Marketing Manager, B2B Lifecycle

Financial Times
London, England, United Kingdom
Full Time
Hybrid
Manager
0+
Marketing Marketing Advertising Public Relations

Posted 2 weeks ago

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Excellent 4.7

Job summary

The Marketing Manager, B2B Lifecycle will own and develop defined areas of the B2B lifecycle strategy across FT Professional and the FT Specialist portfolio, with a primary focus on renewal and customer value growth through cross-sell and upsell. You will own a portfolio of lifecycle programmes spanning renewal support, retention, cross-sell and upsell, delivering measurable improvements in account growth, renewal rates and customer lifetime value. The role will also flex across earlier lifecycle stages, including trial engagement, onboarding and in-life engagement, where required to support broader commercial priorities. Working closely with the Head of B2B Lifecycle, you will translate the overall lifecycle strategy into quarterly plans, prioritised initiatives and commercial outcomes. Using customer insight and performance analysis, you will find opportunities, determine where resource should be focused and lead programmes designed to improve renewal outcomes and drive expansion within existing accounts. You will work closely with collaborators across B2B Marketing, Sales, Data & Analytics and Marketing Automation to ensure lifecycle programmes support wider product, proposition and account strategies while remaining focused on customer outcomes. Marketing Automation will design and build campaigns and journeys from the briefs and strategic requirements you develop. A core part of the role is ownership of business performance. You will define KPIs, monitor progress against commercial objectives, identify risks and opportunities, and recommend interventions that improve renewal performance, account growth and customer lifetime value. As part of the Experience and Lifecycle Centre of Excellence, you will also help establish and embed consistent lifecycle frameworks, playbooks and ways of working across FT Professional, FT Specialist and Consumer Lifecycle.

Responsibilities

The Marketing Manager will own and develop B2B lifecycle strategies, focusing on renewal, retention, and customer value growth. They will lead cross-functional planning and performance management to drive measurable improvements in account expansion and customer lifetime value.

Qualifications

Candidates must have significant experience in CRM, lifecycle, or retention marketing within a commercial B2B or subscription environment. Strong analytical skills and the ability to translate customer behavior into strategic, data-driven marketing initiatives are essential.

English

Benefits

  • Generous annual leave
  • Medical cover
  • Inclusive parental leave packages
  • Subsidised gym memberships

Company

Financial Times

Financial Times

linkedin
Newspaper Publishing
Location
London, England, United Kingdom
Website
ft.com

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Excellent 4.7
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