Karen Sharp Email & Phone Number

London, England, GB

Hamburg, DE

Hamburg, DE

London, England, GB

• Responsible for leading and managing the retention marketing strategy, implementation, optimisation, reporting and analysis to drive revenue and increase customer lifetime value
• Led and managed a team of two Retention specialists (working in partnership with the Acquisitions Team) to create high-returning campaigns that optimise the conversion of subscription from initial acquisition, driving.
• Introduced a tiered Retention pricing structure based on current price paid vs. public/acquisition price and additional factors including tenure and price sensitivity. This enabled the identification of opportunities.
• Created a series of reports and models to improve the level of insight into retention rates and composition of the subscriber base, allowing a more data led approach to strategy and objective development. This approach.
• Developed and tested customer segmentation, content, automated and triggered based programs to increase conversion and customer lifetime value, including a contact strategy for subscribers to County Life acquired.
• Engaged with key stakeholders across the business to implement, enhance and iterate on marketing efforts to ensure retention objectives were aligned with organisational goals and brand values

London, GB

• Lifestyle & Homes Group – Good Housekeeping, Country Living, Prima, Red, ELLE Decoration, House Beautiful and Liz Earle Wellbeing
• Promoted to Head of Subscriptions in April 2015, with overall forecasting and P&L responsibility for wider portfolio of market leading brands.
• Direct management of Group Marketing Manager and Senior Executive, plus dotted line management of specialist marketing resource within the wider team including digital, CRM and design teams
• Lead on strategic development of subscription marketing campaigns (acquisition, onboarding and retention), setting title targets linked to overall business objectives with subsequent performance monitoring to ensure.
• Collaborate with editorial, brand and newsstand teams to ensure the marketing plan is appropriate to each brand’s strategic direction
• Work closely with the Circulation & Marketing Director to report against performance and where necessary adapt plans as business needs change, whilst ensuring core KPI are maintained

London, GB

• Lifestyle Group – Good Housekeeping, Country Living, House Beautiful, Prima
• Responsible for the creation and implementation of the cross channel direct marketing strategy (print, digital editions, product bundles and customer retention) across the high profile Lifestyle portfolio (the largest.
• Frequent analysis and communication of the changing composition of the subscriber file to Circulation & Marketing Director highlighting key areas for development and recommended strategic response
• Develop and implement a title appropriate pricing policy to maximise average revenue and maintain or grow subscriber volume
• Ownership of annual budget planning, monthly forecasting and quarterly reporting of volume and revenue targets against agreed KPI’s to senior management team
• Strategic cross department project management responsibility driving new business development, working with brand, newsstand and editorial teams to deliver integrated strategies with a key focus on ROI and sales targets.

• ELLE, ELLE Decoration, Red, Psychologies and Sugar magazine
• Managed both acquisition and retention activity to meet ABC targets
• Managed direct marketing campaign execution, testing strategy, scheduling, briefing, branding and production
• Assisted with the development and launch of the subscriber loyalty strategy across four key brands, reducing customer churn by 13%pts across active members and creating a channel for new revenue stream opportunities
• Worked with external statistical analysts to develop propensity based customer segmentation and profiling to improve subscriber retention by 3% and reduce costs by 5%
• From this segmentation the customer retention strategy was revised to build increased customer engagement and improve customer lifetime value based on their pre-defined behaviour

• ELLE, ELLE Decoration, Red, Psychologies and Sugar magazine
• Planned and implemented the subscription acquisition strategy for the portfolio to deliver agreed targets
• Executed large scale mixed media campaigns, utilising both internal and external channels to continually improve response and increase the customer pool
• Copy write all direct marketing activity, including off-page, direct mail, telemarketing scripts and e-marketing
• Day to day contact for key suppliers/partners including Subscription Bureau, Mailing House, printers and agents

• Cosmopolitan, Cosmo GIRL!, SHE, Company and Zest magazine
• Executed the subscription acquisition marketing strategy for above titles against forecast and within budget
• Monitored the success of initiatives for review with senior management
• Utilised campaign insight to prepare forecasts, track performance and drive post-campaign evaluation
• Project managed all data driven direct marketing programs, including direct mail, telemarketing and email, ensuring all external suppliers and relevant internal personnel were fully briefed and campaigns were executed.
• Sourced incentives for promotional use, briefed creative and managed sign-off for both client and editorial

• All titles, including Good Housekeeping, Cosmopolitan and Men’s Health
• Project managed all data driven direct marketing programs, recommending strategies utilising the internal database and ensuring that all campaigns were executed according to schedule and within budget
• Completed post campaign analysis on all direct marketing campaigns and used findings to develop and implement a thorough testing strategy across all titles via direct mail, email and online (in-house and third parties)
• Commissioned external cold list data based on existing customer profiling

• Men’s Health and Runner’s World magazine
• Developed and implemented the brand marketing strategy and budget
• Managed research strategies, reporting findings to wider deptartment and senior management teams
• Evaluated and reported on the success of each promotion, with detailed overviews of competitor activity
• Sourced covermounts and other added value to encourage newsstand sales

• Young Women’s Group - SHE, Company and Zest magazine
• Assisted the Associate Publisher with the implementation of Brand Marketing strategy across the portfolio.
• Sourced added value for the magazines, including covermounts and FFER’s

London, GB

Responsibilities included event organization, including the annual road show in both the UK and Europe, plus management of the in-store promotional calendar, production of incentive packs and sourcing prizes for in-store team promotions