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We’re seeking a strategic, data-driven
Senior Marketing Manager
to lead UKI marketing initiatives, driving customer retention, community engagement, and new acquisition growth. The ideal candidate will have a proven track record in full-funnel marketing campaigns, multi-channel content strategy, and advanced audience analytics within dynamic, fast-paced environments. This role demands end-to-end ownership of marketing for our target segments, with a strong emphasis on data-driven decision-making, product adoption, and high-impact, ROI-focused campaigns across digital and offline channels. The successful candidate will play a pivotal role in shaping Twinkl’s market presence, optimising performance, and delivering measurable business growth. Key Responsibilities:
Develop and implement a data-driven marketing strategy for UKI, aligned with our brand, growth and retention ambitions. Analyse the competitive landscape for Twinkl's products and services and gain a deep understanding of audience needs. Analyse competitor marketing activities and identify opportunities to differentiate Twinkl's position in the UKI market. Leverage advanced analytics tools to refine audience segmentation for enhanced personalisation and targeting. Manage product lifecycle and identify the most effective solutions to market across the funnel, to increase conversions and product adoption for different UKI segments. Champion Twinkl's brand, driving awareness, consideration, and preference among teachers. Lead the creation and orchestrate the execution of integrated marketing campaigns that seamlessly blend online and offline tactics, maximising the impact of each solution launch. Collaborate with the National Thought leaders to identify and capitalise on thought leadership opportunities, establishing our brand as a trusted authority in the industry. Oversee segmented product marketing campaigns to maximise user adoption and engagement with Twinkl's vast educational resources. Craft a compelling social media strategy to build a strong online presence, drive consideration and organic growth, and engage with all audiences. Oversee content strategy across digital platforms, guiding content teams to produce data-driven, audience-tailored content that resonates with diverse educator needs and drives engagement. Develop and implement scalable content creation processes, leveraging automation, data insights, and cross-functional collaboration to efficiently produce high-quality, audience-specific content across multiple channels. Manage social media and product marketing teams for UKI, while receiving global support for other marketing disciplines to ensure a cohesive and comprehensive marketing strategy. Identify and collaborate with the central team on growth strategies to optimise marketing funnel performance. Collaborate with the strategic partnerships team to identify and engage in strategic brand partnerships to enhance Twinkl's market presence and expand our reach. Collaborate with cross-functional teams, including product development, to align go-to-market strategies with overall business objectives. Manage marketing budget with a focus on revenue attribution, using data to optimise resource allocation and maximise direct ROI and LTV. Implement the global measurement framework to track campaign performance and ROI. Stay up-to-date on the latest marketing trends and technologies in the education sector. Communicate and report back on strategy and campaign performance and provide insights for future development. Qualifications:
Minimum 7 years of experience in a marketing leadership role, preferably within the Education or B2C space, across brand, product, and growth marketing. Proven ability to drive acquisition, retention and product adoption through data-informed strategies. Demonstrated revenue attribution skills with experience in managing marketing spend to drive clear ROI outcomes. Hands-on experience with multi-channel content strategies, focused on scaling campaigns. Proven cross-functional leadership in agile environments, with a strong record of collaboration across product, UX, and marketing. In-depth understanding of the England education market, with insights into policy, curriculum requirements, and public-sector education strategies. Proficiency in using scalable tools and automation platforms for content creation, enabling efficient, high-quality content production across multiple channels. Experience with project management methodologies and a focus on delivering results. Excellent communication and interpersonal skills, with the ability to work effectively across different teams and levels of the organisation. Demonstrated ability to think strategically and creatively to solve complex marketing challenges. Proficiency with marketing software, analytics tools, and budget management. Extensive experience in developing and overseeing high-impact content strategies. In return for everything you can bring, we can offer you an exciting role in a fast-growing and dynamic business, with plenty of career opportunities. Here’s a couple of the things that make Twinkl a great place to be: A friendly, welcoming and supportive culture. We believe work should be fun and always put people before the process. Diversity, inclusion and belonging - our Employee Network Program includes working groups for LGBTQ+, People of Colour, Disabilities (visible and invisible), Women in Tech and Working Parents. From day 1 - Westfield Health, 33 annual leave days per year (pro-rata) inclusive bank holidays, a "Me" day each year, a charity day each year and Twinkl subscriptions. Quarterly company awards programme. Seasonal events. Cervical and Prostate screening. Company sick pay after 3 months of service. After probation - cycle-to-work scheme. Long-term service reward - Life insurance, enhanced pension contribution, enhanced maternity pay, enhanced adoption pay and enhanced paternity pay, long service award, long service annual leave.
