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PURPOSE

The Subscriptions Group Marketing Manager is responsible for developing and managing the audience marketing strategy, and for planning marketing activity for their allocated brands. They lead the planning and execution of a wide variety of marketing campaigns and ensure the implementation and fulfilment of each campaign within budget and on schedule.  They are responsible for people and budget management, forging strong working relationships with internal and external stakeholders and for contributing to the strategic direction of new and existing products.

KEY ACCOUNTABILITIES

  • Creates and executes a global subscription acquisition strategy for each of the brands within the portfolio, delivering lead generation pipelines for subscription sales teams
  • Supports the commercial proposition across the portfolios through dedicated lead generation activity, designed to support commercial (advertising) sales teams
  • Develops close partnerships with content teams to deliver content marketing to drive lead generation
  • Drives customer retention through analysis of customer usage behaviour, through outbound activity, and through customer engagement events
  • Defines and manages marketing budgets, ensuring forecasts are regularly updated, correctly allocated and not overspent, and plans for contingencies and budget changes
  • Is recognised as the data champion in a post GDPR environment, and leads as the data expert, responsible for the quality and accuracy of data for their allocated portfolio(s)
  • Operates as the brand manager and brand guardian; issuing brand guidelines and applying them in all marketing communications; overseeing the creative and written content of all marketing materials and liaising with the commercial and marketing teams to ensure all messaging and sales collateral is on message and on brand
  • Assesses, monitors and improves marketing efficiency by conducting regular analysis of marketing KPI’s
  • Demonstrates a deep understanding of the audiences and markets in which their portfolio(s) of brands compete, identifying key competitors and monitoring audience and marketing activity
  • Influences product development, identifying opportunities for growth and supporting initiatives to strengthen and improve the competitive position of their portfolio of brands
  • Manages the marketing of new and existing brand extensions such as elearning solutions
  • Effectively manages, motivates, trains and appraises team members; delegating projects as appropriate and ensuring they are delivered on time and on budget
  • Builds strong relationships with Marketing Director, Centaur research team and key business, content and commercial stakeholders and attends regular brand and team meetings as required to develop these relationships further

Behaviours and Knowledge

  • A track record of experience within enterprise-based subscription businesses
  • Experience of using analytics to monitor customer usage behaviour
  • A good understanding of marketing automation principles and practical experience of integrating automation into the acquisition funnel
  • Advanced understanding of marketing principles, developments and new techniques and demonstrated experience in campaign management
  • Strong project management and organisation skills and ability to manage several simultaneous projects to tight deadlines and to prioritise tasks that deliver greatest revenue opportunities
  • A strategic thinker, able to devise and execute plans as well as have a hands-on approach to work
  • Ability to develop a deep understanding of audience and products
  • Ability to think ‘outside the box’ to deliver innovative marketing and product solutions that drive revenue and audiences

Success Measures

  • Develops compelling brand propositions for each product in their portfolio of brands to ensure all agreed targets are achieved.
  • Develops audience engagement strategies through improved market intelligence and data that drive growth and increase revenue
  • Delivers staff continuity, with minimal/low attrition and demonstrable staff development, maximising contributions through alignment of individual skills and knowledge, with company strategies and opportunities