UK

United Kingdom · Marketing · Senior (5-8 years)

Senior Field Marketing 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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  • Experience bandSenior (5-8 years)
  • Direct reportsNo direct reports
  • Reports toField Marketing Manager
  • UK framework levelUsually a manager, or the deepest specialist in a team

Also advertised as Senior Field Marketing Executive · Field Marketing Lead · Senior Marketing Programmes Manager

Built on 43,079 real UK job descriptions we analysed · grounded in what real qualifications cover

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 2 of 5 standards
OCNLR Level 4 Award in Social Media Marketing OCN London · Level 4 · covers 2 of 5 standards
OCNLR Level 4 Award in Content Marketing OCN London · Level 4 · covers 1 of 5 standards
LRN Level 4 Diploma in European Digital Marketing and Entrepreneurship Learning Resource Network · Level 4 · covers 1 of 5 standards
RSL Level 3 Certificate in Creative Digital Media RSL Awards Ltd · Level 3 · covers 1 of 5 standards
ProQual Level 3 Diploma in Social Media Marketing ProQual Awarding Body · Level 3 · covers 1 of 5 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
Content Marketing OCNLR Level 4 Award in Content Marketing
Social Media Marketing Management LRN Level 4 Diploma in European Digital Marketing and Entrepreneurship
Managing a Social Media Campaign RSL Level 3 Certificate in Creative Digital Media

The future skills this job leans on

AI Fluency working with AI as a thinking partner
Data Fluency turning numbers into a decision
Sustainability Fluency building care for people and planet into the work
Frontier Fluency the next wave, beyond mainstream AI
Your Plan Illustration

Built for Senior Field Marketing Specialist

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

  1. Social Media Marketing OCN London · covers 2 of 5 standards Level 4
  2. Content Marketing OCN London · covers 1 of 5 standards Level 4
  3. Social Media Marketing Management Learning Resource Network · covers 1 of 5 standards Level 4
  4. Managing a Social Media Campaign RSL Awards Ltd · covers 1 of 5 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 Senior Field Marketing 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

  • Hyper-Personalisation at Scale for Events
  • Immersive & Hybrid Event Design
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 Senior Field Marketing Specialist plan as you set up, starting with the free Growth Mindset module. No card.

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

Ready to pay? Subscribe for £70 a month

Keep this read. One email with what AI is changing in this job, the new skills it asks for and where to start free. Nothing else follows unless you confirm your address.

3What this role really is

Owns field marketing for major programmes, from trade shows to roadshows, making sure they deliver pipeline. Works closely with sales to get the detail right and refines how events are run.

4What you'd actually use

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

Salesforce (Sales Cloud) Advanced

Building custom dashboards for event pipeline, troubleshooting sync errors with marketing automation, and training sales on lead management processes. You'll know how to get the data you need and help others use it.

Adobe Marketo Engage / Salesforce Account Engagement (Pardot) Expert

Designing and implementing complex multi-touch nurture campaigns post-event, setting up lead scoring models, and managing the full lead lifecycle from capture to handoff. You're the go-to person for our marketing automation.

Cvent / Bizzabo / Splash Advanced

Managing complex event logistics (multi-track agendas, speaker management, budgeting modules), and integrating the platform with CRM/MA systems. You'll be running our biggest events through these platforms.

Asana / Monday.com Advanced

Building and managing complex campaign project plans for major programmes, creating templates for repeatable event types, and reporting on team capacity and velocity. This is how you keep everything organised.

Microsoft Excel / Google Sheets Expert

Building detailed budget models from scratch, using Pivot Tables and Power Query to analyse campaign performance, and connecting data sources to build insightful reports. You'll be living in spreadsheets, honestly.

Tableau Intermediate

Connecting data sources to build insightful reports on event performance and pipeline impact. You'll be pulling data and building visualisations to tell the story of your programmes.

Slack / Microsoft Teams / Confluence Advanced

Creating and managing channels for specific events, setting up workflows/automations for approvals, and using platforms to document playbooks and post-event debriefs in Confluence. It's how we stay connected and organised.

