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TEFL Iberia
Role: Marketing & CRM Strategist · Social Media Lead
Date: Ongoing Client (previous employment prior to freelance projects)
As the lead strategist across marketing, CRM, and content, I helped TEFL Iberia, one of Barcelona’s top English teacher training schools, streamline systems, grow their audience, and turn more leads into students through data-driven automation and organic content strategy.
TEFL Iberia needed to scale sustainably while reducing manual admin, nurturing a growing global lead base, and improving digital engagement. The team relied heavily on manual communication and lacked segmentation, automation, and a modern CRM setup. Social media, especially TikTok, also lacked a clear strategy and was underperforming.
What I Did
CRM & Automation Setup
- Built a custom CRM from scratch using Monday.com to manage leads, student onboarding, and internal workflows
- Automated daily processes across sales, HR, and student support to reduce manual work
- Designed 30+ internal digital assets (guides, explainer videos, templates) to improve onboarding and reduce repetitive questions
Email Marketing & Lead Nurturing
- Set up Mailchimp with full funnel segmentation (by location, age, interest, lead behaviour)
- Created 10+ automated email sequences mapped to top/mid/bottom funnel journeys
- Wrote and designed every email with clear CTAs and tailored content by audience type
Social Media Strategy
- Took over and restructured TikTok strategy with SEO-driven content pillars
- Implemented trend forecasting, on-screen CTAs, and A/B tested hooks to boost performance
- Focused on showcasing student stories and answering common FAQs in an engaging, native format
Results
- 42.3% email open rate — 7.5 points above the audience average and 2.2x higher than the education industry benchmark
- 6.3% email click rate, significantly outperforming the 1.7% industry average
- +39% TikTok follower growth in 12 weeks
- 221% increase in comments, indicating a rise in authentic audience engagement
- Profile views in 12 weeks nearly matched the total from the previous year
- CRM automation reduced manual admin and improved speed of lead response across departments
