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Marketing Executive - Audience Development
Economist Group
London, , United Kingdom
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Introduction:
The Economist Group is the leading source of analysis on international business and world affairs. We deliver our information through a range of formats, from newspapers and magazines to conferences and electronic services. What ties us together is the objectivity of our opinion, the originality of our insight and our advocacy of economic and political freedom around the world. With a rapidly growing circulation of more than 1.5m worldwide, The Economist seeks to further strengthen its presence in the region by expanding its paid subscriber base.
The marketing and circulation department is responsible for managing and growing Economist subscribers globally. The Mass and Global Digital Acquisition, (MGDA) team has one key KPI – delivering approximately 135,000 new subscribers to The Economist.
We are an ambitious, creative and multi-award winning team looking for an exceptional marketer to help plan and execute marketing campaigns across a wide variety of channels.
To support this effort we are currently seeking a Marketing Executive who will support two digital channel specialists and take ownership (where required) in the planning and execution of marketing campaigns in global markets across the following areas:
• Upper funnel campaigns – Thought Leadership, TV, Radio, OOH, Display and Social
• Lower funnel campaigns – Social and Display Retargeting
• Mobile marketing campaigns – App based and mobile web
Accountabilities:
In this role you will be expected to:
• Support the channel specialists in forecasting subscription starts by campaign, deliver these in line with available budgets and provide performance analysis
• Help to ensure that all channels meet monthly subscription targets in each and every region
• Become a key agency contact for all channels.
• Show a keen understanding of brands and the importance of producing creative and media plans that are “on brand”
• Work with internal and external design agencies to produce innovative content and offer-led creative
• Ensure campaigns are implemented on time, to budget and under tight quality controls.
• Execute the campaign setup. This includes:
◦ Briefing and liaising with media agencies
◦ Briefing the internal CASE team
◦ Setting up, tagging and testing subscription landing pages
• Proactively seek out new marketing opportunities including:
◦ Media selections
◦ Advertising networks
◦ Ad units
◦ Marketing and technology trends
◦ Audience segments
◦ Social networks
◦ Methodologies that can be tested and developed globally
• Support the channel specialists in managing marketing spend.
• Ensure campaign costs are accurately allocated on Peoplesoft and that the finance engines are updated each month
• Work closely with Audience Engagement/Conversion teams to ensure consistent messaging and creative across paid and owned activity
• Work with peers (other channel specialists) to ensure the acquisition budget is being spent efficiently across regions and right throughout the funnel
Experience, skills and professional attributes:
To succeed in this role you must have:
• Experience of multi-region campaign planning, analysis and reporting
• Experience with online and mobile marketing
• Experience working with brand channels such as TV and Radio.
• Some experience using social networks to generate revenue desirable
• Experience planning and executing content-led marketing campaigns
• Strong agency management skills (from briefing, to day-to-day management)
• Campaign set-up experience including response tracking
• Knowledge of working to campaign budget
• Experience within both a brand marketing and a direct response marketing environment
• Excellent reporting and analysis skills at campaign level
• Previous experience of managing external suppliers and negotiating costs and timetables
To succeed in this role you must be able to demonstrate:
• A strong understanding of a ‘funnel-based’ approach to marketing
• Some understanding of attribution modelling and cross device targeting
• An understanding of core direct marketing principles, online and offline
• An understanding of complex operational marketing processes
• A proactive with initiative
• Being a team player
• That you are dynamic, energetic and organized
• The creativity to provide input for marketing campaigns
• That you are comfortable working in matrix environment
• Highly collaborative