UK

United Kingdom · Marketing · Principal/Manager (12-16 years)

Marketing Automation Manager

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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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 bandPrincipal/Manager (12-16 years)
  • Direct reports3-8 reports
  • Reports toDirector of Demand Generation
  • UK framework levelUsually a manager, or the deepest specialist in a team

Also advertised as Marketing Operations Manager · Martech Manager · Head of Marketing Technology · Senior Campaign Manager

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 9 standards
OCNLR Level 4 Certificate in Digital Marketing OCN London · Level 4 · covers 2 of 9 standards
ATHE Level 4 Extended Diploma in Digital Marketing ATHE Ltd · Level 4 · covers 2 of 9 standards
City & Guilds Level 3 Diploma in Digital Marketing City and Guilds of London Institute · Level 3 · covers 2 of 9 standards
OCNLR Level 4 Award in Digital Marketing Planning OCN London · Level 4 · covers 1 of 9 standards
Pearson BTEC Level 4 Higher National Certificate in Marketing Management for England Pearson Education Ltd · Level 4 · covers 1 of 9 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
Digital Marketing Planning OCNLR Level 4 Award in Digital Marketing Planning
Managing Marketing and Digital Communications Pearson BTEC Level 4 Higher National Certificate in Marketing Management for England

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
Automation Fluency building AI into how work runs
Foresight Fluency seeing round the corner
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Your Plan Illustration

Built for Marketing Automation Manager

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

  1. Social Media Marketing OCN London · covers 4 of 9 standards Level 4
  2. Digital Analytics OCN London · covers 2 of 9 standards Level 4
  3. Digital Business, Marketing Metrics and Analytics ATHE Ltd · covers 2 of 9 standards Level 4
  4. Digital marketing metrics and analytics City and Guilds of London Institute · covers 2 of 9 standards Level 3
  5. Digital Marketing Planning OCN London · covers 1 of 9 standards Level 4
  6. Managing Marketing and Digital Communications Pearson Education Ltd · covers 1 of 9 standards Level 4
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 Automation Manager?

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

  • AI-Driven Personalisation & Predictive Analytics
  • Composability & Modular Martech Architecture
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 Automation Manager 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.

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3What this role really is

A Marketing Automation Manager builds and runs the systems that power marketing campaigns and customer journeys. The work involves designing a marketing technology stack so tools connect and work properly, managing the people who run it, and keeping campaigns efficient. This is the person others turn to on automating, tracking and improving how customers move through the marketing funnel.

4What you'd actually use

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

Salesforce Marketing Cloud (SFMC) / Adobe Marketo Engage / HubSpot (Enterprise) Strategic/Architect

Leading platform configuration, integration design, advanced journey building, and overall platform governance. You'll be the ultimate authority on how we use our primary automation platform.

Salesforce (Sales Cloud) Strategic/Architect

Designing the marketing-to-sales handoff processes, defining custom fields and objects for marketing data, and ensuring data hygiene and synchronisation between Marketing Cloud and CRM. You'll be the bridge between Marketing and Sales systems.

Google Analytics 4 (GA4) / Tableau / Looker Studio Strategic/Architect

Defining attribution models, integrating disparate data sources into unified BI dashboards, and leading the team in advanced performance analysis and reporting. You'll ensure we have a single source of truth for marketing performance.

Segment / Tealium (Customer Data Platform) Strategic/Architect

Architecting the customer data strategy, selecting and implementing the CDP, and ensuring data governance and privacy compliance. You'll be responsible for how we collect, unify, and activate customer data.

Asana / Monday.com / Jira Advanced

Implementing and standardising project management tools across your team and potentially the wider marketing department, managing resource allocation, and ensuring efficient workflow for complex programmes.

Anaplan / Workday Adaptive Planning Advanced

Owning the marketing performance model, presenting marketing ROI and budget forecasts to finance and executive leadership, and providing strategic inputs for financial planning cycles.