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
Programme Strategy & Objectives Proposes initial ideas to supervisor for review. Develops programme objectives and strategy, seeks manager approval. Designs programme strategy and objectives, consults Field Marketing Manager for alignment, but largely owns the 'how'.
Vendor Selection & Negotiation Researches options, presents recommendations to supervisor. Selects vendors for standard services within budget, informs manager. Negotiates and selects key vendors (e.g., main venue, major agency) for complex programmes, up to £10K without direct approval, informs manager on selection.
Budget Allocation & Management Tracks expenses against approved budget, flags discrepancies. Manages programme budgets up to £15K, flags potential overspends to manager. Manages programme budgets up to £100K, has authority for individual spend up to £10K, consults manager for significant reallocations or overspends.
Sales Enablement Content & Briefings Assists with creating briefing documents and follow-up templates. Creates and delivers standard sales enablement materials. Designs and leads comprehensive sales enablement briefings, tailoring content to specific regional sales needs, gets buy-in from sales leadership.

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.

Sourced Pipeline Contribution
The total value of new sales opportunities directly generated from your field marketing programmes.
Target · Generate £750K+ in sourced pipeline per quarter for assigned programmes.

Your Q3 roadshow generated 15 new opportunities, totalling £820,000 in pipeline, exceeding the £750,000 target.

MQL-to-SQL Conversion Rate
The percentage of marketing-qualified leads (MQLs) from your events that are accepted by sales as sales-qualified leads (SQLs).
Target · Achieve a 40%+ MQL-to-SQL conversion rate on event leads.

Out of 100 MQLs from a recent trade show, 45 were accepted by sales as SQLs, hitting a 45% conversion rate.

Cost Per Qualified Meeting
The average cost to generate one sales-qualified meeting through your field marketing activities.
Target · Maintain an average cost per qualified meeting below £1,500.

A workshop series cost £15,000 and generated 12 qualified meetings, resulting in a cost per meeting of £1,250, which is well within target.

Event Attendance & Engagement
The number of attendees at your events and their level of interaction (e.g., session attendance, survey completion).
Target · Achieve 80%+ of registration targets and 70%+ attendee satisfaction scores.

A major conference had 250 registered attendees (target 200), with 90% attending keynotes and an average satisfaction score of 4.2/5.

Sales Team Trust & Collaboration
How effectively you partner with and gain the trust of regional sales teams, leading to proactive collaboration and follow-up.
  • Sales leaders proactively invite you to their planning meetings
  • sales reps consistently follow up on leads from your events
  • positive feedback from sales in quarterly reviews about your support and programme quality. They'll actually listen to your ideas for new event formats.
Programme Quality & Innovation
The overall quality of your event execution, the attendee experience, and your ability to introduce new, effective programme formats.
  • High attendee satisfaction scores
  • positive feedback from customers and prospects
  • successful implementation of new event types (e.g., executive roundtables, bespoke workshops)
  • your post-mortems consistently identify actionable improvements. People will talk about how well your events are run.
Operational Efficiency & Playbook Refinement
Your ability to manage complex logistics smoothly, stick to budgets, and contribute to improving our standard operating procedures for field marketing.
  • Event budgets managed within +/- 5% variance
  • project plans consistently delivered on time
  • your suggestions for process improvements are adopted by the wider team
  • junior team members seek your advice on event execution. You're seen as the expert on 'how we do this'.

7Would you like it

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

What people enjoy
Seeing Tangible Impact

You get a real buzz from seeing your event packed, knowing you've created a great experience, and then seeing the pipeline numbers roll in. You love connecting your hard work directly to business results.

After a successful roadshow, you're tracking the new opportunities created and sharing the wins with the sales team. That's what gets you out of bed.

Solving Complex Puzzles

You thrive on the challenge of bringing a complex, multi-faceted event to life, coordinating dozens of moving parts and solving the inevitable logistical nightmares. It's like a giant, real-time puzzle.

When a venue cancels last minute, your first thought isn't panic, but 'Right, how do we fix this? Who do I call?'

Building Relationships & Influencing Others

You enjoy the constant interaction with sales teams, vendors, and internal stakeholders. Getting people on board with your vision and seeing them execute on it is deeply satisfying.

You spend time chatting with sales reps, understanding their challenges, and then designing a programme that genuinely helps them, earning their trust and future collaboration.

