Impress employers and recruiters.
Choose from hundreds of resume examples.

Target Resume Now

Tailor your resume to this Marketing Manager, B2B Lifecycle role.

Rezi rewrites your resume against Financial Times's job description. Free.

Resume score gauge reading 58 out of 100

Don't guess if your resume is good enough.

See how it scores against the Marketing Manager, B2B Lifecycle posting at Financial Times — free, in seconds.

About the Role

The Marketing Manager, B2B Lifecycle will own and develop defined areas of the B2B lifecycle strategy across FT Professional and the FT Specialist portfolio, with a primary focus on renewal and customer value growth through cross-sell and upsell. You will own a portfolio of lifecycle programmes spanning renewal support, retention, cross-sell and upsell, delivering measurable improvements in account growth, renewal rates and customer lifetime value. The role will also flex across earlier lifecycle stages, including trial engagement, onboarding and in-life engagement, where required to support broader commercial priorities.

Responsibilities

Own lifecycle plans and a portfolio of programmes focused on renewal, retention, cross-sell and upsell, translating the overall B2B lifecycle strategy into quarterly priorities and measurable commercial outcomes.
Identify customer needs, behavioural trends and commercial opportunities, prioritising initiatives that maximise renewal rates, account expansion and customer lifetime value.
Define lifecycle approaches including audience segmentation, personalisation, contact strategy and customer experience, aligned with wider commercial and account priorities.
Prioritise initiatives within your area, balancing renewal performance, growth opportunity and available resource.
Lead the adoption of Experience and Lifecycle Centre of Excellence standards, supporting a consistent, premium customer experience.
Define programme and campaign objectives, customer journeys, content direction, KPIs and success measures, with a strong emphasis on renewal and expansion outcomes.
Develop campaign briefs and journey requirements for Marketing Automation, ensuring activity aligns with lifecycle strategy and commercial priorities.
Lead cross-functional planning with B2B Marketing, Sales and Data & Analytics to deliver integrated renewal and growth programmes.
Oversee programme delivery, proactively managing risks, dependencies and collaborator alignment.
Maintain programme documentation, governance and delivery standards across lifecycle activity.
Own the performance of lifecycle programmes within your remit, defining KPIs and monitoring progress against renewal, retention and expansion objectives.
Lead regular performance reviews, identifying trends, risks and opportunities and recommending corrective action where required.
Translate customer behaviour, lifecycle performance and commercial insight into clear recommendations that inform future strategy and programme priorities.
Demonstrate the contribution of lifecycle activity to renewal rates, retention, cross-sell, upsell, account growth and customer lifetime value.
Provide clear performance updates and strategic recommendations to the Head of B2B Lifecycle and senior collaborators.
Own the testing and optimisation roadmap for your lifecycle portfolio, prioritising opportunities with the greatest potential impact on renewal and customer expansion.
Lead optimisation of audiences, journeys, messaging, content and customer experiences using customer insight and performance data.
Work with Marketing Automation and Data & Analytics to support robust test design, measurement and evaluation.
Embed successful approaches into future programmes, documenting optimal procedures and scaling improvements across the portfolio.
See opportunities to improve lifecycle capability, customer journeys and operational efficiency across the B2B business.
Partner with B2B Marketing to ensure lifecycle programmes support wider product, proposition, account and commercial strategies, with a clear focus on renewal and customer growth.
Influence senior partners using customer insight, commercial evidence and market context to build alignment around renewal and growth priorities and investment decisions.
Monitor market developments and emerging lifecycle optimal procedures, applying relevant learning to continuously improve the FT’s B2B customer experience.
Lead the development and adoption of lifecycle frameworks, playbooks, governance and optimal procedures across the B2B lifecycle.
Champion consistent lifecycle standards, customer experience principles and measurement frameworks across the B2B portfolio.
Share successful approaches, insight and innovation across the Experience and Lifecycle Centre of Excellence to help build organisational capability.
Partner with Consumer Lifecycle colleagues to find opportunities to scale lifecycle strategies and reusable approaches across RRG.
Coach and support junior lifecycle colleagues, helping develop lifecycle marketing capability and a culture of continuous improvement.

Requirements

Significant experience in CRM, lifecycle, retention, renewal, expansion or customer marketing within a commercial B2B or subscription environment.
Proven experience owning customer marketing programmes and defining plans, KPIs and commercial outcomes.
Strong analytical and commercial skills, with the ability to turn customer behaviour and business performance into strategic recommendations and measurable improvements.
Experience defining customer segmentation, personalisation, testing strategies and lifecycle programmes informed by customer insight.
Strong planning, prioritisation and organisational skills, with the ability to manage competing priorities and drive delivery through others.
Excellent written and verbal communication skills, including the ability to present recommendations clearly and influence collaborators.
Strong creative judgement and experience reviewing customer-facing communications, journeys and content.
A customer-focused and commercially minded approach, with an interest in delivering measurable improvements in renewal performance and customer value growth.
An interest in journalism and media, alongside an understanding of how large or complex media organisations operate.

Work Type

Hybrid

Benefits

Generous annual leave
Medical cover
Inclusive parental leave packages
Subsidised gym memberships
Opportunities to give back to the community

About the Company

The Financial Times is one of the world’s leading news organisations, globally recognised for its authority, integrity and accuracy, with a mission to deliver quality information and services worldwide.
At the FT, curiosity thrives and ambitious thinking is rewarded. Here, you’re given the chance to reach millions, create work that matters and deliver impartial journalism in a polarised world.
In our warm, collaborative culture, you’ll connect with a diverse community of experts who support your growth, career aspirations and wellbeing.
Your future at the FT will be filled with opportunities that challenge and inspire you. With no fixed path, you’ll discover new skills and forge a career that can take you anywhere.
Build a newsworthy career at the FT.

Equal Opportunity

We believe in the power of unique perspectives and want all voices in our organisation to be heard, respected and valued. A supportive workplace is one where employees feel they can be themselves and operate to their full potential. We are committed to removing barriers for everyone, with a focus on addressing those faced by underrepresented groups.
We are a disability confident employer and Valuable 500 signatory.