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

Senior VP of Digital Marketing

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.

See how AI is changing this job, and get the full read by email.

As a Senior VP of Digital Marketing, a good place to start on Prompt Engineering & LLM Integration for Marketing is Planning Automation Across a Department, a free Future Fluency module at Level 5. You'd practise working out what in your department's work could be automated, what should not be, and what to recommend.

Free to start, no card.

Keep this job description

Where should we send it?

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

Your employer, or 'self-employed'

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  • Experience bandSenior (5-8 years)
  • Direct reportsNo direct reports
  • Reports toDirector of Digital Marketing
  • UK framework levelUsually a manager, or the deepest specialist in a team

Also advertised as Senior Digital Marketing Lead · Digital Marketing Programme Manager · Head of Digital Campaigns

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

1From this job to a course

The qualifications matched to this job

OCNLR Level 4 Diploma in Digital Marketing OCN London · Level 4 · covers 5 of 10 standards
ATHE Level 4 Extended Diploma in Digital Marketing ATHE Ltd · Level 4 · covers 3 of 10 standards
OCNLR Level 4 Certificate in Digital Marketing OCN London · Level 4 · covers 2 of 10 standards
OCNLR Level 4 Award in Social Media Marketing OCN London · Level 4 · covers 2 of 10 standards
ProQual Level 3 Diploma in Social Media Marketing ProQual Awarding Body · Level 3 · covers 2 of 10 standards
City & Guilds Level 3 Diploma in Digital Marketing City & Guilds Limited · 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
Content Marketing ATHE Level 4 Extended Diploma in Digital Marketing
Digital Marketing Planning OCNLR Level 4 Certificate in Digital Marketing

The future skills this job leans on

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

Built for Senior VP of Digital Marketing

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

  1. Social Media Marketing OCN London · covers 5 of 10 standards Level 4
  2. Content Marketing ATHE Ltd · covers 3 of 10 standards Level 4
  3. Digital Marketing Planning OCN London · covers 2 of 10 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 Senior VP of Digital Marketing?

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 & LLM Integration for Marketing
  • Advanced First-Party Data Activation
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 VP of Digital Marketing plan as you set up, starting with the free Automation Fluency module. No card.

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

This role means owning entire digital marketing workstreams, from strategy to final reporting. It involves leading complex digital initiatives and making sure they deliver against business goals.

4What you'd actually use

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

Salesforce Marketing Cloud & Pardot Advanced

Designing complex customer journeys, managing lead scoring models, building detailed attribution reports, and training junior staff on platform best practices.

Adobe Analytics Advanced

Creating custom segments and calculated metrics, performing detailed pathing analysis, debugging implementation issues with Google Tag Manager, and extracting deep user behaviour insights.

Ahrefs & Google Ads Editor Advanced

Managing six-figure monthly paid search budgets, building advanced bidding strategies, performing in-depth competitor backlink analysis, and presenting performance deep-dives to stakeholders.

Tableau Desktop Advanced

Connecting to multiple data sources (SQL, spreadsheets), creating complex calculated fields, and building interactive dashboards for stakeholder self-service and strategic reporting.

Building project templates, creating automated rules for workflow efficiency, managing team capacity and workload for your workstreams, and reporting on project velocity and bottlenecks.

Advanced Excel/Google Sheets Advanced

Building complex campaign-level budget trackers, ROI models, and ad-hoc data analysis for specific optimisation opportunities. You're comfortable with pivot tables, VLOOKUPs, and conditional formatting.

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 Budget Allocation (within approved programme budget) Proposes specific channel spend to manager for approval. Allocates budget across channels for routine campaigns, escalates changes >10% to manager. Full authority for budget allocation up to £20K per campaign; consults Director on larger shifts or new channel investments.
A/B Test Design & Launch Executes tests based on manager's instructions. Designs and launches A/B tests for specific elements; reviews results with manager. Designs, launches, and interprets complex multivariate tests; makes independent decisions on optimisation based on statistical significance.
Vendor/Agency Selection (for specific campaign needs) Researches options, provides recommendations to manager. Evaluates proposals, makes recommendations to manager for approval. Recommends and selects vendors/agencies up to £10K contract value; consults Director for higher value or strategic partnerships.
Campaign Messaging & Creative Direction Develops copy/creative based on templates and briefs; requires full approval. Develops copy/creative for routine campaigns; requires manager review for key assets. Defines messaging and creative direction for major campaigns; consults Product Marketing for brand alignment, but owns execution.

