UK

United Kingdom · Marketing · Mid-Level (2-5 years)

Marketing CRM Specialist

Here is the whole job, in plain words. What it is, what you decide, how you're judged, how people get here and where they go next. Then the part no course gives you: twelve AI tutors who learn your work.

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Free to start: a plan built for this role, and a Future Fluency module to try first. No card.

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One email: what AI is changing in this job, and where to start free. With a link back here. Nothing else follows unless you confirm your address.

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  • Experience bandMid-Level (2-5 years)
  • Direct reportsNo direct reports
  • Reports toSenior Marketing CRM Specialist
  • UK framework levelUsually a coordinator, or early in a professional job

Also advertised as CRM Campaign Manager · Marketing Automation Specialist · Customer Engagement Specialist · CRM Operations Executive

Built on 43,079 real UK job descriptions we analysed · grounded in qualifications employers recognise

Two short quizzes about you

1From this job to a course

The qualifications matched to this job

OCNLR Level 4 Diploma in Digital Marketing OCN London · Level 4 · covers 4 of 10 standards
OCNLR Level 4 Certificate in Digital Marketing OCN London · Level 4 · covers 2 of 10 standards
ATHE Level 4 Extended Diploma in Digital Marketing ATHE Ltd · Level 4 · covers 2 of 10 standards
City & Guilds Level 3 Diploma in Digital Marketing City and Guilds of London Institute · Level 3 · covers 2 of 10 standards
Pearson BTEC Level 3 National Extended Certificate in Business Pearson Education Ltd · Level 3 · covers 2 of 10 standards
Pearson BTEC Level 3 National Foundation Diploma in Business Pearson Education Ltd · Level 3 · covers 2 of 10 standards

Matched from the standards this job is measured against: a suggestion, not an official ruling.

The units you would start with

Social Media Marketing OCNLR Level 4 Diploma in Digital Marketing
Digital Analytics OCNLR Level 4 Certificate in Digital Marketing
Digital Business, Marketing Metrics and Analytics ATHE Level 4 Extended Diploma in Digital Marketing
Digital marketing metrics and analytics City & Guilds Level 3 Diploma in Digital Marketing
Developing a Marketing Campaign Pearson BTEC Level 3 National Extended Certificate in Business

The future skills this job leans on

AI Fluency working with AI as a thinking partner
Data Fluency turning numbers into a decision
AI Governance Fluency using AI responsibly
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Your Plan Illustration

Built for Marketing CRM Specialist

5 units that map to this job, from the qualifications that cover it.

  1. Social Media Marketing OCN London · covers 4 of 10 standards Level 4
  2. Digital Analytics OCN London · covers 2 of 10 standards Level 4
  3. Digital Business, Marketing Metrics and Analytics ATHE Ltd · covers 2 of 10 standards Level 4
  4. Digital marketing metrics and analytics City and Guilds of London Institute · covers 2 of 10 standards Level 3
  5. Developing a Marketing Campaign Pearson Education Ltd · covers 2 of 10 standards Level 3
These are the real units behind this job, in the order they rank for it. Nothing here is marked done, because this plan has not been started by anyone yet. Yours would fill in as you go.

2AI and this work

Will AI change your work as a Marketing CRM Specialist?

Nobody can say exactly how. Here is what this job is being asked for next, and where to start.

The new skills this role is being asked for

  • Prompt Engineering for Marketing Content
  • Basic Data Visualisation Storytelling
Why each one is rising

The future skills this job leans on

We'll only ever tell you what we can actually back up. No hype, no scare tactics.

What happens when you start

Next, a free account. We build your Marketing CRM Specialist plan as you set up, starting with a Future Fluency module on using AI in your job. No card.

Your first Future Fluency module is free. After that, your AI tutor is £70 a month.

Start my Marketing CRM Specialist plan, free Ready to pay? Subscribe for £70 a month

3What this role really is

A Marketing CRM Specialist keeps customer relationships running smoothly by building and running automated marketing journeys. You make sure marketing messages reach the right people at the right time, keep customer data clean, and get campaigns out as planned.

4What you'd actually use

The tools this job runs on, and how well you'd need to know each one.

HubSpot (CRM & Marketing Automation) Intermediate

Building email campaigns, managing contact records, setting up basic workflows, pulling standard reports, segmenting lists.

