The Economist

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Marketing Manager, Paid Social

Marketing Manager, Paid Social

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. The Marketing and Circulation department is responsible for managing and growing The Economist subscribers globally. The Mass and Global Digital Acquisition team has one key KPI – delivering 135,000 new subscribers to The Economist.


We are an ambitious, creative and multi-award winning team looking for an exceptional marketeer to help plan and execute marketing campaigns across paid social.


Marketing manager would manage social media activity for all of The Economist’s owned, earned and paid audiences globally (excluding Economist subscribers and registered users), with a focus on the following:


    • Direct Response: deliver efficient last click subscription starts to both fans of The Economist and new users across all social platforms
    • Audience development: identify and implement a combination of timely and evergreen content to increase the number of fans across all platforms.


In this role you will be expected to:


  • Plan and measure results from new business marketing campaigns across the following audiences: fans, friends of fans, lookalikes, tailored audiences, 3rd party data segments (excludes Economist subscribers and registered users)
    • Remit includes the full spectrum of social media platforms including Facebook, Twitter, Instagram, LinkedIn, Snapchat, Weibo, Wechat  
    • Includes all parts of the ‘marketing funnel’ from top (awareness and consideration) through to bottom (conversion)
  • Forecast monthly subscription starts by platform, campaign and audience
  • Work with the Audience Development Director on longer term strategies for channel development
  • Co-manage and co-develop a marketing executive (with Marketing Manager: Audience Development)
  • Act as the key paid social client contact for media agencies in London and Shanghai
  • Become the key contact for our social editorial team and oversee the boosting of trending social posts
  • Work with external design agencies to produce innovative content and offer-led creative
  • Perform the role of brand guardian for the channel ensuring copy and images are on-message, and ad placements are ‘brand-safe’
  • Identify and plan activity around key events throughout the year for both fans and non-fans in an effort to drive last click subscription starts
  • Understand how messaging and strategy can vary for fans and non-fans and tailor activity accordingly
  • Utilise reporting tools and communicate performance with internal and external stakeholders
    • Ensure accurate reporting across all platforms, audiences and campaigns
    • Ensure identified optimisations are implemented
  • Oversee the campaign setup. This includes:
    • Briefing and liaising with media agencies
    • Briefing the internal CASE team
    • Setting up, tagging and testing subscription and content landing pages
  • Proactively seek out new marketing opportunities including:
    • Audience segments
    • Social platforms
    • Methodologies that can be tested and developed globally
    • Marketing and technology trends
  • Ensure campaign costs are accurately allocated on PeopleSoft and that the finance engines are updated each month
  • Work with other team members to ensure that paid social plans dovetail into wider departmental strategy

Experience, skills and professional attributes

To succeed in the role you must have:

  • Considerable experience within the social media marketing field Experience using core networks (Facebook, Twitter, Instagram and LinkedIn) to generate revenue
  • Experience of multi-region campaign planning, analysis and reporting in a direct marketing environment
  • Experience planning content-led marketing campaigns
  • Strong agency management skills (from briefing to day-to-day management)
  • Sustained period of time managing one or a number of marketing executives
  • Accountability for marketing results and return across a number of different markets and/or customer groups
  • Campaign set-up experience including response tracking
  • Experience of working to campaign budget
  • Experience within both a brand marketing and a direct response marketing environment
  • Excellent reporting and analysis skills at campaign level
  • Managing external suppliers and negotiating costs and timetables

You will be able to demonstrate:

  • Strong understanding of a ‘funnel-based’ approach to marketing
  • Understanding of attribution modeling and cross device targeting
  • Understanding of core direct marketing principles, online and offline