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.

MQL-to-SQL Conversion Rate
The percentage of Marketing Qualified Leads (MQLs) that convert into Sales Qualified Leads (SQLs) within your owned workstreams.
Target · Improve by 15% year-over-year

If your campaigns generated 100 MQLs and 15 became SQLs, that's a 15% conversion rate. We'd want to see that go up to 17-18%.

Return on Ad Spend (ROAS)
The revenue generated for every £1 spent on paid digital campaigns you're leading.
Target · Maintain a 4:1 ROAS across a £250K quarterly budget

Spending £50,000 on a campaign that directly leads to £200,000 in attributed revenue means you're hitting that 4:1 target. We'll track this closely.

Customer Acquisition Cost (CAC) Optimisation
Reducing the average cost to acquire a new customer through your digital channels.
Target · Reduce CPL by 10% and CAC by 5% year-over-year for specific target personas.

If our average CPL for enterprise leads is £150, you'd be looking to bring that down to £135 without sacrificing quality. It's a tricky balance.

Website Conversion Rate (CVR)
The percentage of website visitors completing a desired action (e.g., demo request, content download) for specific landing pages or funnels you manage.
Target · Increase CVR by 20% on key landing pages through CRO initiatives.

If a landing page converts at 5%, your A/B tests should aim to push that towards 6% or more. Small gains here add up quickly.

Strategic Campaign Impact
How effectively your multi-channel campaigns align with and contribute to broader business objectives, beyond just immediate leads.
  • Positive feedback from Product Marketing and Sales leadership on campaign strategy and execution
  • campaigns are cited as examples of best practice internally
  • clear narrative linking campaign activity to strategic outcomes in quarterly reviews.
Mentorship and Team Development
Your ability to guide and upskill junior team members, helping them grow their digital marketing expertise.
  • Junior specialists seek your advice regularly
  • demonstrable improvement in the quality of work from those you mentor
  • positive feedback during informal 1-2-1s or peer reviews. Frankly, we'll see if they're learning from you.
Cross-Functional Collaboration
How well you work with other teams (Sales, Product, Data) to ensure seamless campaign execution and shared understanding of goals.
  • Proactive engagement with other teams early in campaign planning
  • smooth handoffs between Marketing and Sales
  • other departments actively seek your input on their initiatives
  • fewer 'us vs. them' comments, more 'we're in this together' conversations.
Data-Driven Decision Making
Consistently using data and analytics to inform your campaign strategies and optimisation choices, and effectively communicating the 'why' behind those decisions.
  • Clear rationale for budget shifts or campaign pivots based on performance data
  • ability to articulate complex analytical findings simply
  • challenging assumptions with data rather than gut feel
  • presenting insights, not just numbers.

7Would you like it

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

What people enjoy
Seeing Direct Business Impact

You love connecting your campaign efforts directly to revenue, pipeline, or customer growth figures. You're energised by optimising a funnel and watching the conversion rates climb, knowing your work is making a real difference to the company's success.

Optimising a landing page that increases demo requests by 25%, directly leading to more sales meetings for the team.

Problem Solving with Data

You enjoy the challenge of dissecting complex performance issues, digging into the analytics, and figuring out 'why' something isn't working. You're driven by finding those hidden opportunities in the data to improve campaign efficiency or reach new audiences.

Analysing why a paid social campaign is generating lots of clicks but few conversions, then identifying a targeting or creative issue and fixing it.

Leading and Mentoring

While you won't have direct reports, you get a real kick out of guiding junior team members, sharing your knowledge, and seeing them grow. You enjoy being the expert who can unstick a tricky problem or explain a complex concept clearly.

Helping a junior specialist debug a GA4 implementation issue or guiding them through their first multi-channel campaign plan.

