Email & Content Manager

About National Education Group (NEG)

National Education Group (NEG), a leading EdTech SaaS business in the global education sector, backed by Synova. Through platforms including The National College, NEG supports over 54,000 institutions and more than 1.5 million educators worldwide, work recognised with 21 major EdTech awards, including Supplier of the Year on multiple occasions.

The Role
We are looking for a commercially minded Email & Content 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.

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

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