Senior Marketing Manager - UK&I B2C

at  Twinkl

Job Introduction
Senior Marketing Manager - UK&I B2C
Location: Remote UK or Hybrid
Contract: Permanent
Hours: 37.5 per week
Line Manager: Anna Colina Segalà
Overview:
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 toIdentify 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.

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.

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
• 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

• 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 toIdentify 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