Marketing Manager - Student Accommodation

Confidential; Greater London; Hybrid; GBP 45,000 - 55,000; Full time

Job summary

Confidential in London is seeking a Marketing Manager for PBSA to own the marketing strategy across a growing portfolio of student accommodation properties. You will drive occupancy, raise brand awareness and maximise bookings through multi-channel campaigns, digital performance, and a consistent brand experience.

You will manage website content, CRM journeys, and external agencies while partnering with on-site teams to deliver compelling campaigns and ensure a seamless customer journey.

Qualifications

• Five years' experience delivering multi-channel marketing campaigns against occupancy targets.
• Hands-on digital marketing, paid media, SEO, website management and content creation.
• Experience with CRM platforms and automated customer journeys.
• Data-driven with ability to analyse ROI and manage budgets.
• Experience managing external agencies and internal stakeholders.
• Strong organisational skills and ownership of projects.
• Attention to brand positioning and customer experience.
• Collaborative, proactive problem-solver.

Responsibilities

• Develop and deliver annual marketing plans aligned with occupancy and revenue targets across the portfolio.
• Plan and execute campaigns around the student booking cycle including offers, referrals, and group bookings.
• Monitor campaign performance and optimise activity to maximise enquiries, bookings and ROI.
• Support marketing strategies for new property launches and pre-opening activity.
• Maintain brand consistency while showcasing each property's identity.
• Oversee content across social channels (Instagram, TikTok, YouTube) and visual media.
• Manage photo/video shoots with external suppliers from briefing to delivery.
• Create marketing collateral for students, parents, universities, agents and partners.
• Work with PR partners to increase brand awareness and online visibility.
• Manage paid search, paid social, SEO and GEO activities.
• Oversee relationships with external digital marketing and SEO agencies.
• Drive enquiry generation and improve conversion rates across channels.
• Support international student acquisition through relevant platforms and networks.
• Own the website and landing pages; optimise content for conversion.
• Manage CRM and lifecycle marketing through HubSpot or similar; oversee email campaigns and automated workflows.
• Maintain lead data accuracy and route inquiries to on-site sales.
• Develop customer communications covering enquiries, bookings, onboarding, resident feedback and promotions.
• Manage external listings across agent networks and affiliate platforms.
• Support on-site teams in presenting show flats and marketing spaces.
• Collaborate with property and community teams to promote resident events and brand alignment.
• Develop campaigns to encourage resident reviews and improve ratings on Google and PBSA platforms.
• Use feedback to improve customer experience.
• Monitor competitor activity and market trends; provide insights to leadership.
• Track marketing metrics: enquiries, conversion, cost per booking, occupancy.
• Manage central and property-level budgets; report expenditure and support forecasting.
• Manage agencies, freelancers and suppliers; ensure delivery against budgets and timelines.
• Use customer feedback and market intelligence to inform marketing, pricing and product decisions.

Skills

Multi-channel marketing

Digital marketing

Paid media

SEO

Website management

Content creation

CRM platforms

Email marketing

Automated customer journeys

Data-driven decision making

Budget management

Agency management

Stakeholder management

Brand positioning

Customer experience

Collaborative

Tools

WordPress

Canva

Video editing

Job description

Marketing Manager - PBSA

Location: Shoreditch, London
Salary: Up to 50,000 DOE
Working Pattern: 4 days in the office, 1 day working from home

I'm currently recruiting for a Marketing Manager on behalf of a growing purpose-built student accommodation (PBSA) operator in London.

This is an exciting opportunity to take ownership of the marketing strategy across a growing portfolio of student accommodation properties, driving occupancy, increasing brand awareness and maximising booking conversions.

The successful candidate will play a key role in developing and delivering multi-channel marketing campaigns, managing digital performance and ensuring a consistent brand experience across all properties.

Key Responsibilities

Marketing Strategy & Campaigns

• - Develop and deliver annual marketing plans aligned with occupancy and revenue targets across the portfolio.
• - Plan and execute campaigns around the student booking cycle, including early-bird offers, rebookers, referrals, group bookings and summer stays.
• - Monitor campaign performance and optimise activity to maximise enquiries, bookings and return on investment.
• - Support marketing strategies for new property launches and pre-opening activity.

Brand, Content & Communications

• - Maintain brand consistency while showcasing the individual identity of each property.
• - Oversee content across social media channels, including Instagram, TikTok and YouTube, alongside photography, video and virtual tours.
• - Manage photo and video shoots, working with external suppliers from initial briefing through to final delivery.
• - Develop marketing collateral for students, parents, universities, agents and other partners.
• - Work with PR partners to increase brand awareness, media coverage and online visibility.

Digital Marketing & Acquisition

• - Manage paid search, paid social, SEO and emerging generative engine optimisation (GEO) activity.
• - Oversee relationships with external digital marketing and SEO agencies.
• - Drive enquiry generation and improve conversion rates across all marketing channels.
• - Support international student acquisition through relevant digital platforms and agent networks.

Website, CRM & Customer Journey

• - Take ownership of the website and landing pages, ensuring content is accurate, engaging and optimised for conversion.
• - Manage CRM and lifecycle marketing activity through HubSpot or a similar platform, including email campaigns, automated workflows and WhatsApp communications.
• - Maintain accurate lead data and ensure enquiries are effectively routed to on-site sales teams.
• - Develop customer communications covering enquiries, bookings, onboarding, resident feedback and promotional campaigns.
• - Manage external listings across agent networks and affiliate platforms.

Resident Experience & Reputation

• - Support on-site teams in maintaining high presentation standards across show flats and marketing spaces.
• - Work with property and community teams to promote resident events and ensure activity aligns with the brand.
• - Develop campaigns to encourage resident reviews and improve ratings across Google and relevant student accommodation platforms.
• - Manage resident feedback initiatives and use insights to improve the customer experience.

Reporting, Budgets & Market Insight

• - Monitor competitor activity and market trends, providing regular insight to senior leadership.
• - Track key marketing metrics, including enquiries, conversion rates, cost per booking and occupancy performance.
• - Manage central and property-level marketing budgets, reporting expenditure against plan and supporting forecasting.
• - Manage agencies, freelancers and suppliers, ensuring delivery against agreed budgets, deadlines and performance targets.
• - Use customer feedback and market intelligence to inform marketing, pricing and product decisions.

About You

Essential Experience

• - At least five years' experience delivering multi-channel marketing campaigns against commercial, revenue or occupancy targets.
• - Strong hands-on experience across digital marketing, paid media, SEO, website management and content creation.
• - Experience managing CRM platforms, including email marketing and automated customer journeys.
• - A data-driven approach, with the ability to analyse campaign performance, measure ROI and manage budgets effectively.
• - Proven experience managing external agencies, suppliers and internal stakeholders.
• - Strong organisational skills, with the ability to prioritise competing deadlines and take ownership of projects.
• - Excellent attention to detail and a strong understanding of brand positioning and customer experience.
• - A proactive, collaborative and solutions-focused approach.

Desirable Experience

• - Background in real estate, hospitality, build-to-rent (BTR) or purpose-built student accommodation (PBSA).
• - Experience in international student marketing or working with student recruitment agents.
• - Involvement in launching new developments, venues or products.
• - Familiarity with WordPress, Canva and basic video editing.

Additional Information

• - Based at the operator's head office in Shoreditch, London.
• - One work-from-home day per week.
• - Flexibility to work additional hours where required by the needs of the business.