Customer Marketing Executive (Subscriptions)
Reports to: Head of Customer Marketing (Subscriptions)
Based in: Yalding or Horncastle / Hybrid
Role Purpose
Manage and grow the subscription volume, revenue, and profit contribution of a dedicated portfolio of magazines, using audience-led strategies to optimise acquisition, engagement and retention and achieve budgeted targets alongside any other agreed objectives. In addition, increase the volume of prospect data (including e-newsletter sign-ups) across the portfolio.
Key responsibilities
Brand-specific:
1. With manager support, develop audience-led, brand-specific acquisition, engagement, and retention strategies to grow and retain subscribers on a defined portfolio of brands and achieve budgeted volume, revenue, and profit contribution targets.
i. Be responsible for the planning, implementation, and analysis of acquisition marketing across relevant internal and external channels, including in-mag, email, paid and organic social, brandsites, affiliates and events.
ii. Work with the wider Subscriptions team to manage the seasonal promotional plan and ensure relevant activity is implemented for brands in the portfolio.
iii. Undertake brand marketing initiatives for relevant titles, including sourcing of subs gifts, creating partnerships, cross selling across relevant Kelsey and third-party audiences.
iv. Adopt a test and learn approach and monitor results. Implement tests for offer pricing, payment methods and terms, calls to action, audience targeting, etc.
v. With the wider team, develop and implement engagement and retention strategies to improve lifetime value and subscriber retention. Assist in driving efficiencies in subscriber renewal communications to improve ROI.
vi. With the wider Subscriptions team, implement strategies to increase customer data acquisition. Strategically manage data, using the SCV database to build consumer insight and support revenue growth.
vii. Develop and nurture working relationships with publishers and editors, collaborating to optimise title promotion, including identifying and engaging third party audiences.
viii. Regularly analyse performance of acquisition and retention campaigns, using the Kelsey Lifetime Value model, communicating results to relevant stakeholders with recommendations.
ix. Responsibility for the annual financial budgeting and re-forecasting process for relevant brands. Monitor monthly performance against Budget and year-on-year and maintain reports.
x. Produce and maintain marketing plans for focus titles.
Other:
2. Develop and implement general brand marketing opportunities.
3. Co-ordinate or participate in specific Kelsey-wide portfolio campaigns or projects, as required.
4. Actively participate in monthly customer marketing, and publisher brand meetings, providing appropriate reports when necessary.
5. Support the Head of Customer Marketing (subscriptions) and wider team as required to meet the needs of the business, achieve objectives for the portfolio.
6. Ensure all subscription and product marketing, lead generation and all other relevant activity is fully GDPR compliant.
Key skills / Requirements
1. A minimum 1-2 years’ marketing experience, ideally in a DtC role.
2. Subscriptions experience, and an understanding of recurring revenue models and processes is desirable.
3. Pro-active approach to using data to inform budgeting and forecasting, marketing strategy and tactical planning.
4. Digital marketing experience: working understanding of the digital marketing funnel, A/B and split testing principles and use of marketing metrics to measure campaign responses for paid social, PPC and email marketing activity.
5. Experience using digital marketing tools is desirable but not essential (e.g. email marketing platforms such as Dot Digital; Meta for Business, Google Ads.
6. Previous use of a Single Customer View database to gain customer insight and identify marketing segments is desirable.
7. Project management skills.
8. Analytical and data driven with strong numeracy skills.
9. Proficient in Excel, and ability to build strong working knowledge of software programs.
10. Results orientated, with a desire to drive consistent performance improvement.
11. Effective communicator and collaborator.
12. Well organised, able to prioritise, plan, meet deadlines.
13. Strong attention to detail.
Personal qualities: You will be enthusiastic and committed, good at working under pressure, a collaborator and quick to learn.
Kelsey Values: Creativity, enthusiasm, passion, integrity, exacting standards, self-development, supportive of others, continual improvement and growth mindset, accountability.
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Apply now with your CV and covering letter to hr@kelsey.co.uk
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