Senior Marketing Executive (B2C)

We are an organisation that exists to drive progress. That's the “red thread” that connects everyone at The Economist Group (TEG). Our businesses share a devotion to innovation, independence and rigour in their fields of expertise. We empower people to understand and tackle the critical challenges and changes facing the world. Our analytical rigour, global expertise and evidence-based insights enable individuals and organisations to make sense of these shifts and chart a course through them.

Our story began in 1843, when a Scottish hat manufacturer founded The Economist newspaper to further the cause of free trade. Since then, we have evolved into a staunchly independent global media and information-services company that provides intelligent thinking for an international audience. We deliver our analysis and insights in many formats to subscribers and clients in 170 countries with four businesses, each of which upholds our global reputation for excellence and integrity.

Economist Education is an expanding business within The Economist Group, offering online and face-to-face executive-education courses to customers in over 100 countries. 

Economist Education equips professionals with essential skills and knowledge for the modern workplace through self-paced, online courses. The Economist’s team of correspondents and editors feature alongside invited experts to bring clarity and insights on subjects ranging from artificial intelligence to business writing and geopolitics.

Our multidisciplinary approach makes complex subjects accessible to a global audience. We focus on helping each learner apply insights to their individual context.

We bring a fresh voice to education through:

• An independent and data-driven perspective
• Access to the viewpoints of world leaders in their fields
• A balanced, global outlook
• A worldview that is pro-business, pro-trade and pro-technology

The role:

We’re looking for a Senior Marketing Executive to look after performance marketing and owned media campaigns, contributing to awareness, acquisition and retention strategies on the B2C side of the Economist Education business. This is a unique opportunity where the successful candidate will contribute to shaping a new business from the ground up, working in a start-up environment within a well established, global brand. Along with a strong generalist understanding of paid marketing channels, the role will lead to transferable skills within sales and business, with the opportunity to work closely with in-house paid channel specialists and the award-winning editorial department. 

This challenging and rewarding role requires creative and analytical thinking, a growth mindset, adaptability, enthusiasm for development, and a rigorous test-and-learn approach. It is essential to have proven experience and understanding of paid and owned marketing channels.

How you will contribute:

• Briefing, executing and monitoring owned B2C marketing campaigns (print, digital, email, organic social) for courses aimed at driving lead generation and sales.
• Briefing paid media campaigns (including PPC and paid social) to specialists within The Economist Group, being responsible for monitoring the performance and spend of campaigns
• Owning the weekly sales performance deck shared with senior stakeholders, reporting on revenue, key marketing initiatives and campaign performance, while proposing strategies to address revenue gaps and drive growth
• Working together with the Education marketing team to develop new campaign creative, being responsible for submitting briefs to the in-house creative studio as well as managing approvals with commercial and editorial stakeholders
• Writing B2C copy for the website and marketing assetst
• Working with the Head of Marketing on developing and executing seasonal marketing campaigns and discounting strategy aimed at maximising conversions and revenue
• Overseeing lead-to-conversion optimisation through ownership of Education’s B2C email nurture journeys, including copywriting, performance reporting and optimisation within Salesforce Journey Builder, as well as planning ad hoc sales-driving email campaigns as needed
• Working with the Head of Marketing to develop new email nurture strategies for priority courses, collaborating with creative teams and Salesforce Marketing Cloud (SFMC) engineers to build and optimise automated journeys
• Working with the Marketing Assistant to manage B2C customer service and sales enquiries through the Education inbox, ensuring timely and professional responses, and escalating platform-specific queries to the support team

What we’re looking for:

You are:

• Highly organised: Able to prioritize and manage tasks with accuracy and efficiency
• Able to perform under pressure and in a high-paced environment
• Equipped with a strong sense of ownership and responsibility
• Commercially minded and able to connect marketing and business goals
• A creative thinker, always proposing new ideas for campaigns, targeting and messaging
• Flexible and adaptable to change
• Excellent communicator and collaborator

Required experience (at least 3 years)

• Proficiency in working with Salesforce CRM
• Experience building emails and email journeys (Salesforce Marketing Cloud preferred) 
• A solid grasp of data analytics, with the ability to translate numbers into actionable insights
• Experience running omni-channel B2C performance marketing campaigns, including creative development, copywriting, execution, performance analysis and optimisation
• Experience in working with agencies or in-house performance marketing teams running paid search and paid social campaigns
• Experience working with creative teams (copywriters and designers) to brief and develop creative for campaigns
• Experience managing creative approvals from senior stakeholders
• Excellent English writing and communication skills, including copywriting and editing

Desired experience (not a must)

• Experience working with a CMS (eg Contentful) to edit a website and publish new landing pages
• Proficiency in managing social media accounts, especially LinkedIn and Meta
• Experience working in a startup environment

#LI-Hybrid