As a key leader within the Consumer & Audience Division, the Head, Growth & Lifecycle Marketing will be the architect of our subscriber growth engine. This role is responsible for the full funnelfrom the moment a reader hits a paywall to the long-term retention strategies that maximize lifetime value (LTV). The Head, Growth & Lifecycle Marketing will build and lead a high-performing team to scale digital acquisitions, deepen engagement through personalized lifecycles, and deploy sophisticated interventions to mitigate churn.
Roles & Responsibilities
1. Digital Growth & Acquisition
- Funnel Optimisation: Own and optimize the end-to-end digital sales funnel, specifically the paywall experience and e-shop buying journey.
- A/B testing: Establish a rigorous always-on testing culture to iterate on all aspects of the sales funnel.
2. Customer Lifecycle & Engagement
- Onboarding & Activation: Design seamless post-purchase journeys that drive product engagement and value perception.
- Upsell: Develop automated campaigns to migrate subscribers to premium tiers and/or bundle offerings across SPH's portfolio.
- Personalization: Leverage CRM tools to deliver the right content and offers to the right user at the right time, moving beyond one-size-fits-all marketing.
3. Strategic Churn Management
- Predictive Retention: Work with data teams to identify at-risk behaviors and deploy preemptive save-campaigns.
- Voluntary & Involuntary Churn: Tackle product fit (voluntary churn) and payment failures (involuntary churn) through targeted initiatives.
- Win-back Strategies: Build robust workflows to re-acquire lapsed subscribers through data-driven incentives.
Who we are looking for
Skills
- Full-Funnel Marketing: A deep understanding of marketing strategies and tactics across all stages of the customer lifecycle, from acquisition to engagement and retention
- Commercial Acumen: Strong grasp of subscription economics, e.g. ARPU (Average Revenue Per User), LTV/CAC ratios, and cohort analysis.
- Data Analysis: Ability to synthesize complex data sets into actionable insights.
Competencies & Personality Traits (Required Competencies)
- Strong organisational and communication skills
- Ability to build rapport with, and influence across different levels of the organisation
- Proactive problem solver
- Agile approach, able to operate full-stack at both the strategic and tactical level
Working Experience
- 10-12 years experience or more, with at least 5 years in digital growth, lifecycle marketing or related roles
- Experience in subscription business (e.g. media, telcos, streaming) and/or digital native industries (e.g. e-commerce, fintech, edtech) preferred
Qualifications
Degree qualification in Business / Marketing or related disciplines.
