Email Retention Strategy Manager

You'll be part of McKinsey Global Publishing, joining as a core member of the Audience Development & Innovation team to oversee subscriptions through its critical, free email programs. McKinsey Global Publishing is a highly collaborative, global group of editors, designers, producers, and developers who are responsible for creating and publishing content that supports the firm's reputation and advances the practice of management by helping colleagues create and publish their insights in the form of articles, reports, blogs, videos, podcasts, infographics, and email newsletters. You will work with members of the core Publishing team and the Technology & Development team, and you will manage an email agency partner. You'll be responsible for overseeing the strategy and operations of the email program, focusing on subscriber acquisition, engagement, and retention, with building our audience as your primary metric for success. This is one of our most critical audience growth and engagement platforms and has a winning track record. You will conceive of and implement fresh ways to attract new subscribers and ensure they are increasingly engaged throughout their customer lifecycle. You will use your keen understanding of email best practices and cutting-edge industry innovations to propose and drive initiatives to substantially enhance the program (e.g., personalized content, interactivity, automation, ambassador, lifecycle segmentation). Through partnership with others in Publishing, site technologists, social media colleagues, and third parties, the Subscriptions Editor will be expected to dramatically increase the email subscriber base and email readership. Your efforts will be rooted in analytics. You will examine the question of value exchange with subscribers, explore progressive profiling, and look at ways to both streamline the subscription process and collect additional first-party data, depending on the use case. You'll create and manage an always-on email testing program, working with newsletter editors, designers, and email producers to improve engagement (e.g., opens, clicks, conversion, long-term returns). You will support editors and your audience development team in enhancing editorial emails (front-end or segmentation needs), and you will also be responsible for McKinsey's lifecycle trigger program, including onboarding and reengagement campaigns. This is a core editorial product role, one where you will be expected to engage with content-creating and -curating editors to come up with innovative ways to promote the content, rather than developing it yourself. With support from designers and coders, you'll be responsible for maintaining and enhancing our email module and template library and advising content creators on how best to take advantage of it, for both existing and new newsletters. You will work closely with the McKinsey Insights app editor and our social media team to ensure omnichannel messaging and outreach is coordinated and complementary, and you'll explore paid acquisition tactics as well as client-development strategies. The Subscriptions Editor will manage McKinsey's email agency partner, working with that team to explore, deliver, test, and refine new features and functionality for our emails, to enhance processes, and to troubleshoot and liaise on behalf of email producers. Working closely with our analytics team, you will help determine KPIs - bearing in mind ongoing data privacy challenges - and you'll improve existing dashboards to better track and communicate program hygiene and effectiveness. You'll be a vocal, visible advocate for the program. Additionally, you'll be responsible for creating reports to fulfill one-off requests and presenting as needed to internal teams and to leadership. To have success in this role, it will be critical to develop an active professional network within the firm, in particular, to build relationships with technologists, producers, designers, and editors. Happily, this will also be fun. * 7+ years of professional experience as an email practitioner, at an English-language publication or in professional-services or agency setting where diversity of audiences and a track record of innovation and growth was central to your work * Proven experience running a sophisticated, effective enterprise email subscriptions program * Expert at all aspects of email strategy, implementation, operations, and reporting * Exceptional email marketing, communication, and analytical skills * Proficiency with enterprise email marketing platforms (e.g., Epsilon EPCM) * Ability to think critically about KPIs and high comfort level with data and reporting * Exceptional project-management and organizational skills; ability to handle multiple projects simultaneously, manage complex processes, and navigate shifting priorities * Ability to confidently and tactfully engage with senior staff and functional experts; skill at achieving consensus and moving projects forward * Familiarity with general business concepts * Positive attitude and team orientation * Willingness to receive and act on feedback * Ability to work independently in a low-structure environment and to deal with ambiguity; willingness to proactively seek guidance when appropriate * Experience managing third-party agencies a plus

Created: 2024-11-09