Digital Marketing Manager

The opportunity

The Digital Marketing Manager role is an opportunity for someone who wants to make their mark on a rapidly growing company – with a view of helping as many learners across the globe as possible. As a purpose and data-drive marketer, you’ll be responsible for developing our organic presence, optimising our digital conversion funnel and making our paid media work smarter, not harder.

We do everything in-house, so we’re looking for a technically skilled and strategic Digital Marketing Manager to help us build sustainable growth through SEO / GEO optimisation, conversion rate optimisation and intelligent paid media management.

About us

We’re a rapidly growing EdTech company with a mission to unlock the potential of all learners held back by a language barrier. As we scale our impact in the education sector, we’re building a marketing engine that works as hard as we do.

Currently, we’re heavily reliant on paid acquisition to drive growth. We’re looking for a strategic Digital Marketing Manager to build our passive lead generation engine, reduce our cost per acquisition and optimise the digital experience for our prospects.  

Digital Marketing Manager’s responsibilities

Building our passive lead engine

• SEO and GEO strategy and implementation: Develop and execute comprehensive SEO and GEO strategies to improve organic search rankings, building quality links and drive qualified traffic from educators searching for EAL and ESOL learning solutions
• Geographic optimisation: Implement local SEO and geographic targeting strategies to capture regional education market opportunities
• Content-driven growth: Contribute to the development of multimedia content to create SEO-optimised resources that attract and convert education professionals
• Technical SEO: Optimise site architecture, page speed and technical elements to improve search performance and user experience

Conversion rate optimisation and user journey

• Website journey development: Analyse and optimise the complete digital user journey from awareness to conversion, with specific focus on education sector decision-making processes
• CRO implementation: Design and execute conversion optimisation strategies across landing pages, forms, key conversion points and re-nurturing campaigns
• Data-driven UX improvements: Use heatmaps, user recordings and analytics to identify digital friction points and optimisation opportunities
• Education sector personalisation: Develop targeted experiences for different education segments (UK EAL, International EAL and Adult ESOL)

Intelligent paid media management

• ROI-focused campaign management: Plan, execute and optimise paid campaigns across Google Ads, Microsoft Bing and social media with clear focus on reducing CAC and improving ROAS
• Education-specific targeting: Develop sophisticated audience targeting strategies that reach decision-makers in educational institutions
• Budget optimisation: Manage monthly paid media budgets efficiently, shifting spend toward highest-performing channels and campaigns
• Retargeting and nurturing: Create comprehensive retargeting strategies to convert engaged prospects through the longer education sales cycle

Analytics and performance management

• Attribution and measurement: Develop and manage attribution models using Salesforce and Pardot to understand the complete customer journey from first touch to conversion
• Performance reporting: Create comprehensive dashboards and reports showing the impact of organic and paid efforts on lead generation and revenue
• Testing and optimisation: Implement systematic A/B testing across channels to continuously improve performance
• ROI analysis: Provide clear analysis of channel performance and recommendations for budget allocation

Cross-functional collaboration

• Sales alignment: Work closely with sales team to understand lead quality requirements and optimise for qualified education prospects
• Product marketing: Collaborate with product team to ensure marketing efforts align with product development and feature releases
• Content collaboration: Work collaboratively across the marketing and design teams to develop materials and assets that serve SEO, user journey and conversion goals
• Technical implementation: Manage implementation of tracking, analytics and optimisation tools across our digital properties, working closely with our development team

Skills and experience

Essential skills – advanced expertise

• SEO and GEO strategy and implementation
• Content and link building strategy for SEO and GEO
• Google Ads, Microsoft Bing Ads, YouTube advertising
• Paid social media tools, for example, Facebook Business Manager, LinkedIn Campaign
• Google analytics 4 and search console
• Conversion rate optimisation
• Data analysis and reporting
• Agile and fast-paced
• Excellent communication skills
• High standards and a keen eye for detail

Essential skills – proficient experience

• Local and international SEO
• UTM tracking and campaign attribution
• Google Tag Manager
• Website user journey development

Desirable skills

• Education sector marketing experience
• Marketing automation
• HTML / CSS for landing page optimisation
• Heatmap tools (MS Clarity)
• SEO tools (SEMrush, Ahrefs, Screaming Frog)
• Power BI
• Salesforce and Pardot
• Marketing attribution models
• GDPR and cookies compliance

Experience requirements

• 4+ years as a Digital Marketing Manager with demonstrated success in SEO, CRO and paid media
• Proven track record of building organic traffic and improving conversion rates
• Experience managing monthly paid media budgets and reducing CPA
• Data-driven mindset with experience using analytics to drive decision-making
• Strong track record of cross-team collaboration, aligning marketing initiatives with wider business objectives
• Experience thriving in agile, fast-paced environments, with excellent communication skills and high standards of delivery

What success looks like for the Digital Marketing Manager role?

• Organic traffic growth: Increase qualified organic traffic by 150% within 12 months
• Conversion rate improvement: Improve conversion rate of high intent website form fills by 30% within 6 months and subsequent Opportunities by 12%
• Cost per acquisition reduction: Reduce blended CPA by 30% through improved organic and paid mix
• Lead quality enhancement: Improve lead-to-opportunity conversion rate through better targeting and qualification
• Revenue attribution: Establish clear attribution model showing marketing’s contribution to pipeline and revenue

Working arrangements

Our hybrid working model includes:

• All company meetings, usually in Birmingham, circa every six weeks
• Marketing team meetings, usually in Birmingham, every month
• Opportunities to visit our learners at schools, colleges, etc
• Opportunities to attend our exhibitions
• The majority of time spent working from home with collaboration via Microsoft Teams