Social Media & Audience Growth Lead

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.

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The Social Media & Audience Growth Lead will define and lead the organic social media strategy across FT Specialist Europe’s brands, with a clear focus on building high-quality, relevant audiences and supporting long-term subscription growth.

This role plays a critical part in strengthening brand authority, trust and relevance among senior decision-makers. You’ll use social platforms to increase awareness and consideration among prospective subscribers, while deepening engagement with existing audiences and demonstrating social media’s contribution to the subscription journey.

Strategy & leadership

• Own and evolve the organic social media strategy aligned to brand positioning, audience priorities and subscription objectives

• Define success metrics focused on audience quality, engagement and downstream impact rather than reach alone

• Act as the internal authority on B2C and B2B social strategy, platform trends and best practice for professional audiences

Audience growth & acquisition

• Drive acquisition of new, high-value audiences through social platforms, prioritising relevance and intent

• Identify and prioritise key B2B segments such as senior leaders, practitioners, influencers and decision-makers

• Support top- and mid-funnel objectives by increasing awareness, consideration and intent among potential subscribers

Content & thought leadership

• Partner with editorial, content, video and audio teams, and subject-matter experts to develop social-first thought leadership

• Translate complex ideas, insight and analysis into compelling, platform-appropriate social content

• Ensure social channels consistently reinforce brand authority, credibility and differentiation

Platform & channel management

• Lead strategy across priority platforms including LinkedIn, YouTube, Reddit and emerging B2B-relevant channels

• Define channel-specific approaches covering cadence, formats, tone and community engagement

• Identify opportunities to extend reach through employees, contributors, partners or creators where appropriate

Insight, measurement & optimisation

• Track and analyse performance using metrics relevant to a subscription business, such as engagement quality, referral traffic and sign-ups

• Work closely with analytics, CRM and operations teams to understand social’s contribution to the subscription journey

• Use insight to continually refine content, formats and platform investment

Collaboration & influence

• Work closely with marketing, video, editorial, product and commercial teams to support launches, campaigns and strategic initiatives

• Act as a strategic partner to stakeholders, helping them understand how social media drives subscription growth and brand impact

Essential

• Significant experience leading organic social media strategy in a B2B, subscription or content-led business

• Deep understanding of how professional audiences use social platforms for discovery, insight and decision-making

• Proven ability to grow relevant, highly engaged audiences rather than focusing solely on scale

• Strong analytical mindset, with experience linking social performance to wider business goals

• Excellent stakeholder management, collaboration and influencing skills

• Strong time management and organisational skills

Desirable

• Experience in publishing, financial services, professional services or SaaS

• Familiarity with subscription funnels, audience lifecycle models and retention thinking

• Experience working closely with senior subject-matter experts or editorial teams

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.

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