What frustrates people
  • The Attribution Fight: Constantly having to prove your event's influence on a deal that might close months later.
  • The 'Order Taker' Stigma: Being treated like a party planner by sales ('I need a dinner for 10 in London next Tuesday') instead of a strategic partner.
  • Last-Minute Fire Drills: A sales leader demanding a brand new, complex event with only two weeks' notice, completely messing up your quarterly plan.
  • The Lead Follow-Up Black Hole: Spending weeks planning a flawless event that generates 50 high-quality leads, only to see half of them never get contacted by sales.
  • Swag Nightmares: A £10,000 shipment of branded jackets getting stuck in customs or arriving the day after the event ends.
  • Budget Scrutiny: Constantly having to defend the high cost of physical events against the seemingly lower and more 'measurable' cost-per-lead of digital campaigns.
  • The 'Empty Room' Fear: That gnawing anxiety in the final 48 hours before an event when registration numbers are low, and you're desperately trying to drive last-minute sign-ups.
What this role does not give you
  • A predictable, 9-to-5 routine with no surprises.
  • Complete control over sales' actions or follow-up processes.
  • Guaranteed immediate ROI on every single activity.
  • A quiet, solitary work environment (especially during events).

8Who you work with

This role directly impacts our regional sales pipeline and brand presence in key markets. Your ability to execute high-impact programmes means more qualified leads for sales, faster deal cycles, and a stronger reputation for us. Get it wrong, and we risk wasted budget, poor brand perception, and frustrated sales teams. You're a critical link in our go-to-market strategy, making sure our marketing investment translates into tangible business growth.

Inside the business
  • Regional Sales Directors
  • Sales Development Representatives (SDRs)
  • Product Marketing Managers
  • Marketing Operations
  • Demand Generation Team
Outside the business
  • Event Vendors (venues, AV, catering)
  • Agencies (creative, experiential)
  • Industry Partners
  • Key Prospects and Customers

9What you need before you start

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

  • Proven ability to manage smaller, standard events (e.g., webinars, lunch-and-learns) end-to-end with minimal supervision, demonstrating strong organisational skills.
  • Experience in effectively collaborating with sales teams to drive lead follow-up and programme adoption.
  • Solid understanding of lead lifecycle management and how marketing activities contribute to pipeline.
  • Intermediate to advanced proficiency in a CRM (Salesforce or HubSpot) and at least one marketing automation platform (Marketo or Pardot).
  • A track record of managing event budgets and reporting on basic ROI metrics.
  • The ability to identify issues and propose solutions for event challenges, rather than just escalating problems.

10What to practise next

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

Advanced Marketing Automation Orchestration

As we get more sophisticated, simply building nurture flows isn't enough. You'll need to orchestrate complex, multi-channel journeys that react to real-time behaviour, integrating data from events, CRM, and other sources to deliver truly personalised experiences.

Real-time behavioural triggering in nurture campai · Integrating event data seamlessly into customer jo · Advanced lead scoring and routing logic based on e · Personalising content delivery based on CRM data p · A/B testing entire campaign flows, not just indivi

  • This quarter: Take an advanced certification course in Marketo or Pardot (if you haven't already).
  • Next quarter: Design and implement a new, highly personalised post-event nurture programme that uses 3+ data points for segmentation.
  • Month 4: Work with Marketing Ops to explore new integrations between our event platform and MA system.
  • Month 6: Begin documenting best practices for advanced automation for the wider team.

Quick win: Identify one existing nurture flow and add a new decision step based on a specific event attendance or engagement metric. See how it performs.

Data Storytelling & Executive Reporting

You're already 'running the numbers', but as you progress, you'll need to translate complex data into compelling narratives for senior leadership. They don't want raw data; they want insights and recommendations that drive decisions. This means mastering tools like Tableau and Power BI to tell that story visually.

Designing executive dashboards that highlight key · Using data visualisation principles to convey comp · Connecting marketing metrics directly to business · Crafting compelling narratives around data points · Presenting data with confidence and anticipating t

  • This quarter: Take an online course in Tableau or Power BI data storytelling.
  • Next quarter: Redesign one of your existing event performance reports into a more visual, executive-friendly dashboard.
  • Month 4: Volunteer to present your programme results to a wider internal audience, focusing on the story, not just the numbers.
  • Month 6: Seek feedback from your manager and sales leaders on the clarity and impact of your data presentations.

