Digital Marketing and Subscriptions Manager
£40,000 - £45,000
Belfast Based / Hybrid
MCS Group is delighted to be working exclusively alongside The Irish News, to recruit an experienced Digital Marketing and Subscriptions professional, to join their ambitious marketing team to drive subscription growth and recurring revenue across membership products.
The successful candidate will take ownership of end-to-end digital campaigns and customer journeys that increase conversion, drive engagement, and reduce churn.
This is a hands-on, performance-focused role that combines strategic thinking with tactical execution. You'll lead marketing efforts across the funnel, from newsletter and registration growth to onboarding and retention - and play a key role in optimising the digital reader experience through CRM, lifecycle journeys, and on-site messaging.
Core Responsibilities
* Plan, build, and execute multi-channel campaigns (email, paid social, on-site messaging, etc.) to acquire, convert, and retain digital subscribers.
* Lead CRM and lifecycle marketing efforts to improve customer lifetime value (LTV).
* Own campaign performance sharing, including CAC, LTV, churn, and ROI reporting - driving continual improvements through data-led insights.
* Deliver seasonal and evergreen campaigns to drive subscription sales and re-engage lapsed users.
* Manage external agency relationships (creative, paid media) with clear strategic briefs, A/B testing plans, and ongoing performance oversight.
* Own the marketing strategy for Poool (a dynamic paywall and audience engagement suite) - shaping how to use registration walls, paywalls, and onsite journeys to convert and engage audiences.
* Lead the development of audience segmentation and tailored customer journeys across platforms.
* Build effective onboarding flows for registered users and new subscribers to boost early engagement and reduce churn.
* Align subscription messaging with content strategy - ensuring premium content is promoted effectively, campaigns are timely and relevant, and the user journey feels coherent across platforms.
* Share actionable insights and campaign data to inform editorial planning and product development priorities.
Essential Experience
* Bachelor's degree in marketing, digital media, business, or a related field, or proven experience driving results in a similar role.
* Demonstrable experience in product or digital marketing, ideally within a subscription or membership-based business model.
* Proven ability to translate strategic insights into high-impact marketing roadmaps.
* Strong experience in A/B testing and data-driven optimisation.
* Proficiency in marketing tools such as Google Analytics, CMS platforms, and social media management tools.
* Solid understanding of email marketing, customer segmentation, and lifecycle campaigns.
* Track record of managing successful subscription campaigns with measurable business outcomes.
* Familiarity with on-site engagement tactics, including paywalls, dynamic content, and conversion-focused UX.
Key Competencies
* Customer-Focused: Deep understanding of audience needs and subscription behaviours in the media industry.
* Strategic & Data-Driven: Ability to leverage data insights to shape digital and CRM strategies, and confident in using evidence to challenge assumptions, priorities, or approaches when needs. Proactive in identifying capability gaps and driving continuous improvement.
To speak in absolute confidence about this position please send an up to date CV via the link provided or contact Molly Stevenson, Specialist Consultant at MCS Group on 028 969 355 22.
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