NLA is looking for a Growth Marketing Manager to join our team and drive membership acquisition and retention. This is a hands-on, performance-focused role for someone with strong digital marketing skills and a commercial mindset.
About NLA
NLA is the membership organisation for the built environment in London. We connect architects, developers, planners, engineers and public-sector leaders to shape better cities through insight, learning and debate. Our membership spans large organisations through to individuals and small practices, all united by a commitment to London’s built environment.
As NLA grows, we are focused on expanding our membership base and strengthening retention, particularly for personal and small business members.
About the role
The Growth Marketing Manager will sit alongside our existing Marketing and Communication Managers with a distinct focus on membership acquisition and retention.
This role is responsible for planning, executing and optimising digital marketing activity that:
- Attracts new organisational, personal and small business members
- Converts awareness of NLA into paid membership
- Owns marketing-led processes that support membership retention and renewal, particularly for personal and small business members
This is a hands-on, performance-focused role, ideal for someone who combines strong digital execution skills with a commercial mindset.
Key responsibilities
Membership acquisition
- Plan, execute and optimise digital campaigns to grow NLA’s membership base, with a focus on built environment organisations operating in London
- Own the marketing-owned acquisition funnel from awareness through to Marketing Qualified Lead (MQL), supporting conversion in partnership with sales and membership colleagues
- Translate NLA’s propositions, programmes and events into compelling, conversion-focused digital journeys
Retention & lifecycle marketing
- Own marketing-led processes that support member retention and renewal, particularly for personal and small business members
- Plan and deliver email and digital journeys that increase engagement, perceived value and renewal rates
- Work closely with colleagues responsible for membership operations and customer experience to align messaging and timing
Digital channel delivery
- Lead hands-on delivery across key digital channels, including:
- Google Ads (search and display)
- LinkedIn Campaign Manager
- Meta (Facebook and Instagram)
- Email and campaign marketing via HubSpot
- Manage campaign setup, optimisation, testing and ongoing performance improvements
- Activate existing content and messaging in line with brand and campaign priorities
Collaboration & alignment
- Work closely with the wider marketing and communications team to ensure consistency with brand, tone of voice and programme campaigns
- Partner with sales operations and new sales colleagues to align on target organisations, conversion criteria and performance
- Manage relationships with external agencies or suppliers where required
Performance & reporting
- Track, analyse and report on performance across acquisition and retention activity
- Own and report on marketing and handover metrics including:
- Marketing Qualified Leads (MQLs)
- Sales Accepted Leads (SALs)
- Conversion rates from MQL to SAL and onward to member (in partnership with sales)
- Monitor metrics including cost per acquisition, cost per lead, conversion rates, retention and renewal performance
- Work with sales and membership colleagues to continuously refine lead qualification and handover
- Use insight to optimise activity and clearly demonstrate marketing’s contribution to membership growth
Skills & experience
Essential
- Proven experience in a digital, growth, acquisition or performance marketing role
- Hands-on experience managing paid digital campaigns using:
- Google Ads
- LinkedIn Campaign Manager
- Meta Ads Manager
- Strong experience building and managing email campaigns and journeys in HubSpot
- Demonstrated success driving acquisition, subscription or membership growth
- Strong understanding of funnels, conversion rate optimisation and lifecycle marketing
- Confidence working with data, analytics and performance reporting
Desirable
- Experience working within a membership organisation, professional body or subscription-based business
- Experience marketing to B2B or professional audiences
- Familiarity with CRM systems and marketing automation
- Interest in, or understanding of, the built environment sector
What success looks like
- Consistent growth in NLA’s membership base
- A reliable flow of high-quality MQLs progressing to SALs
- Improved conversion from lead to paid member
- Improved retention and renewal of personal and small business members
- Clear evidence of marketing’s impact on membership revenue and sustainability
Reports to: Associate Director - Marketing and Communications.
Our Values
Informed: Knowledge and understanding are central to everything we do; we continually build on our knowledge so we can innovate, stay relevant and make an impact.
Rigorous: We love what we do, take pride in our work and continually strive for excellence—acting, creating and never cutting corners.
Collaborative: By collaborating we create our best work with colleagues, clients and partners—building transparent, long‑lasting relationships that champion diversity and sustainability.
Responsive: By staying open‑minded and attuned to our network we react quickly to opportunities, pushing boundaries and challenging ourselves to improve.
Terms & Benefits
- Location: NLA office at The London Centre. Opportunity for hybrid work, minimum 3 days in the office.
- Work Pattern: 40 hours per week, Monday – Friday
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- Salary: £40,000 to £45,000 dependent on skills and experience
- Benefits: 25 days holiday (+ bank holidays) with uncapped discretionary leave, pension, EAP, Cycle-to-work, wellness initiatives and professional development budget.
How to Apply & Equal Opportunities:
We are an equal opportunities employer and welcome applicants from all backgrounds. We celebrate and are committed to creating an inclusive environment for all employees. Adjustments for application or interview process are available on request.
Applications will close at midday on Friday, 16 January.
To apply please follow the link on our recruitment page where you can send your CV and cover letter Danielle Rowland, Head of Operations. Please note that applications will only be reviewed where cover letters are included.
We reserve the right to close applications early if the right candidate is found, so we encourage you to apply as soon as possible.
