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The Business Instructor - Head of Growth… at JobRack · Croatia
Skills
Job Description
Take full ownership of marketing and sales for a premium UK coaching business.
Lead the team, build AI systems, optimise funnels.
£2,500-£3,000/month | Full-time | BSTClick here to watch the video from Michelle Peters of The Business Instructor.
I'm Michelle Peters, and I started The Business Instructor after spending years as a Magic Circle solicitor watching talented law firm owners work themselves into the ground. For the past 15 years, I've been helping small and boutique law firms across the UK and Europe do something most people think is impossible - increase their profits without working more hours. My flagship Profitable Practice Programme is a premium annual coaching programme where I work mainly with UK law firm owners to attract better clients, convert more enquiries, build stronger teams, and create businesses that give them genuine freedom.
Here's the thing - we've built something really special, and now we're at that classic founder bottleneck. I'm brilliant at strategy, I love working with clients, and I can spot a marketing problem a mile away. But I've also become the person who has to think through every campaign detail, check every link actually works, and react when webinar signups drop by 70% ten days before an event. For years, our operations manager has been the backbone holding everything together. As that role changes, we looked at spreading the work across the team, and then it clicked - this is actually a full-time leadership role. We need someone who takes the marketing and sales operations off my plate entirely, not someone who adds to my workload by needing constant direction.
We're looking for a Head of Growth Systems & Client Acquisition who will own our entire marketing and sales function from strategy through to execution. You'll be the person who thinks three steps ahead, spots the gap in the funnel before it becomes a crisis, and comes to me with solutions rather than questions. This is a hands-on leadership role where you'll manage our remote team across the UK and Philippines, oversee our webinar-to-workshop-to-application journey, personally write and optimise marketing copy, implement AI and automation to make our systems smarter, and ensure every campaign is checked, tested and functioning perfectly before it goes live. You'll also contribute your marketing expertise directly to client delivery when appropriate, reviewing clients' materials and facilitating implementation sessions with the credibility and professionalism our law firm owners expect.https://docs.google.com/document/d/15DuBFBRrdJW7i3LuEWk8wHluLTo4Ygwc_6sNUhy6MiI/edit?usp=sharing https://www.youtube.com/watch?v=6E6lk8AyTv0
📈 Taking full ownership of marketing performance, lead generation, webinar registrations, workshop attendance, and application pipeline - you're accountable for the numbers
🎯 Developing and executing marketing strategies across webinar campaigns, product launches, email marketing, and paid advertising that deliver measurable commercial results
🤝 Owning sales operations from enquiry through to Programme application, working with our prospect manager to ensure every opportunity is tracked and no one falls through the cracks
📊 Monitoring and optimising the complete funnel - advertising performance, registration rates, attendance rates, booking rates, application rates, conversion rates - and diagnosing bottlenecks before I have to ask
✏️ Writing, editing and improving marketing copy across emails, landing pages, webinar messaging and campaign assets - this is a player-manager role, not a delegation-only position
🤖 Leading AI and automation implementation, building agents and workflows that handle repetitive work and create genuinely scalable business processes
🛠️ Taking ownership of our technology stack (ActiveCampaign, ClickUp, CRM platforms, landing pages, webinar platforms, automation tools) and ensuring systems are integrated and optimised
👥 Leading our marketing team and external suppliers with clarity and accountability, coaching people to high standards whilst remaining actively involved in delivery
🔍 Providing quality assurance across all marketing activity - reviewing copy, proofreading communications, testing forms and automations, checking customer journeys before anything goes live
💡 Contributing marketing expertise to client delivery, reviewing client materials, providing strategic feedback, delivering marketing clinics and representing us with professionalism
This is a full-time role working 9-5 BST with some flexibility on start and end times to suit your life.https://docs.google.com/document/d/15DuBFBRrdJW7i3LuEWk8wHluLTo4Ygwc_6sNUhy6MiI/edit?usp=sharing
To be successful in this role, you need:
✅ At least 7+ years in a senior marketing, growth or commercial leadership role where you've owned outcomes, not just delivered tasks
✅ Experience leading and developing people, managing suppliers and taking full ownership of an entire business function
✅ A genuine ownership mindset - you take responsibility for results rather than waiting to be told what needs doing
✅ The ability to remove work from a founder's plate, not create additional dependency (this is critical)
✅ Strong digital marketing expertise across lead generation, conversion optimisation and customer acquisition with measurable commercial results to show for it
✅ Experience managing or improving high-value consultative sales funnels or application-based sales processes
✅ Confident creating, reviewing and improving marketing copy including emails, landing pages and campaign messaging
✅ Demonstrable experience implementing AI and automation to improve business performance - you design and build workflows, not just use tools
