Responsibilities

• Strategy and planning
• Co-shape the digital strategy across Ashbourne and Fafunia with the Director and Head of Sales and Marketing.
• Translate strategy into channel plans tied to occupancy targets, recruitment pipeline needs, and Fafunia revenue targets.
• Act as the group point of contact for all digital marketing activity, including agency relationships.
• Plan, execute, and optimise integrated paid campaigns across Google and Meta for parent enquiries, recruitment leads, and Fafunia direct sales.
• Build localised campaigns tailored to individual nurseries and regions.
• Continuously adhere to a test-and-learn approach. Bring evidence of what changed and what it moved. Adjust accordingly.
• Lead the SEO strategy across onsite, offsite, and technical, with clear priorities by site and by setting.
• Support activity across organic social where it earns its place against paid.
• Build the content and on-page work needed to compete in local search across 40 settings.

Requirements

• Five plus years running paid digital campaigns across Google and Meta to tight budgets, with a clear track record of delivering against KPIs.
• Demonstrable lead generation experience, ideally in a multi-location consumer business, with evidence of how you improved performance over time.
• Strong working knowledge across the digital spectrum: PPC, SEO (onsite and offsite), email, and organic social, but with an emphasis on paid marketing.
• Hands-on eCommerce experience, ideally with Shopify, including running paid acquisition and performance marketing for stores.
• Fluent in the core toolset: Google Analytics, Google Ads, Search Console, and Merchant Centre.
• Working knowledge of at least some of: Ahrefs or SEMRush, Klaviyo or equivalent ESP, and one or more conversion or analytics tools.

Preferred

• Experience in childcare, education, or another regulated consumer category.Direct experience of integrated, multi-channel campaign execution where you can talk through how the channels worked together.
• Recruitment marketing experience.