Salesforce Marketing Cloud (Email Studio, Journey Builder) Intermediate

Using Email Studio to create and send emails, setting up and monitoring pre-defined journeys in Journey Builder, managing segments.

Segment (Customer Data Platform) Basic

Monitoring data sources and destinations, validating event tracking based on existing plans, basic audience creation.

Tableau (Data Visualisation) Basic

Using existing dashboards to monitor campaign performance, applying filters, and performing basic calculations to get the data you need.

Zapier / Workato (Integration iPaaS) Basic

Creating simple, single-path 'zaps' or 'recipes' to connect two applications, like a form submission to a CRM record.

Clearbit / ZoomInfo (Data Enrichment) Basic

Using browser plugins to enrich single contact records, performing basic list uploads for batch enrichment, understanding what data is available.

Asana / Jira (Project Management) Intermediate

Updating tasks, tracking personal progress on campaign requests and data cleanup jobs, collaborating on shared projects.

5What you get to decide, and how that grows

Power in a job isn't your title. It's what you're allowed to decide. Here's how it grows as you move up.

The choiceComing in Where you are nowThe step above
Campaign Deployment & Scheduling Requires supervisor sign-off on audience, content, and schedule. Independently deploys standard campaigns and schedules, consults Senior Specialist on high-stakes or novel campaigns. Approves all campaign deployments, defines scheduling best practices.
Data Cleaning & Deduplication Executes specific data cleaning tasks under direct guidance. Identifies and resolves common data quality issues independently, escalates complex or systemic problems. Designs and implements data hygiene strategies, approves large-scale data merges.
Nurture Workflow Modifications Makes minor content changes within existing workflows, requires review. Designs, builds, and tests new standard nurture workflows, makes significant modifications to existing ones with Senior Specialist consultation. Architects entire lead nurture strategy, approves all major workflow changes.
Tool/Feature Implementation Assists with testing new features or integrations. Helps onboard new marketing tools or features, ensuring basic integration and functionality, flags issues. Leads the implementation and integration of new MarTech tools, defines setup requirements.
Budget Allocation No budget authority. No direct budget authority. You'll flag potential costs for tools or services to your Senior Specialist. Manages small project budgets (up to £5K), makes recommendations for larger spend.

6How you'll be judged

The scoreboard, and what is not on it. The hard targets, how often each is actually looked at, and the quiet signals that never reach a dashboard.

Email Open Rate (Campaigns)
The percentage of people who open the emails you send for specific marketing campaigns.
Target · Typically >25% for nurture campaigns, >18% for promotional emails.

If you send an email to 10,000 people and 2,800 open it, that's a 28% open rate. We'd expect this to be consistently above target.

Click-Through Rate (CTR) (Campaigns)
The percentage of people who click a link within the emails you send.
Target · Roughly >3% for nurture campaigns, >1.5% for promotional emails.

If 280 people click a link from the 10,000 emails sent (with a 28% open rate), that's a 10% CTR on opens, or 2.8% on total sends. We're looking for clicks that show engagement.

Lead Conversion Rate (MQL to SQL)
How many of the Marketing Qualified Leads (MQLs) you help nurture actually become Sales Qualified Leads (SQLs).
Target · Increase by 5% year-over-year within your owned nurture streams.

If your nurture stream passes 100 MQLs to sales and 20 become SQLs, that's a 20% conversion rate. We want to see that number climbing.

Data Hygiene Score
The percentage of contact records that are complete, accurate, and free from duplicates within your managed segments.
Target · >95% accuracy and completeness.

Running a report that shows 96 out of 100 contacts in your key segments have all required fields (email, name, company, country) filled in correctly and no duplicates.

Campaign Deployment Time
The time it takes to get an approved campaign live in the CRM system.
Target · Standard campaigns deployed within 2 business days of receiving all assets.

A campaign approved on Monday morning should be live by Wednesday morning at the latest. Faster means we're more responsive.

