Retention Marketing Manager

London Source: WhatJobs

See advert for pay

Overview

In this role you will design and execute retention and customer-value programmes for FT’s B2C audiences, translating strategy into actionable campaigns across cancel-save, winback, renewals, upsell and cross-sell. You’ll use customer insights to reduce cancellations and boost resubscription and ARPU, collaborating with cross-functional teams. You will contribute to the Customer Experience & Lifecycle Centre of Excellence, shaping frameworks and playbooks to standardise lifecycle practices. This is a hands-on, impact-focused position that balances commercial objectives with premium customer experience.

Pay / Benefits

generous annual leave
medical cover
inclusive parental leave packages
subsidised gym memberships
opportunities to give back to the community
hybrid working model

Responsibilities

Set direction and roadmaps for Cancel-Save and Winback; identify opportunities to reduce cancellations and boost re-subscription.
Oversee renewal programmes (Step Up, reminders) and test opportunities to improve performance.
Lead Step Up reporting, deliver insights to inform pricing journeys and wider strategy.
Develop annual upsell and cross-sell plans to grow sustained ARPU.
Adapt programmes across different B2C audiences aligning with objectives.
Translate priorities into objectives, journeys, KPIs and briefs for Marketing Automation and delivery teams.
Deliver campaigns with collaborators while balancing commercial aims with premium customer experience.
Manage service communications across email/mail and maintain updated templates.
Coordinate with lettershop and other operational partners for mail campaigns and compliance.
Own performance of programmes, identify risks/opportunities, and optimize based on data insight.
Contribute to weekly commercial reporting and share insights with cross-functional teams.
Use testing and continuous improvement to embed successful approaches into future activity.
Build relationships across teams to deliver shared outcomes and advocate for data-driven recommendations.
Contribute to Centre of Excellence playbooks, frameworks and guidelines to standardise lifecycle practices.

Key requirements

Experience delivering and optimising CRM, lifecycle, retention, renewal, upsell or other customer programmes in a B2C or subscription environment.
Strong analytical skills with ability to interpret performance and translate into actions.
Test-and-learn mindset with experience evaluating experiments to improve outcomes.
Ability to develop programme plans and manage initiatives end-to-end.
Strong commercial judgement and understanding of how retention, pricing, upsell and engagement affect revenue and ARPU.
Experience collaborating across analytical, marketing, technical, operational and customer-facing teams.
Strong communication and relationship management skills; ability to explain performance, risks, opportunities and recommendations clearly.
Ability to create clear briefs for customer journeys and experience improvements.
Attention to detail in customer communications, QA and compliance.
Ability to manage multiple programmes and maintain ownership of delivery and outcomes.