✅ Strong experience with marketing technology, ideally including ActiveCampaign, ClickUp, CRM platforms, landing page software, webinar platforms and automation tools like Zapier
✅ Naturally analytical - comfortable using data to identify trends, diagnose problems and improve performance without being asked
✅ Exceptional attention to detail - you don't just mark a task done, you click the link, test the form, verify the automation actually works
✅ Experience managing remote teams, freelancers and external agencies whilst maintaining accountability and quality standards
✅ Comfortable working directly with business owners and senior decision-makers, reviewing their marketing materials and facilitating workshops or clinics
✅ Commercially minded, results-focused and genuinely curious with an appetite for problem-solving
✅ Highly organised, proactive and solutions-oriented - you challenge existing processes and recommend better ways of working
Brownie points for:
⭐ Experience working directly with a founder or entrepreneur, helping them transition from being the centre of operations to leading a scalable business
⭐ Professional services marketing experience, particularly with law firms, accountants, consultants or financial advisers
⭐ Experience within membership businesses, coaching companies or online education providers with recurring revenue models
⭐ Knowledge of designing AI agents, GPTs or custom AI solutions and staying ahead of emerging technologies
⭐ SEO experience and understanding of Generative Engine Optimisation (GEO) and how AI search is changing online discovery
⭐ Revenue operations experience aligning marketing and sales to improve conversion and designing dashboards that support better decision-making
⭐ Experience promoting and optimising webinars, workshops or live events
⭐ Consultancy or facilitation experience - comfortable presenting ideas, running implementation sessions and acting as a trusted adviser to clients
The person we're really looking for thinks like the owner of their department, not an employee. You instinctively spot opportunities and solve problems before they escalate. Strategic thinking and hands-on execution come naturally to you in equal measure - you're equally comfortable developing a marketing strategy, writing campaign copy, or diving into automation workflows to fix something yourself. Intellectually curious, you ask thoughtful questions and dig beneath the surface rather than accepting the first answer. Your attention to detail is exceptional, and you hold yourself and others to high standards because you take genuine pride in delivering work that is accurate and professional. You're commercially minded and understand that marketing exists to generate enquiries and drive growth, not just produce activity. Leading people while staying actively involved in delivery is your sweet spot - you coach and develop others but never shy away from rolling up your sleeves when needed. Technology, AI and automation genuinely excite you because you enjoy finding smarter, more scalable ways of working. Above all, you're someone Michelle can trust completely - someone who takes ownership without being chased, solves problems proactively, and gives her complete confidence that the marketing and sales functions are being led thoughtfully and to an exceptionally high standard.
What’s in it for you?
💰 £2,500-£3,000 per month (negotiable)*
💼 Full-time
🌍 Fully remote - work with an established international team across the UK and the Philippines
📅 20 days paid annual leave (by prior agreement to ensure continuity for the business and team)
💻 Results-focused culture based on ownership, accountability and trust rather than micromanagement
🚀 Real leadership role with genuine ownership - you'll influence strategic decisions and shape the future growth of The Business Instructor
🤝 Work directly with Michelle Peters, gaining access to strategic discussions whilst being trusted to lead marketing and sales independently
🔧 Build, improve and innovate - you'll redesign processes, implement AI, build smarter systems and continually strengthen how the business operates
🤖 AI-first business - you'll be encouraged to research, test and implement new technologies that improve efficiency and performance
🎯 Variety and autonomy - work across strategy, marketing, AI, systems, leadership, campaigns, sales optimization and client delivery with genuine decision-making power
📈 Professional growth opportunity to broaden your experience across leadership, commercial strategy, AI implementation, marketing, sales and business growth
💡 Learn from an entrepreneur who's constantly innovating - exposure to strategic thinking that many marketing professionals only experience much later in their careers
🌟 Work that makes a difference - every improvement helps owners of small law firms build more profitable businesses and enjoy greater freedom
*The Business Instructor is currently working with JobRack to determine the final market rate for this role
*Please note that this is a gross salary and that you are responsible for any tax-related procedures in your country of residence. We kindly ask you to apply only if you are happy to work remotely as an independent contractor.
This is our typical hiring process - occasionally, it may include extra steps.
For this role, JobRack is partnering with the company to find their next hire. We’ll handle all the screening and testing, so they see only the best-fit candidates - like you!
🔍 How to shine • Read the role details carefully. • Submit a thoughtful, high-quality application. • Stay responsive - we’ll keep you updated at every stage.
✨ Important notes • Apply only through JobRack; please don’t contact the company directly. • We expect a respectful hiring experience - any disrespect means instant disqualification. • This is a full-time, primary role (no freelancing or second jobs).
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