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
Martech Platform Selection & Investment No authority; executes tasks within existing platforms. Proposes minor tool enhancements; provides input on platform features. Recommends new tools for specific projects; evaluates vendor options for workstreams.
Team Hiring & Performance Management No involvement beyond peer interviews. Participates in interviews for junior roles; provides informal feedback to peers. Mentors junior team members; provides input on performance reviews for mentees.
Lead Scoring Model Design & Optimisation Applies existing lead scoring rules to contacts. Identifies discrepancies in lead scoring; proposes minor adjustments to existing rules. Designs and implements specific lead scoring components for new programmes; tests and reports on model accuracy.

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.

Marketing-Sourced Pipeline & Revenue
The total value of new sales opportunities and closed-won revenue directly attributed to marketing automation programmes and the martech stack you manage.
Target · Deliver >35% of the company's total new business bookings and influence >£5M in pipeline annually.

If the company closes £10M in new business, your team's efforts should be directly responsible for at least £3.5M of that. We track this by looking at the first-touch and multi-touch attribution reports from your systems.

Customer Acquisition Cost (CAC) Efficiency
The cost to acquire a new customer, specifically looking at how your automation and optimisation efforts help reduce this over time.
Target · Reduce CAC by 15% year-over-year through optimisation of nurture flows, lead scoring, and channel efficiency.

If last year's CAC was £500, we'd expect to see it drop to £425 this year, driven by better lead qualification and more efficient campaign delivery from your automation stack.

Lead Velocity Rate (LVR)
The month-over-month growth in net-new qualified leads (MQLs), indicating the health and scalability of our lead generation engine.
Target · Achieve consistent >10% month-over-month growth in net-new qualified leads, ensuring a healthy pipeline for Sales.

If we generated 1,000 MQLs in January, we'd expect at least 1,100 in February, and so on. This shows your systems are scaling effectively with demand.

Martech Stack Uptime & Performance
The reliability and performance of all marketing technology platforms under your management, including system uptime, data sync reliability, and campaign deployment success rates.
Target · Maintain >99.5% uptime across core platforms and <0.5% error rate on campaign deployments (e.g., broken links, incorrect segmentation).

No major system outages impacting campaign delivery, and audits show minimal errors in email sends or landing page forms. This is about operational excellence.

Strategic Martech Roadmap & Innovation
Your ability to define and execute a clear, forward-looking roadmap for our marketing technology, identifying new tools, optimising existing ones, and integrating them effectively to support business goals.
  • Regularly presents clear martech strategy to leadership. Successfully evaluates and implements new tools that deliver measurable improvements. Proactively identifies and resolves integration challenges. Your team is using the latest features effectively.
Team Development & Leadership
How effectively you lead, mentor, and develop your team of Campaign Specialists, fostering a high-performing, collaborative, and skilled unit.
  • High team retention and engagement scores. Direct reports show clear career progression and skill development. You're regularly providing constructive feedback and coaching. The team feels supported and challenged. They trust your judgment.
Cross-functional Partnership & Alignment
Your effectiveness in working with Sales Operations, Product Marketing, Data, and IT to ensure seamless processes, data flow, and shared goals.
  • Sales consistently reports satisfaction with lead quality and hand-off processes. You're proactively involved in strategic planning with other departments. There are clear SLAs and agreements in place that are actually followed. You're seen as a trusted partner, not just a service provider.
Data Governance & Compliance
Your oversight of data quality, privacy regulations (like GDPR), and overall data hygiene within the marketing technology ecosystem.
  • Regular data audits show high data quality. No compliance breaches or issues. Clear processes for data capture, storage, and deletion are in place and adhered to. You're proactively educating your team on best practices.

7Would you like it

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

What people enjoy
Building and Optimising Complex Systems

You'll spend a good chunk of your week designing new lead nurture flows, architecting data integrations between platforms, and refining our lead scoring model. You'll get a real kick out of seeing a well-designed system run smoothly and efficiently.

Successfully integrating a new webinar platform with our marketing automation system and CRM, ensuring seamless data flow and follow-up, then seeing the MQL numbers jump.

Leading and Developing a High-Performing Team

You'll be coaching your team members, helping them unstick complex campaign builds, and mapping out their career growth. You'll feel a sense of pride as you see them take ownership and grow their skills under your guidance.