Quick win: For your next post-event debrief, replace a spreadsheet table with a simple bar chart or pie chart to illustrate a key finding. It's a small change, but it makes a difference.

11Staying current once you are in

What people here do to keep up
  • Attend industry conferences focused on B2B marketing, ABM, or event technology (e.g., B2B Marketing Expo, Marketing Nation Summit).
  • Join professional networking groups for field marketers or event professionals to share best practices and learn from peers.
  • Complete online courses or workshops on advanced Excel/Google Sheets functions or data visualisation tools like Tableau.
  • Actively seek out mentorship opportunities within our organisation or externally with experienced marketing leaders.
  • Read industry publications and thought leadership pieces to stay on top of emerging trends and technologies.

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.

Hyper-Personalisation at Scale for Events

Attendees expect highly relevant experiences. Generic events just don't cut it anymore. We need to move beyond basic segmentation to truly bespoke content and interactions, even for larger groups. AI and advanced data analytics are making this possible, and our competitors are already exploring it.

  • Dynamic content delivery based on attendee profile
  • AI-driven session recommendations and networking s
  • Personalised follow-up paths based on in-event beh
  • Leveraging first-party data for bespoke attendee j
  • Using predictive analytics to tailor event invitat

Immersive & Hybrid Event Design

The shift to hybrid work means events need to cater to both in-person and remote audiences seamlessly. It's not just about streaming; it's about creating equally engaging experiences for everyone. Plus, virtual reality and augmented reality are slowly making their way into experiential marketing, offering new ways to stand out.

  • Designing for dual audiences (in-person and virtua
  • Virtual event platforms with advanced networking f
  • Augmented reality (AR) experiences for product dem
  • Creating interactive virtual environments (e.g., m
  • Measuring engagement across hybrid formats

13What you’ll use

What you’ll use

Skills this role draws on

Technical

  • Territory Planning & Sales Alignment
  • Account-Based Marketing (ABM) Execution
  • Event Marketing & Production
  • Lead Lifecycle Management
  • Budget Management & ROI Analysis
  • Sales Enablement

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

    Field Marketing Specialist (L2)

    2-3 years

    Skills to master

    • Mastering end-to-end management of smaller, standard events
    • building strong relationships with local sales teams
    • demonstrating consistent budget accuracy and lead capture efficiency.

    You're ready to move on when

    • Consistently delivers event projects on time and within budget with minimal supervision.
    • Proactively identifies and resolves event-related issues without escalation.
    • Receives positive feedback from sales on the quality of leads and event support.
    • Actively seeks opportunities to take on more complex event responsibilities.
  2. 2

    Marketing Coordinator / Executive (from another company)

    3-5 years

    Skills to master

    • Adapting to our specific sales processes and marketing automation tools
    • quickly building credibility with our internal sales teams
    • demonstrating the ability to manage complex, multi-stakeholder projects.

    You're ready to move on when

    • Successfully managed at least 5-7 significant marketing programmes from concept to completion.
    • Can articulate clear ROI from past marketing activities.
    • Has experience working directly with sales teams in a B2B environment.
    • Proven ability to learn new technologies and processes quickly.
  3. 3

    Product Marketing Manager (with event focus)

    4-6 years

    Skills to master

    • Shifting from product-centric messaging to audience-centric event experiences
    • understanding the logistical complexities of live events
    • building a strong rapport with regional sales teams.

    You're ready to move on when

    • Demonstrates strong understanding of target audience needs and how to translate them into engaging event content.
    • Has experience collaborating with sales on go-to-market strategies.
    • Shows a keen interest in event logistics and operations, not just content creation.
    • Proactively seeks opportunities to participate in event planning and execution.

15Where this role leads

The long view: This work can lead to running field marketing across a whole region, or into senior demand generation and marketing leadership roles.

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 Senior Field Marketing Specialist is actually changing.

Where it leads

Roles this leads to

Also named as a next step, with no page in the catalogue yet:

  • Product Marketing Manager (Specialist Path)

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 Senior Field Marketing Specialist.

Social Media Marketing Level 4

Applied to your work in Senior Field Marketing 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.

