Digital Acquisition & Conversion Manager

Capital Economics is seeking a highly commercial and data-driven Digital Acquisition & Conversion Manager to own digital conversion performance across its macroeconomic subscriptions, consulting and advisory businesses.

The role is responsible for optimising the digital acquisition and evaluation journey spanning web experience, landing pages, CTA architecture, behavioural routing, analytics, conversion optimisation and marketing technology execution.

Working closely with the Head of Demand Generation, Sales, Product and external specialist agencies, the successful candidate will help build a scalable digital acquisition engine designed to improve inbound conversion efficiency, evaluation progression and new logo pipeline generation.

This is a hands-on operational role combining digital strategy, CRO, analytics, web optimisation and GTM systems coordination.

Key Responsibilities

Digital Acquisition & Conversion

• Own digital conversion performance across acquisition, evaluation and onboarding entry journeys.
• Improve lead-to-trial, trial-to-engagement and inbound conversion performance.
• Optimise landing pages, CTA architecture, forms, content pathways and user journeys.
• Build structured digital evaluation flows aligned to institutional buyer behaviour and commercial priorities.

Website, CRO & User Journey Optimisation

• Manage ongoing optimisation of the Capital Economics website and digital evaluation experience.
• Lead CRO initiatives including A/B and multivariate testing across key acquisition and conversion pathways.
• Improve site structure, page performance, user flow and behavioural engagement metrics.
• Work closely with design and development partners to implement conversion-focused UX improvements.
• Ensure web journeys support both inbound evaluation and sales-supported acquisition programmes.

Martech, Analytics & RevOps Integration

• Own digital funnel analytics, attribution visibility and behavioural reporting.
• Work closely with RevOps and Demand Generation lead to improve routing logic, lead qualification and funnel visibility.
• Manage integration and optimisation across:
• Salesforce (SFDC)
• GA4
• Drupal
• Intent and behavioural signal platforms
• marketing automation tooling
• reporting and attribution platforms
• Build dashboards and reporting frameworks focused on conversion efficiency and commercial outcomes.

Agency & Specialist Management

• Manage external web, SEO, PPC, analytics and development agencies/freelancers.
• Coordinate delivery across multiple specialist partners and internal stakeholders.
• Ensure digital workstreams align to wider GTM priorities, campaign activity and commercial objectives.
• Maintain delivery pace, testing cadence and optimisation roadmaps across digital channels.

SEO, Paid Media & Performance Optimisation

• Support SEO improvement initiatives including technical SEO, metadata, content structure and search performance.
• Work closely with paid acquisition partners to improve landing page relevance, campaign conversion and attribution quality.

• Help scale digital acquisition performance through ongoing testing and optimisation rather than large-scale platform replacement.

Requirements

• 5+ years in digital acquisition, CRO, performance marketing or digital optimisation roles.
• Strong hands-on experience with:
• SFDC Sales and Marketing Cloud
• GA4
• Drupal or equivalent CMS platforms
• CRO and experimentation tools
• marketing automation and analytics platforms
• Proven experience improving digital conversion performance within complex B2B environments.
• Strong understanding of inbound acquisition, evaluation-led journeys and behavioural conversion design.
• Experience managing external agencies and specialist delivery partners.
• Highly analytical, commercially minded and comfortable operating across technical and commercial teams.
• Experience within subscription, SaaS, research, data or professional services environments preferred.

Success Measures

• Improved lead-to-trial and trial-to-conversion performance.
• Increased inbound conversion efficiency and qualified pipeline generation.
• Faster routing and qualification of high-intent demand.
• Improved attribution, reporting visibility and funnel analytics.
• Increased website conversion performance and engagement quality.
• Delivery of structured optimisation and experimentation roadmap.

Strategic Context

Capital Economics is evolving toward a more integrated demand-to-revenue operating model combining sales, inbound acquisition, digital evaluation and lifecycle expansion.

The Digital Acquisition outbound & Conversion Manager will play a central operational role in building the digital infrastructure, optimisation capability and behavioural conversion engine supporting that transformation.

At Capital Economics, we are striving to create a diverse workforce and inclusive environment, which we believe are critical to help us make better decisions for the company, our employees, and our clients. A diverse and inclusive workplace makes for more innovative, engaged, and empowered employees, from whom business strength can be derived. This is particularly important in macroeconomic research, which relies on a diversity of views and opinions to be relevant and insightful.

Capital Economics is committed to equality, inclusion, and diversity. We encourage applications from all candidates regardless of ethnicity, religion or belief, gender, sexual orientation, age, disability, or gender identity. If you need reasonable adjustments to be made to the application process to ensure you are not at a disadvantage to other candidates, please include this in your cover letter. This is applicable if you have a disability or if you are neurodiverse/hold neurodiverse traits.

Benefits

• Good annual leave (25 days plus your birthday)
• Salary sacrifice pension scheme
• Life assurance
• 24-hour online GP
• Health Assured (Employee Assistance Programme)
• Hybrid working
• Training & development
• Good additional maternity and paternity policies
• Bike to work scheme
• Thriving social committee