Content & Email Marketing Manager

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.

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.

• 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

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

• 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…