• Head of Customer Engagement - (Fixed-term maternity contract)

    Job Locations United Kingdom-London
    ID
    2018-5213
    Function
    Marketing
  • Introduction

    The Economist Group logo

     

    The Economist is a leading source of analysis on international business and world affairs, published weekly in print and digital editions, and daily through our apps and website. We deliver our information through a range of formats, from newspapers and magazines to conferences, films and audio. 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 a Head of Customer Engagement for a maternity contract up to 15 months. The role will be responsible for the growth and development of our global subscription base, focusing on lifecycle marketing, best-in-class customer journey experiences and loyalty programming to drive engagement, referrals and upsell behavior. This will be accomplished through the development of a data-driven, segment-focused contact strategy that helps subscribers find greater value in the interactions, relationships and products we serve them. You will also own and be responsible for growing our member get member and gift subscription channels.

     

    You will also support the Customer Loyalty and Retention Director to develop our CRM infrastructure and capabilities as we re-platform onto Salesforce Marketing Cloud.

    Accountabilities

    How you will contribute:

    • Manage the in-life subscriber contact strategy, ensuring we have effective and timely communications that drive subscriber engagement, loyalty and LTV.
    • Enact CRM lifecycle and event (triggered) communications across multiple channels and platforms, establishing consistent messaging to ensure subscribers get the most value from their subscription
    • Oversee the segmentation and selection of customer data to ensure the best delivery rates and optimum frequency of customer communication.
    • Oversee the set up, execution and optimisation of our member get member and gifting programmes
    • Work in partnership with Editorial and content leads from the wider circulation team to identify, package and surface the most compelling editorial content
    • Write briefs and work with creative teams to launch new/optimized customer journey assets and engagement building communications
    • Leverage analytics, including cohort analysis and A/B test results to measure the impact of new initiatives and optimise in-life engagement programs or tactics.
    • Regularly report on the performance of in-life communications and campaigns, detailing performance and spend against budget and forecast
    • Manage The Economist’s subscriber research panel and feedback channels with view to helping generate, share and action valuable customer insights
    • Work closely with the Digital Products team, serving as the voice of the customer, and linking subscriber engagement and retention goals to product development projects and releases. Ensure forward thinking approach to new technology, assessing new tools and capabilities to improve subscriber engagement
    • Help to prioritize the roadmap for loyalty and engagement building features, based on marketing analytics or customer pain-points/feedback
    • Work closely with the Compliance and Data Privacy Officer to ensure that we adhere to data privacy best practice

    Experience, skills and professional attributes

    The desirable skills for this role include: 

    • Strong experience in CRM, lifecycle marketing and loyalty programme planning including customer segmentation, personalization and ‘test and learn’ approaches
    • Experience in a subscription, branded service or membership organisation highly desirable 
    • Experience of mobile and app engagement platforms and deploying communications to app users
    • Strong cross-functional project management skills including working with digital products and engineering teams to improve the customer experience
    • Have a good grasp of the digital marketing landscape and different technologies that can be used to achieve customer engagement
    • Familiarity of Salesforce and Salesforce Marketing Cloud a plus
    • Exceptional understanding of Excel with the ability to manipulate, interpret and clearly present data and analysis
    • Robust understanding of customer engagement, retention and LTV drivers

     

    Personal Attributes: 

    • A self-motivator with lots of enthusiasm and ability to work on high visibility projects under tight deadlines
    • Strong people management and development skills
    • Exceptional communication and presentation skills, capable of presenting customer analyses, trends, campaign reporting, and forecasts with clarity
    • Demonstrable ability to lead a group of peers to drive recommendations and execute plans
    • Strong analytical capability, demonstrating an ability to define opportunities and problems, collect and analyze data, establish facts and make valid conclusions
    • Effective decision making; demonstrates confidence to make rationale recommendations and prioritisation calls

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