Ashbourne Day Nurseries
Digital Marketing Manager
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Digital Marketing Manager, Ashbourne Day Nurseries Group
Position Details
- Type: Full-Time, Permanent
- Salary: £45,000.00 per year
- Location: Hybrid remote | Milton Keynes office (mandatory Wednesdays) | Reports to: Head of Sales & Marketing
About the Role
You will oversee digital efforts across Ashbourne Day Nurseries, a 40-setting consumer brand focused on parent enquiries and recruitment lead generation, and Fafunia, a B2B nursery furniture manufacturer operating a Shopify eCommerce model. Future group entities may also fall under your responsibility.
Key objectives include cross-disciplinary strategy co-creation (with Sales & Marketing Director and Head of Sales & Marketing), end-to-end digital execution support from agency partners where required, and direct ownership of campaigns spanning paid media, SEO, website optimisation, email, review platforms, and social media. This is a high-impact, performance-driven role with broad ownership.
The role is hybrid remote with 2 days office-based per week (mandatory Wednesdays in Milton Keynes).
Roles & Responsibilities
Strategy & Planning
- Co-develop digital strategy across Ashbourne and Fafunia with leadership.
- Translate strategy into channel plans aligned with occupancy targets, recruitment pipelines, and Fafunia revenue goals.
- Serve as the single point of contact for all digital marketing activities (including agency management).
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Paid Acquisition
- Plan, execute, and optimise integrated Google & Meta paid campaigns for parent enquiries, recruitment, and Fafunia direct sales (with agency support as needed).
- Build localised campaigns tailored to regions/nurseries (e.g., Birmingham vs. Milton Keynes).
- Implement a test-and-learn mindset, demonstrating KPI-driven adjustments with measurable evidence.
Organic & SEO Strategy
- Lead onsite/offsite/technical SEO, setting clear priorities for multiple group entities.
- Supplement organic efforts with strategic social content, earn Dutch box metrics against paid spend.
- Develop materials/content to enhance local SEO visibility across 40 settings.
Website & Conversion Optimisation (CRO)
- Oversee website UX, conversion rates (from first click to lead/purchase).
- Collaborate to design/focus landing pages and campaign assets.
- Lead a continuous CRO programme, treating conversion metrics as strategically equivalent to CPC.
Listing Platforms & Reviews
- Optimise nursery listing performance (e.g., DayNurseries.co.uk) and trigger review generation strategies on priority platforms.
- Improve review scores/volume to boost trust and search visibility.
eCommerce (Fafunia)
- Drive paid acquisition and Shopify performance marketing, including:
- Google Merchant Centre setup and optimisation.
- Shopping campaigns and product feed quality.
- End-to-end email marketing (lifecycle flows/broadcasts).
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Tracking, Reporting & Analytics
- Integrate and manage tracking & attribution models across channels to measure true campaign ROI.
- Provide data-driven insights to leadership team with clear, actionable KPIs.
- Own digital budgets, ROI analysis, and cross-channel coordination to avoid misalignment.
Experience Requirements
Must Haves
- Five+ years of paid digital campaign management across Google Ads & Meta, delivering within tight budgets against clear KPIs.
- Strong lead generation record (preferably in multi-location consumer businesses). Expect evidence of performance improvements over time.
- Technical proficiency: PPC, SEO (onsite/offsite), email marketing, organic social—with paid marketing as the focus.
- Hands-on eCommerce experience (especially Shopify): running paid acquisition and performance marketing for online stores.
- Deep knowledge of core tools: Google Analytics, Google Ads, Search Console, Google Merchant Centre.
- Comfortable with third-party stack: Ahrefs/SEMRush, Klaviyo, and one or more conversion/analytics tools.
Nice to Have
- Sector preference: Childcare, education, or regulated consumer verticals.
- Direct experience with integrated cross-channel campaigns (e.g., media mix models or attribution collaboration).
- Recruitment marketing knowledge.
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