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Social Media & Audience Growth Lead

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Financial Times

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Location:
United Kingdom , London

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Job Description:

The Social Media & Audience Growth Lead will define and lead the organic social media strategy across FT Specialist Europe’s brands, with a clear focus on building high-quality, relevant audiences and supporting long-term subscription growth. This role plays a critical part in strengthening brand authority, trust and relevance among senior decision-makers.

Job Responsibility:

  • Own and evolve the organic social media strategy aligned to brand positioning, audience priorities and subscription objectives
  • Define success metrics focused on audience quality, engagement and downstream impact rather than reach alone
  • Act as the internal authority on B2C and B2B social strategy, platform trends and best practice for professional audiences
  • Drive acquisition of new, high-value audiences through social platforms, prioritising relevance and intent
  • Identify and prioritise key B2B segments such as senior leaders, practitioners, influencers and decision-makers
  • Support top- and mid-funnel objectives by increasing awareness, consideration and intent among potential subscribers
  • Partner with editorial, content, video and audio teams, and subject-matter experts to develop social-first thought leadership
  • Translate complex ideas, insight and analysis into compelling, platform-appropriate social content
  • Ensure social channels consistently reinforce brand authority, credibility and differentiation
  • Lead strategy across priority platforms including LinkedIn, YouTube, Reddit and emerging B2B-relevant channels
  • Define channel-specific approaches covering cadence, formats, tone and community engagement
  • Identify opportunities to extend reach through employees, contributors, partners or creators where appropriate
  • Track and analyse performance using metrics relevant to a subscription business, such as engagement quality, referral traffic and sign-ups
  • Work closely with analytics, CRM and operations teams to understand social’s contribution to the subscription journey
  • Use insight to continually refine content, formats and platform investment
  • Work closely with marketing, video, editorial, product and commercial teams to support launches, campaigns and strategic initiatives
  • Act as a strategic partner to stakeholders, helping them understand how social media drives subscription growth and brand impact

Requirements:

  • Significant experience leading organic social media strategy in a B2B, subscription or content-led business
  • Deep understanding of how professional audiences use social platforms for discovery, insight and decision-making
  • Proven ability to grow relevant, highly engaged audiences rather than focusing solely on scale
  • Strong analytical mindset, with experience linking social performance to wider business goals
  • Excellent stakeholder management, collaboration and influencing skills
  • Strong time management and organisational skills

Nice to have:

  • Experience in publishing, financial services, professional services or SaaS
  • Familiarity with subscription funnels, audience lifecycle models and retention thinking
  • Experience working closely with senior subject-matter experts or editorial teams
What we offer:
  • Generous annual leave
  • Medical cover
  • Inclusive parental leave packages
  • Subsidised gym memberships
  • Opportunities to give back to the community

Additional Information:

Job Posted:
February 18, 2026

Work Type:
Hybrid work
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