Location
London

Hours
Not specified

Salary
Negotiable

About the Role
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 manage 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 also flexes across earlier lifecycle stages, including trial engagement, onboarding and in-life engagement, 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 identify opportunities, determine resource focus and lead programmes designed to improve renewal outcomes and drive expansion within existing accounts.

You will collaborate with B2B Marketing, Sales, Data & Analytics and Marketing Automation teams to ensure lifecycle programmes align with wider product, proposition and account strategies while maintaining a strong focus on customer outcomes. Marketing Automation will design and build campaigns and journeys based on your briefs and strategic requirements.

A core part of the role is ownership of business performance: defining KPIs, monitoring progress against commercial objectives, identifying risks and opportunities, and recommending interventions to improve renewal performance, account growth and customer lifetime value.

As part of the Experience and Lifecycle Centre of Excellence, you will help establish and embed consistent lifecycle frameworks, playbooks and ways of working across FT Professional, FT Specialist and Consumer Lifecycle.

Key Responsibilities
- Own lifecycle plans and programmes focused on renewal, retention, cross-sell and upsell, translating strategy into quarterly priorities and measurable outcomes.
- Identify customer needs, behavioural trends and commercial opportunities to maximise renewal rates, account expansion and customer lifetime value.
- Define lifecycle approaches including audience segmentation, personalisation, contact strategy and customer experience aligned with commercial priorities.
- Lead programme and campaign development, briefing Marketing Automation and collaborating cross-functionally to deliver integrated renewal and growth initiatives.
- Monitor programme delivery, manage risks and maintain governance standards.
- Own performance management of lifecycle programmes, leading reviews and translating insights into strategic recommendations.
- Lead testing and optimisation efforts to improve renewal and customer expansion outcomes.
- Collaborate with senior partners to align on renewal and growth priorities.
- Champion lifecycle frameworks, playbooks and standards across the B2B portfolio.
- Coach and support junior colleagues to develop lifecycle marketing capability and continuous improvement culture.

About Us
The Financial Times is one of the world’s leading news organisations, globally recognised for its authority, integrity and accuracy, with a mission to deliver quality information and services worldwide. At the FT, curiosity thrives and ambitious thinking is rewarded. You will have the chance to reach millions, create work that matters and deliver impartial journalism in a polarised world.

Our warm, collaborative culture connects you with a diverse community of experts who support your growth, career aspirations and wellbeing. Your future at the FT will be filled with opportunities that challenge and inspire you. With no fixed path, you’ll discover new skills and forge a career that can take you anywhere.

We are committed to diversity, equity and inclusion, believing in the power of unique perspectives and ensuring all voices are heard, respected and valued. We strive to remove barriers for everyone, focusing on underrepresented groups to create a supportive workplace where employees can be themselves and operate to their full potential.

Our Benefits
We offer best-in-class perks including generous annual leave, medical cover, inclusive parental leave packages, subsidised gym memberships and opportunities to give back to the community. We operate a hybrid working model requiring onsite presence approximately 50% of the time, supporting flexibility while fostering collaboration, communication and team cohesion.

Accessibility
We are a disability confident employer and Valuable 500 signatory. Reasonable adjustments can be made during the application process or interview to support your needs.

Experience
- Significant experience in CRM, lifecycle, retention, renewal, expansion or customer marketing within a commercial B2B or subscription environment.
- Proven track record owning customer marketing programmes and defining plans, KPIs and commercial outcomes.
- Strong analytical and commercial skills with the ability to translate customer behaviour and business performance into strategic recommendations.
- Experience defining customer segmentation, personalisation, testing strategies and lifecycle programmes informed by customer insight.
- Strong planning, prioritisation and organisational skills with the ability to manage competing priorities and drive delivery through others.
- Excellent written and verbal communication skills, including the ability to present recommendations clearly and influence collaborators.
- Strong creative judgement and experience reviewing customer-facing communications, journeys and content.
- Customer-focused and commercially minded approach with interest in delivering measurable improvements in renewal performance and customer value growth.
- Interest in journalism and media, with an understanding of how large or complex media organisations operate.

About You
Collaborative and strategic thinker who thrives in a dynamic environment. You are motivated by data-driven decision making and continuous improvement. You have strong interpersonal skills to influence senior stakeholders and work effectively across multiple teams. You are passionate about delivering exceptional customer experiences and driving commercial success.

Qualifications
No specific qualifications are required for this role.