Ashfield Healthcare

Our client is a rapidly growing EdTech company with a mission to unlock the potential of all learners held back by a language barrier.

Currently heavily reliant on paid acquisition to drive growth. They are looking for a strategic Digital Marketing Manager to build their passive lead generation engine, reduce cost per acquisition and optimise the digital experience for their 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 their organic presence, optimising their digital conversion funnel and making their paid media work smarter, not harder.

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

Responsibilities

Building their 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

·        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