Head of Pre-Subscriber Growth and Conversion
The Economist is seeking a commercially minded, data-driven leader to build and scale our pre-subscriber strategy: growing a high-quality registered-user audience, creating habitual engagement across web and app, and converting the right users into long-term subscribers.
Reporting directly to the Co-President of The Economist and sitting within the Marketing team, this role will lead a team of two. You will set the strategy to grow the registered-user base both from Economist traffic and through new lead-acquisition tactics and partnerships, then work cross-functionally with Product, Editorial, Data and Growth to deliver the experiences that activate, engage and convert those users.
Key responsibilities
Develop and optimise lead-acquisition tactics across paid media, social media and onsite journeys, leveraging first-party data to bring more high-quality users into the registered-user base
Own the pre-subscriber growth strategy and optimisation plan: defining the value exchange for registration and how users progress to registered, activated, engaged and subscribed
Design and scale the activation, engagement and habit-building programmes across various content formats, including articles, newsletters, and video
Partner with Product and Editorial to create distinctive registered-user experiences, content propositions and capabilities that strengthen engagement and increase subscription intent
Own the experimentation and measurement agenda, using insight and a clear testing and product feature roadmap to improve engagement and conversion of registered users
Lead a team of two and establish clear operating rhythms with Acquisition, Subscriber Retention, Data, Technology and Creative teams, creating one coherent journey from first touchpoint through to subscription
What we are looking for
Significant experience in pre-subscriber, registered-user, lifecycle, growth or conversion within a digital subscription, membership or consumer media business
Strong experience shaping customer journeys across web, app and owned channels, with fluency in CRM and personalisation technology; Salesforce Marketing Cloud experience is an advantage
A rigorous, data-led approach to experimentation, funnels, cohorts, audience segmentation and incremental commercial impact
Strong commercial judgement and the ability to work across Product, Data, Engineering, Editorial, Creative and Growth, influencing senior stakeholders while protecting the customer experience
Proven people-leadership experience, including setting direction, developing talent and leading through cross-functional influence
The expected base salary for this position ranges from $105,500.00 - $140,500.00. It is not typical for offers to be made at or near the top of the range. Rather, salary offers are based on a wide range of factors including relevant skills, training, experience, education, and, where applicable, licensure or certifications obtained. Market and organizational factors are also considered.
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