Head of Digital Marketing (Subscriptions)

Job Description

Department Summary The eCommerce team sits alongside the Acquisition, Retention, Membership, and Email teams under the Magazines Marketing Director. Our focus is selling print and digital magazine subscriptions, as well as bookazines & merchandise through MyFavouriteMagazines.co.uk. The team is responsible for managing:

• Content: covers, offers, copy, adding/removing product
• Marketing: SEO, PPC, affiliate marketing, email, social, 3rd parties, conversion management
• eCommerce development: layout improvements to improve usability, enhanced functionality, testing, integration with other systems
• Operations: management of key suppliers and their integration with relevant internal systems and stakeholders

Job Summary & Purpose

Departmental head, responsible for the management and growth of the primary digital channel to market (MyFavouriteMagazines.co.uk) and also to develop other digital channels to market that complement the consumer strategy. To work with the Magazines Marketing Director and other departments in the team to devise, develop and implement appropriate marketing and development strategies in order to deliver customer-orientated and cost-effective routes to acquire and renew print & digital subscribers, and sell single issues and other related items across multiple verticals. Manage budgeted spend, suppliers, and your direct reports to achieve channel objectives and maximise performance.

Essential Requirements

Key role responsibilities

• Work with the Magazines Marketing Director to set the overall strategy and objectives for the eCommerce team
• Ensure a clear strategy and execution plan exists for both the online digital site, call centre, account service areas, to maximise effectiveness through a multi-channel approach
• Take responsibility for the performance management and ongoing coaching of your direct reports in line with core skills & competencies identified for the roles within company and best practice guidelines
• Act as strategic leader and lead key projects and ensure effective implementation of those delegated to other team members
• Work closely with the acquisitions, retention and content teams to plan acquisition activity to drive traffic to the site
• Continually refine and optimise the customer experience through to purchase, to improve conversion rates.
• Manage and maximise opportunities to increase targeted traffic to the site through a variety of channels including; affiliates, PPC, SEO, email, display etc. to ensure they deliver a demonstrable ROI & complement our overall go-to-market approach
• Ensure we are developing the site and our ecommerce and digital activities in accordance with company best practice
• Work closely with team members to ensure that campaigns are cost effective and that promotions come in on budget and suggest expenditure savings in order to make each promotion as cost-effective as possible.
• Actively explore other areas of opportunity, innovations and initiatives which could help drive revenues
• Research, bring to market and manage other digital channels and partners which extend our consumer reach and bring new customers to Future
• Provide ongoing feedback to Magazines Marketing Director about performance against agreed KPI's
• Work closely and share ideas and results with the other members of the team and the wider central teams in order to share best practice so that Future pioneers new subscription initiatives.
• Input in departmental budgets, manage and optimise spend with suppliers and on marketing activity to maximise our returns

Essential skills and experience

• Experience of working within a previous e-Commerce channel role
• Numerate and commercially aware (profitability, ROI, ARPU, LTV)
• In depth knowledge of digital marketing channels & experience of content management systems
• Previous experience using web analytics and other tools to identify opportunities for improvement

Excellent communication skills

• Creativity and problem solving skills
• Excellent organisational skills and good attention to detail
• The ability to work well as part of a team
• Drive, motivation and enthusiasm
• The ability to meet deadlines and work under pressure
• Budget awareness and good business sense
• Forward thinking
• Experience of managing a team
• Proven ability to deliver excellent results
• Educated to degree level or equivalent

Preferred requirements

• Experience of working within a Subscriptions related role within the publishing industry
• Related professional marketing qualifications
• Degree or equivalent in a marketing-related area

Desirable Requirements

About Future Future plc is an international publishing and media group, and a leading digital business. Founded in 1985 with one magazine, today we have offices in London, Bath, Bournemouth, Bromsgrove, New York, San Francisco and Sydney. At Future we believe in teamwork that transcends location. Future is a global platform for specialist media with scalable, diversified brands. We strive to create fans of our brands by giving them a place where they want to spend their time, where they go to meet their needs; continuing to create loyal communities. We are expanding our global reach through organic growth, acquisitions and strategic partnerships while diversifying our monetisation models to create significant revenue streams. Our focus is in the core areas of consumer technology, games & entertainment, music, knowledge & science, field sports, home interests and photography & design. At Future, we're constantly innovating and we are passionate about what we do! Behind our titles is a team of world-class editorial, creative and tech talent working together to connect, inspire and entertain our global audience. Sitting alongside are a team of business specialists, commercial and enabling functions who support every aspect of Future's operations. With superbrands such as PC Gamer, TechRadar, GamesRadar+, MusicRadar & TeamRock, Future's digital properties complement its print portfolio, reaching millions of unique visitors globally each month. We have successful and growing revenue streams in international licensing, contract publishing, eCommerce and a rich portfolio of events.

Our Values

We are an inclusive and equal opportunities employer which means we firmly believe that the best candidate will be successful in their application through a fair and transparent selection process based purely on their talents. Each person we hire will be successful not only based on their technical expertise but also for their behaviors, values and management & leadership potential for the future. We want to hire people that we would be happy to be our managers! Our values are intrinsic to our culture and during the selection process, you should be able to demonstrate why you'll be an asset to our team and enhance our culture when you join us - making Future an even more fantastic place to work! We are part of the audience and the community Our passion for our products makes us part of the community we engage with. Our audiences give us a voice and that's an incredible privilege that we treat with reverence. We embrace all the ways we are able to communicate to our audiences - print, online and in person - and love doing so. We are proud of our past and excited about our future We are proud to work at Future, because being part of this team feels good. We are one team, one company with big ambitions. We all row the boat No matter how long you've worked here, or what your role is at Future, your contribution counts - so grab an oar! We move faster when everyone pulls in the same direction. So what you do - and how you do it - matters. We take responsibility because that's the best way to get things done. We collaborate because we're stronger together. Let's do this! We take the best decisions we can in the face of uncertainty. It makes us think each decision through - then we go for it. We commit to what we've agreed and have the confidence to persevere through tough times. But we're able to admit mistakes because that helps us learn and chart a new course when we need to. That's called 'doing it right'. It's the people in the boat that matter Having the right team in the boat is mission critical. We are all successful when we are self-motivated, self-aware and self-disciplined. We support each other, challenge each other and have fun with each other. We are determined to hire people we can learn from and who we would have as our boss. Results matter, success feels good We love being successful. We restlessly look to improve, be ever creative, and unashamedly commercial in our ventures. Great results mean we are able to align the needs & expectations of our audiences, communities, clients and shareholders