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Content Marketing Specialist, Customer Loyalty
Economist Group
London, , United Kingdom
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Introduction:
We are seeking an exceptional Content Marketing Specialist, Customer Loyalty to support the content requirements for communications to subscribers post-subscription purchase, with the ultimate aim of driving customer retention and lifetime value.
Reporting to the Head of Customer Loyalty, within the Customer Experience division of the Global Circulation team, the successful candidate will be responsible for ensuring our communications with new subscribers are highly persuasive, informative, on-brand – and leverage our most relevant editorial content to drive cross-platform product engagement.
Whilst the role has a heavy e-mail focus, including welcome e-mails, newsletters and lifecycle emails, it extends to include content for integrated communications across web, print, direct mail, social media, push, SMS and telemarketing.
Central to our strategy to drive circulation profitability in 2017/18 and beyond, this is a new role requiring a unique skill set of persuasive copy writing, plus a keen understanding of customer experience design best practice and the role of marketing communications in driving customer loyalty.
Accountabilities:
• Support the Head of Customer Loyalty in defining the content proposition and requirements to drive engagement and value for new subscribers
• Work in partnership with our customer experience agency to produce persuasive, compelling and on-brand communications, to exceptionally high standards, and iterate those communications on an ongoing basis
• Work in partnership with Editorial and content leads from the wider circulation team to identify, package and surface the most compelling editorial content
• Establish consistent messaging and signposting to ensure subscribers can easily understand and leverage their core subscription benefits
• Work closely with the Optimisation & Insight Specialist to monitor and understand content performance, within and across channels, establishing the key drivers of loyalty
• Identify opportunities to improve communication content and performance, continually feeding those opportunities into the testing road map
Experience, skills and professional attributes:
To succeed in the role you must have:
• In-depth experience in a previous content marketing, direct marketing or customer loyalty role, with a focus on email or direct mail
• A successful track record of developing marketing communications to deliver substantial improvements in sales performance or customer retention
• Previous working knowledge of producing and editing persuasive and compelling marketing copy, to an exceptionally high standard
• Directing customer experience or direct marketing agencies to deliver outstanding content and communications
• A comprehensive understanding of the key factors influencing customer loyalty for both digital and real world print products, especially as they relate to the media and customer on-boarding
• A keen interest in global affairs and the key themes relevant for the readers of The Economist
Ideally you will also have:
• Experience of developing highly engaging, brand-led communications designed to bring a digital brand ‘to life’
• Experience of developing marketing communications for subscription-based products
• Experience of leveraging content to drive customer value in a media/publishing business
You will be able to demonstrate:
• A proven track record of delivering impactful content marketing campaigns; evidencing an understanding of content marketing principles and how they relate to the media industry
• An understanding of customer retention models and the key drivers of lifetime value
• An obsession with understanding the customer; able to put yourself in the mind of the audience to create engaging, aspirational, relevant content
• A clear understanding of how to track and measure marketing performance
• Exceptional written and spoken English; with highly creative and impactful copywriting skills
• A high degree of numeracy with outstanding attention to detail
• Supremely well organised; capable of working to deadlines and managing conflicting priorities
• The ability to communicate clearly and work with a team
• The ability to collaborate with team members and other internal stakeholders to shape messaging frameworks and content
• An eagerness to learn, keep up-to-date with developments in media and marketing and following content marketing and design trends
• A keen ambition to shape and develop your role in the medium and longer term
• Willingness to travel occasionally if needed