Senior Product Manager (B2B Subscriptions)

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The Drum is on the look out for an experienced and strategic Senior Product Manager (B2B Subscriptions & Direct Marketing) to lead the growth of our B2B subscriptions. This revenue-generating role will be responsible for driving customer acquisition, retention, and profitability of our subscription business.

The ideal candidate will have deep expertise in B2B subscription strategy, audience growth, and corporate subscriptions, and will use data-driven marketing techniques to optimise the customer journey from registration to purchase. They will be able to balance subscription goals with audience growth and advertiser value. Success in this role will come from effectively engaging audiences, testing content strategies, and leveraging propensity models to drive conversions.

Responsibilities will include:

B2B Subscription and Audience Growth Strategy:

• B2B Subscription Strategy: Develop and execute comprehensive B2B subscription strategies that drive business growth, focusing on attracting high-value corporate clients and expanding our business audience.
• Audience Growth & Engagement: Drive business audience growth by developing and implementing tactics to attract, engage, and retain subscribers across all digital platforms.
• Corporate Subscriptions: Lead the development and execution of a corporate subscription's strategy, selling high-value subscription packages to companies and corporate clients.

Content Gating & Engagement Funnel Optimisation:

• Content Gating: Develop and implement content gating strategies that drive registration, allowing us to build audience profiles and nurture potential subscribers.
• Registration & Subscription Funnel: Understand and optimise the audience engagement funnel, from initial registration through to subscription. Leverage data and insights to reduce friction and improve conversion rates at each stage of the funnel.
• Propensity to Purchase Models: Use data and analytics to develop propensity models (with the support of the data team) that identify and target high-intent users, maximising conversion opportunities.

Direct Marketing & A/B Testing:

• Data-Driven Campaigns: Design and execute direct marketing campaigns across multiple channels (email, social, paid media) focused on B2B audiences, using customer data and insights to inform strategy.
• A/B Testing & Experimentation: Lead A/B testing initiatives to continuously improve campaign performance, optimise user engagement, and enhance conversion rates.
• Audience Engagement: Develop innovative ways to engage the business audience through targeted content, personalised messaging, and timely offers that resonate with key business decision-makers.

Collaboration & Business Expansion:

• Corporate Partnerships: Work closely with the sales team to devise and execute high-value corporate subscription packages and enterprise-level solutions.
• Cross-Functional Collaboration: Collaborate with the product, editorial, and data teams to optimise content and product features for our business audience, ensuring alignment between marketing and product development.

Performance Tracking & Optimisation:

• Track key performance indicators (KPIs) such as registration, conversion rates, customer lifetime value, and churn, using data to make informed decisions that drive audience growth and retention.
• Leverage Piano subscription software to monitor, analyse, and optimise subscription processes, identifying opportunities to improve the customer journey and maximise revenue potential.

Business Growth:

Proactively devise initiatives to meet or exceed monthly, quarterly, and annual targets, focusing on the four key business metrics:

• Retention: Increase retention rates through targeted retention campaigns and engagement efforts.
• Value of Customers and Orders: Elevate the value of each customer through upselling, cross-selling, and optimising subscription offerings.
• Revenue and Profitability: Ensure all strategies are aligned with revenue and profitability goals.
• Team Satisfaction: Collaborate effectively with the broader team to foster a productive, collaborative, and results-oriented environment.

Who are we?

The Drum believes that marketing can change the world for the better and that our mission is to help marketing professionals around the world to learn, make better decisions, make better marketing and be more successful. Our vision is to create the leading destination for marketing insights in the world with a particular focus on brand decision-makers. We think of our audience first, use data intelligently, build on our innovative product range and love using the foundation of our industry - creativity.

With bases in London, Glasgow, and New York, we inform and inspire readers with content around pillars of content: marketing, creativity, agencies, media, technology, sustainability.

We curate valuable insights in various ways:

• Via our team of journalists
• From the best-in-class work identified through our award shows
• From user-generated content via Open Mic and The Drum Network
• Via content co-created with our clients
• Through the ratings we gather from marketing services buyers on The Drum Recommends.

We deliver it to our audience through multiple channels: articles and reports; TV; audio; live in person at The Drum Labs and elsewhere; online networking/meetings; at industry events.

Requirements

• Demonstrated success in developing and executing B2B subscription strategies that drive corporate sales and audience growth.
• Substantial experience in selling corporate subscription packages to companies, with a proven track record of securing high-value contracts.
• Expertise in building and growing business-focused audiences, optimising user engagement and retention at every stage of the funnel.
• Proficient in content gating and driving users from registration to subscription.
• Skilled in using propensity models and A/B testing to improve marketing outcomes, conversions, and user engagement.
• Practical experience using Piano or similar subscription management platforms to drive subscription growth and manage customer journeys.
• Strong ability to work cross-functionally, aligning with product, editorial, sales, and data teams to drive business objectives.
• A proactive and adaptable approach with a focus on continuous learning, innovation, and resilience.

Benefits

• Hybrid way of working - 3 days a week in our Shoreditch or Glasgow office, and then 2 optional from home or the office
• 28 days annual leave plus public holidays!
• Early finish every Friday!
• When we achieve our financial goals, we share the profits with the whole team
• A mentoring Scheme to support your development
• Giving back to the community is essential so we offer 2x paid charity volunteering days each year
• Enhanced Sick Pay
• Employee Assistance Programme (EAP)
• Free Eyecare Vouchers
• Starting or adding to your family? We offer Enhanced Family Leave
• Employee Referral Bonuses
• Cycle to work scheme
• Love events? We have an event space dedicated to hosting some of the industry's best events, with its own bar and roof terrace! You get VIP access.