Digital Growth & Subscriptions Manager
Global is home to some of the UK’s biggest and best-loved media brands – from Heart, Capital and Radio X, to our Global Player app, to our podcast slate, which includes The News Agents and My Therapist Ghosted Me. Global Player allows listeners to enjoy all of Global’s radio brands, award-winning podcasts, and expertly curated playlists in one place on app, web, TV, in car and on smart speakers. This year we’ll offer our app, radio and podcast audiences the choice to subscribe for access to ad‑free and exclusive content.
As Digital Growth & Subscriptions Marketing Manager, you will be responsible for bringing Global’s subscription proposition to market and helping drive subscriber growth for our app, radio and podcast products. You will work closely with Global’s Marketing, Acquisitions, Product, Subscriptions and Lifecycle & Retention teams to contribute to the strategy and execution for converting users into paid subscribers, leveraging compelling paid social and conversion campaigns.
Key Responsibilities
- Support the development and delivery of the go‑to‑market plan for Global Player, radio and podcast subscriptions
- Turn subscription propositions, offers and content into clear, compelling audience‑facing campaigns
- Plan and execute marketing activity around launches, promotional offers and key content moments
- Work closely with the Subscriptions, Acquisitions, Product, Broadcasting & Content, Commercial, Retention & Lifecycle Marketing teams to ensure campaigns are aligned
- Help define audience segments, messaging frameworks and channel plans
- Support the implementation of robust tracking frameworks across app, web and podcast channels to ensure accurate campaign reporting
- Monitor campaign performance data and analytics, tracking key subscription marketing metrics
- Use mobile attribution and analytics tools such as AppsFlyer to track in‑app engagement and acquisition performance, turning data into insights that optimise campaigns and drive subscriber growth
- Pull together regular reporting on campaign delivery, creative performance and lifecycle activity
- Identify trends, learnings and opportunities and implement to improve future activity
- Share insight clearly with stakeholders and feed recommendations into planning
- With a focus on paid conversion, lead day‑to‑day execution of subscription marketing campaigns, ensuring alignment with owned channels and in‑platform touchpoints
- Coordinate campaign set‑up – including building target and lookalike audiences – briefing, approvals, timelines and delivery
- Ensure campaigns are tailored appropriately for each channel
- Work with partners and internal teams to make sure activity is optimised for performance and audience relevance
- Maintain a clear campaign calendar across subscription activity
- Own creative briefing for subscription campaigns from start to finish
- Create clear briefs for Design, Video and other creative teams
- Manage creative asset production through ideation, briefing, review, feedback, approvals and final delivery
- Ensure assets are aligned to the proposition, audience, brand and channel requirements
- Use campaign insight and performance data to inform future creative development and testing
What Success Looks Like
- Established strong working relationships with stakeholders and teams across the business
- Built a strong understanding of Global Player, Global’s brands and the subscription proposition
- Taken ownership of creative briefing, campaign planning, campaign delivery, reporting and optimisation
- Delivered subscription marketing campaigns across key products
- Brought insight and structure to reporting, testing and optimisation
Requirements
- Experience working with subscription products and paid digital content
- Experience in implementing robust campaign tracking
- Confidence working with data to track performance and identify optimisation opportunities is essential
- Proven experience delivering multi‑channel subscription marketing campaigns, with a strong understanding of PPC and paid social, retargeting and lookalike audiences, and how it complements lifecycle marketing, CRM or customer journey communications
- A strong understanding of creative best practice and an ability to write and manage creative briefs and oversee asset production end‑to‑end
- Good understanding of digital customer journeys across app
- Strong organisational and project management skills, with the ability to manage multiple workstreams at once
- Excellent communication skills and the ability to work effectively with a range of stakeholders
- A proactive, hands‑on approach and the willingness to work at pace
- Strong understanding of AppsFlyer, Google Analytics or other analytic platforms; familiarity with other tools such as Braze, Revenue Cat, Amplitude, Google Ads, Apple Search Ads would be beneficial
Preferred
- Confidence using AI tools to help you work efficiently and effectively
- Experience of app‑based conversion journeys
- Exposure to audio, podcast, media or entertainment brands
- Understanding of creative testing and performance optimisation
What You’ll Love About This Role
Think Big: You’ll help shape how subscription audiences experience one of the UK’s leading audio and entertainment platforms and some of the UK’s leading podcasts and radio brands.
Own It: You’ll take real ownership of paid campaigns and strategy with visibility across the whole subscription journey.
Better Together: You’ll work closely with teams across Product, Content, CRM, Creative, Commercial and Digital.
Keep It Simple: You’ll focus on clear messaging, strong execution and continuous improvement in a fast‑moving environment.
