Marketing Specialist
About the Role
You will work alongside our SEA, SEO and email nurturing agencies, as well as our web developer, to ensure digital marketing activities are implemented accurately and deliver meaningful business results.
This role requires more than coordinating briefs and reviewing agency reports. You should be comfortable navigating marketing platforms, checking campaign configurations, validating tracking, investigating performance issues and assessing recommendations independently. You will also execute campaigns and make changes directly when required.
Key responsibilities
1. Agency oversight and independent quality checks
Translate business priorities into clear agency briefs, deliverables, timelines and performance measures.
Conduct regular, documented checks of agency-managed campaigns, SEO activities and email nurturing programmes.
Verify agency reports against source data in advertising platforms, GA4 and HubSpot.
Assess proposed strategies, targeting, budgets, tests and technical changes, asking informed questions and challenging recommendations where appropriate.
Identify implementation gaps, flag underperformance and follow through on corrective actions.
Maintain an audit schedule and issue log, verifying that fixes work before closing them.
2. Digital advertising and campaign execution
Review Meta Ads and Google Ads configurations, including campaign objectives, conversion goals, geographic targeting, audiences, exclusions, budgets and bidding.
Check search terms, negative keywords, placements, advertising links, UTM parameters and landing-page alignment.
Monitor budget pacing and performance by brand, centre, programme and campaign.
Evaluate testing plans and results to ensure conclusions are supported by sufficient evidence.
Set up, adjust, troubleshoot or temporarily manage campaigns directly when required.
Work with agencies and the creative team to improve advertising effectiveness and lead quality.
3. Analytics, tracking and performance reporting
Analyse performance across advertising platforms, GA4 and HubSpot, connecting marketing activity to enquiries, tour bookings, attendance and enrolments.
Build and maintain internal reports that provide an independent view of performance.
Investigate conversion drop-offs, lead-quality changes and discrepancies between platforms.
Review and validate tracking configurations, including Google Tag Manager tags, triggers, variables, advertising pixels and conversion events.
Use diagnostic tools to identify missing or duplicate events, incorrect triggers and attribution issues.
Test complete enquiry and booking journeys, checking that successful submissions are recorded accurately across relevant systems.
Assess opportunities to connect qualified-lead and enrolment outcomes back to advertising platforms, with specialist support where required.
4. HubSpot and email nurturing quality assurance
Review agency-managed workflows, segmentation, enrolment and exclusion rules, timing, branching logic and exit conditions.
Check email personalisation, links, tracking, mobile display and unsubscribe functionality before launch.
Use test contacts to verify that nurturing journeys trigger correctly and reach the intended audiences.
Check lead capture, source attribution, lifecycle stages, routing rules and duplicate handling.
Monitor nurturing performance through to tour bookings and enrolments, identifying opportunities for improvement.
Make straightforward changes to forms, lists, emails and workflows, and troubleshoot issues when required.
5. Website, technical SEO and conversion optimisation
Review SEO agency recommendations and completed work, including metadata, internal links, indexing, sitemaps, canonical tags, redirects and structured data/schema markup.
Check that recommendations are implemented correctly and monitor their impact.
Work with the web developer to brief, test and validate website changes.
Conduct pre-launch and post-launch checks covering mobile usability, forms, links, tracking, page functionality and relevant SEO settings.
Use Google Search Console, website performance tools and schema validation tools to investigate issues.
Update website content, landing pages and straightforward technical settings through the content management system when required.
Recommend and coordinate tests to improve enquiry and tour-booking conversion rates.
6. Documentation and collaboration
Maintain clear campaign naming conventions, UTM standards, tracking documentation and quality-assurance checklists.
Ensure internal teams retain appropriate platform access, implementation records and visibility of agency changes.
Work closely with Sales to understand lead quality and follow-up outcomes.
Communicate findings clearly, distinguishing confirmed issues from hypotheses and recommending practical next steps.
Requirements
Approximately 3 years of relevant digital marketing experience, with hands-on campaign execution and technical troubleshooting experience.
Practical proficiency in Meta Ads Manager, Google Ads, GA4, Google Tag Manager and HubSpot.
Ability to inspect platform configurations and source data independently, rather than relying solely on agency presentations or dashboards.
Experience implementing or validating conversion tracking and investigating data discrepancies.
Working knowledge of email automation, segmentation, workflow logic and CRM data quality.
Familiarity with technical SEO, structured data/schema markup, Google Search Console and website content management systems.
Strong Excel or Google Sheets skills, including pivot tables, lookups and data analysis.
Ability to assess campaign performance against lead quality and business outcomes.
Strong attention to detail, structured problem-solving skills and confidence in questioning external partners constructively.
Agency experience or experience managing specialist agencies would be an advantage.
Additional advantages
Experience with Meta Conversions API, Google enhanced conversions and offline conversion measurement.
Familiarity with integrations, webhooks, Zapier or Make.
Basic HTML, CSS, JavaScript and JSON-LD knowledge.
Experience with Looker Studio, Qlik or SQL.
Understanding of consent-aware tracking and customer data handling.
Experience with multi-location businesses, education or preschool marketing.
Advanced development and complex integrations will be supported by our web developer and specialist partners.
What success looks like
Agency work is checked thoroughly, with issues identified and resolved promptly.
Campaign, tracking and CRM data are sufficiently reliable to support decisions.
Recommendations are assessed critically and linked to business priorities.
Internal teams retain visibility and control of marketing platforms and performance.
Campaigns and essential marketing operations continue smoothly when direct intervention is required.