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4 months ago
Hearst
Location: London
Job type: Permanent
Sector: Marketing Agency
Category: Marketing Executive
To support the Head of Subscription Marketing and Subscription Marketing Manager across subscription acquisition & renewal activity to meet agreed business targets across eight high-profile magazine brands.

Role
* Working with the Head of Subscriptions Marketing/Subscriptions Marketing Manager to implement marketing campaigns to an agreed plan, across multiple channels, including off-the-page, inserts, third party promotions, carrier sheets, direct mail, telemarketing, social, paid search, affiliates, email, and other digital channels
* To monitor the success of all subscription marketing activities through appropriate measurement and evaluation

Directly Accountable Critical Performance Areas

Acquisition
* Work closely with the Subscription Marketing Manager to secure subscription incentives via liaison with external PR agencies
* Manage the briefing and sign-off process of in-magazine subscription activity with the designers and editorial teams
* Understand the current and emerging sources of magazine subscription acquisitions and create a balanced mix that contributes to the overall volume of the file
* Understand the impact of acquisition activity on renewal rates and consider this in all campaigns
* Continually strive to drive down the CPA, ensuring the best possible ROI options available within the marketing mix
Renewals
* Support the Head of Subscriptions Marketing/Subscriptions Marketing Manager to implement new/revised renewal strategies
* Monitor and respond to customer queries from new/existing subscribers
* Continually strive to drive down the CPR
* Work with the wider team to continually test new renewal opportunities and roll out where most cost effective
Data
* Consider all elements of data collection that can be instigated at the time of acquisition that will assist with driving lifetime value of the customer
* Ensure that all data collection is created within the corporate governance guidelines
* Ensure that all data is being captured by the database team
* Understand how to use the database to maximise campaign performance and minimise costs & time.
Day-to-Day Activities
* Sustain market knowledge of the competitive and consumer environment
* Maintain quality checking procedures to ensure that no campaign goes live without all back end and fulfilment processes in place
* Ensure reporting systems are in place to track campaign performance and keep reports up to date
* Manage specific marketing partnerships as allocated by your line manager
* Set up and brief source codes to the subscription bureau
* Brief mailing house every month to ensure cover gifts / supplements etc. are included with subscription copies where applicable
* Develop and maintain strong relationships with suppliers and 3rd parties
* Maintain good records of promotional activities with file copies of creative, reach/audience and results in order to inform future campaign planning
* Execute any specific group-wide project as allocated by your line manager
* Represent the department within the company and the industry as a leading light in subscriptions marketing

Person
* Operational experience in direct marketing with a passion for magazines
* Demonstrated experience in supporting the planning, implementation and analysis of on- and off-line direct marketing programmes
* Good people skills
* Excellent communication skills with exceptional accuracy in all written and data based reporting
* Outstanding attention to detail in all matters of subscriptions operations & highly numerical
* Good understanding of digital platforms and optimising customer experience
* A hands-on approach to projects
* Strong team player with positive can-do attitude
* Excellent creative judgement
* Self-starter with high energy and initiative

Location/Division:

London, UK

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