Stakeholder Satisfaction (Marketing & Sales)
How happy the Marketing Campaign Managers and Sales teams are with the support and execution you provide.
  • They'll proactively ask for your input on new campaign ideas, tell your manager you're easy to work with, and you'll get fewer complaints about campaign errors or lead quality. You'll be seen as a reliable pair of hands.
Process Improvement Suggestions
Your ability to spot inefficiencies in our CRM processes and suggest practical ways to make them better.
  • You'll bring ideas to weekly stand-ups, document new, more efficient ways of doing things, and actually get them implemented. This isn't just about complaining
  • it's about fixing things.
Autonomy & Problem Solving
Your ability to tackle routine CRM issues on your own, only escalating when you genuinely hit a wall or something truly novel comes up.
  • Your manager isn't constantly fielding basic 'how-to' questions from you. You'll come with a problem and a proposed solution, even if it's just 'I think it's X, but I need your sign-off.' You're figuring things out.
Documentation Quality
How well you document the campaigns, workflows, and processes you build, making it easy for others to understand and pick up your work.
  • New team members can follow your documentation to build a similar campaign. When you're on holiday, someone else can quickly understand what's running and why. It's about clarity and future-proofing.

7Would you like it

Both sides. What people enjoy, and what grinds them down.

What people enjoy
Building & Optimising Systems

You get a real kick out of seeing a complex automation workflow you built run perfectly. You enjoy finding a small tweak that makes a campaign perform 10% better. The idea of making things more efficient and structured genuinely excites you.

Spending an afternoon refining a lead nurture journey, adding new conditional logic, and then seeing the conversion rate tick up a week later.

Making an Impact with Data

You love knowing that your clean data and smart segmentation directly lead to better marketing results and more sales. You enjoy translating numbers into actionable insights, even if it's just for a single campaign.

Using a specific data segment to target a campaign, seeing a much higher CTR, and knowing that wouldn't have happened without your work.

Solving Puzzles

When a campaign isn't working or data isn't flowing, you see it as a puzzle to solve. You enjoy the detective work of figuring out why something broke and then fixing it, making sure it doesn't happen again.

Debugging a sync error between HubSpot and a webinar tool, tracing the data flow, and finding the one setting that was incorrect.

What frustrates people
  • The 'Free-Text Field' Nightmare: Sales reps entering data like 'UK', 'United Kingdom', 'GB' into a country field, making segmentation and reporting impossible without hours of cleanup.
  • The GIGO Battle: Spending 50% of your time cleaning up messy data and the other 50% trying to convince people to follow the processes so you don't have to clean up messy data.
  • Being blamed for bad content: Sometimes your targeting is perfect, but the email subject line is terrible, and the campaign underperforms. You'll need a thick skin.
  • The 'just pull me a quick list' request: A seemingly simple request from leadership that ignores five layers of exclusion criteria and complex segmentation logic, derailing your entire afternoon.
  • Breaking the Automation: The fear that a sales rep will manually change a field or stage that disrupts a carefully constructed, time-sensitive nurture sequence.
What this role does not give you
  • A purely creative role: While you'll work with creative teams, your focus is on the systems and data, not writing the copy or designing the visuals.
  • A 'set it and forget it' environment: CRM is constantly evolving, requiring continuous optimisation and troubleshooting.
  • A role where every piece of your work is highly visible to senior leadership: Much of your impact is behind the scenes, ensuring smooth operations.

8Who you work with

This role directly impacts our customer retention and new customer acquisition efforts. You're the one making sure our marketing messages are personalised and timely, which means happier customers and more revenue. Get it wrong, and we're just sending out generic spam, which nobody wants.

Inside the business
  • Marketing Campaign Managers (they'll give you the ideas)
  • Sales Development Representatives (they need good leads)
  • Sales Team Leaders (they'll tell you if the leads are actually good)
  • Data & Analytics Team (you'll work with their data, they'll check your reports)
  • Product Marketing (they'll give you the content for your campaigns)
Outside the business
  • CRM platform support (when things break, you'll be on the phone to them)
  • Email Service Providers (making sure our emails get delivered)

9What you need before you start

Not a wish list. The things you would be expected to already have.

  • At least 2 years of hands-on experience working with a major CRM or marketing automation platform (e.g., HubSpot, Salesforce Marketing Cloud, Braze, Pardot).
  • Proven ability to build and deploy email marketing campaigns, including audience segmentation and A/B testing.
  • Experience in identifying and resolving common data quality issues within a CRM system.
  • A solid grasp of digital marketing fundamentals and basic campaign metrics (open rates, CTRs, conversions).
  • Familiarity with GDPR and other relevant data privacy regulations for marketing.
  • Strong organisational skills and a methodical approach to problem-solving.

