Director of Lifecycle & Retention Marketing
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
- Department
- Digital
About GB News
We are proud to be the United Kingdom’s News Channel.
We place all its communities at the heart of everything we do. We tackle the issues that matter across England, Wales, Scotland and Northern Ireland not just the nation’s metropolitan centres. We are balanced and fair in our coverage and ensure conversations are insightful, respectful and set an example by treating others the way would we expect to be treated.
Freeview 236, Sky HD 512, Virgin Media HD 604, YouView 236, Freesat HD 216, YouTube, mobile, online & DAB+ radio - news, opinion & debate for all the UK.