About the Role
We are shifting the focus of our central marketing team toward growth, analytics, and a unified customer experience across all our brands and markets. As Growth Product Owner for Web & Digital, you will own the growth agenda for our web presence — and you will do this by putting the customer at the centre of every decision.
Our product is a significant purchase — comparable in value to buying a car. A student and their family choose to trust us with one of the most formative experiences of their lives. That means every digital touchpoint must be intentional, human, and frictionless. We are not optimising for volume. We are building a white-glove experience at digital scale.
You are not here to maintain a website. You are here to make every step of the customer journey work harder for the people going through it.
This is a product management role with a growth mindset at its core. You think in experiments, numbers, and outcomes. You will lead the web development team but work across multiple teams — CRM, platform engineering, digital campaigns, and local marketing — to ensure the platform, tooling, and strategy are coherent, consistent, and driving real results.
Our Marketing Context
- We operate multiple brands across many countries. We are moving to a mature, unified, and consistent tech stack — no deviations, no fragmented tools, one platform for all markets
- Local marketing teams own content creation and local campaigns. Agencies support local markets on execution. This role sets the standard they all work to, helps to develop tools they all use.
- We have an existing team member responsible for Google digital campaigns. This role does not replace her but brings strategic product ownership and growth leadership improving that layer
- The customer journey spans digital touchpoints, CRM, and an operational platform — this role connects those dots from the customer's perspective
Why This Role Exists
- Our web platform is not yet working as a growth engine — the customer experience is fragmented across markets and the full journey is not being measured end to end
- We need someone obsessed with the customer — how they find us, what they experience, where they drop off, and how we earn their trust at every step
- AI-powered search is reshaping how customers discover services like ours — we need to lead this, not react
- We have strong technical and campaign capabilities but lack a product owner who connects them into a coherent customer-centric growth strategy
- We need a consistent and unified platform across all brands and markets — someone to drive and hold that standard
What You Will Do
Customer Experience & Growth — The Core of the Role
- Own the end-to-end digital customer journey — from first discovery to inquiry to enrolment — and identify every point where the experience can be simplified, improved, or accelerated
- Together with Sales and Marketing team define and track the metrics that reflect real customer outcomes, not just traffic — conversion rates, drop-off points, time-to-inquiry, quality of leads
- Build a culture of experimentation — A/B tests, landing page experiments, journey optimisation — nothing is assumed, everything is tested and measured
- Develop strategies for engaging existing customers and partners digitally — not just acquisition but retention and advocacy
- Champion simplicity in every touchpoint — our customers are making a significant, emotional purchase and the digital experience must reflect that weight
SEO & AI Search Optimisation
- Own SEO strategy across all markets — technical SEO, content structure, link authority, Core Web Vitals
- Lead the organisation's approach to AI search optimisation (GEO — Generative Engine Optimisation) — how do we show up when customers search via AI assistants, not just Google
- Translate search landscape shifts into actionable roadmap items and market playbooks before competitors do
- Build and maintain dashboards that show the full customer acquisition picture — rankings, traffic, CTR, conversion — by market and brand
Digital Marketing — Strategy & Collaboration
Digital campaign execution is handled by an existing team member and supported by local market agencies. Your role here is strategic:
- Set the growth framework and conversion goals that campaigns are measured against
- Own the UTM and attribution framework so every campaign's performance is fully visible and comparable across markets
- Ensure landing pages, conversion paths, and the web experience are built to support campaign performance — brief the web team accordingly
- Work with agencies and the campaigns team to identify what is working and scale it; identify what is not and stop it
- Guide agencies on platform standards, tracking requirements, and brand consistency — they work within your framework
Product Ownership — Platform, CRM & Cross-Team Collaboration
- Work with the web development team, CRM team, and platform engineering to prioritise improvements that unlock customer journey value — not just web features
- Define how WordPress blocks, templates, and shared components should evolve to support the customer experience and growth — not just consistency for its own sake
- Bring product owner rigour to every piece of work: clear briefs, defined success metrics, and measurement after every release
- Drive and hold the standard for a unified tech stack across all markets — no deviations, no fragmentation
- Connect web platform data with CRM data to build a complete picture of the customer journey from first click to enrolment
Local Marketing Teams & Agencies — Guidance & Standards
Local marketing teams own their content and local campaign execution. Local agencies support them. You own the framework they work within:
- Set platform standards, SEO guidelines, and customer experience principles that all markets apply
- Share performance insights regularly — what is working across markets, what is not, and what local teams should do about it
- Review local market sites and content — not to approve, but to advise, challenge, and raise the bar
- Create playbooks that local teams and agencies can act on independently — practical, opinionated, and grounded in data
- Run regular performance reviews — hold local teams to customer experience and growth standards, not just publishing activity
What You Bring
Must Have
- A genuine growth mindset — you think in hypotheses, experiments, and outcomes, not activities
- Deep understanding of the end-to-end customer journey in a considered, high-value purchase context
- Strong analytical skills — GA4, Search Console, attribution modelling, and the ability to build dashboards that drive decisions
- Proven SEO expertise — technical and strategic, with measurable results
- Product management experience — you know how to write a brief, manage a backlog, and ship things that move metrics
- Experience collaborating across multiple teams — development, CRM, marketing, agencies — and aligning them around customer outcomes
- Strong communication and influencing skills — you can set a standard and make people want to meet it
- Fluent English — additional European languages are a strong advantage
Nice to Have
- Background in ecommerce or high-consideration digital products — you understand conversion at scale but can apply that discipline to a more personal, relationship-driven purchase context
- Experience with AI search optimisation / Generative Engine Optimisation (GEO)
- Familiarity with CRM attribution pipelines and how web and CRM data connect
- Experience managing digital growth across multiple brands or markets
What This Role Is Not
- A content role — local marketing teams and agencies own content creation
- A campaign execution role — the campaigns team and agencies handle execution; you set the strategy and framework
- A web developer role — you work with and direct the development team, you do not replace them
- A maintenance role — platform consistency is a means to an end, not the goal itself
- A pure traffic role — traffic without conversion and customer satisfaction is not success
The Mindset We Are Looking For
The customer is making one of the most important decisions of their or their child's life. Every pixel, every word, every step in the journey either earns that trust or erodes it.
- You are obsessed with the customer's experience — not the technology that enables it
- You celebrate a failed experiment as much as a successful one — because both tell you something
- You have strong opinions, loosely held — you form a view, test it, and update based on evidence
- You take ownership of outcomes, not activities — a published page that does not convert is not a win
- You are comfortable with ambiguity and can bring clarity and structure to complex cross-team work
- You are curious about where digital and AI are going and you bring that curiosity into your daily work
What We Offer
- A high-impact role in a growing international organisation with a genuine mission
- Real ownership of the customer journey across multiple brands and markets
- A collaborative environment spanning web, CRM, platform engineering, and marketing teams
- Direct access to the CMO, CSO and CTO in a team that values both creativity and analytical rigour
- Stockholm base with international scope — our brands operate across Europe, UK, the US, Australia, and New Zealand
