills
Must have
- Significant experience in CRM, lifecycle, retention, renewal, expansion or customer marketing within a commercial B2B or subscription environment.
- Proven experience owning customer marketing programmes and defining plans, KPIs and commercial outcomes.
- Strong analytical and commercial skills, with the ability to turn customer behaviour and business performance into strategic recommendations and measurable improvements.
- Experience defining customer segmentation, personalisation, testing strategies and lifecycle programmes informed by customer insight.
- Strong planning, prioritisation and organisational skills, with the ability to manage competing priorities and drive delivery through others.
- Excellent written and verbal communication skills, including the ability to present recommendations clearly and influence collaborators.
- Strong creative judgement and experience reviewing customer-facing communications, journeys and content.
- A customer-focused and commercially minded approach, with an interest in delivering measurable improvements in renewal performance and customer value growth.
- An interest in journalism and media, alongside an understanding of how large or complex media organisations operate.
Full description
About Us
The Financial Times is one of the world’s leading news organisations, globally recognised for its authority, integrity and accuracy, with a mission to deliver quality information and services worldwide.
At the FT, curiosity thrives and ambitious thinking is rewarded. Here, you’re given the chance to reach millions, create work that matters and deliver impartial journalism in a polarised world.
In our warm, collaborative culture, you’ll connect with a diverse community of experts who support your growth, career aspirations and wellbeing.
Your future at the FT will be filled with opportunities that challenge and inspire you. With no fixed path, you’ll discover new skills and forge a career that can take you anywhere.
Build a newsworthy career at the FT.
Our commitment to diversity, equity and inclusion
We believe in the power of unique perspectives and want all voices in our organisation to be heard, respected and valued. A supportive workplace is one where employees feel they can be themselves and operate to their full potential. We are committed to removing barriers for everyone, with a focus on addressing those faced by underrepresented groups.
The Role
The Marketing Manager, B2B Lifecycle will own and develop defined areas of the B2B lifecycle strategy across FT Professional and the FT Specialist portfolio, with a primary focus on renewal and customer value growth through cross-sell and upsell.
You will own a portfolio of lifecycle programmes spanning renewal support, retention, cross-sell and upsell, delivering measurable improvements in account growth, renewal rates and customer lifetime value. The role will also flex across earlier lifecycle stages, including trial engagement, onboarding and in-life engagement, where required to support broader commercial priorities.
Working closely with the Head of B2B Lifecycle, you will translate the overall lifecycle strategy into quarterly plans, prioritised initiatives and commercial outcomes. Using customer insight and performance analysis, you will find opportunities, determine where resource should be focused and lead programmes designed to improve renewal outcomes and drive expansion within existing accounts.
You will work closely with collaborators across B2B Marketing, Sales, Data & Analytics and Marketing Automation to ensure lifecycle programmes support wider product, proposition and account strategies while remaining focused on customer outcomes. Marketing Automation will design and build campaigns and journeys from the briefs and strategic requirements you develop.
A core part of the role is ownership of business performance. You will define KPIs, monitor progress against commercial objectives, identify risks and opportunities, and recommend interventions that improve renewal performance, account growth and customer lifetime value.