Consumer Revenues Group - Global Performance Marketing Team

The CRG Performance Marketing Team, is composed of sixteen specialists across Paid Media, Experimentation, Effectiveness, and Marketing Programmes. This dynamic team excels in generating awareness for the FT and its subscription products, while cost-effectively acquiring new customers. Adapting to industry trends, they deliver full media-mix campaigns and tactics, leveraging data and technology for innovative, efficient marketing.

Created to future-proof the FT’s consumer marketing strategy, the team focuses on data, marketing technology, and hyper-personalisation to drive results. They have addressed challenges like low consumer confidence, AI advancements, increased regulation, and intense competition with innovative solutions. Their efforts have grown the FT’s subscriber base and increased year-over-year revenue. Key highlights include the “Fearlessly Pink” campaign, generating a 45% increase in new subscriptions, and the FT’s “Keystone Campaign,” achieving a 54% reduction in CPA and a 65% volume increase. Their experimentation improved registration conversion by 9%, subscription conversion rates by 59%, and app customer acquisition by 165% year-on-year. Furthermore, utilising generative AI for copywriting and first-party data targeting techniques have driven significant reductions in CPL and CPA. Innovative projects include personalised subscription offers on FT.com, a real-time lifetime value model for effective decision making, and an analytics framework for precise campaign analysis. Moreover, the team's high engagement scores reflect that team culture is vital for commercial success. In 2024, this team will significantly contribute to the FT’s revenues and reputation, already winning several awards. Their innovative approach and strategic expertise make them the perfect candidate for the Team of the Year award.