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Senior Marketing Manager
to lead UKI marketing initiatives, driving customer retention, community engagement, and new acquisition growth. The ideal candidate will have a proven track record in full-funnel marketing campaigns, multi-channel content strategy, and advanced audience analytics within dynamic, fast-paced environments. This role demands end-to-end ownership of marketing for our target segments, with a strong emphasis on data-driven decision-making, product adoption, and high-impact, ROI-focused campaigns across digital and offline channels. The successful candidate will play a pivotal role in shaping Twinkl’s market presence, optimising performance, and delivering measurable business growth. Key Responsibilities:
Develop and implement a data-driven marketing strategy for UKI, aligned with our brand, growth and retention ambitions. Analyse the competitive landscape for Twinkl's products and services and gain a deep understanding of audience needs. Analyse competitor marketing activities and identify opportunities to differentiate Twinkl's position in the UKI market. Leverage advanced analytics tools to refine audience segmentation for enhanced personalisation and targeting. Manage product lifecycle and identify the most effective solutions to market across the funnel, to increase conversions and product adoption for different UKI segments. Champion Twinkl's brand, driving awareness, consideration, and preference among teachers. Lead the creation and orchestrate the execution of integrated marketing campaigns that seamlessly blend online and offline tactics, maximising the impact of each solution launch. Collaborate with the National Thought leaders to identify and capitalise on thought leadership opportunities, establishing our brand as a trusted authority in the industry. Oversee segmented product marketing campaigns to maximise user adoption and engagement with Twinkl's vast educational resources. Craft a compelling social media strategy to build a strong online presence, drive consideration and organic growth, and engage with all audiences. Oversee content strategy across digital platforms, guiding content teams to produce data-driven, audience-tailored content that resonates with diverse educator needs and drives engagement. Develop and implement scalable content creation processes, leveraging automation, data insights, and cross-functional collaboration to efficiently produce high-quality, audience-specific content across multiple channels. Manage social media and product marketing teams for UKI, while receiving global support for other marketing disciplines to ensure a cohesive and comprehensive marketing strategy. Identify and collaborate with the central team on growth strategies to optimise marketing funnel performance. Collaborate with the strategic partnerships team to identify and engage in strategic brand partnerships to enhance Twinkl's market presence and expand our reach. Collaborate with cross-functional teams, including product development, to align go-to-market strategies with overall business objectives. Manage marketing budget with a focus on revenue attribution, using data to optimise resource allocation and maximise direct ROI and LTV. Implement the global measurement framework to track campaign performance and ROI. Stay up-to-date on the latest marketing trends and technologies in the education sector. Communicate and report back on strategy and campaign performance and provide insights for future development. Qualifications:
Minimum 7 years of experience in a marketing leadership role, preferably within the Education or B2C space, across brand, product, and growth marketing. Proven ability to drive acquisition, retention and product adoption through data-informed strategies. Demonstrated revenue attribution skills with experience in managing marketing spend to drive clear ROI outcomes. Hands-on experience with multi-channel content strategies, focused on scaling campaigns. Proven cross-functional leadership in agile environments, with a strong record of collaboration across product, UX, and marketing. In-depth understanding of the England education market, with insights into policy, curriculum requirements, and public-sector education strategies. Proficiency in using scalable tools and automation platforms for content creation, enabling efficient, high-quality content production across multiple channels. Experience with project management methodologies and a focus on delivering results. Excellent communication and interpersonal skills, with the ability to work effectively across different teams and levels of the organisation. Demonstrated ability to think strategically and creatively to solve complex marketing challenges. Proficiency with marketing software, analytics tools, and budget management. Extensive experience in developing and overseeing high-impact content strategies. In return for everything you can bring, we can offer you an exciting role in a fast-growing and dynamic business, with plenty of career opportunities. Here’s a couple of the things that make Twinkl a great place to be: A friendly, welcoming and supportive culture. We believe work should be fun and always put people before the process. Diversity, inclusion and belonging - our Employee Network Program includes working groups for LGBTQ+, People of Colour, Disabilities (visible and invisible), Women in Tech and Working Parents. From day 1 - Westfield Health, 33 annual leave days per year (pro-rata) inclusive bank holidays, a "Me" day each year, a charity day each year and Twinkl subscriptions. Quarterly company awards programme. Seasonal events. Cervical and Prostate screening. Company sick pay after 3 months of service. After probation - cycle-to-work scheme. Long-term service reward - Life insurance, enhanced pension contribution, enhanced maternity pay, enhanced adoption pay and enhanced paternity pay, long service award, long service annual leave.
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