Senior Marketing Manager - FT Executive Programmes (London)

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About Us
The Financial Times is one of the world’s leading news organisations, globally recognised for its authority, integrity and accuracy, with a mission to deliver quality information and services worldwide.

At the FT, curiosity thrives and ambitious thinking is rewarded. Here, you’re given the chance to reach millions, create work that matters and deliver impartial journalism in a polarised world.

In our warm, collaborative culture, you’ll connect with a diverse community of experts who support your growth, career aspirations and wellbeing.

Your future at the FT will be filled with opportunities that challenge and inspire you. With no fixed path, you’ll discover new skills and forge a career that can take you anywhere.

Build a newsworthy career at the FT.

Our Commitment to Diversity, Equity and Inclusion
We believe in the power of unique perspectives and want all voices in our organisation to be heard, respected and valued. A supportive workplace is one where employees feel they can be themselves and operate to their full potential. We are committed to removing barriers for everyone, with a focus on addressing those faced by underrepresented groups.

About FT Executive Programmes
This role is for a Senior Marketing Manager in the Executive Programmes team, within the new FT department (FT Leaders) – preparing FT readers for leadership, from the classroom to the boardroom.

Executive Programmes focuses on professional development and open learning courses for executives seeking career advancement, including annual programmes (e.g., Future Leaders, Women In Business) with events and webinars, and executive education courses (e.g., FT Cambridge Strategy course) with workshops and online webinars.

Role Overview
FT Executive Programmes seeks a Senior Marketing Manager to help launch this new business area, developing the brand, values, messaging, and marketing and communications plans for external and internal audiences.

The role involves raising awareness of our services, attracting and converting new business, identifying new target audiences, understanding market needs, and crafting inbound and outbound marketing strategies based on insights.

Outcomes
Success will be measured by:

1. Defining and executing the marketing strategy to grow revenue and engage and attract audiences.
2. Devising a data strategy to expand databases and support client-led initiatives.
3. Collaborating with other departments to promote services through internal channels.

Key Responsibilities

Strategic Planning

• Develop marketing budgets aligned with operating plans and maintain budget trackers.
• Define messaging and communication strategies specific to the portfolio.
• Create customer personas and benefit-led messaging.
• Design cross-channel marketing strategies to meet product and portfolio objectives.
• Plan operational implementation with key milestones and deadlines.
• Develop a data build and cleanse strategy.

Execution

• Map customer segmentation using demographics and psychographics.
• Define and communicate value propositions.
• Support revenue and attendance targets, collaborating with the commercial team.
• Develop content marketing strategies for digital content distribution and engagement.
• Identify and address data gaps across the portfolio.
• Manage digital presence and marketing assets, working closely with the design team.
• Oversee marketing execution across the portfolio.

Analytics & Reporting

• Supervise campaign performance and recommend improvements.
• Ensure marketing activities are measured and analyzed for investment decisions.

Required Skills / Experience

• 5+ years of marketing experience, ideally in education and/or events.
• Strong relationship-building skills (internal/external).
• Commercially focused, deadline and target driven.
• Analytical mindset with a questioning attitude.
• Strong copywriting skills.
• Tech-savvy, quick to adopt new solutions.
• Passion for innovation and AI.

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