Mentoring a Senior Campaign Specialist to take on a larger, more strategic programme, seeing them succeed, and then promoting them to a more senior role.

Driving Tangible Business Impact through Technology

Your work directly translates into increased pipeline and revenue. You'll be presenting ROI figures to leadership, showing how your martech investments are paying off, and constantly looking for ways to improve our marketing efficiency.

Presenting quarterly results to the executive team, demonstrating a clear reduction in CAC and an increase in marketing-sourced revenue thanks to your team's automation efforts.

What frustrates people
  • The never-ending battle with 'dirty data' from various sources, requiring constant clean-up and validation.
  • Dealing with platform vendors who promise the world but deliver slow support or buggy features.
  • Having to constantly educate non-marketing stakeholders on the complexities and limitations of marketing automation.
  • The 'last-minute executive idea' that requires your team to drop everything and launch a new campaign in 24 hours, completely messing up your sprint.
  • Budget constraints that prevent you from investing in the 'perfect' tool, forcing creative workarounds with existing tech.
  • Sales teams not following up on high-quality MQLs, leading to debates about lead quality and marketing's contribution.
What this role does not give you
  • A purely hands-on, individual contributor role—you'll be managing people and strategy more than building individual campaigns.
  • A static, unchanging environment—the martech landscape evolves constantly, so you'll need to be comfortable with continuous learning and adaptation.
  • A role where you can avoid difficult conversations about performance, budget, or cross-functional alignment—these are part of the job.

8Who you work with

This role directly impacts our ability to generate qualified leads, nurture prospects, and measure campaign effectiveness at scale. You're essentially building the infrastructure that allows Marketing to deliver on its revenue targets. A well-run marketing automation function means more efficient spend, better sales alignment, and a clear understanding of what's actually working in our campaigns. Get it wrong, and we're flying blind, wasting money, and frustrating both our sales team and our customers.

Inside the business
  • Director of Demand Generation (your boss, obviously)
  • Sales Operations (they need good leads, you need their feedback)
  • Product Marketing (they'll give you the messaging and content)
  • Data & Analytics Team (for deeper insights and data governance)
  • IT/Engineering (for integrations and platform stability)
  • Finance (for budget approvals and ROI reporting)
Outside the business
  • Marketing Automation Platform Vendors (e.g., HubSpot, Marketo, Salesforce Marketing Cloud)
  • CRM Vendors (e.g., Salesforce)
  • Third-party data providers
  • Consulting partners for specific martech projects

9What you need before you start

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

  • Proven experience (at least 5-8 years) as a Senior Campaign Specialist or similar role, demonstrating mastery of multi-channel campaign execution and optimisation.
  • Extensive experience managing and optimising enterprise-level marketing automation platforms (e.g., Marketo, SFMC, HubSpot Enterprise).
  • Demonstrable leadership experience, including direct line management, mentoring, and performance management of a small team.
  • A track record of designing and implementing complex lead nurture programmes and advanced lead scoring models.
  • Strong analytical skills, with the ability to interpret complex data, derive actionable insights, and present them clearly to senior stakeholders.
  • Deep understanding of CRM systems (especially Salesforce) and how they integrate with marketing automation for a seamless sales hand-off.

10What to practise next

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

Data Science & Advanced Analytics for Marketing

As data volumes explode, traditional analytics won't cut it. Managers need to understand the principles of data science to truly unlock insights, build sophisticated models, and guide their teams in leveraging advanced analytical techniques.

Statistical Modelling for Campaign Optimisation · Experimentation Design & Causal Inference · Data Visualisation Best Practices · SQL for Advanced Data Extraction

  • This quarter: Take an online course on 'Introduction to Data Science for Business' (e.g., on Coursera or edX).
  • Next quarter: Work with your Data & Analytics team to co-develop a new predictive model for lead scoring or churn prediction.
  • Month 6: Present a case study to your peers on how advanced analytics informed a key marketing automation decision.
  • Month 9: Learn the basics of a data visualisation tool like Tableau or Looker Studio to build your own executive dashboards.