What frustrates people
  • The Attribution Mirage: You'll spend ages building a sophisticated attribution model, only for someone to question its validity because it doesn't align with their gut feeling. It's a constant battle to prove marketing's value with imperfect data.
  • The Sales 'Credit' Game: Expect ongoing, low-level friction with the sales team over who 'owns' a lead. A lead your team nurtured for months might get re-categorised as 'Sales-Sourced' because a BDR sent one follow-up email. It's annoying, but it's part of the game.
  • The HiPPO (Highest Paid Person's Opinion): Sometimes, a senior leader will read an article about the 'next big thing' (like TikTok or a new AI tool) and demand we pivot our strategy overnight, derailing your carefully planned, data-driven initiatives. You'll need to diplomatically push back or find a way to test it without blowing up your whole plan.
  • Algorithm Whiplash: Waking up to find a Google core update or an iOS privacy change has suddenly halved your organic traffic or made a key paid channel 50% less effective. It's stressful, requires immediate strategic pivots, and can feel like you're constantly running on a treadmill.
What this role does not give you
  • A perfectly predictable day-to-day schedule – expect urgent requests and unexpected challenges to pop up regularly.
  • Complete ownership of a large team – your leadership here is through influence and mentorship, not direct management (yet).
  • A 'set it and forget it' approach – digital marketing demands continuous optimisation and adaptation.

8Who you work with

This role directly influences our ability to generate high-quality leads, improve customer acquisition efficiency, and ultimately contribute to our revenue targets. Your work will shape how we present our brand digitally and how effectively we convert interest into sales opportunities. Get it right, and we hit our numbers; get it wrong, and we're just making noise.

Inside the business
  • Director of Digital Marketing (for strategic alignment and approvals)
  • Product Marketing Managers (for campaign briefs and product launches)
  • Sales Leadership (for lead quality and handover processes)
  • Data & Analytics Team (for reporting, attribution, and insights)
  • Content Team (for campaign assets and messaging)
Outside the business
  • Key Agency Partners (for paid media, SEO, or creative support)
  • Technology Vendors (e.g., HubSpot, Salesforce Marketing Cloud reps)
  • Industry Peers (for benchmarking and best practices)

9What you need before you start

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

  • Proven track record of designing, executing, and optimising successful multi-channel digital marketing campaigns that delivered measurable business results (e.g., lead generation, revenue growth).
  • Deep hands-on experience with at least two major marketing automation/CRM platforms (e.g., Salesforce Marketing Cloud, HubSpot, Pardot) and advanced analytics tools (e.g., Adobe Analytics, GA4).
  • Demonstrable experience in A/B testing and CRO methodologies, including hypothesis generation, test setup, and statistical analysis.
  • Strong analytical skills, comfortable working with large datasets and translating complex data into clear, actionable insights.
  • Experience in managing external agency relationships and holding them accountable for performance.
  • A solid understanding of SEO, SEM, social media advertising, and email marketing best practices.

10What to practise next

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

Advanced Marketing Mix Modelling (MMM) Interpretation

While you won't build MMM models at this level, you'll need to interpret their outputs to make strategic budget allocation decisions. Understanding the nuances of incrementality and diminishing returns across channels will be key for advising leadership.

Incrementality vs. Attribution · Diminishing Returns · Long-Term vs. Short-Term Impact · Scenario Planning with MMM

  • This week: Read articles and case studies on modern MMM approaches and how companies are using them for strategic planning.
  • This month: Seek out internal presentations or discussions where MMM or similar strategic models are being used. Ask questions.
  • Month 2: Work with our Data team to understand how they currently approach strategic measurement and where MMM might fit in.
  • Month 3: Practice articulating how you'd use MMM insights to justify a significant budget shift to the Director.

Quick win: Start asking 'what's the incrementality?' in campaign review meetings. Challenge assumptions about direct attribution. It'll get people thinking.

SQL for Marketing Data Extraction & Analysis

While you have advanced BI tool skills, the ability to directly query databases using SQL will give you unparalleled flexibility to pull custom datasets, validate reports, and conduct ad-hoc analysis without relying solely on the Data team. It's about self-sufficiency.

