• Marketing Executive, Customer Acquisition & Development

    Job Locations United Kingdom-London
    ID
    2019-5302
    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 Marketing Executive, Customer Acquisition & Development to
    1/ warm up and convert new prospects to paying subscribers through Social platforms
    2/ deliver pre- and post-purchase engagement programs

     

    Reporting to the Head of Customer Loyalty, within Global Circulation team, the successful candidate will keep us connected with our dedicated readership and ensure our paid subscribers are deriving maximum value from their subscription

     

    Whilst this role has a heavy focus social media and will support both the acquisition and retention teams in managing social campaigns; you’ll also be responsible for subscriber communications across web, print, direct mail, push, SMS and telemarketing.

    Accountabilities

    (Paid Social)

    • Support the Acquisition team in the implementation and optimisation of paid social campaigns to create demand for and engagement with The Economist brand
    • Monitor effective benchmarks (best practices) for measuring the impact of social media campaigns. Report on and analyse effectiveness of campaign activity
    • Partner with Editorial stakeholders to identify the most compelling editorial content

    (Customer Engagement)

    • Partner with the Customer Services team in responding and delivering exceptional experiences to customer inquiries on social channels
    • Support line manager in closely tracking and analyzing the impact of acquisition offers and channel mix on trial conversion and renewal rates
    • Work with line manager in defining the content proposition and cross-channel requirements to drive engagement and value for new subscribers
    • Manage the set-up, execution and optimisation of our subscriber on-boarding programme to drive product adoption and usage
    • Establish consistent messaging and signposting to ensure subscribers can easily understand and leverage their core subscription benefits
    • Support the broader efforts of the CRM team to build subscriber communications, experiences and insight management capabilities around the customer lifecycle
    • Identify and quantify opportunities to improve subscriber communications and engagement programmes, feeding those opportunities into the testing roadmap

     (General)

    • Work with our data team to monitor conversion renewals, content performance and report on key engagement indices on a daily, weekly, monthly basis
    • Work with our creative and media agencies to produce persuasive, compelling and on-brand communications, and iterate those communications on an ongoing basis

    Experience, skills and professional attributes

    Given the emphasis on email and social media, we’re looking for a digital marketing specialist, someone with proven experience in social media management.  Given the breadth of the role you’ll also have experience working with technical and creative teams.  Other pre-requisites are:

    • Experience in planning, activating and reporting on Paid Social campaigns across the major Social Media channels/platforms
    • An understanding of the digital marketing landscape and the different technologies to support customer acquisition and engagement, ideally in a subscription business
    • Experience working in or with media, customer experience or creative agencies to deliver outstanding content and communications
    • Experience producing and editing marketing creative (copy and design) to a high standard, and with measurable impact on sales and/or customer retention
    • A clear understanding of ‘test and learn’ best practice in driving customer centric user experiences and marketing communications
    • Experience with social analytics, Marin software and/or listening platforms a plus
    • A keen interest in global affairs and the key themes relevant to our readers

     

    You will be able to demonstrate:

    • Excellent writing, editing (photo/video/text), presentation and communication skills
    • Strong project management and campaign management skills
    • Strong communication skills - collaborative in style and comfortable presenting your ideas and results across a variety of stakeholders
    • An understanding of cross-channel data challenges and their impact on customer-led communications and experience design
    • A keenness to learn and stay abreast of developments in media and marketing
    • A keen ambition to shape and develop your role in the medium and longer term

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