Senior Marketing Manager - FT Executive Programmes

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About FT Executive Programmes

This role is to be a Senior marketing manager in the Executive Programmes team, that sits within a new FT department (FT Leaders) - preparing FT readers for leadership - from the classroom to the boardroom.  

Executive Programmes focuses on professional development and open learning courses for executives looking to advance their careers.  This ranges from annual programmes (such as Future Leaders and Women In Business) involving regular in person events and webinars to executive education courses (such as the Financial Times Cambridge Strategy course)  involving in-person workshops and online webinars.  

FT Executive Programmes is seeking a Senior Marketing Manager to help launch the newly built business area - ensuring we have developed the right brand, values and messaging and setting out a marketing and communications plan to relevant external and internal (FT) audiences.

The position will be responsible for raising awareness of our services and offerings and specifically attracting and converting new business. A large focus of the role will be identifying new target audiences and developing a fuller understanding of the market and audience needs, crafting inbound and outbound marketing strategies that demonstrate this insight.

Success in this role will be defined by several dimensions: 

• Defining and implementing the overall marketing strategy for a portfolio of professional development products with an objective to grow revenue, engage existing and attract new audiences.

• Devising a data strategy to ensure that we are able to meet our strategic objectives, expand our databases and fulfill our obligations on client led initiatives.

• Collaborate optimally with other departments to demonstrate internal channels and opportunities to promote our services.

• Develop marketing budgets in line with operating plans and ensure budget trackers across the portfolio are kept up to date.

• Define messaging and comms strategy, specific to the portfolio.

• Developing key customer personas and consistently leading with benefit-led messaging.

• Work with other teams to design cross-channel marketing strategies to meet strategic objectives of individual products as well as the portfolio as a whole. 

• Design operational implementation plans including key achievements across the portfolio and ensure adherence to deadlines. 

• Create a data build and cleanse strategy.

Execution:

• Map customer segmentation using demographics, psychographics, and other marketing techniques to predict behaviour.

• Define and clearly communicate value propositions to customers.

• Deliver against revenue and attendance targets and support the commercial team in meeting targets. 

• Develop a content marketing strategy that enables the distribution of strong, engaging digital content to customers and associated communities, that supports engagement, acquisition, conversion, upsell, and advocacy activities.

• Identify data gaps and design steps to close these across the portfolio.

• Responsible for each product’s digital presence and take primary responsibility for the front-end sites and all marketing assets, working with the design team closely to create these.

• Ownership of the marketing execution across the portfolio. 

• Supervise performance of all marketing campaigns across the portfolio and recommend performance improvement tactics if vital.

• Ensure all marketing activity and results are supervised and measured to allow dynamic investment based on analysis of current and past performance.
   

Required Skills / Experience 

• 5+ years of marketing experience, ideally with an education and/or events background 

• Relationship Focus: Builds strong relationships (internal/external)

• Commercially, deadline and target driven 

• Analytical and questioning attitude

• Strong copywriting skills

• Technology savvy. Able to quickly adopt and work with new technology solutions

• Passion for innovation and AI

Application Closing Date: 13th June 2025, 5pm BST

Our benefits vary by location but we are committed to providing best-in-class perks across all our offices. These include generous annual leave, medical cover, inclusive parental leave packages, subsidised gym memberships, and opportunities to give back to the community. Full details of our benefits are available here.

We’ve embraced a 50% hybrid working model (averaging two to three days onsite) that fosters trust and remote adaptability while encouraging in-person camaraderie and peer learning. Additionally, we are open to accommodating specific flexible working pattern requests for all roles where feasible.

We are a disability confident employer and Valuable 500 signatory.

Please let us know if you require any reasonable adjustments/personalisation 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, email [email protected] and a member of our team will be happy to help.

At the FT, we embrace innovation and the use of technology and appreciate that individuals may leverage AI tools as part of their job application process. Whilst we are happy for you to use AI to assist with your application, it is essential that all information provided is authentic and accurately represents your skills, experience, and qualifications. Candidates should be aware that the use of AI throughout the application process may be monitored to ensure a fair and transparent hiring process for all.

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