Digital Marketing Manager

At FutureLearn, we’re passionate about the power of lifelong learning. We help learners from all over the world progress in their careers – and invest in their futures.

We truly believe that up-skilling is a worthy investment, and we hope to empower our learners to take control of their careers through personalised learning pathways – giving them progress at their fingertips.

Partnering with 260+ world-class educational partners, including prestigious universities, global brands and industry partners, we offer our 20 million-strong learner community the opportunity to discover and access flexible, high-quality online courses and degrees.

We’re not here just to teach new skills (although we do that well), we want to help transform lives. FutureLearn is looking to build our teams with people who share our passion for lifelong learning, career empowerment and education for all. If that sounds like you, get in touch. You could help us achieve our biggest goal yet – becoming the world’s best AI-powered, career-based learning platform and OPM.

What is the opportunity?

The Digital Marketing Manager (OPM Marketing) will play a pivotal role in developing and executing high impact digital marketing strategies to drive student acquisition for FutureLearn’s Online Program Management (OPM) partners. This role is responsible for full-funnel performance marketing, focusing on lead generation, conversion optimisation and cross-channel digital campaigns. By leveraging data-driven insights, paid media expertise and CRO best practices, the Digital Marketing Manager will ensure optimal ROI across all digital acquisition channels.

This role requires a strong understanding of paid media, CRM and analytics, as well as the ability to collaborate cross functionally with internal teams and external partners to drive growth and enhance FutureLearn’s position in the OPM degree market.

What does success look like:

Digital Strategy & Paid Media Management

• Lead the execution and optimisation of multi-channel paid media campaigns (Google Ads, Meta, LinkedIn, Display, Microsoft Ads) to maximise lead generation and enrolments for OPM degrees.

• Manage budget allocation and pacing across markets, ensuring spend efficiency and performance against CPL, CPA, and ROAS targets.

• Optimise and test campaign structures, audiences, and ad creatives to improve conversion rates and lead quality.

• Implement geo-specific paid media strategies, ensuring budget prioritisation for high-converting regions while scaling or reducing spend based on performance insights.

Conversion Rate Optimisation (CRO) & Landing Page Strategy

• Lead on UX and CRO optimisations for FutureLearn’s degree microsite and landing pages, ensuring a seamless user journey and reducing leakage to non-degree funnels.

• Collaborate with CRM & Web teams to refine enquiry forms, lead capture processes, and tracking implementation.

• Develop and execute A/B tests to improve form completion rates, bounce rates, and overall lead-to-application conversion.

Audience Targeting, Retargeting & CRM Integration

• Implement audience segmentation strategies to tailor messaging for high-intent users, mid-funnel prospects, and re-engagement campaigns.

• Work closely with the CRM team to develop nurture journeys, ensuring disqualified leads are redirected to pathway courses where applicable.

• Develop remarketing strategies using lookalike audiences, dynamic ads, and lead scoring models.

Performance Tracking, Analytics & Reporting

• Own campaign measurement and performance analysis, utilising Google Analytics, Looker, PowerBI and CRM (Salesforce) data to assess pipeline impact.

• Implement and maintain tracking via Google Tag Manager (GTM), Google Ads conversion tracking, and UTM structures.

• Provide weekly and monthly performance reports, highlighting key insights, opportunities, and optimisations.

• Work with the Business Intelligence to refine lead tracking, post-enquiry performance insights, and LTV-based bidding strategies.

Stakeholder & Partner Collaboration

• Collaborate with Sales, Web, CRM, Business Intelligence and wider Marketing teams to streamline lead tracking, attribution, and campaign performance analysis.

• Work closely with FutureLearn’s content and social teams to amplify organic & paid social strategies, ensuring degree visibility across owned and paid channels.

Innovation & Market Insights

• Stay ahead of digital marketing trends, particularly in HEI and OPM marketing, and apply new platform features, automation, and AI-driven campaign optimisations.

• Conduct competitor research to benchmark FutureLearn’s paid media performance, messaging, and regional strategies against key industry players.

What you will bring to the table:

• Proven track record in performance marketing/digital marketing roles, ideally within higher education, EdTech, or an OPM environment.

• Hands-on experience managing Google Ads, Meta, LinkedIn, and Display campaigns with a focus on lead generation.

• Experience with audience segmentation, retargeting, and CRM integration for full-funnel marketing.

• Strong understanding of CRO, UX best practices, and landing page optimisation.

• Experience with budget management, forecasting, and campaign scaling across multiple markets.

• Familiarity with data-driven decision-making, including analysis via Google Analytics, Looker, or other BI tools.

• Advanced proficiency in Google Ads, Meta Ads Manager, and LinkedIn Ads.

• Strong experience with Google Tag Manager (GTM) and conversion tracking implementation.

• Working knowledge of SEO, content marketing, and organic social strategies as they relate to paid media.

• Hands-on experience with Google Analytics (GA4), CRM platforms (Iterable, Pardot and Salesforce), and Looker Studio reporting.

• Highly analytical mindset with a strong ability to interpret campaign performance data and make real-time optimisation decisions.

• Strategic and commercially minded, able to balance performance marketing goals with overall business objectives.

• Excellent communication skills, comfortable working with senior stakeholders and cross-functional teams.

• Self-starter with a test-and-learn mentality, eager to explore new marketing innovations.

• Understanding of compliance and regulatory considerations in HE marketing (e.g., GDPR, ASA guidelines).

• Basic HTML and CMS skills (WordPress, Contentful, or similar) for landing page updates.

What happens next?

Ready to go for it? Click 'Apply', include your CV and tell us why you'd like to become a FutureLearner, and how you’ll nail this role.

Recruitment Process

Please contact jobs@futurelearn.com if you require any reasonable adjustments or alterations to be made to support you through the recruitment process.

Diversity Statement

We value all the great benefits that diversity brings and encourage everyone to bring their whole self to work – At FutureLearn we are proud to have Diversity and Inclusion at the centre of everything we do. We are committed to Equal Employment Opportunity regardless of race, colour, national origin, ethnicity, gender, age, disability, sexual orientation, gender identity or religion.

We can't wait to meet you! #FutureLearnCareers