Subscription Marketing Manager - Hubspot

Subscription Marketing Manager

London - Hybrid
Salary: £45,000–£50,000
Hours: Monday–Friday, 9:00am–5:00pm

An established and growing B2B publishing and information business, operating since 2011 and specialising in the financial services sector.
The business operates four specialist publications, alongside a subscription-based database product and a portfolio of industry events. With a team of around 45 people, the organisation has built a strong reputation within its specialist markets and has a long-standing, collaborative culture.
The business is now investing further in its subscription proposition and CRM capability, having recently implemented HubSpot. As part of this development, they are looking to appoint a Subscription Marketing Manager to take ownership of marketing activity across their subscription products.

Duties:

Develop and deliver the subscription marketing strategy across multiple specialist publications and products. Increase the volume and quality of subscription trials generated through proactive marketing activity. Develop campaigns and customer journeys to nurture prospects from initial trial through to conversion. Improve engagement with existing subscribers and identify opportunities to increase product usage and value. Develop targeted campaigns for subscribers who are not actively engaging with the publications. Create and optimise automated journeys across the subscription lifecycle, including trial, onboarding, engagement, conversion and renewal. Work closely with the subscription sales team to support new business activity and provide higher-quality opportunities. Use HubSpot to develop segmentation, workflows, reporting, automation and campaign journeys. Establish clear KPIs across trials, engagement, conversion and subscriber activity. Monitor campaign performance and use data to identify opportunities for improvement. Work closely with editorial teams to turn relevant content, news and insights into subscription marketing opportunities. Collaborate with the technology/web team to implement campaigns and improve the customer journey. Bring fresh ideas and best practice from subscription, membership, publishing, media or other recurring-revenue environments. Help embed a more data-led and CRM-focused approach to marketing across the wider business.

The Right Person:

We're looking for someone with several years' experience in marketing, ideally with exposure to subscription, membership, publishing, media or another recurring-revenue business model. Experience of subscription, membership, publishing, media or similar customer lifecycle marketing. Successful and demonstrable experience in generating and nurturing leads, trials or enquiries through to conversion. Comfortable developing customer journeys and automated campaigns. Confident using HubSpot for CRM and marketing automation as well as reporting and dashboard building. Able to segment audiences and create targeted campaigns, also managing multiple campaigns and audiences simultaneously. Experience measuring marketing performance through data and KPIs. We're particularly interested in someone who can look at the current approach and ask “how could we do this better?” rather than simply executing an existing marketing plan. You'll be naturally organised, commercially minded and comfortable working with data. You'll enjoy looking at results, understanding what is and isn't working, and then using that information to develop the next idea. You'll also need to be collaborative. The subscription sales team has strong customer relationships and plenty of ideas, while the editorial and technology teams are important partners in delivering campaigns. You'll need to bring those teams together and turn ideas into action. The environment is relatively flat and self-managing. You'll be trusted to get on with your work, but communication is important, and you'll be expected to keep stakeholders updated on progress and results.

What Success Looks Like
Within your first six months, you'll have:

Established clear KPIs for subscription marketing activity. Built a clear understanding of current trial generation and conversion performance. Increased the volume and quality of trials being generated. Developed structured journeys for trial users. Improved engagement with under-utilising subscribers. Established more effective automated campaigns through HubSpot. Created clearer reporting around trials, engagement and conversion. Built strong relationships with the subscription sales, editorial and technology teams. Identified new opportunities to improve the subscription customer journey.

What's on offer

£45,000–£50,000 salary 25 days' holiday Pension contribution Monday–Friday, 9am–5pm A collaborative, flat and sociable working environment The opportunity to take ownership of a newly created function and make a tangible commercial impact Regular social events, including summer and Christmas parties and informal team drinks

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