Head, Customer Life Cycle / Growth Marketing

10-15 years
144000 - 222000 SGD
Job Description

We are looking for a dynamic individual to head our Subscription Business. The person will be responsible for proactively growing our consumer subscriptions, across all APAC markets by optimising the conversion funnel and the customer life cycle. This role will set the go forward strategy and be accountable for the execution of the strategy to deliver net subscriber growth, revenue growth, and lifetime value. The role will drive the customer life cycle of the digital subscriptions business in cross-functional cooperation with Product, Marketing, Retention, and Partnerships. This role will have a close partnership with the Senior Manager - Product Marketing, Head of Performance and Optimisation, Head of Campaigns, Audience Prospecting and Conversion Directors and their respective teams. The role will report directly to the SVP, Asia Pacific.

The Head of Customer Life Cycle / Growth Marketing will be responsible for developing and executing our growth strategy, encompassing both customer acquisition and retention marketing. You will help build and drive efficiency and effectiveness of the customer funnel by setting the roadmap and through constant testing.

We're looking for someone who has a growth mindset, can operate with a sense of urgency and purpose, and who will roll up their sleeves to get the job done. The right candidate will have proven performance marketing experience and the technical and analytical know-how to derive hypotheses, test theories, and deliver results.

How you will contribute:

  • Build the overall strategy for the Consumer Subscription Business across APAC markets to drive user acquisition across all relevant media channels
  • Develop and execute the plan to identify, reach, convert, and retain subscribers
  • Responsible for achieving sales and revenue goals. Planning and execution of campaigns that support The Economist's growth initiatives while meeting budget requirements
  • Grow market share in the financial news, current affairs subscription category and achieve target of subscriber goals
  • Ensuring best possible spend optimisation by continuously optimising campaigns based on learnings from multiple A/B tests across creatives, targets and other strategies
  • Delivery of acquisition plans to drive new conversions to subscriptions - via Paid Media, Social as via 3rd party partnerships
  • Managing full-cycle execution of campaigns with varying objectives across paid and unpaid media channels
  • Have a data-driven approach to make informed decisions while optimising campaigns and improving effectiveness in all paid and unpaid media channels
  • Ensuring proper tracking, attribution, automation, and optimisation
  • You will manage a budget, allocate a proper spending across all channels, continuously working on enhancing the ROI
  • Align with product roadmap and define technology stack needed to execute against vision and goals including fulfillment
  • Work with internal product teams to set APAC market relevant pricing & promotions strategy
  • Build relationships with our subscribers through CRM tools, customised features, products, and other member benefits
  • Reporting & Analysis: Regularly updating internal stakeholders on performance and needs for the subscriptions business

What skills will you need:

  • Relevant business experience in managing the customer life cycle and developing strategies and testing programmes to deliver subscription growth in a consumer-facing subscription service, or e-commerce business
  • Knowledge of the full subscription funnel including and managing to key performance indicators like visits, registrations, registration conversion rates, CPA, ROAS, CLTV, sign-up conversion rates and conversions to subscriptions
  • Ability to manage and collaborate effectively in a matrixed environment
  • In-depth knowledge of performance campaign execution with special focus on: Social Media, Programmatic platforms, systems, with proven track record of successfully executed campaigns
  • In-depth knowledge of affiliate networks and SEO, with proven track record of successfully executed campaigns
  • Familiarity with marketing analytics tools (Google Analytics, Amplitude, Google Data Studio, etc.)
  • Strong experience building a marketing machine at various stages, leveraging both paid and owned strategies to drive growth
  • Solid understanding of digital data analytics in the media space
  • Top-notch organisational skills and attention to detail

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