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, with a particular focus on growing organisational and business membership.
About NLA
NLA is the membership organisation for the built environment in London. We work with some of the most recognisable organisations across the built environment — including developers, architects, engineers, planners, investors and public‑sector bodies — many of whom are shaping cities in the UK and around the world.
Through insight, learning, debate and high‑profile programmes, NLA convenes senior leaders and organisations to drive better outcomes for London and beyond. Our membership spans large organisations through to individuals and small practices, united by a shared interest in the built environment.
As NLA grows, our strategic focus is on expanding and deepening our organisational and business membership, while continuing to support and retain our wider professional community.
About the role
The Growth Marketing Manager will sit alongside our existing Marketing and Communications Managers, with a distinct focus on driving membership growth through acquisition, conversion and retention.
This role is responsible for planning, executing and optimising digital marketing activity that:
- Attracts new organisational and business members across the built environment sector
- Converts awareness of NLA’s programmes, research and influence into paid membership
- Owns marketing‑led processes that support membership engagement, retention and renewal across the lifecycle
This is a hands‑on, performance‑focused role, ideal for someone who combines strong digital execution skills with a commercial, B2B mindset.
Key responsibilities
Membership acquisition
- Plan, execute and optimise digital campaigns to grow NLA’s membership base, with a strong focus on built environment organisations operating in London and internationally
- Own the marketing‑led acquisition funnel from awareness through to Marketing Qualified Lead (MQL), supporting conversion in partnership with sales and membership colleagues
- Translate NLA’s propositions, programmes, research and events into compelling, conversion‑focused digital journeys for organisational audiences
Retention & lifecycle marketing
- Own marketing‑led processes that support member engagement, retention and renewal across organisational and professional memberships
- Plan and deliver email and digital journeys that reinforce value, increase engagement and support renewal
- Work closely with colleagues responsible for membership operations, sales and customer experience to align messaging, timing and touchpoints
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, insight and messaging in line with brand, campaign and business priorities
Collaboration & alignment
- Work closely with the wider marketing and communications team to ensure consistency with NLA’s brand, tone of voice and programme campaigns
- Partner with sales operations and membership colleagues to align on target organisations, account‑based priorities, 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
- 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
- Strong experience marketing to B2B or professional audiences
- Familiarity with CRM systems and marketing automation and lead handover processes
- Interest in, or understanding of, the built environment sector
What success looks like
- Consistent growth in NLA’s organisational and business membership base
- A reliable flow of high‑quality MQLs progressing to SALs
- Improved conversion from lead to paid organisational member
- Strong engagement, retention and renewal across the membership lifecycle
- Clear evidence of marketing’s impact on membership revenue and long‑term 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
- Market Competitive Salary: 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 13 March.
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.
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