JOINs (INNER, LEFT, RIGHT) · WHERE Clauses & Filtering · Aggregate Functions (COUNT, SUM, AVG) · Subqueries & CTEs

  • This week: Sign up for a free online SQL course (e.g., Codecademy, DataCamp) and complete the basics.
  • This month: Practice querying our internal marketing database (if access is granted) for simple data pulls. Start with basic SELECT statements.
  • Month 2: Work with a Data Analyst to understand our database schema and how marketing data is structured. Ask for help with complex queries.
  • Month 3: Use SQL to validate a key metric in one of your Tableau dashboards. Can you get the same number directly from the source?

Quick win: Ask the Data team for read-only access to our marketing data warehouse. Even just looking at the table names can help you understand how data flows.

11Staying current once you are in

What people here do to keep up
  • Regularly attending industry webinars, conferences (e.g., BrightonSEO, Marketing Week Live), and online courses to stay current with digital marketing trends and technologies.
  • Subscribing to leading digital marketing publications and newsletters (e.g., Search Engine Land, MarketingProfs) to keep your finger on the pulse.
  • Participating in online communities or forums dedicated to digital marketing analytics or specific platforms to share knowledge and learn from peers.
  • Taking on challenging internal projects that push you out of your comfort zone and allow you to experiment with new strategies or tools.

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 & LLM Integration for Marketing

Competitors are already using generative AI to draft hundreds of ad copy variations, summarise campaign performance, and even create basic content in minutes. Analysts and marketers who master this will outproduce their peers significantly. This isn't future-gazing; it's happening now.

  • Context Windows & Token Limits
  • Temperature Settings
  • RAG (Retrieval Augmented Generation)
  • Output Validation & Hallucination Detection
  • Prompt Chaining

Advanced First-Party Data Activation

With the deprecation of third-party cookies, our ability to collect, unify, and activate our own customer data is becoming the single biggest competitive advantage. Those who can do this effectively will own the future of personalised marketing.

  • Customer Data Platforms (CDPs)
  • Identity Resolution
  • Consent Management Platforms (CMPs)
  • Audience Segmentation & Activation
  • Data Clean Rooms

13What you’ll use

What you’ll use

Skills this role draws on

Technical

  • Multi-Touch Attribution Modelling
  • Demand Generation vs. Demand Capture Strategy
  • Customer Lifetime Value (CLV) to Customer Acquisition Cost (CAC) Analysis
  • Conversion Rate Optimisation (CRO) Methodology
  • Performance Marketing Portfolio Management
  • First-Party Data Strategy

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

    Digital Marketing Specialist (L2)

    3-5 years

    Skills to master

    • Deep channel expertise (e.g., Google Ads, SEO, email marketing), independent campaign execution, basic data analysis and reporting, effective use of marketing automation platforms.

    You're ready to move on when

    • Consistently hitting channel-specific KPIs (e.g., CPL, ROAS, organic traffic targets).
    • Successfully managing small to medium-sized campaigns end-to-end with minimal supervision.
    • Proactively identifying optimisation opportunities and implementing solutions.
    • Receiving positive feedback on reliability and technical proficiency.
  2. 2

    Marketing Analyst (L2)

    3-5 years

    Skills to master

    • Advanced data extraction and manipulation (SQL, Excel), statistical analysis, dashboard creation (Tableau, Looker Studio), interpreting marketing performance data, communicating insights.

    You're ready to move on when

    • Consistently delivering accurate and insightful marketing performance reports.
    • Proactively identifying trends and anomalies in data, offering explanations.
    • Building robust, self-service dashboards that are widely used by the marketing team.
    • Translating complex analytical findings into clear, actionable recommendations for campaign managers.
  3. 3

    Agency Account Manager (Mid-Senior)

    4-7 years

    Skills to master

    • Client relationship management, multi-channel strategy development, budget management, project coordination, presenting campaign results and recommendations to clients.

    You're ready to move on when

    • Successfully managing a portfolio of client accounts and exceeding their expectations.
    • Developing and executing integrated digital strategies across various channels for clients.
    • Strong track record of client retention and growth.
    • Effectively managing internal agency teams and external client stakeholders.

