Senior Brand Partnerships Manager

at  Twinkl

Job Introduction
Senior Brand Partnerships Manager
Location: Remote UK
Annual Salary: £50,000 - £65,000
Contract: Permanent
Hours: 37.5 per week
Overview
Twinkl is seeking a creative and strategic Senior Brand Partnerships Manager to lead the development and execution of high-impact marketing campaigns and initiatives powered by collaborations with globally recognised brands. In this role, you will be responsible for creating and delivering innovative marketing strategies that leverage intellectual properties from organisations like Disney, Paramount, Mattel, NFL, and Netflix. By integrating these partnerships into compelling marketing campaigns, you will enhance Twinkl’s presence, engage educators, and drive business growth.
Key Responsibilities:

Partnership marketing strategy development

• Develop and execute brand partnership strategies that align with Twinkl’s brand goals and business objectives.
• Support the Head of Strategic Partnerships in identifying, negotiating, and managing high-profile brand marketing partnerships with leading organisations across multiple industries.
• Work closely with the Head of Strategic Partnerships to establish long-term, mutually beneficial relationships with leading global brands, ensuring alignment and impactful collaborations.

Co-branded multichannel campaigns

• Develop creative ideas and marketing campaigns that bring partner collaborations to life, using iconic IPs to engage and inspire educators and learners.
• Develop innovative ATL and BTL strategies to maximise the reach and effectiveness of partnerships to engage educators, parents, and learners.
• Develop joint press releases, feature stories, or editorial content highlighting the partnership and its educational impact.
• Use partner channels, such as newsletters, websites, or apps, to promote Twinkl’s resources and campaigns.
• Work with partners to sponsor specific education initiatives and highlight these sponsorships in campaigns to showcase the shared commitment to education.
• Partner on research studies or surveys focusing on the educational impact of the co-branded initiatives.

Experiential marketing activations

• Collaborate on sponsorships, co-branded initiatives, and experiential marketing efforts that spotlight partner relationships.
• Plan and execute partner-led activations at events, conferences, or online platforms to increase visibility and engagement.
• Collaborate on virtual experiences and gamified learning tools accessible to educators and learners worldwide. Design interactive campaigns where learners complete tasks or challenges inspired by partner IPs, earning badges, certificates, or rewards to enhance engagement.
• Host co-branded webinars, online workshops, or live Q&A sessions with educators, parents, or partner representatives.

Leveraging IP for growth

• Identify “always on” opportunities to utilise partner IPs to drive engagement, brand awareness, and customer acquisition across all marketing channels.
• Experiment with innovative approaches to integrate partner brands into Twinkl’s offerings and products, campaigns, and communications in a way that resonates with the education market.
• Introduce co-branded subscription bundles or limited-edition packs that combine Twinkl resources with partner-themed activities, books, or tools.
• Support events and conferences by incorporating partner brands into key touchpoints.

Stakeholder management

• Lead the execution of global brand partnerships, ensuring consistency while tailoring strategies to regional markets.
• Collaborate closely with Marketing and Product teams to ensure campaigns effectively communicate the value of these partnerships and align with Twinkl’s brand objectives.
• Help develop localised approaches to maximise the impact of partnerships in diverse markets.
• Collaborate with international teams to maximise the impact of partnerships in key growth regions.

Performance analysis and insights

• Measure the effectiveness of partnership campaigns, using data-driven insights to optimise performance and report outcomes.
• Provide recommendations for scaling successful initiatives and identifying new opportunities for growth.
• Conduct competitor and market analysis to identify emerging trends, untapped opportunities, and potential brand partners that align with Twinkl’s mission and marketing objectives.

Qualifications:

• Proven experience (5+ years) in brand partnerships, ideally within the education, entertainment, or consumer sectors.
• Strong track record of developing and executing successful partnership campaigns that deliver measurable results.
• Demonstrate proven expertise across the full marketing mix, with the ability to plan and execute integrated campaigns spanning both traditional and digital media channels, while working cross-functionally to achieve impactful results.
• Exceptional relationship-building, negotiation, and communication skills.
• Strategic thinker with a creative mindset and the ability to develop innovative solutions.
• Experience working in a global role, demonstrating cultural awareness and adaptability.
• Proven experience in leading successful marketing campaigns and initiatives in a fast-paced environment.
• Data-driven approach to marketing with a strong understanding of marketing metrics and analytics.

Benefits:

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.

• 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, flexible working policy with opportunities to work from home and Twinkl subscriptions.
• Quarterly company awards programme
• Seasonal events
• Referral scheme
• 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

• 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, flexible working policy with opportunities to work from home and Twinkl subscriptions.
• Quarterly company awards programme
• Seasonal events
• Referral scheme
• 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 leav