Ryan Connelly
Canterbury,Kent
Summary
A seasoned professional with expertise in conversion rate optimisation, performance tracking and improvement for paid and organic channels, and organic growth. Demonstrated proficiency in keyword performance, website transformation, and copywriting. Adept at reporting across marketing funnels, brand alignment and development, and SEO. Committed to driving measurable results through strategic initiatives and continuous improvement.
Overview
5
5
years of professional experience
3
3
years of post-secondary education
Work history
Senior Website Content Officer
University of Kent
Canterbury, Kent
08.2023 - 08.2025
- Led content strategy for university's website transformation, enhancing user journeys and SEO across 20,000+ pages. This year (compared to the same period in previous recruitment cycle) I have supported growth of international traffic to course pages by around 148.000 more users
- Work across and with a wide variety of stakeholders from senior management, executive group, academics and professional services.
- Managed end-to-end production and governance of high-priority content (course pages, recruitment campaigns, landing pages).
- Delivered innovative digital tools (e.g. virtual tours, current producing multiple ‘wizards’) aligned with student recruitment goals.
- Analysed web traffic and behaviour using GA4, Looker Studio, and CRM data to report on engagement and optimise performance.
- Created and maintained KPI dashboards for the recruitment funnel, including web-to-enquiry and web-to-application metrics.
- Advised stakeholders on best practice for accessibility, tone of voice, and UX writing.
- Supported paid campaigns including budget allocation, target markets and reporting on effectiveness of advertising and managing agency relationships.
Marketing & Recruitment Officer
University of Kent
Canterbury, Kent
08.2022 - 08.2023
- Developed and delivered targeted UG and PG recruitment campaigns across multiple channels.
- Managed divisional presence across third-party listings, digital platforms, and printed prospectuses.
- Coordinated open days, applicant days and outreach events — from concept through execution and post-event analysis.
- Oversaw content accuracy and brand alignment in all divisional marketing.
- Produced reports and insights to inform conversion strategies and prioritise high-yield subjects.
- Line-managed Marketing & Events Administrators.
Marketing & Events Administrator
University of Kent
Canterbury, Kent
12.2020 - 09.2022
- Delivered marketing and recruitment support for UG/PG courses including events and digital campaigns.
- Maintained divisional web and social content, ensuring alignment with university strategy.
- Supported the delivery of student recruitment events, liaising with academic and professional services colleagues.
- Provided data analysis to support marketing planning and resource allocation.
- Acted as first point of contact for prospective students across multiple platforms.
Education
BA (Hons) - Sociology
University of Kent
Canterbury, Kent 09.2016 - 07.2019
Skills
- Conversion rate optimisation
- Performance tracking and improvement for paid and organic
- Organic growth
- Keyword performance
- Website transformation
- Copywriting
- Reporting across marketing funnels
- Brand alignment and development
- SEO
Custom
Site Editor, WordPress, GA4, Looker Studio, Dynamics, Power BI, SEO, UX writing, content design and production, accessibility, copywriting, landing pages, CRO, Application funnel reporting to KPI’s across the whole cycle, Power BI dashboards, specific website performance reporting including CTA tracking, organic growth, keyword performance, heatmaps, Content audits, digital transformation, stakeholder training, Education Modernisation QA and Publication
References
References available upon request.
Timeline
Senior Website Content Officer
University of Kent
08.2023 - 08.2025
Marketing & Recruitment Officer
University of Kent
08.2022 - 08.2023
Marketing & Events Administrator
University of Kent
12.2020 - 09.2022
BA (Hons) - Sociology
University of Kent
09.2016 - 07.2019
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