Digital Marketing Director in Manchester

We’re looking for an experienced copywriter who can architect marketing funnels and drive conversions. This is NOT a general marketing role – it’s specifically for someone who lives and breathes copy, understands how to turn words into revenue, and can build strategic student journeys that convert. The ideal candidate will lead copy strategy and conversion optimization for our active subscriber list, driving engagement and revenue across multiple educational products and student journeys.

The Reality of What You’ll Be Doing

• Core Responsibilities

• Writing & Overseeing Copy That Converts

• Oversee and edit copy for email campaigns, landing pages, and sales funnels
• Review and improve copy across all touchpoints in the student journey
• Maintain consistent voice while adapting messaging for different segments
• Oversee copywriters to ensure quality and conversion focus

• Design student pathways based on interests and behaviors
• Create multi-step journeys that nurture leads into enrolled students
• Map out automation sequences for different student segments
• Optimize existing funnels based on actual performance data
• Plan and execute campaigns for 400K+ active subscribers
• Work with the tech team on implementation while you focus on strategy
• Segment audiences based on behavior, interests, and engagement

• A/B test copy elements systematically (headlines, CTAs, messaging angles)
• Analyze what’s working and what’s not – then fix it
• Focus on metrics that matter: conversion rates, revenue per email, student retention
• Make data-driven decisions, not gut-feel guesses

• Direct the copywriting team on priorities and standards
• Brief the email tech team on campaign requirements
• Collaborate with product teams on launches and promotions
• Keep everyone aligned on conversion goals, not vanity metrics

What You Must Have

• 4+ years minimum writing copy that drives sales (not just “content”)
• Proven track record with email marketing campaigns and conversion optimization
• Experience managing multiple product lines competing for attention
• Ability to write both short-form (ads, emails) and long-form (sales pages) copy
• Understanding of funnel psychology and buyer journeys

Core Competencies We’re Evaluating

• Copywriting Ability

• Can you spot weak copy and know exactly how to fix it?
• Can you adapt your writing for different audiences and contexts?
• Do you understand what makes people click, read, and buy?

• Can you read campaign data and extract actionable insights?
• Do you know how to systematically test and optimize?
• Can you manage budget allocation based on actual ROI?

• Do you understand different funnel types and when to use each?
• Can you map out complex student journeys with multiple touchpoints?

Resume highlighting copy and conversion achievements, 3-5 examples of high-converting copy you’ve written, campaign performance metrics, and a case study (max 2 pages) answering: “How would you optimize a webinar funnel with $150 cost per lead and 20% close rate?” References from previous marketing roles are also required.

Note: This is a copy and strategy role, not a technical implementation position. The marketing tech team handles campaign setup and technical execution, allowing you to focus on copy excellence and strategic optimization.