Director of Lifecycle & Retention Marketing Digital London NEW

GB News

About GB News

GB News is Britain’s News Channel – a multi-platform media company that delivers original journalism, bold opinion, and fearless debate across television, radio, digital, and social channels. As one of the fastest-growing media brands in the UK, GB News champions free speech, common-sense perspectives, and stories that reflect the real lives of everyday Britons.

With millions of unique users each month and a growing membership base, we’re building the future of independent media – and we’re looking for exceptional talent to join the team.

Role Overview

We’re seeking a strategic, data-driven Director of Lifecycle & Retention Marketing to lead the charge in deepening our relationship with members and maximizing customer lifetime value (CLTV).

In this high-impact role, you will own the end-to-end member lifecycle – from onboarding and engagement to upsell, loyalty, and win-back – developing campaigns and programs that drive long-term value and reduce churn. You’ll work closely with editorial, product, analytics, and community teams to build a best-in-class membership experience that reinforces GB News’ mission and fuels sustainable growth.

Key Responsibilities

• Lifecycle Strategy: Own the full lifecycle marketing roadmap, including onboarding, engagement, cross-sell, loyalty, reactivation, and churn reduction.
• Retention Marketing: Develop and execute multi-channel retention campaigns (email, push, in-product, social) tailored to user behavior and preferences.
• Segmentation & Personalisation: Partner with analytics to create segmented journeys based on tenure, engagement, and content affinity.
• Experimentation & Testing: Run A/B and multivariate tests across messaging, timing, and offers to optimize impact.
• Onboarding Optimization: Build high-converting, value-led onboarding journeys for new members and free registrants.
• Member Engagement: Collaborate with editorial and product to develop content and features that increase stickiness, satisfaction, and frequency of use.
• Churn Analytics & Winback: Monitor churn signals, conduct root cause analysis, and implement effective win-back strategies.
• Reporting & Insight: Track and report on lifecycle KPIs (retention rate, LTV, engagement, CAC payback) and share insights with leadership.
• Team Leadership: Manage and mentor a small but growing lifecycle marketing team, agency partners, or vendors.

Qualifications

• 7+ years of experience in lifecycle, CRM, or retention marketing – ideally in a subscription-based business (media, SaaS, streaming, etc.)
• Deep knowledge of customer segmentation, journey design, and multichannel engagement
• Proven success reducing churn, increasing LTV, and improving funnel efficiency
• Hands-on experience with ESPs, CRM tools, and testing platforms (e.g., Braze, Iterable, Piano, Pushwoosh)
• Strong analytical mindset with the ability to turn data into insight and insight into action
• Creative, curious, and user-obsessed – with a passion for building meaningful audience relationships
• Comfortable working cross-functionally in a fast-paced, editorially driven environment
• Clear communicator with experience influencing senior stakeholders

Why Join GB News?

• Be part of one of the most dynamic media companies in the UK
• Help shape the future of independent journalism and fearless reporting
• Work with a passionate team driven by mission, not just metrics

To Apply:

Please send your CV and a brief note on your interest in the role