Subscriptions Director in City of London

Location: Harmsworth Media Headquarters, HSK, London, W8 5HY

Position: Full Time/Permanent

About Us

Harmsworth Media is seeking a visionary and results-driven Subscriptions Director to lead the delivery of our digital subscription growth strategies across New Scientist and The i Paper, reporting into the division CEO. This is a pivotal leadership role, responsible for driving acquisitions, retention and lifetime value of customers through data informed marketing solutions. This role will be part of the management team and be responsible for developing and executing subscriber strategies, delivering digital growth with secured investment, managing subscriptions files to hit revenue targets and manage the acquisition, retention and CRM teams. The ideal candidate will have an extensive track record of leading a digital-first subscription operation with a strong background in using customer data to drive subscriptions revenue.

Main Responsibilities

• Manage and grow the subscriptions files of both brands to drive in-year digital subscriptions revenue targets, focusing on improving acquisition, retention and lifetime value.
• Create new demand and stimulate engagement across key customer segments using the power of our content to elevate reach and awareness of our subscription offerings.
• Develop and execute a data-led multi-channel marketing plan which segments, identifies and converts our customers into long-term subscribers.
• Work with internal teams and external suppliers delivering digital acquisition performance marketing, campaign strategy, planning, and analysis.
• Optimise all touchpoints, including onboarding, to form habits and improve subscriber retention.
• Drive and implement a test and learn environment across the business, using data to inform subscription and marketing decisions.
• Optimise conversion and paywall funnel to drive acquisitions.
• Improve subscriptions flows in collaboration with product and UX.
• Utilising pricing dynamics, deliver and administer a pricing strategy which supports conversion, retention, drives ARPU and lifetime value.
• Build out new subscription tiers to increase demand and capture more value.
• Build a strong and clear brand identity for both our publications, using organic and marketing channels.
• Take a long-term view of our customer relationships, and ensure the customer remains at the heart of our strategy and has a flawless experience across our brand.
• Support editorial to build strong digital audience engagement & habit building.
• Leverage brand values to create a sense of community, fostering loyalty and advocacy.
• Shift focus from price and functional benefits to emotional engagement, and build strong affinity with our audience.
• Manage and grow content licensing & other reader revenue.
• Manage content licensing relationships and contracts (e.g. Apple News+, EBSCO).
• Grow and manage subscription partnerships, e.g. with institutions and corporates.
• Manage newstrade pricing and distribution.

Collaboration and marketing leadership across the organisation

• Sit on management teams and work with editorial, product, data and tech to develop new products and grow the core businesses.
• Provide marketing leadership and support for other teams, including events and holidays.

Person Specification

• 10+ years’ experience building marketing and digital subscription growth plans to maximise acquisition and improve retention.
• Ability to drive a digital first culture using data and insights.
• Proven track record in building and evolving brand identity, with the ability to translate brand strategy into compelling customer experiences that drive engagement and loyalty.
• Needs to be able to communicate effectively through the use of presentations and dashboards with multiple stakeholders ensuring information flow is clear, relevant and timely.
• Track record of working collaboratively with colleagues across editorial, product, tech and data to deliver against our vision.

Technical & Professional Expertise

• 10+ years’ experience running a consumer-facing, digital-first subscription service.
• Knowledge of the full subscription funnel.
• Deep knowledge of digital acquisition performance marketing, campaign strategy, planning and analysis.
• Exceptional data and analytical skills.
• Expert knowledge of the digital landscape including social, search, display to support audience growth and development.
• A keen enthusiast for emerging technologies.

Our Commitment

We are committed to increasing diversity and maintaining an inclusive workplace culture. We welcome applications from all qualified candidates regardless of their ethnicity, race, gender, religious beliefs, sexual orientation, age, marital status, or disability. We are Disability Confident Committed. Please let us know if you require any recruitment documentation in other formats or if you require reasonable adjustments to be made during the recruitment process. Please be assured that any such information will be held separately to your recruitment application and will not be considered as part of the selection process.