Quick win: Challenge your team to move beyond basic reporting. Ask them to identify one 'hidden' insight from existing data using a new analytical approach, even if it's just a simple correlation.

11Staying current once you are in

What people here do to keep up
  • Regularly attend industry conferences (e.g., MarTech, Dreamforce, Adobe Summit) to stay abreast of the latest trends and network with peers.
  • Subscribe to leading martech blogs and publications (e.g., Chiefmartec, MarketingProfs) to continuously learn about new tools and strategies.
  • Actively participate in online communities or forums for marketing automation professionals to share knowledge and troubleshoot challenges.
  • Seek out opportunities to mentor junior professionals, as teaching often solidifies your own understanding and leadership skills.
  • Take advanced courses in data analytics, SQL, or even an introduction to Python for data manipulation, to deepen your technical understanding.

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.

AI-Driven Personalisation & Predictive Analytics

Customers expect hyper-personalisation, and manual segmentation can only go so far. AI is rapidly advancing to predict customer behaviour, identify optimal content, and trigger campaigns at the perfect moment. Managers who can harness this will gain a significant competitive edge.

  • Machine Learning for Customer Journey Optimisation
  • Real-time Personalisation Engines
  • Ethical AI in Marketing
  • Predictive Lead Scoring

Composability & Modular Martech Architecture

The 'all-in-one' martech suite is often a myth. Businesses are moving towards composable architectures, where best-of-breed tools are integrated flexibly. As a manager, you'll need to design and manage these complex ecosystems, ensuring agility and future-proofing.

  • API-First Integrations
  • Headless CMS & DXP
  • Data Orchestration & Middleware
  • Vendor Interoperability Standards

13What you’ll use

What you’ll use

Skills this role draws on

Technical

  • Multi-touch Attribution Modelling
  • Lead Lifecycle Management & Scoring Architecture
  • Advanced Audience Segmentation & Personalisation Strategy
  • Campaign Orchestration & Journey Design
  • A/B & Multivariate Testing Frameworks

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

    From Senior Campaign Specialist

    3-5 years at Senior level (total 8-12 years experience)

    Skills to master

    • Moving from owning programmes to designing the underlying systems and leading a team. This means developing strong strategic planning, budget management, vendor negotiation, and people leadership skills.

    You're ready to move on when

    • Successfully led multiple complex, multi-channel programmes from end-to-end, exceeding targets.
    • Consistently mentored junior team members and demonstrated informal leadership qualities.
    • Proactively identified and proposed solutions for systemic marketing operations challenges.
    • Developed a deep understanding of the entire martech stack, not just your primary platform.
  2. 2

    From Marketing Operations Specialist/Lead

    3-4 years at Lead level (total 10-14 years experience)

    Skills to master

    • Transitioning from a focus on operational efficiency and data hygiene to owning the strategic direction and team development within automation. This involves building stronger campaign strategy and creative oversight.

    You're ready to move on when

    • Successfully streamlined key marketing operations processes, resulting in measurable efficiency gains.
    • Demonstrated expertise in data governance, CRM integration, and reporting infrastructure.
    • Showed initiative in proposing and implementing new marketing technologies.
    • Developed strong communication skills, particularly in bridging the gap between technical and business teams.
  3. 3

    From Marketing Technologist / Martech Consultant

    3-5 years in a consulting/specialist role (total 10-15 years experience)

    Skills to master

    • Moving from advising clients to owning the in-house strategy and execution, including direct team management. This requires developing internal stakeholder management, budget ownership, and long-term organisational building skills.

    You're ready to move on when

    • Successfully implemented complex martech solutions for multiple clients.
    • Demonstrated strong project management and technical integration skills.
    • Exhibited a desire to build and lead a permanent in-house team.
    • Proven ability to translate technical solutions into business value for internal stakeholders.

15Where this role leads

The long view: This work can lead to broader marketing leadership roles, such as VP of Marketing or Chief Marketing Officer, or into operational leadership as a Chief Operating Officer.

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 Automation Manager 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 Automation Manager.

