My English School
From one city to an international network across Europe.
Context & Objective
My English School (MyES) began as a single language academy in Florence, built on the belief that learning English should be engaging, flexible, and effective.
When the founders decided to digitalise marketing and customer acquisition, they had one clear goal: transform a local school into a national and international education network, without losing the quality and authenticity that made the brand unique.
The challenge wasn’t just growth, it was scalable: building a marketing engine capable of supporting 30+ schools while maintaining consistency across every touchpoint.
The Challenge
MyES needed to bridge the gap between offline enrolments and online marketing, creating a system that could measure real business impact.
Key challenges:
Marketing operations limited to one location and no unified digital funnel.
Lack of visibility on ROI from digital campaigns driving in-person visits.
The need to manage expansion into new international markets (France and Spain) while keeping communication coherent.
The objective: build a centralised, measurable, and scalable growth system capable of sustaining international rollout.
The Approach
As strategic lead, my work focused on combining technical performance with organisational clarity, ensuring that growth came from both strategy and structure.
Technical Implementation
Built a multi-location acquisition framework through Google Ads, Display, and Meta campaigns, all connected to a central CRM.
Designed geo-targeted landing pages per city, optimised for conversion tracking (school visits, calls, brochure downloads).
Established Local Campaigns to drive in-person leads and measured store visits as a KPI.
Introduced real-time reporting dashboards, giving the management team full visibility of performance across all the branches.
Strategic & Leadership Work
Defined shared KPIs between marketing, sales, and operations, aligning growth metrics across departments.
Implemented training sessions and coaching for the marketing team to build autonomy and data literacy.
Supported the executive team in decision-making based on data, not assumptions, reinforcing strategic focus and cohesion across the network.
Results
Conversion Rate: +514% YoY
Total Conversions: +293% YoY
Generated Leads: +50,000 Leads
Physical School Visits (YoY): +92%
The integrated system transformed digital campaigns into tangible school enrolments, proving that performance and clarity can coexist and scale.
Impact & Learnings
The My English School transformation became a benchmark of how clarity, collaboration, and structured leadership drive sustainable growth.
A data-driven culture replaced intuition in key decisions.
Teams gained autonomy, supported by transparent dashboards and shared metrics.
The brand successfully expanded to France and Spain, exporting its model of clarity-driven growth internationally.
