Purpose The purpose of the Website & Analytics Manager is to accelerate revenue growth by transforming our digital ecosystem into a high-performing, insight-led demand engine. Sitting at the centre of our go-to-market strategy, the role converts our expertise, research and scientific credibility into qualified pipeline through a best-in-class website, CRM and acquisition infrastructure. This role owns the end-to-end performance of digital channels from discovery to conversion ensuring our presence educates the market, builds trust with professional buyers and drives measurable commercial impact. By combining strategic leadership with hands-on optimisation, and leading a team of two, the Website & Analytics Manager continuously improves marketing effectiveness, conversion performance and contribution to revenue through data, experimentation and disciplined execution Key Responsibilities: Website Strategy & Conversion Own the strategy, structure and performance of the company website as a primary revenue channel Develop user journeys tailored to HR, L&D, Talent and consulting audiences Optimise conversion pathways across thought leadership, product education and commercial pages Oversee landing page creation and testing for campaigns and propositions Ensure messaging clearly communicates differentiation and scientific credibility Use GA4 to analyse user behaviour, journeys and conversion performance Continuously improve UX and CRO through testing and behavioural insight Analytics & Performance Reporting Own marketing performance measurement and attribution approach Build dashboards and reports for marketing and leadership teams Translate performance data into optimisation actions and experiments Analyse channel effectiveness, buyer behaviour and funnel conversion Demonstrate marketing contribution to revenue SEO Strategy & Implementation Own SEO strategy focused on category creation and authority building Work closely with the Content & Communications team to shape search-led content strategy Identify high-intent and educational keyword opportunities Oversee content optimisation across articles, research and product pages Improve organic visibility for both solution-aware and problem-aware audiences Monitor technical SEO health and search performance Marketing CRM Ownership Oversee CRM lifecycle structure, segmentation and data integrity Implement lead scoring, routing and nurturing workflows Support sales effectiveness through actionable lead intelligence Maintain alignment between marketing and commercial pipeline stages Ensure compliance and best practice in data handling Lead Generation & Paid Media Develop and execute digital demand generation strategy aligned to revenue targets Optimise funnel progression from visitor to MQL to SQL Launch and scale paid media (LinkedIn and Google Ads) Manage budget allocation, CPL and pipeline impact Partner with sales to refine ICP and improve lead quality Person Specification Experience & Skills 5 years experience managing B2B websites or lead generation in a professional services or complex sales environment Strong experience managing CRM and marketing automation workflows Strong experience of Hubspot CRM system implementation and continuous improvement, or similar CRM Strong experience using GA4 to analyse website performance and user behaviour Reasonable experience developing PPC strategy, implementation and delivering leads Proven ability to interpret analytics, build dashboards and drive optimisation decisions Experience working closely with sales teams on pipeline generation 2 years experience managing or mentoring team members Personal attributes Were looking for someone who combines experience, mindset, and potential. Youll thrive in this role if you have: Analytical and evidence-led decision maker Commercially aware and outcome focused Comfortable challenging assumptions using data Highly organised and process driven Able to translate complex propositions into clear journeys Curious, experimental and improvement-oriented