Homes for Students is one of the UK's leading third-party operators in the Purpose-Built Student Accommodation sector, managing over 60,000 beds across 56 cities on behalf of a diverse range of clients, investors and institutional portfolios.

We are looking for a Marketing AI Lead to join our talented marketing team based in Liverpool.

Location: Liverpool / Hybrid
Reporting To: Marketing Director
Level: Mid-Level / Specialist
Sector: Purpose-Built Student Accommodation
Working Hours: 40 hours, Monday to Friday 9.00am to 5.30pm

The Opportunity

This is a newly created role, built to ensure that Homes for Students stays ahead of that curve. As Marketing AI Lead, you will be responsible for making HFS and its portfolio of properties highly visible, credible and accurately represented across AI-powered search platforms, large language models, answer engines and emerging generative discovery channels.

Key Responsibilities

GEO and LLM Visibility Strategy
Digital Asset Optimisation
Physical Property Representation
AI Tool Integration and Workflow Development
Research, Intelligence and Forward Planning
Collaboration and Knowledge Sharing
Performance Measurement and Reporting

About You

Education and Background

We are looking for a graduate, ideally in Computer Science, Artificial Intelligence, Data Science, Digital Marketing or a related discipline. You will have two to three years of professional experience in digital marketing, SEO, content strategy, AI applications or a closely adjacent field. You don't need to have done this exact job before (it barely existed twelve months ago), but you will need to demonstrate that you understand the landscape and have the intellectual curiosity and technical grounding to thrive in it.

Technical Skills and Knowledge

You will have a solid working knowledge of how large language models function, how generative search engines differ from traditional search, and what GEO means in practice. You will be comfortable with structured data, content optimisation, digital analytics and the broader toolkit of modern digital marketing. Experience with AI tools such as ChatGPT, Claude, Perplexity, Google's AI Overviews or similar platforms is expected, and experience using them in a professional marketing context is a significant advantage.

Familiarity with schema markup, knowledge graph concepts and entity-based SEO is desirable. You don't need to be a developer, but you need to be comfortable enough with technical concepts to work effectively alongside developers and data teams.

Mindset and Approach

This role is for someone who finds the pace of change in AI genuinely exciting rather than overwhelming. You are naturally curious, self-directed and comfortable navigating ambiguity. You ask good questions, do your own research and form well-reasoned views. You communicate clearly, including about technical subjects to non-technical audiences, and you understand that the best ideas are only useful if you can explain them to the people who need to act on them.

You will also need to be pragmatic and delivery-focused.

Skills and Experience

Essential

Degree-level education, ideally in Computer Science, AI, Data Science or Digital Marketing
Two to three years' professional experience in digital marketing, SEO or AI applications
Working knowledge of large language models, generative AI and AI-powered search
Experience using AI tools professionally (ChatGPT, Claude, Perplexity, Gemini or equivalent)
Solid grasp of SEO principles, content strategy and digital analytics
Strong written communication skills, including the ability to explain technical concepts clearly
Intellectually curious, self-directed and comfortable with ambiguity and rapid change

Desirable

Experience with schema.org markup, structured data and knowledge graph optimisation
Familiarity with GEO frameworks and LLM content auditing methodologies
Experience in property, student accommodation, hospitality or multi-site consumer sectors
Exposure to AI workflow automation tools (Zapier, Make, n8n or similar)
Basic coding skills (Python, JavaScript) or comfort working alongside developers
Experience producing AI-readiness audits or visibility reports for digital assets

What We Offer

This is a genuinely rare opportunity: a newly created specialist role in a growing sector, working on a problem that matters and that very few organisations have yet solved well. You will have real scope to define your own territory, build something from the ground up and develop expertise that is currently in exceptionally high demand across the industry.

Hybrid and flexible working arrangements
Company pension scheme
Generous annual leave entitlement
A day off for your Birthday
Access to a wide range of AI tools and platforms, supported and funded by the business
Direct involvement in shaping how a major PBSA operator approaches AI marketing strategy
Clear pathway for progression as the AI function grows

Homes for Students is committed to creating an inclusive workplace that reflects the diversity of the students and communities we serve. We welcome applications from all backgrounds and are happy to discuss flexible working arrangements.