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ABOUT FUTURELEARNFutureLearn is a leading social learning platform formed in December 2012 by The Open University and is now jointly owned by The Open University and The SEEK Group. FutureLearn has over 10 million people signed up worldwide. FutureLearn uses design, technology and partnerships to create enjoyable, credible and flexible short online courses, microcredentials, as well as undergraduate and postgraduate degrees that improve working lives. It partners with over a quarter of the world’s top universities, as well as organisations such as Accenture, the British Council, CIPD, Raspberry Pi and Health Education England (HEE). It’s also involved in government-backed initiatives to address skills gaps such as The Institute of Coding and the National Centre for Computing Education.

ABOUT THE ROLEReporting to the Head of Customer Engagement, this is a learner oriented, engagement focused relationship marketing role. The Senior CRM and Conversion Manager will drive the engagement of new and existing learners on across the whole course portfolio, from short courses to microcredentials and degrees, with a focus on where we can build engagement and conversion of learners while on our site.

A critical element of the role is working with three other areas of the company:

Our Product Development teams who imagine, evolve, design, code, deploy and test all developments of our learning platform, Our Data and Insights team who manage and provide analytics tools for our vast inventories of customer journey and interaction data, and Our UX Research team who undertake primary and secondary research to evolve our understanding of our market, our learners and our competitive environment.

Your work with and between these three areas, bringing insight and engaging in solution design will be critical to success in driving innovation in on-platform learner engagement. Other important relationships will be with our Content teams who work with our partners to bring new courses to our site and your peers in the Marketing team.


Discovery: Build understanding and expertise in the way different customers explore our content and site and move towards first registration, early course choices and enrolments. Conversion: Understand the available metrics to model and optimise the rates of conversion of site visitors and learners at all stages of the customer experience, from first visit to first registration, through enrolments, progression, subscriptions, paid-for courses and advancement of their individual learning. Retention: Build understanding of patterns of learner retention on our courses and how we engage learners to maximise course completion rates. Progression: Support innovation in the way we encourage learners to progress their education journey and explore a wider range of learning experiences. Advocacy: Particularly around our social learning model, support innovation in the way our learners study as a connected community, learn from and support each other, and start to develop networks of learner buddies, advocating our platform and content to their peers. Customer Segmentation and Personas: develop and test customer segmentation approaches to identify our current and potential learner audiences to help us to better promote upgrades, Unlimited sales, microcredentials and online degrees to relevant learners. Personalisation: Champion and lead the personalisation of the learner journey on the Futurelearn platform to improve learner experience and so increase engagement and conversion. Customer Lifetime Value: Help develop and test LTV evaluation approaches for or learner base and support the development of subscription models. Advance our work on building and sharing user trust, feedback and raising net promoter score (NPS). Explore opportunities for new on-platform communications channels and automation: Explore new communication and conversational approaches and tools to improve our on-platform experience (chatbots, livebots, voice search, etc.). Analytics: follow a data-driven approach to track performance against objectives and monitor growth patterns and changes in high-value learner to inform targeted high impact initiatives.

Key metrics:

Lifetime value, revenue per learner, NPS and proportion of high-value learners in our audiences. Conversion rate for Upgrade and Unlimited products, microcredentials and online degree courses. Retention rates among enrolments and for subscription products like Unlimited. Platform retention rate (new registered learners/deleting accounts) and the levels of data and insight captured around our learners.


Deep understanding of CRM, personalisation and engagement through on-platform and off-platform communications.Extensive experience of B2C and B2B conversion rate optimisation through the sales funnel, including A/B and multivariate testing.Extensive experience of successful customer segmentation and buyer persona strategies. Effective collaboration and communication skills with the ability to influence others and lead cross-functional efforts. Ability to build and scale in a fast-growing company with a focus on execution. Excellent verbal and written communication skills


£55K - £65K. 28 days holiday (plus 8 days public holiday). Buy & sell up to 5 days holiday. Charity day (volunteer for a charity of your choice). Cycle to work scheme. Season Ticket loan. Flexible working environment/hours. Pension (4% employer / employee contribution). OU Staff Fee Course Waiver Programme. Great coffee, teas, fruit and daily breakfast. Perkbox.

Please submit a CV and cover letter. On your cover letter please clearly explain how you meet the essential skills and experience criteria mentioned in the requirements specification section of the job description . This will help us determine your fit for the role and increase your application's chances of success.


Please contact if you require any reasonable adjustments or alterations to be made, to support you through the recruitment process.

The closing date for this role will be 17th February 2020.


We value diversity at FutureLearn, and we do not discriminate on the basis of race, religion or belief, gender, sexual orientation, gender assignment, age, pregnancy, maternity and paternity status, or disability status, marital and civil partnership status.

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