Conversion Rate Optimization Specialist

Working with us

Cognita is a global family of over 90 schools across 21 countries, with more than 100,000 students, 22,000 colleagues, 14 curricula and 9 languages of instruction. Our strength lies in our diversity. There is no single model of a Cognita school because education is inherently local. When families choose a school, they are making a deeply personal and community-based decision, and our schools reflect this.

What unites us is a shared ambition to deliver consistently high-quality education, alongside an exceptional experience for students and parents. We define this clearly through group-wide standards that articulate what “great” looks like, while allowing schools the freedom to express their local identity.

We have recently launched a new vision and strategic plan. It is ambitious and sets a clear direction for the years ahead.

Job Overview

Every family choosing a school starts with its website. As our CRO Specialist, you’ll make sure that experience is accurate, easy and persuasive across Cognita schools in the Middle East and Asia, turning visitors into enquiries.

Reporting to the Head of Digital & Performance Marketing, you’ll look after the day-to-day running of our school websites and lead conversion optimisation across the portfolio. You’ll work alongside the Digital Marketing Manager on SEO and generative engine optimisation (GEO), so that more qualified traffic is matched by better conversion.

What you’ll do

• Manage website updates and content changes across our 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 our CMS running effectively and make it 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

What you’ll bring
Essential

• 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
• Strong working knowledge of Google Analytics and Google Tag Manager
• Good understanding of SEO and GEO principles
• Strong project and stakeholder management skills
• A bachelor’s degree in Marketing, Digital Marketing or a related field

Desirable

• Experience with heatmapping, session recording or experimentation tools;
• HubSpot or another CRM;
• Relevant certifications;
• Experience in education or another sector with a considered customer decision journey;
• Experience supporting multi-market portfolios in the Middle East and/or Asia.

Based in Dubai with a hybrid pattern. You’ll need flexibility across time zones and should expect occasional travel across the Middle East and Asia.

Cognita is committed to safeguarding the welfare of children and young people and expects the same from its employees. All new staff will be subject to detailed and enhanced pre-employment clearance, including identity checks, criminal background checks for all countries lived in, qualification checks, employment checks to include an exploration of any gaps in employment, and satisfactory reference checks for all employment in the last 10 years.