Content & Email Marketing Manager

The National College

Sheffield

On-site

GBP 45,000 - 65,000

Full time

4 days ago

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Benefits offered by this job

Life assurance

Maternity/Paternity pay

Parental leave

GP access

Mental health support

Charity day

25 days holiday

Study support

Job summary

The National College is seeking a commercially minded Content & Email Marketing Manager to create high-quality B2B content and build connected customer journeys that generate demand and drive growth. This hands-on role covers content marketing, lifecycle marketing, CRM automation and email, turning insights into compelling communications.

You will craft content for the buying journey, optimise lifecycle programmes across acquisition, onboarding, engagement, cross-sell and reactivation, and

Qualifications

Strong B2B content marketing and copywriting experience with a proven track record of creating lead magnets, whitepapers, guides, case studies, blogs, nurture content and conversion copy.
Hands-on experience in email marketing, CRM or marketing automation within B2B, SaaS, subscription, membership or a similarly complex environment.
Hands-on HubSpot experience, including workflows, segmentation, automation, email and reporting.
Experience building and executing automated nurture and lifecycle journeys across prospect and customer stages.
Strong understanding of segmentation, behavioural triggers, personalisation and customer journeys.

Responsibilities

Create high-quality B2B content including lead magnets, whitepapers, guides, case studies, blogs, nurture content and campaign assets.
Turn customer insight, research, product expertise into compelling, audience-first content.
Develop content that supports the B2B buying journey from awareness to conversion.
Create campaign and nurture assets that generate demand and capture leads.
Build and optimise lifecycle journeys across acquisition, nurture, conversion, onboarding, engagement, cross-sell and reactivation.

Skills

B2B content marketing

Copywriting

Email marketing

HubSpot

CRM software

Education

Degree in Marketing

Tools

HubSpot

CRM software

Marketing automation

Job description

Job Description

About The National College At The National College we empower education professionals to transform children\'s lives. Our all-in-one platform helps schools, trusts, and nurseries stay compliant, raise standards, and reduce staff workload through intuitive, impactful technology. If educators need it, we build it. We\'ve created a unique platform that combines the world\'s largest CPD and policy library with innovative software tools, developed in collaboration with thousands of schools and more than 1,000 education experts.

The Role

We are looking for a commercially minded Content & Email Marketing Manager to create high-quality B2B content and build connected customer journeys that generate demand, support conversion and drive long-term customer and member growth. This is a hands-on role combining B2B content marketing, lifecycle marketing, CRM automation and email. You will turn customer insight, research, product expertise and internal knowledge into compelling content, while using customer and behavioural data to deliver relevant communications at every stage of the relationship. You will create content that attracts and educates prospective customers, supports the buying journey and builds our authority in the market. Alongside this, you will build and optimise lifecycle programmes across acquisition, nurture, conversion, onboarding, engagement, cross-sell and reactivation. The role sits within the Centre of Excellence and works closely with Marketing Strategy & Planning, Digital Experience, Sales, Customer and Product teams. You will translate commercial priorities and audience insight into content and customer journeys that deliver measurable impact.

Job responsibilities

Content & Demand Generation

Create high-quality B2B content including lead magnets, whitepapers, guides, case studies, blogs, nurture content and campaign assets

Turn customer insight, research, product expertise and subject-matter knowledge into compelling, audience-first content

Develop content that supports the B2B buying journey, from awareness and education through to consideration and conversion

Create campaign and nurture assets that generate demand, capture leads and progress prospects towards conversion

Repurpose webinars, research, customer stories and existing assets into content for campaigns, lifecycle journeys and always-on marketing

Work with SEO, Digital Experience and Campaign teams to ensure content reaches the right audiences and supports acquisition and conversion

Use performance data, customer feedback and market insight to continually improve content effectiveness

CRM & Email Marketing

Build and execute lifecycle journeys across acquisition, nurture, conversion, onboarding, engagement, cross-sell and reactivation

Build and optimise HubSpot workflows, segmentation, triggers, personalisation and automated nurture programmes

Own day-to-day email marketing from planning and copywriting through to build, QA, launch and optimisation

Use behavioural, engagement and customer signals to deliver relevant content and communications at the right time

Translate commercial and campaign priorities into always-on and campaign-based lifecycle programmes

Develop audience segments and lifecycle strategies that reflect customer needs, behaviours and stages of the relationship

Continuously test and optimise journey logic, messaging, timing, calls to action and content

Conversion & Customer Growth

Write conversion-focused copy across email, landing pages, website journeys and campaign assets

Develop programmes that support onboarding, product adoption, engagement, cross-sell and reactivation

Identify opportunities to improve progression from lead to customer and from customer to engaged, growing member

Partner with Sales, Customer and Product teams to understand customer needs, barriers and opportunities throughout the lifecycle

Use customer and behavioural data to identify opportunities to improve activation, engagement and customer value

Content Quality & Delivery

Maintain high standards of copy, tone of voice, accuracy and editorial quality across all content and communications

Ensure content and lifecycle activity are delivered on time and to brief

Brief and manage freelance writers and content partners where required

Work with Creative and Design to ensure content and creative execution work effectively together

Establish efficient processes for planning, creating, reviewing and repurposing content

Measurement & Optimisation

Define and monitor performance measures across content, lifecycle and email activity

Track engagement, lead generation, lead progression, conversion and customer lifecycle performance

Use data and insight to identify opportunities, diagnose performance issues and improve activity

Test messaging, content, creative, calls to action, segmentation, timing and journey structure to improve results

Demonstrate the commercial impact of content and lifecycle programmes, including contribution to demand, conversion and customer value

Share insights and recommendations with relevant stakeholders to inform future marketing activity

Job requirements

Essential

Strong B2B content marketing and copywriting experience, with a proven track record of creating content such as lead magnets, whitepapers, guides, case studies, blogs, nurture content and conversion copy

Strong understanding of how content supports demand generation, lead nurture and the B2B buying journey

Hands-on experience in email marketing, CRM or marketing automation within B2B, SaaS, subscription, membership or a similarly complex environment

Hands-on HubSpot experience, including workflows, segmentation, automation, email and reporting

Experience building and executing automated nurture and lifecycle journeys across prospect and customer stages

Strong understanding of segmentation, behavioural triggers, personalisation and customer journeys

Commercial mindset, with the ability to use performance data and customer insight to improve marketing activity

Excellent copywriting and editorial judgement, with a strong eye for detail and quality

Strong stakeholder management skills and the ability to work effectively across Marketing, Sales, Customer and Product teams

Ability to manage multiple priorities and deliver high-quality work in a fast-paced environment

Desirable

Experience in B2B SaaS, Edtech, membership or subscription businesses.

Understanding of SEO and content optimisation.

Experience working with customer or product usage data.

Experience working with freelance writers, agencies, HubSpot manager or specialist content partners.

Experience developing email programmes designed to drive activation, engagement, retention or customer value

HubSpot, CRM or marketing automation certifications

Qualifications

Degree in Marketing, Communications, English or a related discipline, or equivalent professional experience

HubSpot, CRM or marketing automation certifications are desirable

A portfolio demonstrating strong B2B content, lead-generation assets, email and conversion copywriting is strongly preferred

Job Benefits

At The National College we\'re passionate about helping organisations grow and thrive through knowledge and connection. You\’ll be part of a business that values its people, supports continuous development, and celebrates success. You\’ll also be able to benefit from: