Job Description

Introduction

The Economist is a leading source of analysis on international business and world affairs, published weekly in print and tablet editions, and daily through our Espresso app and Economist.com. We deliver our information through a range of formats, from newspapers and magazines to conferences, films and digital editions. What ties us together is the objectivity of our opinion, the originality of our insight and our advocacy of economic and political freedom around the world.

The circulation and marketing department is responsible for managing and growing readership of The Economist globally. We are an ambitious, innovative and award winning team looking for a Director Experiential Marketing to lead a new area of direct response marketing under the umbrella of Acquisition Experiences. This role will lead experiential \xe2\x80\x93 or live - marketing initiatives globally, and locally, based in New York. This role will also be responsible for driving subscription acquisitions by building new partnerships with brands that run loyalty programmes or speak to similar target audiences in North America, while also managing existing relationships with subscription marketing agents.

This is an exciting role that will be responsible for transforming The Economist\xe2\x80\x99s below-the-line marketing approach to incorporate experiential marketing at a global scale, reporting to the global SVP for Circulation and Retail Marketing based in Geneva. Globally, the director will initiate experiential marketing strategy, concepts and oversee global implementation and communication across regional teams, agencies and other departments. Locally, this role is responsible for the strategy and performance of the marketing channels subscription agents and partnership.

Accountabilities

In this role you will be expected to:

Global experiential marketing \xe2\x80\x93 live direct response

• Lead the Global experiential strategy, built with the input of SVP and regional circulation directors
• Build a global solution for managing experiential agencies and maintaining it
• Lead global experiential marketing activity with the support of regional teams and agencies
• Create new experiential campaigns: developed centrally, rolled out regionally
• Manage communications across cross-functional teams on experiential: PR, editorial, digital marketing, social
• Reach subscription sales targets globally in this area, and managing the related marketing budget effectively

Local experiential marketing (North America)

• Develop the regional experiential strategy in the global context
• Build the North America experiential role out plan and driving its execution
• Lead agencies and the experiential specialist to deliver campaigns to deadline and to target

Subscription agent and partnership management (North America)

• Function as the senior point of contact for subscription agents in North America and developing marketing strategies and plans with them. Leading negotiations on approach and volume generating activity
• Identify new partnerships with companies based in North America, potentially with global reach, that could deliver an Economist experience while providing a conversion-to-subscription opportunity
• Manage proposals, concepts, contracts and then implementation of new partnerships in North America with the support of the Geneva-based partnership team and the New York based experiential specialist

People management

• Manage, motivate and develop direct reports based in New York and Geneva and ensure all team members receive regular performance feedback with annual appraisals

General

• Ensure effective ongoing communication with all key stakeholders
• Liaise and building the relationship with external vendors and developing partner relations
• Monitor industry trends and incorporating innovative opportunities to enhance marketing performance
• Achieve KPIs in terms of subscription sales targets and costs per acquisition that correlate with the relevant marketing budget

Experience, skills and professional attributes

To succeed in the role you must have:

• Significant direct response marketing experience
• Proven ability to write marketing plans, creative and campaign briefs for agencies and project management documents
• A track record in revenue generation through marketing, team and agency management
• Experience in marketing a subscription product, and/or content marketing
• A professional approach to project management, well-versed in communicating across geographic and cultural boundaries
• Proven business acumen, with numeracy and negotiation skills to match

To succeed in the role you will be able to demonstrate:

• A creative mindset aware of industry trends, swift to transform ideas to actions
• The ability to adapt to changing circumstances and pragmatically find solutions
• Outstanding team and stakeholder management skills along with an efficient focused and flexible approach
• Ability to work in a fast paced environment that thrives on continually challenging the status quo
• Leveraging technology for project management and campaign implementation
• Ability to work to deadlines and manage conflicting priorities in a fast-paced environment
• Attitude of a manager that is also a team player
• Willingness for regular international travel across time zones as well as be available for video conferences in European and Asian time zones
• Excellent communication skills, including exceptional written English

The Economist Group