Diaspora Insurance
SEO/CRO Website Growth
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SEO/CRO Website Growth Manager
Department
Birmingham, UK – Marketing / Digital Growth
Location
Birmingham, UK – office-based
Reports To
Head of Marketing
Employment Type
Permanent
Salary
Competitive, dependent on experience
About Diaspora Insurance
Diaspora Insurance provides culturally informed insurance solutions for diasporans living and working abroad, helping customers protect themselves, their families, and their dignity across borders. As the business prepares for FY2026/27 growth, Marketing is building a stronger brand, digital, community, event, and partnership engine to support awareness, lead generation, online portal conversion, retention, and trust.
Role Purpose
Own the website as a growth channel, including SEO, CRO, landing pages, analytics, portal conversion, AI visibility, and website performance. The role is critical to converting web traffic into direct online policies.
The business is targeting approximately 4,000 policies through the online portal in 10 months. This requires dedicated ownership of SEO, CRO, technical website performance, country landing pages, conversion journeys, and portal analytics.
Key Responsibilities
- Own the website growth roadmap, ensuring the site supports lead generation, online self-sign-up, NTU recovery, partner journeys, and retention journeys.
- Develop country-specific SEO landing pages for Zimbabwe, Nigeria, Ghana, and Kenya, with clear product, claims, FAQ, and quote modules.
- Lead CRO testing across landing pages, quote calculator, forms, CTAs, WhatsApp assist, trust proof, reviews, and payment reassurance.
- Work with IT/PAS/portal teams to ensure tracking, conversion events, abandonment journeys, and customer experience are implemented properly.
- Build and manage event, partner, influencer, and BDM landing pages with unique URLs and attribution tags.
- Improve organic search rankings for funeral cash plan, repatriation, funeral cost, diaspora insurance, and country-specific protection queries.
- Build AI visibility content that is structured, authoritative, and easy for search/AI tools to cite.
- Maintain website content quality, mobile speed, Core Web Vitals, and technical SEO hygiene.
- Report weekly on traffic, conversion rate, quote starts, portal applications, abandonment, and paid policies.
- Work with the Content Producer and Social Strategist to turn FAQs, claims education, and corridor insights into web content.
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Key Performance Indicators / Success Measures
- Website lead target: Support 25,500 website traffic leads and portal conversion contribution.
- Portal conversion: Establish and improve quote-start to application and application-to-payment conversion rates.
- Organic growth: Increase organic traffic and country-page traffic by agreed quarterly targets.
- Landing pages: Launch and maintain corridor, event, partner, NTU, and influencer landing pages with tracking.
- CRO programme: Run at least 2 CRO tests per month with documented results.
- Technical health: Maintain strong Core Web Vitals, mobile usability, and indexing health.
- Reporting: Deliver weekly website funnel dashboard and monthly SEO/CRO report.
First 90 Days: Expected Deliverables
- Audit website, portal funnel, tracking, SEO status, and conversion friction.
- Launch priority country pages for Zimbabwe, Nigeria, Ghana, and Kenya.
- Implement tracking for quote starts, applications, payment abandonment, and source attribution.
- Create first CRO test backlog and begin tests on hero, CTA, proof, and form friction.
- Build templates for event, partner, and influencer landing pages.
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Required Experience, Skills And Attributes
- 4+ years in SEO, CRO, website management, digital growth, or ecommerce/lead-generation website optimisation.
- Hands-on experience with WordPress or similar CMS, Google Analytics, Tag Manager, and SEO tools.
- Ability to work with developers/IT but also manage content and landing page requirements independently.
- Strong understanding of conversion funnels, user journeys, and mobile-first web design.
- Experience with regulated, financial services, insurance, or high-trust sectors desirable.
- Excellent analytical and copy-review skills.
- Strong project management discipline.
Tools / Systems
WordPress/Elementor, Google Analytics 4, Google Tag Manager, Search Console, Looker Studio, Hotjar/Microsoft Clarity, SEO tools, CRM/PAS, Trustpilot/Google review widgets.
Personal Attributes
- Commercially minded and outcome-focused.
- Culturally aware and respectful of African diaspora communities.
- Comfortable working in a regulated environment with compliance review processes.
- Highly organised, proactive, and accountable.
- Able to work cross-functionally with Marketing, Sales, BDMs, Compliance, IT/PAS, Claims, and Customer Care.
How to Apply
Applicants should submit a CV and a brief cover note explaining how their experience can support Diaspora Insurance’s growth, brand awareness, lead generation, and customer trust objectives.
Email: hr@diasporainsurance.com, marketing@diasporainsurance.com
Application Deadline: September 4, 2026
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