The National College
Content & Email Marketing Manager
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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
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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
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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:
- Life assurance
- Enhanced maternity, paternity, shared parental, and adoption pay
- 24/7 online GP access
- Mental health and wellbeing support
- One paid charity day per year
- 25 days’ holiday, increasing to 30 days with service
- Professional study support
- Plus more
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