The Economist

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Optimisation Manager - Customer Loyalty

Optimisation Manager - Customer Loyalty

Job Locations 
United Kingdom-London

More information about this job




The Economist is a leading source of analysis on international business and world affairs. We deliver our information through a range of formats, from newspapers and magazines to conferences and electronic services. 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 an Optimisation Manager with a successful track record of leveraging customer insight, analytics and UX best practice to develop and enhance our subscriber loyalty and engagement programmes; with the ultimate aim of driving customer retention and lifetime value.


Reporting to the Head of Marketing, Customer Loyalty, within the Customer Experience division of the Global Circulation team, the successful candidate will be responsible for designing, developing and optimizing post purchase  experiences that engender brand affinity and loyalty.


Central to our strategy to drive circulation profitability in 2017/18 and beyond, this role requires the unique ability to analyse subscriber behavioural and transactional data, turning that data into clearly articulated customer insight, testing hypotheses and strategic optimisation road maps.


In the role you would be expected to:  

  • Support the CRM function in defining and articulating the overarching Subscriber Loyalty and Retention Strategy
  • Work with BI and Data teams to enable the development of a customer insights platform to underpin our testing and optimisation roadmap
  • Define and own the test and learn roadmap, leveraging customer insights to develop hypotheses and recommendations for improving existing CRM/ eCRM programmes
  • Identify critical points of intervention within the subscriber journey, working with multiple stakeholders to design new concepts and experiences that impact subscriber loyalty
  • Identify and quantify opportunities to develop new innovative automated CRM programmes to drive additional value add for our paying subscribers
  • Regularly report on and analyse programme performance across key engagement and retention metrics
  • Work closely with the Finance team to ensure that we’re accurately measuring the ROI on our core programmes and ensuring that results and trends are reflected in our circulation budgets and forecasts
  • Support the broader CRM team in nuturing a team culture of best practice user experience

Experience, skills and professional attributes

To succeed in the role you must have:


To be successful in this role you will be highly analytical; results-driven and passionate about finding ways to improve the experience for our paid subscribers. This is a highly visible role and you will have a significant influence on our subscriber engagement and retention performance. You are therefore meticulous, organised and used to managing a number of projects at the same time. Above all, you are curious, tenacious and determined that our customers enjoy ever increasing value from their subscription to The Economist.  More specifically you’ll be able to evidence:


  • In-depth experience in leveraging both transactional and behavioural data to drive great design and user experiences
  • Hands-on experience of planning & managing complex strategic testing and optimisation road maps to improve customer loyalty and retention
  • The ability to clearly conceptualise, quantify and articulate strategic recommendations to improve performance
  • An excellent eye for detail and you know what great design and user experience looks like
  • An excellent understanding of process optimisation principles and methodologies with evidenced capability in utilising competitive data, peer and industry benchmarking to inform best practice
  • Experience of directing user design or optimisation agencies in line with best practice to deliver tangible bottom-line outcomes
  • A comprehensive understanding of the key factors influencing subscriber loyalty and retention

Ideally you will also have:


  • Experience in a subscription-based business with a focus on developing and optimizing customer loyalty and engagement programmes
  • Experience & understanding of the latest developments in technology and digital marketing/sales to drive customer retention
  • Knowledge of how back-end systems such as CRM, marketing automation, profiles, access & entitlement integrate into the digital experience and associated business processes
  • A user experience or data-insight background

You will be able to demonstrate:


  • Strong communication skills  - collaborative in style and comfortable presenting your ideas and results across a variety of stakeholders
  • A comprehensive understanding of cross-channel data challenges and their impact on customer-led user experience and design
  • A clear understanding of test and learn best practice in driving customer centric user experiences and communications
  • Exceptional stakeholder management skills, with the ability to motivate, direct and influence, in equal measure
  • A high degree of numeracy
  • Exceptional written and spoken English
  • Outstanding attention to detail
  • Exceptional problem solving capabilities
  • The ability to work to deadlines and manage conflicting priorities, in line with core business objectives
  • Innovative thinking and an eagerness to learn and keep up-to-date with the latest developments in user experience design
  • Ambition to shape and develop your role in the medium and longer term
  • Willingness to travel occasionally if needed