Alexander Anderson

The Financial Times

1. Head of Digital Marketing, B2B

   Apr 2024 – Present

   Member of the B2B Marketing Leadership Team with accountability for FT Professional’s global digital acquisition strategy. Alongside leading a team and agency partners, I work across both strategy and delivery, collaborating with Product, Technology, Data, Sales and Operations to deliver our acquisition goals.

   • Built the digital marketing function from an area I first took ownership of within Product Marketing into a standalone team responsible for global digital acquisition, covering digital experience, performance marketing and programmes.
   • Own and develop our global B2B digital acquisition strategy including how we nurture and acquire customers through FT.com, our marketing website, paid media and automated programmes.
   • Direct the marketing budget for digital new business acquisition, deciding how investment is split across channels and working with our agencies to improve commercial returns.
   • Lead our approach to testing and optimisation, using customer behaviour and commercial performance to identify where we can improve our acquisition journeys.
   • Identify audiences and acquisition opportunities using first-party data, then develop automated programmes with Sales and Marketing to convert them.

   Notable achievements

   • Grew annual digital marketing-attributed new business from £870K in 2019 to £2.2M in 2025.
   • Designed, launched and optimised Subscription Finder, helping more than 250,000 readers discover and join existing FT Professional subscriptions since 2021.
   • Established a centralised global paid-media strategy, consolidating fragmented regional activity and increasing attributed closed-won revenue by more than 270% in year two.
   • Led two major redesigns of the FT Professional marketing website, working with external design and development agencies to make it more effective at acquiring new customers.

2. Senior Digital Marketing Manager, B2B

   Jan 2023 – Apr 2024

   Grew the role into a broader global function supporting digital acquisition across our key channels.

3. Marketing Operations Manager, B2B (secondment)

   Feb 2021 – Nov 2021

   Nine-month secondment managing a team of five. Introduced lead scoring, updated our lead data model and worked with Sales and Data to improve lead quality and conversion.

4. Digital Marketing Manager, B2B

   Jan 2018 – Jan 2023

   Took dedicated ownership of B2B digital marketing, initially covering always-on lead generation and campaign activity, including account-based marketing, before building out the wider function.

5. Product Marketing Executive, B2B

   Sep 2015 – Jan 2018

   Part of the global team responsible for developing the B2B value proposition, sales collateral and marketing assets.

Webcredible

1. Various marketing roles

   Dec 2012 – Sep 2015

Expertise

• B2B acquisition
• Demand generation
• Digital experience
• Performance marketing
• Marketing automation
• Experimentation
• First-party data
• Attribution

Platforms

• Salesforce
• Marketo
• GA4
• Looker
• Optimizely
• Google Ads
• Microsoft Advertising
• LinkedIn Campaign Manager
• Demandbase
• Claude Code