CRO Specialist - School Websites

About the role

Cognita is a global family of over 90 schools across 21 countries. As CRO Specialist, you will make sure that the experience of visiting a Cognita school is accurate, easy and persuasive across schools in the Middle East and Asia, turning visitors into enquiries. Reporting to the Head of Digital & Performance Marketing, you will run the day-to-day of the school websites and lead conversion optimisation, working with the Digital Marketing Manager on SEO and generative engine optimisation (GEO).

Key responsibilities

• Manage website updates and content changes across school sites, keeping parent-facing information such as fees, open days and timings accurate and on time.
• Plan and run CRO activity and tests, using analytics and user behaviour data to improve navigation, page structure, calls to action and forms.
• Apply UI and UX best practice to recommend and implement improvements.
• Make website and content changes that support SEO and GEO priorities.
• Work with the Global Web Development team to keep the CMS running effectively and simpler for school teams to use.
• Check conversion tracking and key enquiry journeys, including forms, links, mobile usability and accessibility.
• Work with Brand, Creative and Country Marketing teams to keep imagery and messaging current.
• Share weekly, monthly and termly reports with clear recommendations.

Required profile

• Hands-on experience managing websites through a CMS in a multi-site or multi-brand environment.
• Proven experience using CRO, analytics and user behaviour insight to improve conversion.
• Bachelor's degree in Marketing, Digital Marketing or a related field.
• Desirable: experience in education or another sector with a considered customer decision journey, and experience supporting multi-market portfolios in the Middle East and/or Asia.

Required skills

• Google Analytics and Google Tag Manager.
• SEO and GEO principles.
• Desirable: heatmapping, session recording or experimentation tools, HubSpot or another CRM, and relevant certifications.

The role is based in Dubai with a hybrid pattern, requires flexibility across time zones and occasional travel across the Middle East and Asia. All new staff are subject to detailed pre-employment clearance, including identity checks, criminal background checks, qualification and employment checks and reference checks.