Upsell Marketing Lead

The Washington Post

25d•Onsite

About The Position

The Washington Post is seeking an Upsell Marketing Lead to join the Subscriber Engagement and Retention team. This role is responsible for defining and executing the upsell strategy across the full product portfolio, including Core to Premium upgrades, add on products, Flexible Access to subscription conversion, and other monetization opportunities that increase customer lifetime value. This leader will partner closely with Engagement, Retention, Product, Analytics, and Marketing colleagues to identify and activate revenue opportunities within the existing customer base. The role requires a strong analytical foundation, disciplined campaign execution within CRM platforms, and a deep understanding of subscription economics. This is an individual contributor role reporting to the Director of Engagement and Retention. Own and scale upsell across subscriber lifecycle by converting high intent customers to higher value products, increase product adoption, and systematically migrate Flexible Access buyers into recurring subscriptions.

Requirements

At least 5 years of experience in lifecycle marketing, retention marketing, or subscription growth within a B2C subscription business.
Demonstrated experience driving measurable revenue impact through upsell, cross sell, or product migration strategies.
Hands on expertise executing campaigns within CRM and marketing automation platforms like Iterable, Salesforce, Braze or similar systems.
Strong analytical capability with experience using BI tools like Tableau, Looker, or Google Analytics to inform strategy and measure impact.
Ability to translate complex data into clear, executable marketing plans.
Strong cross functional collaboration skills with a track record of delivering results in fast paced environments.
This role requires a marketer who is both strategic and operational, comfortable owning revenue outcomes, and capable of executing with precision inside modern CRM platforms to drive sustained subscriber growth.

Responsibilities

Upsell Strategy and Portfolio Monetization Define and lead the roadmap for upsell initiatives across core subscription, Premium, add on products, gifting, account sharing, Flexible Access conversion, and the Post’s Enterprise and Professional offering
Partner with Product and Analytics to identify high propensity segments for upgrade and cross sell based on engagement signals, content consumption, tenure, and behavioral triggers.
Develop clear value propositions and differentiated positioning that articulate the benefits of Premium, add ons, and subscription upgrades to distinct audience cohorts.
Align upsell priorities with broader retention and engagement strategies to ensure a cohesive customer experience across the lifecycle.
Campaign Execution and Lifecycle Orchestration Design, build, and optimize multi channel upsell journeys across email, app and onsite messaging, and push using platforms like Iterable, Salesforce, or Braze.
Translate analytical insights into executable campaigns within CRM systems, ensuring accurate segmentation, trigger logic, personalization, and testing frameworks.
Launch and scale automated journeys that convert Flexible Access buyers into subscribers and move core subscribers into Premium and other higher value offerings.
Support new product and pricing pilots by developing structured post conversion journeys that maximize upgrade and cross sell performance.
Analytics, Testing and Performance Management Establish and monitor clear KPIs including upsell and upgrade rate, ARPU lift, retention impact, and lifetime value contribution.
Build and maintain dashboards in partnership with Analytics to track performance by cohort, channel, and product tier.
Lead structured A/B and multivariate testing across audience, offer, pricing, messaging, and timing to continuously improve performance.
Analyze engagement depth, frequency, and recency to identify signals that indicate readiness for upsell and inform targeting strategy.
Cross Functional Collaboration and Operational Rigor Work in close partnership with Engagement and Retention team members to ensure upsell campaigns complement onboarding, habit formation, and renewal efforts.
Partner with Product and Engineering to ensure seamless product upsell paths and frictionless purchase experiences both on-site and in app
Maintain documentation of segmentation logic, journey architecture, and testing results to enable scale and knowledge sharing across the team.
Stay current on personalization, AI driven segmentation, and CRM platform capabilities to continuously enhance execution.