Brand Director - Banking and Wealth Management
The Financial Times (FT)
Across the FT Group, our people are united by a mission to deliver world-class information, news and services to our global audiences. We're a digital-first organisation made up of journalists, technologists, product managers, event planners, strategists, commercial and finance experts, marketing and communications specialists - and much more. Our strength is in our employees, who are committed to excellence and integrity and the best traditions of the FT.
Our commitment to diversity and inclusion in the workplace
At the FT we aim for employees across all regions to have a voice so that diverse perspectives are heard and valued. We believe that a supportive workplace is one where employees feel they can be themselves at work and have the flexibility they need to meet their personal needs. We'll continue to remove barriers for all, and in particular barriers facing employees from underrepresented groups.
The Role / Position Overview
Within the FT Group, FT Specialist provides must-have information for specific industries and sectors. With almost 300 employees in London, New York, Hong Kong and other major cities, FT Specialist is a successful and growing portfolio of titles that has undergone a dramatic transformation to a digital and subscriptions business. We have ambitious plans to grow further, supporting and developing our existing product portfolio while launching new products and services to diversify our audience groups.
We are seeking a highly motivated and experienced business leader to accelerate a digital transition that is underway across FT Specialist and our products within the banking and wealth management sectors. 2021 is a pivotal year for these brands. In order to deliver on the promise and potential of both products and markets, we need a focused and ambitious individual to work across editorial, commercial, marketing, product and technology departments, to shift gear upwards and completely re-evaluate our commercial and editorial proposition. This role will be responsible for the delivery and execution of a strategy to increase recurring revenues from subscriptions, with secondary revenues from advertising and conferences.
The Brand Director will have ultimate responsibility for the entire P&Ls attached to these sectors and, if not directly managing teams, will seek to develop collaborative relationships to support the business strategy.
Key responsibilities and outputs
The Brand Director will be responsible for creating and delivering the strategy, revenues and profit across a suite of products and for a complete strategic review and overhaul of our offering in the wealth management space.
The strategic review is designed to challenge the current business models, retaining the keen focus on print advertising but increasingly focusing on digital and recurring revenues. The balancing act between subscription and advertising revenue that has been in place and remains, will need to now prioritise subscription revenue in order to secure the product’s future.
We’ll also look for clarity around how the suite of products interact with each other, clarity around its target audience groups and a product / sales and marketing plan to attract these audiences - at scale - with an offering that meets their information needs.
The Brand Director will be responsible for invigorating the smaller subscription services with a growth vision and ambition, working to set these two successful but small products on a growth trajectory.
The Brand Director will be responsible for all revenues and contribution / profit numbers attached to these brands.
The role will have overall responsibility for the brands outlined, and will directly manage the advertising sales team and subscription sales team initially, though there is increased focus on collaboration across the FT portfolio.The role will be responsible for keeping clear communication lines and setting revenue goals with the advertising team.
The role will be expected to work collaboratively and closely with a new Specialist team within our events business, FT Live. Responsibility for production, marketing and sales of events and conferences has move completely to FT Live, though all of Specialist shall remain targeted on the revenues and contribution, and our editorial teams will continue to work closely on delivering compelling agendas / hosting and chairing events and we seek to grow events revenues once more. Events will remain a part of our objectives and bonus targets. The role will be responsible for collaborating with their counterparts at FT Live to grow revenues from these audiences. As with the digital subscriptions, we are seeking a route to a sustainable, and growing revenue stream.
The role will involve close collaboration with our Product and Technology teams in London and Sofia to determine the best opportunities, prioritising investments and using data to support decisions.
The editorial team will report through to the Editor of each title and will have a dotted line into the Managing Editor of FT Specialist.
We will look to bring fresh digitally-oriented ideas to the editorial team, seeking leadership to ensure we are shifting to an audience-focused, digital-first mindset while continuing to support commercial initiatives where required.
The role requires an objective and analytical approach to product development, using data and audience insights coupled with domain knowledge to identify opportunities to position / reposition the brands.
Experience in developing and growing subscription revenues is essential.
A highly collaborative nature is vital as this role will need to work across multiple departments in a frictionless fashion.
Strong management skills - both direct and indirect - are vital and the role will demand frequent or regular departmental communication / performance reviews etc.
This role requires strong industry knowledge, and a deep understanding of audience groups and their specific information needs.
What’s in it for you? Our Benefits
Our benefits vary depending on location, but we are committed to providing best in class perks across all our offices as well as an inclusive environment to develop your career. Examples of our benefits include; generous annual leave allowances, flexible working (including working from home), medical cover, enhanced maternity & paternity packages, subsidised gym memberships and Giving Back opportunities. Full details of our benefits can be found here.
The FT is committed to providing an inclusive working environment for all. We are an equal opportunities employer who seeks to recruit and appoint the best talent regardless of age, gender, ethnicity, disability, sexual orientation, gender identity, socio-economic background, religion and/or belief. We also promote flexible working and will consider specific requests around flexibility for all roles where it can be accommodated. Please let us know if you require any adjustments 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, please contact a member of our HR team who will be happy to help.