15Where this role leads

The long view: This work can lead to a director of digital marketing role, a VP of marketing or CMO position, or a move into revenue operations leadership.

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 VP of Digital Marketing is actually changing.

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 VP of Digital Marketing.

Social Media Marketing Level 4

Applied to your work in Senior VP of Digital Marketing

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 VP of Digital Marketing
  • Multi-Touch Attribution Modelling
  • Demand Generation vs. Demand Capture Strategy
  • Customer Lifetime Value (CLV) to Customer Acquisition Cost (CAC) Analysis
  • Conversion Rate Optimisation (CRO) Methodology
  • Performance Marketing Portfolio Management
  • First-Party Data Strategy
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 VP of Digital Marketing is a start, not a ceiling. Each step below asks for new skills and hands back more autonomy.

  1. One level up, moving into people and programme management.

    • Marketing Mix Modelling (MMM) Interpretation Using MMM outputs to make strategic budget allocation decisions.
    • Vendor & Agency Strategy Defining the overall strategy for working with external partners, including selection and performance management.
    • Forecasting & Scenario Planning Developing accurate digital marketing forecasts and modelling different investment scenarios.
  2. Principal Digital Marketing Specialist (L5 - IC Track)

    3-5 years

    Two levels up, staying technical but with broader influence.

    • MarTech Stack Architecture Understanding how different marketing technologies integrate and advising on platform selection.
    • Advanced Experimentation Design Designing and overseeing complex experimentation frameworks across the organisation.
    • Data Governance for Marketing Defining and enforcing standards for marketing data quality, privacy, and usage.
    • Emerging Technology Evaluation Researching and piloting new digital marketing technologies (e.g., Web3, advanced AI applications).
Working with AI on the job

Working with AI

Where AI is starting to help

Let's be real, digital marketing is a beast. There's always more to do than hours in the day. But what if you could offload the tedious, repetitive stuff and focus on the big, strategic wins? That's where AI comes in. It's not about replacing you; it's about making you a digital marketing powerhouse.

As a Senior VP of Digital Marketing, your time is precious. You should be strategising, optimising, and leading, not getting bogged down in manual tasks. AI tools can handle everything from churning out ad copy variations to spotting hidden trends in your data, freeing you up to make smarter, faster decisions and drive real impact.

Ad Creative & Copy Engine

Use tools like Jasper.ai or Copy.ai to generate hundreds of ad copy variations (headlines, descriptions, CTAs) for A/B testing on Google, Meta, and LinkedIn. Overcome creative fatigue instantly and find winning combinations much faster than doing it manually. It's like having a dozen junior copywriters at your fingertips, but without the coffee breaks.

Predictive Insights Navigator

Leverage AI features within platforms like HubSpot or Salesforce Marketing Cloud to build predictive lead scoring models. Identify which accounts are most likely to convert or, crucially, most likely to churn. This allows for proactive intervention, targeted campaigns, and a much smarter use of your sales team's time. No more guessing games.

Automated Competitor & Trend Scout

Set up AI-powered monitoring tools to continuously scrape competitor websites, press releases, social media, and industry news. Get weekly intelligence briefings summarising key strategic shifts, new product launches, or emerging market trends. You'll always be one step ahead, without spending hours manually digging through articles.

Executive Summary Drafter

Feed raw performance data from your dashboards and spreadsheets into a large language model (like Claude or ChatGPT). Get a first draft of your monthly or quarterly performance review for the Director or even the C-suite, focusing on the 'so what' and key takeaways. It won't be perfect, but it'll save you hours of staring at a blank page.

Common questions

Common questions

How do you become a Senior VP of Digital Marketing?

Common routes in include Digital Marketing Specialist (3-5 years), Marketing Analyst (3-5 years) and Agency Account Manager (Mid-Senior) (4-7 years). Times vary with prior experience.

Where can a Senior VP of Digital Marketing progress to?

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

What new skills matter most for a Senior VP of Digital Marketing?

Increasingly, Prompt Engineering & LLM Integration for Marketing and Advanced First-Party Data Activation. 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.

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, including B2B SaaS, e-commerce and agency work. Data-driven growth expertise applies in most sectors.

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 Automation Fluency 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.