Social Media Marketing Level 4

Applied to your work in Marketing Automation Manager

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 Automation Manager plan, free
See Your Progress Grow Illustration
Marketing Automation Manager
  • Multi-touch Attribution Modelling
  • Lead Lifecycle Management & Scoring Architecture
  • Advanced Audience Segmentation & Personalisation Strategy
  • Campaign Orchestration & Journey Design
  • A/B & Multivariate Testing Frameworks
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 Automation Manager is a start, not a ceiling. Each step below asks for new skills and hands back more autonomy.

  1. Director of Demand Generation

    3-5 years (total 15-20 years experience)

    Level 6 (Director/VP)

    • Full Funnel Accountability Taking ultimate responsibility for the entire marketing pipeline, from top-of-funnel awareness to closed-won revenue.
    • Sales & Marketing Alignment at Executive Level Forging deep strategic partnerships with Sales leadership to ensure seamless lead flow and revenue generation.
    • Brand & Performance Marketing Integration Balancing brand-building initiatives with direct response performance marketing goals.
    • Strategic Channel Optimisation Overseeing the performance and strategy of all marketing channels (digital, offline, events).
Working with AI on the job

Working with AI

Where AI is starting to help

Let's be real, managing a complex martech stack and a team means you're always juggling. What if you could reclaim a significant chunk of your week, not by working harder, but by working smarter? That's where AI comes in.

As a Marketing Automation Manager, you're constantly looking for ways to optimise. AI isn't here to replace your strategic brain; it's here to be your co-pilot, handling the tedious, repetitive, and data-heavy tasks that eat into your valuable time. Imagine empowering your team to be more efficient, while you focus on the big picture. Here's how you and your team could be using AI to transform your daily grind:

AI-Powered Copywriting & Variant Generation

Empower your team to use tools like Jasper or Copy.ai to instantly generate dozens of variations for email subject lines, ad headlines, and social posts. You can feed it your top-performing copy and ask it to create new versions in the same tone, freeing up your specialists to focus on strategy and analysis rather than endless drafting. This means faster campaign launches and more A/B test options.

Predictive Audience Segmentation & Personalisation

Integrate AI models within your CDP or MAP (e.g., Salesforce Einstein) to automatically identify high-intent audience segments based on complex behavioural data. This goes way beyond manual, rules-based queries, allowing your team to target with surgical precision, ensuring the right message reaches the right person at the right time, driving higher engagement and conversion rates. You'll spend less time manually segmenting and more time strategising.

Automated Competitor Campaign Intelligence

Use AI-powered competitive intelligence tools to automatically monitor competitor ad copy, landing pages, and email campaigns. Get automated alerts and summarised reports on their go-to-market strategy, informing your own campaign planning and allowing you to react faster to market shifts. This means your team spends less time manually researching and more time building winning campaigns.

Automated Reporting Narrative & Anomaly Detection

Connect your analytics platforms to an AI tool that drafts the initial narrative for your weekly and monthly performance reports. It identifies trends, highlights anomalies, and provides a written summary, turning a 2-hour reporting task for your team into a 15-minute review for you. This frees up significant time for deeper analysis and strategic planning, rather than just data collation.

Common questions

Common questions

How do you become a Marketing Automation Manager?

Common routes in include From Senior Campaign Specialist (3-5 years at Senior level (total 8-12 years experience)), From Marketing Operations Specialist/Lead (3-4 years at Lead level (total 10-14 years experience)) and From Marketing Technologist / Martech Consultant (3-5 years in a consulting/specialist role (total 10-15 years experience)). Times vary with prior experience.

Where can a Marketing Automation Manager progress to?

This role can lead on to Director of Demand Generation (3-5 years (total 15-20 years experience)), depending on the skills you build.

What new skills matter most for a Marketing Automation Manager?

Increasingly, AI-Driven Personalisation & Predictive Analytics and Composability & Modular Martech Architecture. 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

The skills built in this role transfer across industries, especially B2B SaaS, e-commerce, and other sectors with complex customer journeys. Experience with martech, data and team leadership applies widely.

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 Automation Manager 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.