Website & Analytics Manager

Purpose

The purpose of the Website & Analytics Manager is to accelerate revenue growth by transforming our digital ecosystem into a high‑performing, insight‑led demand engine. Sitting at the centre of our go‑to‑market strategy, the role converts our expertise, research and scientific credibility into qualified pipeline through a best‑in‑class website, CRM and acquisition infrastructure. This role owns the end‑to‑end performance of digital channels from discovery to conversion, ensuring our presence educates the market, builds trust with professional buyers and drives measurable commercial impact.

By combining strategic leadership with hands‑on optimisation and leading a team of two, the Website & Analytics Manager continuously improves marketing effectiveness, conversion performance and contribution to revenue through data, experimentation and disciplined execution.

• Own the strategy, structure and performance of the company website as a primary revenue channel
• Develop user journeys tailored to HR, L&D, Talent and consulting audiences
• Optimize conversion pathways across thought leadership, product education and commercial pages
• Oversee landing page creation and testing for campaigns and propositions
• Ensure messaging clearly communicates differentiation and scientific credibility
• Use GA4 to analyze user behavior, journeys and conversion performance
• Continuously improve UX and CRO through testing and behavioral insight

• Own marketing performance measurement and attribution approach
• Build dashboards and reports for marketing and leadership teams
• Translate performance data into optimization actions and experiments
• Analyze channel effectiveness, buyer behavior and funnel conversion
• Demonstrate marketing contribution to revenue

• Own SEO strategy focused on category creation and authority building
• Work closely with the Content & Communications team to shape search‑led content strategy
• Identify high‑intent and educational keyword opportunities
• Oversee content optimization across articles, research and product pages
• Improve organic visibility for both solution‑aware and problem‑aware audiences
• Monitor technical SEO health and search performance

• Oversee CRM lifecycle structure, segmentation and data integrity
• Implement lead scoring, routing and nurturing workflows
• Support sales effectiveness through actionable lead intelligence
• Maintain alignment between marketing and commercial pipeline stages
• Ensure compliance and best practice in data handling

• Develop and execute digital demand generation strategy aligned to revenue targets
• Optimize funnel progression from visitor to MQL to SQL
• Launch and scale paid media (Linked In and Google Ads)
• Manage budget allocation, CPL and pipeline impact
• Partner with sales to refine ICP and improve lead quality

• 5+ years experience managing B2B websites or lead generation in a professional services or complex sales environment
• Strong experience managing CRM and marketing automation workflows
• Strong experience of Hub Spot CRM system implementation and continuous improvement, or similar CRM
• Strong experience using GA4 to analyze website performance and user behavior
• Reasonable experience developing PPC strategy, implementation and delivering leads
• Proven ability to interpret analytics, build dashboards and drive optimization decisions
• Experience working closely with sales teams on pipeline generation
• 2+ years experience managing or mentoring team members

• Analytical and evidence‑led decision maker
• Commercially aware and outcome focused
• Comfortable challenging assumptions using data
• Highly organized and process driven
• Able to translate complex propositions into clear journeys
• Curious, experimental and improvement‑oriented