Marketing Manager – Publications in London

The Marketing Manager is responsible for developing and executing marketing strategies that drive subscription growth, audience engagement, and customer retention for our publications: taking the lead on Inside Housing, while supporting the marketing executives on our other titles and client solution projects.

Key objectives include:

• Grow new subscribers and qualified leads
• Maintain a high subscriber retention
• Increase audience engagement with the publications and related content
• Track marketing performance and deliver against targets

Key Responsibilities

• Campaign Management
  • Plan and execute multi-channel campaigns to drive subscription acquisition and audience engagement, including email, PPC, social media campaigns and advertising.
  • Coordinate marketing content and activity aligned with key editorial content, industry events, sector topicality.
  • Select and segment data in CRM to create targeted email campaigns.
  • Develop the customer journey to improve conversion, including creating optimised landing pages to support marketing efforts.
  • Use A/B testing, experimentation and personalisation to improve performance.
  • Identify opportunities to apply AI and automation to improve marketing effectiveness.
  • Ensure marketing reflects the publication’s brand and authority within the industry.
• Audience Acquisition and Subscriber Retention
  • Identify and develop strategies to acquire new leads in key audience segments and gain new subscribers.
  • Monitor and deploy the best mix of acquisition channels such as email marketing, advertising, social media, PPC, partnerships and events for lead generation and subscriber engagement.
  • Develop targeted campaigns and messaging for specific ICPs.
  • Create, amend and optimise web pages to support lead generation campaigns and reader engagement.
  • Manage renewal and onboarding campaigns, and subscriber communications, identifying areas for improvement as needed.
  • Leverage opportunities for cross-selling or increased engagement via other OMG publications, events and premium content.
• Reporting and Performance Tracking
  • Manage the publication marketing budget, keeping a record of costs and working within budget.
  • Manage tracking and analysis of campaign performance across all marketing channels including metrics such as subscription acquisition by source, conversion rates, cost per acquisition (CPA), renewal and retention rates.
  • Use analytics tools to identify trends and optimisation opportunities e.g. Affino, Clarity, GA, AI.
  • Assess, monitor and improve marketing performance by conducting regular analysis of results.
  • Prepare weekly reporting for the senior management team on subscription renewals and acquisitions against targets, along with progress on marketing activity.
• AI and Marketing Innovation
  • Use AI to identify data opportunities for audience growth from across the OMG portfolio.
  • Use AI for audience insights to maximise engagement with OMG publications and marketing content.
  • Ensure responsible and compliant use of AI tools in line with company policies, data protection regulations, and brand guidelines.
  • Work with the publication teams to create new approaches to maximise audience engagement.
  • Test and optimise marketing approaches including but not limited to A/B testing, audience segmentation, free trials and incentives.
  • Stay informed on emerging marketing tools, AI use and relevant marketing best practices including SEO and AI search.
• Team Management and Stakeholder Engagement
  • Manage and develop the publication marketing team, advising on the implementation of the marketing strategy and activity, ensuring timely, quality output.
  • Brief the data team on data requirements, identify effective audience segments and support database growth.
  • Support the corporate subscription customer service team for renewals and corporate subscription upgrades.
  • Liaise with the editorial team on forthcoming content for subscriber engagement marketing and lead generation activity.
  • Work with the digital team to develop marketing areas on the websites and online triggers such as digital access/promotion codes and lead capture forms.
  • Work with the finance team to co-ordinate subscription sales reporting and alignment on marketing costs.
  • Share best practice with the wider marketing team and support activity across OMG events.
  • Support the sales team, and the marketing team delivering on client solutions as needed.

Skills and Experience

• Marketing Expertise
  • Experience managing multi-channel marketing campaigns.
  • Strong understanding of B2B subscription models.
  • Demonstrable experience of using insights to inform marketing strategy and tactics.
• Analytical and Reporting Skills
  • Ability to analyse campaign performance and translate insights into actions.
  • Experience using analytics and reporting tools.
  • Strong data-driven decision-making skills.
• Digital Marketing Skills
  • Experience with email marketing and automation platforms – ideally Affino and Dotdigital.
  • Familiarity with paid media, SEO, website and conversion optimisation.
  • Ability to create marketing assets an advantage using Canva and video editing.
• Communication and Collaboration
  • Strong written and verbal communication skills.
  • Ability to work cross-functionally with editorial, customer service and digital teams.
  • Experience managing external agencies or marketing partners.

Why join us?

• Flexible working hours
• Development and training
• 25 days annual leave +