10What to practise next

Where the job is going, and what to do about it starting this week.

Advanced Workflow Logic & Branching

As our customer journeys become more sophisticated, you'll need to build workflows that can handle many different paths, conditions, and outcomes. Moving beyond simple 'if/then' to multi-layered, dynamic journeys will be key to true personalisation.

Nested conditional logic (if A and (B or C)) · Using delays and time-based triggers effectively · Implementing 'go to' actions and workflow exits · Dynamic content within workflows based on contact · Error handling and fallback paths within complex a

  • This week: Review one of our most complex existing workflows. Try to map out all the possible paths a contact could take.
  • This month: Build a small, experimental workflow with at least three different branching paths based on contact data.
  • Month 2: Research advanced workflow features in HubSpot/SFMC that you haven't used yet, and propose a use case.
  • Month 3: Document a 'workflow best practices' guide for the team, based on your learnings.

Quick win: Next time you build a workflow, add one extra conditional branch you wouldn't normally have, just to see how it works.

Basic SQL for Data Extraction

While our CRM tools have good reporting, sometimes you'll need to pull very specific data that the standard reports can't quite get. Knowing basic SQL will let you query our databases directly, giving you more control and deeper insights, without always needing to ask the data team.

SELECT statements for choosing columns · FROM clauses for specifying tables · WHERE clauses for filtering data · JOIN operations for combining data from different · Basic aggregation functions (COUNT, SUM, AVG)

  • This week: Find a free online SQL tutorial (e.g., Codecademy, SQLZoo) and complete the introductory modules.
  • This month: Ask the Data team if you can get read-only access to a non-production database and practice simple SELECT statements.
  • Month 2: Try to write a SQL query to answer a specific marketing question that you can't easily get from your CRM's standard reports.
  • Month 3: Present a small analysis you did using SQL to your Senior Specialist.

Quick win: Start by just understanding what a database table looks like and how data is stored. It's less intimidating than it sounds.

11Staying current once you are in

What people here do to keep up
  • Regularly read industry blogs and publications (e.g., MarketingProfs, Chiefmartec, MarTech Series) to stay on top of trends and new tools.
  • Attend webinars and online courses on advanced CRM features, data hygiene, or marketing automation best practices.
  • Participate in online communities or forums for CRM professionals to learn from peers and share knowledge.
  • Seek out opportunities to take on more complex campaign builds or data projects within your current role.
  • Shadow a Senior CRM Specialist or Marketing Operations Manager to understand their challenges and responsibilities.

12The rising capability

The rising capability

Zavmo analysis

What's rising in its place

This is where the work is heading, and the higher pay with it. Get fluent here and the shift stops being a threat and starts being your edge.

Prompt Engineering for Marketing Content

Generative AI (like ChatGPT or Claude) is already transforming how marketers create content. Being able to 'talk' to these AIs effectively will mean you can draft email copy, subject lines, and even short campaign briefs much faster, freeing up your time for more strategic work. Competitors are already using this, so we need to too.

  • Understanding AI model limitations and biases
  • Crafting clear, concise prompts for specific marke
  • Iterative prompting to refine AI-generated content
  • Using AI for tone, style, and persona adaptation
  • Fact-checking and validating AI outputs (hallucina

Basic Data Visualisation Storytelling

You're already pulling reports, but just showing numbers isn't enough anymore. Being able to turn those numbers into a clear, compelling story that explains why a campaign performed well (or didn't) will make your insights much more impactful. It's about moving from 'here's the data' to 'here's what the data means for us'.

  • Identifying key trends and anomalies in data sets
  • Choosing the right chart type for your data (bar,
  • Creating clear, concise titles and labels for char
  • Highlighting actionable insights from visualisatio
  • Understanding your audience and tailoring your dat

13What you’ll use

What you’ll use

Skills this role draws on

Technical

  • Lead Lifecycle Management
  • Customer Segmentation & Personalisation
  • Data Hygiene & Governance
  • Campaign Automation & Nurture Sequencing
  • Marketing Attribution Concepts
  • A/B Testing Methodologies

14The pathway

The pathway

How you actually get there, here

How you become one varies far more by country than what one does. This is the UK route. Most people take one of these ways in; the right one depends on where you're starting from.

