Senior Digital Marketing Executive

Role Overview

UK Management College is seeking a commercially minded and data-driven Digital Marketing Executive to support student recruitment and digital growth, based in derby campus.

The role will be responsible for generating and managing high-quality prospective student leads through paid digital channels including Meta Ads, TikTok Ads and Google Ads, while supporting the effective management, tracking and nurturing of those leads through HubSpot CRM.

The successful candidate will combine hands-on paid media expertise with strong CRM, analytics and marketing automation capabilities. They will be comfortable managing campaigns from initial setup through to lead generation, tracking, optimisation and reporting, with a strong focus on both lead volume and lead quality.

Key Responsibilities

Paid Digital Advertising and Lead Generation

• Plan, build, launch and optimise lead-generation campaigns across Meta Ads, TikTok Ads and Google Ads.
• Manage campaign targeting, budgets, placements, lead forms and landing-page traffic in line with agreed recruitment objectives.
• Monitor campaign performance closely and optimise activity to improve lead volume, lead quality and cost efficiency.
• Identify underperforming campaigns, audiences and creatives and implement appropriate optimisation actions.
• Support A/B testing of audiences, messaging, creative, lead forms and landing pages.
• Work with the wider Marketing team to ensure campaigns have the required creative assets, messaging and calls to action.

Performance Marketing

• Monitor key performance indicators including spend, cost per lead, conversion rate, lead quality and channel performance.
• Analyse campaign data to identify trends, opportunities and areas requiring improvement.
• Make evidence-based recommendations regarding campaign structure, targeting and budget allocation.
• Ensure digital activity remains aligned with student recruitment priorities and agreed campaign objectives.
• Support continuous improvement of campaign performance across the recruitment cycle.

HubSpot CRM and Lead Management

• Support the effective management of marketing-generated leads within HubSpot CRM.
• Ensure leads generated through digital campaigns are correctly captured, categorised and attributed.
• Maintain accurate lead-source, campaign and lifecycle information.
• Create and manage HubSpot lists, segmentation, properties and reporting views where required.
• Monitor lead progression and identify issues affecting data quality, lead routing or follow-up.
• Work with relevant teams to improve visibility of the journey from enquiry through subsequent recruitment stages.

Lead Quality and Tracking

• Monitor the quality of leads generated across different campaigns and advertising platforms.
• Analyse campaign performance beyond lead volume to understand which channels and audiences generate stronger prospective students.
• Maintain appropriate campaign tracking, including UTM parameters, source attribution and conversion tracking.
• Identify recurring issues such as invalid leads, inappropriate audiences or incomplete data and recommend corrective action.

Email Marketing and Automation

• Create and schedule targeted email campaigns for prospective students and relevant marketing audiences.
• Develop segmented communications based on audience, course, campus, enquiry stage or campaign source.
• Build and maintain HubSpot marketing automation workflows and lead-nurture journeys.
• Support automated follow-up communications designed to improve engagement and progression.
• Monitor email performance including delivery, open rates, click-through rates and conversion indicators.
• Test and optimise subject lines, messaging, calls to action and audience segmentation.

Reporting and Analysis

• Prepare regular digital marketing performance reports covering campaign spend, leads, cost per lead, lead quality and channel performance.
• Report on CRM activity, attribution, email marketing and automation performance.
• Provide clear recommendations based on campaign and lead data.
• Maintain accurate records of campaign performance and optimisation activity.
• Communicate significant performance issues or opportunities to the Marketing Manager.

Essential Skills and Experience

• Demonstrable experience managing paid digital advertising campaigns.
• Practical experience with Meta Ads Manager.
• Experience with Google Ads.
• Experience with, or a strong understanding of, TikTok Ads.
• Strong understanding of digital lead generation and performance marketing.
• Experience working with a CRM system, ideally HubSpot.
• Understanding of lead tracking, attribution, UTM parameters and conversion tracking.
• Experience with email marketing and marketing automation.
• Strong analytical skills and confidence interpreting campaign performance data.
• Ability to manage multiple campaigns and priorities.

Candidate Profile

The ideal candidate will be analytical, commercially aware and comfortable taking ownership of digital campaign performance. They should understand that successful lead generation is not solely about generating a high number of enquiries, but about attracting relevant, high-quality prospects who can progress through the recruitment journey. They will be confident working across advertising platforms and CRM systems, able to interpret performance data, and proactive in identifying opportunities to improve campaigns, tracking and lead nurturing.