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Senior Marketing Executive
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.
We are recruiting a Senior Marketing Executive, E-mail and Personalisation within our Customer Operations team, whose focus is to manage, set up and support the e-mail marketing road map to optimise the customer experience across all our owned and earned media channels to drive both digital engagement and circulation revenue.
This role supports the Marketing Director in managing and executing global lead generation and customer value communications and campaigns, supporting ambitious growth plans for digital circulation.
Accountabilities:
In the role you would be expected to:
• Manage and execute communication programmes to move Economist digital readers along the customer journey from free reader, to registered user, to subscriber – including automated welcome communications, weekly newsletters, and targeted subscription offers in Salesforce Marketing Cloud
• Manage all global e-mail communications via the Salesforce Marketing Cloud e-mail system, working closely with the Production team on implementation, and Tech team on configuration
• Manage the Piano software tool, to provide expertise, set up, management and support for marketing teams to deliver segmented marketing messaging to readers
• Work closely with the Digital Acquisition and Customer Relationship Management teams to deliver a programme of developments which supports their objectives
• Provide onboarding and training to teams across The Economist in Salesforce Marketing Cloud e-mail set up, best practice and reporting
• Work closely with the Marketing Director and relevant agencies, to produce outstanding copy and creative for communications
• Update all marketing assets and communications, undertaking copy writing for those communications where required
• Work closely with the Marketing Director, and the Editorial and Technology teams, to implement personalisation of content across global newsletters and Economist.com – with the view to increasing the effectiveness of all communication programmes, and increasing reader engagement levels on our website
• Report and analyse key performance indicators, including response rates and engagement metrics
• Compile a monthly update of all activity and results, and ensure effective ongoing communication with all key stakeholders
Experience, skills and professional attributes:
To succeed in the role you must have:
• Experience in Salesforce Marketing Cloud / Exact Target
• Significant digital marketing experience, specifically including e-mail-based communication programmes designed to drive customer engagement and revenue
• Experience of integrated campaign planning and implementation, specifically including e-mail and banner ads
• Experience of developing high quality campaign creative, in line with brand guidelines
• Knowledge of campaign testing, tracking and optimization
• In-depth campaign reporting and analysis skills
• The ability to build effective working relationships with a diverse group of stakeholders, across different locations and time zones
• The ability to prioritise and plan, in line with deadlines
• Excellent proofing skills and attention to detail
• A good aptitude at communicating marketing concepts and ideas
• Subscription marketing experience (desirable)