Senior Marketing Manager (CRM) - B2C

Financial Times
Competitive + benefits
29 Nov 2012
23 Oct 2012
Agency, Media, Other

Job Description

The Senior Marketing Manager for CRM will be responsible for putting insight at the heart of the FT’s customer marketing strategy. They will be an unashamed digital and data evangelist, committed to exceeding targets and delivering positive ROI. They will have full business backing for this priority area, and access to an enviable amount of customer data to drive acquisition, increase conversion, improve retention and stimulate loyalty.

The role will be strongly results-orientated and includes responsibility for the management and delivery of CRM campaigns, selection and management of data and creative input, comprehensive and timely measurement and reporting and recommendations for improving effectiveness and reducing costs.

The Senior Marketing Manager for CRM will head up the CRM team, comprising one manager and one exec. The position will report to the Head of Retention for the FT’s B2C group.

What you'll be responsible for.....

• Working with acquisition and retention marketing managers to develop, optimize and expand the FT’s B2C CRM strategy.
• Responsibility for the planning, management and delivery of subscriber lifecycle communications including solus acquisition, promotional, welcome, engagement, upsell, retention and winback messaging.
• Detailed measurement and reporting of the impact of campaigns on traffic, acquisition, conversion, retention and revenue – identifying and recommending changes, where relevant, to increase leads, reduce overall acquisition costs and maximise ROI.
• Building strong working relationships with the Database Marketing team to improve understanding of the customer base through insight, segmentation and actionable data analysis. Devise and execute a program of highly segmented, trigger-based comms within the framework of the customer lifecycle.
• Working closely with colleagues in the Acquisition and Product Development teams for maximum synergy with on-going efforts to deliver a more relevant, personalized experience for our customers, with the goal of creating a unified and coherent customer experience whether onsite or via other CRM messaging.
• Managing relationships with 3rd party vendors including creative agencies, ESPs and freelancers, resolving any issues that arise during the implementation of CRM campaigns.
• Close cooperation and communication with colleagues in Product Development, IT and Customer Service across the business in order to keep them appropriately updated on CRM campaigns.
• Co-ordinating, managing and controlling elements of the CRM budget in conjunction with the Head of Retention.
• Ensuring the FT brand and PR strategies are embraced by all CRM activity.

Candidate Requirements

• Unrivalled first hand experience of the development and running of a successful CRM strategy with back-end system knowledge, and the commercial skills to guide senior management in future strategy.
• Proven, focused experience of email and/or CRM marketing including testing, creative and delivery across desktop and mobile platforms, ideally up to senior management level and preferably in a media / retail / FMCG business.
• A keen eye for design, including a firm understanding of creative elements to promote direct response and maximize acquisition and conversion
• Proven track record in effective online cross-sell and up-sell.
• Strong process/project management skills, with the ability to think strategically and execute tactically and a passion for engaging with customers.
• The ability to lead and inspire the CRM team, both in terms of professional attitude to the job but also sharing technical knowledge and insights about the latest CRM techniques and strategies.
• Creativity and the initiative to develop new ideas and concepts and deliver them.
• Sound knowledge and understanding of data and production processes


• Excellent communication and interpersonal skills, at all levels, both written and verbal
• Foresight to anticipate issues, set priorities and proactively develop strong relationships both internally and externally
• Ability to multi task and work well under pressure
• Deadline driven
• Ability to work on own initiative and as part of a team
• Close attention to detail, strong planning skills and an analytical approach
• Superior copy-editing and proofing skills.
• Experience running SMS messaging campaigns
• Offline print production experience.

Contact / Application Details

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