Head of Digital & Performance Marketing, FT Live
Across the FT Group, our people are united by a mission to deliver world-class information, news and services to our global audiences. We're a digital-first organisation made up of journalists, technologists, product managers, event planners, strategists, commercial and finance experts, marketing and communications specialists - and much more. Our strength is in our employees, who hail from all different backgrounds and walks of life.
Our commitment to diversity and inclusion in the workplace
At the FT, we aim for employees across all regions to have a voice so that diverse perspectives are heard and valued. We believe that a supportive workplace is one where employees feel they can be themselves at work and have the flexibility they need to meet their personal needs. We'll continue to remove barriers for all, and in particular barriers facing employees from underrepresented groups.
Financial Times Live (FT Live) is the conferences and events division of the Financial Times newspaper and its group publications. Our mission is to bring our global executive audiences the very latest in knowledge and opinion, and connect them to one another.
Chaired by senior FT journalists, the 200-plus core events, strategic forums and digital webinars organised by FT Live every year gather pre-eminent public and private sector decision-makers, visionaries and strategists from the world’s most important economies and industries for agenda-setting debates that cover the key issues of our time.
From unique experiences such as the FTWeekend Festival to our senior-level business summits such as the award winning Global Boardroom, FT Live has become one of the FT Group’s most successful and fastest-growing divisions, and is at the forefront of the FT’s accelerated development as an essential, interactive information source across numerous platforms.
The Role / Position Overview
The heartbeat of FT Live is our strong portfolio of event products and our ability to access, convene, and engage the highest quality delegates, speakers and sponsors.
The Head of Digital & Performance Marketing will be responsible for creating and executing inbound marketing strategies across our established portfolio of events to help build our event brands, identify key target audiences, and grow our engaged customer base.
This is both a strategic and operational role that will require initiative and creative problem solving, and will be jointly accountable with our Strategic Marketing Team for ensuring that we consistently secure high-value delegates and associated revenue targets. You will be joining as FT Live embarks on an exciting period of digital transformation.
Success in this role will be defined by two dimensions; expanding quality reach globally and customer acquisition through conversion.
Main Duties and Responsibilities
Your main responsibility will be to create and execute fully developed, inbound digital marketing strategies with a content-driven event value proposition at the heart. This will require making the optimum use of the available digital marketing, content, and social engagement channels, along with platforms and tools.
Using your digital expertise to define and develop an annual plan and embed a digital engagement strategy across FT Live, at the brand, sector and product level.
Working with the strategic marketing team to build compelling content and digital journeys that improve engagement with target audiences.
Executing the digital engagement strategy including technical areas such as SEO, social media, digital/video content and PPC.
Leading the development of digital marketing expertise and transformation of digital marketing within the team.
Creating a programme of digital marketing training and technical support for the marketing team.
Providing analysis and monitoring of digital activity to ensure optimal usage of the channels, set performance targets for online and digital effectiveness.
Ensuring effective monitoring, review and analysis of campaigns is undertaken – ensuring every marketing investment and activity is measured and success is analysed constantly to dial up what is working and dial down what isn’t.
Managing the performance marketing and social team, resources and budget, to provide the development and management capability for the emerging digital marketing strategy and plan.
Brokering alliances and partnerships with internal FT teams including Audience Engagement, Advertising Operations, B2C, Brand & Comms, and with third-party suppliers to ensure optimal relationship management and effective leveraging of capabilities to deliver cost-effective solutions.
Proven experience in senior digital marketing and/or performance marketing roles acquired either in house or in an agency environment and experience in delivering digital transformation
Expertise: Significant experience in increasing web traffic, conversion and growing online engagement and leads. Good proficiency in working with 3rd party suppliers, including digital agencies and software vendors. Broad knowledge of digital marketing ranging from SEO/SEM, PPC, organic and paid social media, and content marketing.
Proficient with paid search channels like Google Adwords, Bing Ads, and possibly international search platforms such as Baidu and Yandex. Also adept at managing and analysing paid social campaigns across Facebook/Instagram, Twitter, LinkedIn, Spotify, YouTube, and a range of other emerging social platforms.
Expertise in SEM, SEO, affiliates, referral marketing, and identifying lucrative opportunities to generate quality traffic to exceed sales and grow brand presence.
Analytical: Highly skilled in using data and insights to drive commercial decisions.
Customer Focus: Commercial customer-first mindset with a strong understanding of premium branding.
Action-Oriented: Uses strong and effective project management skills and analytical abilities to take on new opportunities and tough challenges with a sense of urgency and enthusiasm.
Communicates Effectively: Effective written and verbal communication skills that convey a clear understanding of the unique needs of different audiences.
Instills Trust: Gains the confidence of others by modeling honesty, integrity, authenticity, and behaviours that align with FT Live’s values. Exemplifies courage by stepping up to address challenging issues.
What’s in it for you? Our Benefits
Our benefits vary depending on location, but we are committed to providing best in class perks across all our offices as well as an inclusive environment to develop your career. Examples of our benefits include; generous annual leave allowances, flexible working (including working from home), medical cover, enhanced maternity & paternity packages, subsidised gym memberships and Giving Back opportunities. Full details of our benefits can be found here.
The FT are committed to providing an inclusive working environment for all. We are an equal opportunities employer who seeks to recruit and appoint the best talent regardless of age, gender, ethnicity, disability, sexual orientation, gender identity, socio-economic background, religion and/or belief. We also promote flexible working and will consider specific requests around flexibility for all roles where it can be accommodated. Please let us know if you require any adjustments as part of the application process or to enable you to attend an interview. If you would like to discuss your requirements, or have any questions, please contact a member of our HR team who will be happy to help.