Job Title: Digital Marketing Officer (Paid and Performance)
Department: Marketing and Communications
Salary: £30,758 - £32,453 per year
Job Type: 35 hours per week, permanent
We're looking for a Digital Marketing Officer (Paid and Performance) to join our Marketing and Communications team at The City of Liverpool College. This is a hands-on, data-driven role at the heart of our student recruitment activity.
You'll plan and deliver paid digital campaigns across search and social, manage budgets, and use performance data to keep improving results. You'll work closely with colleagues across wider department, our curriculum areas, and our creative agency, contributing to an integrated annual media plan that spans digital and out-of-home activity.
Campaigns
- Plan, deliver, and optimise pay-per-click (PPC) campaigns across Google Ads, Meta and paid social platforms to support student recruitment, including enrolment periods and open events
- Manage campaign budgets, audience targeting, and bidding strategies, with a focus on cost-effective results
- Brief and collaborate with our designer on paid campaign assets, ensuring creative aligns to audience and platform
- Work closely with the Digital Marketing Officer (Content and Social) to ensure paid and organic activity are planned and delivered as part of a coherent media plan, with shared visibility of campaign performance and scheduling across both roles.
- Work closely with curriculum teams to promote courses to the right audiences at the right time
- Maintain a working understanding of the team's organic social and content activity, including scheduling and community management processes, to support continuity of output
Analytics and performance reporting
- Track and report on the performance of paid campaigns and wider digital channels using Google Analytics and platform-native tools
- Use data to inform optimisation decisions and share clear, actionable insights with the wider team
- Contribute to quarterly channel performance reporting, including paid media and overall digital performance
- Monitor competitor and sector activity, identifying opportunities to improve the College's paid media approach
SEO and website performance
- Implement SEO best practice across website content to support search performance and course discoverability
- Work with the team on content updates that serve both organic and paid search strategies
- Maintain and update website content via the CMS as required, ensuring accuracy and accessibility
Email and CRM
- Support the development and delivery of targeted email campaigns to prospective and current students
- Assist with managing CRM data, including segmentation, data quality, and list management
- Monitor and report on email campaign performance, including open rates, click-through rates, and conversions
Brand and compliance
- Ensure all content adheres to the College's brand guidelines and tone of voice
- Comply with relevant legislation, including GDPR, copyright, and digital accessibility standards
- Stay current with paid media platform developments, algorithm changes, and best practice in the further education sector
Generic duties include:
- To contribute fully to the mission and values statement of the College Group ensuring its effective implementation in all aspects of College life.
- To take proactive responsibility for Health & Safety to ensure that a safe working environment and safe working practices are maintained at all times.
- To comply with the General Data Protection Regulations (GDPR).
- To support cross college actives as required in particular the key enrolment and invigilation periods.
- Carry out any other relevant and appropriate duties as determined by the needs of the service and as appropriate to the grade.
Essential Criteria
- Qualification or equivalent Experience in Design, Marketing or Communications.
- Experience in a digital marketing role with hands-on responsibility for paid media
- Proven track record managing PPC campaigns across Google Ads and paid social platforms, including budget management and performance optimisation
- Strong analytical skills, with experience using Google Analytics and reporting on campaign performance
- Good working knowledge of SEO principles and how paid and organic search interact
- A collaborative team player who is comfortable working across a small, integrated team and sharing knowledge to support collective delivery.
- Strong written communication skills, with the ability to write clearly for different audiences and channels
- Comfortable working with data to evaluate performance and inform decisions
- Awareness of GDPR and digital accessibility requirements
Desirable Criteria
- Experience supporting email marketing campaigns and managing data in a CRM system
- Experience working with creative agencies or external partners
- An understanding of, or experience in, the education or public sector
Please Note
This role may close earlier than the advertised deadline if we receive sufficient applications. Early submission is strongly encouraged.
Why Join The City of Liverpool College?
Benefits of working at the College
As a valued member of our College community, you’ll enjoy a comprehensive range of benefits, dedicated wellbeing support, and meaningful opportunities for professional growth and development.
Pension Scheme
You'll be part of the Local Government Pension Scheme with employer contributions of up to 20.20%, one of the best pension packages in the sector.