  1. 1

    Associate CRM Coordinator / Junior Marketing Assistant

    1-2 years

    Skills to master

    • Basic CRM data entry, list management, simple email template customisation, understanding campaign briefs, following established processes.

    You're ready to move on when

    • You can independently build and deploy a standard email campaign from a template.
    • You consistently maintain clean data within your assigned tasks.
    • You proactively identify minor data quality issues and suggest fixes.
    • You show strong attention to detail in all your work.
  2. 2

    Marketing Intern / Graduate Programme

    1-2 years

    Skills to master

    • Exposure to various marketing channels, understanding of the customer journey, basic CRM functionality, project support, data analysis fundamentals.

    You're ready to move on when

    • You've shown a keen interest in marketing technology and automation.
    • You've taken initiative to learn CRM platforms or tools in previous roles.
    • You can articulate how CRM supports broader marketing goals.
    • You're organised and can manage multiple small tasks effectively.
  3. 3

    Customer Service / Sales Operations Role with CRM Focus

    2-3 years

    Skills to master

    • Deep understanding of customer pain points, CRM data entry best practices, basic reporting, user support, cross-functional communication with sales.

    You're ready to move on when

    • You've used a CRM daily and understand its importance for customer interactions.
    • You've identified and suggested improvements to CRM processes from a user perspective.
    • You can clearly explain how good CRM data helps sales and service teams.
    • You're comfortable troubleshooting basic user issues within the CRM.

15Where this role leads

The long view: This work can lead to a technical specialism in CRM and automation, a role managing marketing operations, or a director role shaping marketing technology strategy.

The ten Future Fluencies

Zavmo analysis

The credential is what you can do today. These are what keep you valuable.

A qualification proves you can do the job as it's defined today. These ten are what decide whether you're still the obvious person for it in five years. They're the capabilities employers are now writing into senior roles faster than people are learning them. Zavmo weaves them through whatever you study, so you come out with both: the credential and the fluency.

The highlighted ones are the Fluencies your role leans on hardest, from how Marketing CRM Specialist is actually changing.

Where it leads

Roles this leads to

How you would learn this

One to one, on the work you already do

A tutor sets the task against your own job and marks the reasoning, at your pace. There is no cohort to fall behind.

A lesson from Social Media Marketing, worked against Marketing CRM Specialist.

Social Media Marketing Level 4

Applied to your work in Marketing CRM Specialist

The objective of this unit is to equip learners with the knowledge and skills to effectively utilise social media for marketing purposes. Learners will understand the role of social media in marketing, identify different platforms and their target audiences, develop social media marketing strategies, create engaging content, manage online communities, and analyse campaign performance.

How the thinking builds
  1. 1 Remember
  2. 2 Understand
  3. 3 Apply
  4. 4 Analyse
  5. 5 Evaluate
  6. 6 Create
An illustration of a Zavmo lesson, built from this role’s own route. The unit, its objective and every criterion above are the awarding body’s own words, not an example.

It is £70 a month, billed monthly. Your free first module is Future Fluency, and you can cancel any time.

Start my Marketing CRM Specialist plan, free
See Your Progress Grow Illustration
Marketing CRM Specialist
  • Lead Lifecycle Management
  • Customer Segmentation & Personalisation
  • Data Hygiene & Governance
  • Campaign Automation & Nurture Sequencing
  • Marketing Attribution Concepts
  • A/B Testing Methodologies
This is your Mind Palace on learn.zavmo.ai. Every skill above comes from this role's own record, not an example borrowed from another job. A node lights up when you evidence it, and what you build stays yours between jobs. That is the part a course cannot do.

16The detail, folded away

Everything else the record holds

The career branches in full, how AI is already showing up in the day-to-day, and the questions people ask about this job. Here when you want them, out of the way while you decide.

Where it leads next, rung by rung

Where it leads

The career path, and where it branches

Marketing CRM Specialist is a start, not a ceiling. Each step below asks for new skills and hands back more autonomy.

