|at MyOnlineSchool (view profile)|
|Date Posted||5th April 2017|
|Never Expire||Never Expire|
We're disrupting online adult education. Founded by Elspeth Briscoe, who brings her experience from eBay, Skype and The Guardian, we currently run courses for gardening, antiques and photography, with students from over 50 countries. We unite world-leading experts with passionate enthusiasts and professionals to provide collaborative online learning that is loved and trusted.
Paula Pryke MBE, author of 17 best-selling books, Piet Oudolf, Landscape Designer for The Highline (New York), The Olympic Park, Michael Freeman, author of over 40 best-selling photography books and Joanna Hardy, Christie’s Jewellery Expert, are amongst our roster of more than 50 expert tutors. Our students collaborate and study in our own online classroom where they interact with their fellow classmates and expert tutors.What we're looking for
We need someone who lives and breathes SEO, PR/partnerships, and has great analytical rigour to lead marketing across the digital marketing mix. You are a growth hacker, content writer, analyst and hustler. Reporting to the CEO you are accountable for defining the marketing strategy and plan (including ‘test and learn’ programmes). You need to be able to span both execution and strategy across the mix of different digital channels (affiliate programme, PPC, natural search, PR and partnerships (60%). The key to success in this role is delivering results fast, measuring, and helping us scale fast. Your grasp and experience of SEO needs to be one of your strongest assets in the marketing mix. You must be high energy, analytical and up for growing your role in this exciting startup.
Ownership and delivery of the full digital marketing mix to achieve steep acceleration of sales across all of our schools. You are responsible for identifying which marketing levers to scale sales to target increase conversions, engagement and other KPIs. You will use all tools within the online marketing mix that have proven impact, whether onsite or off-site to drive an uplift in sales through increased traffic and improved conversion rates. This may involve outsourcing specific channels (and scoping/recruiting accordingly), keeping in mind a core focus is to do as much in-house as possible.
You will work alongside the Head of Product to help create a best practice production workflow to go from syllabus definition through to a saleable course in the most efficient way possible.
You'll be responsible for setting and measuring the marketing KPIs and will work with the Finance Director to ensure we're making the best use of our budget and getting the best ROI. You will relish getting your hands dirty doing the full range of marketing tactics (eg you are as happy writing content or analysing search terms as you are communicating marketing plans at board level.
With such high quality original content and well trusted experts, we believe that natural search is at the heart of the success of all of our schools. You will develop an overarching SEO strategy, developing a short/medium and long term plan to effect improvements. This will include advising on content strategy, technical implementation, link-building and continual measurement of our effectiveness at sourcing new students from natural search.
You'll want to obsessively measure how each of your activities behave and continually test, learn and refine. You'll own our acquisition analytics and will define KPIs that show the effectiveness of our activity both in terms of traffic generated and resulting conversions. You are the best friend of Google Analytics.
You will set up and manage our affiliate scheme. You'll source the relevant affiliate partners, create the required assets and manage the relationship on an ongoing basis. You will drive an optimisation programme to ensure we are working with the highest converting partners.
You will be responsible for defining and delivering our social strategy across all verticals.
You'll source and write brilliant and engaging content for all of our schools, working with our Head of Product to ensure consistency and that we remain on brand. You'll set up processes to ensure there is a clear structure, ownership and quality control for all content produced.
Conversion Rate Optimisation
Working closely with the CTO you will lead a programme to drive an increase on conversion rates. You will perform deep analysis of the current conversion rates and traffic flows through the site and run experiments to show how best to make improvements. This spans both the UK (currently our largest market in terms of actual sales) but also analysis and recommendations for improving the US as that is where our largest traffic source currently comes from
Leadership of our Adwords programme including setting the strategy direction, monitoring overall performance and optimising based on results.
PR & Partnerships
You will also own our PR and partnerships programme which will include reaching out to partners like the RHS, The ART Deco Society The RPS and defining reciprocal programmes. You should also be comfrtoabel writing and issuing press releases and managing media campaigns.
- 2+ years growth hacking marketing type experience including SEO in a digital environment (ideally in a startup)
- Must be able to get hands dirty and hussle (results orientated)
- Hands on experience of PR, PPC, Analytics, SEO, and affiliate marketing
- Have experience of successfully managing campaigns
- Manage budgets to get the most out of our available resources
- Strong analytical ability, matched with an ability to see the bigger picture
- Ability to deal with ambiguity and create processes, drive innovation
- Experience of writing digital marketing plans and scaling digital businesses fast