See Your Progress Grow Illustration
Senior Field Marketing Specialist
  • Territory Planning & Sales Alignment
  • Account-Based Marketing (ABM) Execution
  • Event Marketing & Production
  • Lead Lifecycle Management
  • Budget Management & ROI Analysis
  • Sales Enablement
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

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

  1. Field Marketing Manager (L4)

    2-4 years

    This is a natural step up. You'll move from owning specific programmes to owning an entire territory or segment, aligning directly with regional sales leaders to build and execute a complete quarterly marketing plan. You'll be writing the playbook, not just refining it.

    • Advanced Territory Analysis Using data to identify key accounts, pipeline gaps, and strategic opportunities within a region.
    • Cross-Channel Campaign Design Integrating field events seamlessly with digital, content, and comms for a holistic regional approach.
    • Vendor Strategy Evaluating and selecting strategic regional partners and agencies.
    • Informal Team Leadership Guiding and coaching a small team of junior FMMs or specialists.

  2. Product Marketing Manager (Specialist Path)

    3-5 years

    If you love the product side and translating features into benefits, this path lets you specialise. You'd focus on developing messaging, positioning, and go-to-market strategies for specific products, often still supporting field teams with content and enablement.

    • Product Lifecycle Management Understanding the full journey of a product from conception to end-of-life.
    • Competitive Analysis Analysing competitor products and strategies to inform our own positioning.
    • Analyst Relations Working with industry analysts to secure favourable reviews and coverage.
    • Customer Storytelling Identifying and developing customer case studies and testimonials.
Working with AI on the job

Working with AI

Where AI is starting to help

Let's be real, field marketing is a whirlwind of tasks. You're juggling venues, vendors, sales teams, and attendees, all while trying to hit those pipeline numbers. The good news? AI isn't here to replace you; it's here to take the tedious stuff off your plate, giving you back precious hours to focus on strategy, creativity, and building those crucial relationships.

Imagine cutting down the time you spend on repetitive admin, drafting content, or digging for insights. Our AI Productivity Hub is packed with tools and guides specifically for field marketers, helping you automate the boring bits so you can focus on what actually moves the needle. It's about working smarter, not just harder.

Event Logistics Automation

Use AI assistants to schedule pre-event planning calls, send automated reminders to vendors and speakers, and draft initial versions of all your event communications—invites, reminders, thank yous, you name it. It's like having a super-efficient PA for every event.

Post-Event Insight Acceleration

After a major event, feed all those open-ended survey responses and chat logs from virtual sessions into an AI tool. It'll instantly summarise sentiment, identify key themes, and even extract powerful customer quotes you can use for sales follow-up or internal reporting. No more sifting through hundreds of comments manually.

Venue & Vendor Discovery

Struggling to find the perfect spot in an unfamiliar city? Use an AI-powered prompt to research and shortlist potential venues or local vendors based on complex criteria. Think: 'Find 5 restaurants in downtown Manchester with a private room for 20, AV capabilities, and a rating above 4.5 stars, within a 15-minute walk of the convention centre.' It's a massive time saver.

Content & Comms Drafting

Generate first drafts of event abstracts, social media promotional posts, landing page copy, and even sales follow-up email sequences in minutes. The AI handles the initial heavy lifting, leaving you to refine, personalise, and add that human touch. It's a game-changer for getting campaigns out the door faster.

Common questions

Common questions

How do you become a Senior Field Marketing Specialist?

Common routes in include Field Marketing Specialist (2-3 years), Marketing Coordinator / Executive (from another company) (3-5 years) and Product Marketing Manager (with event focus) (4-6 years). Times vary with prior experience.

Where can a Senior Field Marketing Specialist progress to?

This role can lead on to Field Marketing Manager (2-4 years) and Product Marketing Manager (Specialist Path) (3-5 years), depending on the skills you build.

What new skills matter most for a Senior Field Marketing Specialist?

Increasingly, Hyper-Personalisation at Scale for Events and Immersive & Hybrid Event Design. 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 5

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

Skills such as event management, working closely with sales, budget ownership and pipeline generation carry across B2B industries, including SaaS, technology and professional services. These skills can move into similar roles in other sectors, or into wider demand generation or sales enablement work.

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 free Growth Mindset module 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.