Leave entitlement
Up to 30 days annual holiday allowance, plus 1 wellbeing day. You’ll also benefit from 5 to 7 days statutory closure and 2 further days closure at Easter.
Employee Benefit Platform
As part of your role, you’ll have access to the COLC Employee Benefits Platform, a one-stop hub for a wide range of perks designed to support your wellbeing, work-life balance, and everyday savings. You’ll be able to access discounts at major supermarkets, fashion and lifestyle retailers, tech stores, travel providers, and more. You’ll also benefit from the Cycle to Work Scheme, cinema and leisure discounts and tech and home appliance discounts, with the option of spreading the cost through salary sacrifice. The platform is part of our commitment to supporting you in every aspect of your working life – and beyond.
Health and Wellbeing
As part of our commitment to supporting your health and wellbeing, all employees have access to the Health Assured Employee Assistance Programme (EAP) – a completely confidential support service available 24/7, 365 days a year. Whether you’re facing personal challenges, looking for advice, or simply need someone to talk to, Health Assured is here to help. Through Health Assured, you can access a 24/7 confidential helpline, face to face, online or telephone counselling, as well as structured support for a wide range of issues including stress, anxiety, relationships, bereavement, legal and financial concerns.
You'll also have access to the online wellbeing portal, a secure, user-friendly platform offering a wide range of self-help resources, health assessments, articles, and guidance covering emotional, physical, and financial wellbeing, and to the Wisdom App, which offers mood trackers and wellbeing tools, meditation guides, fitness videos, and self-help modules as well as daily wellbeing tips.
You’ll also be entitled to a free eye test through our voucher scheme with Specsavers, which covers a full eye exam (worth up to £25) and even includes £45 towards a pair of glasses. We also offer free flu vaccinations to help keep you feeling your best all year round.
Travel
We offer interest-free loans to help you buy annual travel passes from Merseytravel and Merseyrail. That means you can enjoy the savings of up to two months' free travel—without having to cover the full cost upfront. It’s all about making your commute more affordable and less stressful.
Flexible Working
We offer flexible working options depending on business need to support our employee's work-life balance.
Professional Development
We’re passionate about helping you thrive, offering a mix of formal and informal professional development opportunities—designed to sharpen your skills, expand your knowledge, and accelerate your career.
College Benefits
Our excellent sports and fitness facilities can be used free of charge by staff. You can also access a range of discounted hair and beauty treatments at our Academy and Graduate Hair & Beauty Salons, and a staff discount at our Academy Restaurant.
About The City of Liverpool College
The City of Liverpool College is a leading education provider for almost 12,000 students across the Liverpool City Region, from ages 16 and up.
Our passion for nurturing talent and personal approach to teaching makes sure all our students are fully equipped to realise their potential and be empowered to live out their career ambitions.
We believe in opportunity for all and offer access to both academic and vocational courses. From GCSE to degree level, our students achieve some of the highest exam results in the region.
As a recognised leader in skills and education, we are proud to have been named the Liverpool Chamber of Commerce 2024 Skills Provider of the Year, a testament to our deep-rooted commitment to delivering outstanding education that meets the needs of our students and the regional economy. We are also a proud member of the Chartered Institution for Further Education, reinforcing our position as a centre of excellence within the sector. Our recent Ofsted inspection rated us ‘Outstanding’ for Adult Provision and Personal Development, highlighting our dedication to providing life-changing education that empowers learners at every stage of their journey.
Our Mission
To provide high quality skills and education by delivering opportunities for growth to all people and businesses of the Liverpool City Region.
Our Goals
- Deliver world class skills in business
- Provide an outstanding learning and student experience
- Develop the talent for sustainable employment
Safeguarding Our Students
The City of Liverpool College is dedicated to safeguarding and promoting the welfare our learners, and all staff will require an Enhanced DBS check.
Ready to Take the Next Step in Your Career?
Join a dynamic team shaping the future of education in the Liverpool City Region. With over 600 dedicated staff, five campuses, hundreds of courses, and more than 10,000 students, we're proud to be a leader in learning and innovation. Ready to make an impact? Apply now and become part of our journey.