  1. Senior Marketing CRM Specialist

    2-3 years (from Mid-Level)

    Level 3 (Senior)

    • Designing complex multi-channel automation journeys from scratch.
    • Leading data integration projects with other marketing tools.
    • Developing and managing lead scoring models.
    • Advanced segmentation techniques using SQL or CDP tools.
    • Representing the team in cross-functional project meetings.

  2. Marketing Operations Specialist

    3-4 years (from Mid-Level)

    Level 3 (Senior) or Level 4 (Lead)

    • Managing the entire marketing tech stack, not just CRM.
    • Building comprehensive marketing dashboards and reports.
    • Implementing new marketing tools and ensuring seamless integration.
    • Defining and enforcing marketing data governance policies.
    • Optimising lead routing and sales handoff processes.
Working with AI on the job

Working with AI

Where AI is starting to help

Let's be real, managing CRM data and campaigns can be a bit of a grind. But what if you could cut out a huge chunk of the repetitive, time-consuming stuff? AI isn't just a buzzword here; it's a practical toolkit that can seriously boost your productivity, letting you focus on the clever bits of marketing.

For a Marketing CRM Specialist, AI isn't about replacing your job; it's about giving you superpowers. Imagine automating lead scoring, finding hidden customer segments instantly, or drafting personalised email variations in minutes. That's the reality of using AI in your day-to-day. It means less time on tedious tasks and more time on strategy and impact.

Predictive Lead Scoring Automation

Use AI models (like Salesforce Einstein or HubSpot's predictive scoring) to analyse historical data and automatically score new leads based on their likelihood to convert. This replaces manual, rule-based systems that are a pain to update and debate. Think of it as having a super-smart assistant constantly optimising your lead quality.

Accelerated Audience Segmentation

Leverage AI tools to quickly scan your entire customer database and identify hidden micro-segments with high conversion potential. This is stuff you'd never find through manual queries, saving you hours of data exploration and hypothesis testing. It means more targeted campaigns and better results, faster.

Personalised Content Generation

Use generative AI to create dozens of variations of email subject lines, headlines, and even body copy. You can tailor these to specific customer segments, enabling hyper-personalised A/B testing at scale. This drastically reduces copywriting time and frees you up from brainstorming endless variations.

Automated Performance Summaries

Connect AI tools to your analytics platforms to automatically generate plain-language summaries of complex campaign performance reports. It highlights key insights, trends, and anomalies for stakeholder updates, automating the tedious task of translating data tables and charts into executive-ready narratives.

Common questions

Common questions

How do you become a Marketing CRM Specialist?

Common routes in include Associate CRM Coordinator / Junior Marketing Assistant (1-2 years), Marketing Intern / Graduate Programme (1-2 years) and Customer Service / Sales Operations Role with CRM Focus (2-3 years). Times vary with prior experience.

Where can a Marketing CRM Specialist progress to?

This role can lead on to Senior Marketing CRM Specialist (2-3 years (from Mid-Level)) and Marketing Operations Specialist (3-4 years (from Mid-Level)), depending on the skills you build.

What new skills matter most for a Marketing CRM Specialist?

Increasingly, Prompt Engineering for Marketing Content and Basic Data Visualisation Storytelling. These are the skills our record of this role lists as growing.

Free tools

Want a read on where you stand?

Three free tools, no account needed. Each one ends with a role, a level and a way in.

Read the Zavmo manifesto to understand how you will be taught Meet your tutors

Or try another one

17Where to go from here

Other roles at Level 3

Same depth of qualification, different job. Useful if the work appeals but this particular role does not.

 More jobs in marketing

Stay in the field you know and move sideways rather than up.
If you leave this industry

The skills built as a Marketing CRM Specialist transfer across almost any industry. Every business with customers needs CRM, so this can lead to work in SaaS, retail, finance, non-profit or government. The tools change, but the principles of customer engagement and data management stay the same.

This role profile is © 2026 Growth Engineering Technologies Ltd. Built from UK occupational standards and regulated qualification data, and written for Zavmo.

You're not behind. You're right on time. The shift is only just beginning. Your role won't look the same in two years. Be the one who leads the change, not the one it happens to. Start my Marketing CRM Specialist plan, free What happens next: a free account, then we build your plan as you set up. No card. Build your plan, see your roadmap and meet the twelve tutors matched to you. All free. When you're ready to start learning, it's £70 a month, billed monthly. Cancel any time and billing stops.