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. The opportunity This is a pivotal role 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. 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 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 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 of digital marketing experience 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 • 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 Strictly no agencies please.