ESL Commercial Manager

Overview

Join to apply for the ESL Commercial Manager role at Twinkl Educational Publishing.

Location: UK
Annual Salary: £55,000 per annum
Hours of work: 37.5 hours per week
Contract: Permanent

Hiring Manager: Vanessa Dodd

Twinkl is dedicated to supporting educators worldwide by providing high-quality, innovative educational services and solutions. With a mission to inspire and empower teaching and learning, we strive to create a positive impact in classrooms around the globe.

Responsibilities

• Lead the development of comprehensive go-to-market strategies for products/services in the English as a Second Language market, including market analysis, customer segmentation, pricing, distribution channels, and promotional tactics.
• Establish KPIs and metrics to evaluate GTM initiatives. Monitor performance, analyse results, and provide regular reports to senior management.
• Understand the history and development of countries within the Twinkl group to better deliver GTM strategies and support B2C growth to achieve B2C targets.
• Consider the timing and deployment of a B2G strategy to target B2G sales.

• Develop and implement a comprehensive commercial strategy with a strong focus on B2C to drive revenue growth, market share expansion, and profitability.
• Drive sales initiatives, lead generation activities, and customer acquisition strategies to meet or exceed revenue targets.
• Negotiate contracts, agreements, and pricing structures with clients and partners to drive profitable business relationships.
• B2B Channel Expansion – identify opportunities to expand customer growth through outbound B2B activity and account management with existing customers; deliver country-specific marketing to achieve B2B targets; develop tailored offerings for Twinkl Schools; leverage B2C to drive B2B sales; collaborate with Sales Operations.
• Establish strong partnerships with educational institutions, government bodies, and key stakeholders to promote products and services.
• Lead the sales team in identifying new business opportunities and closing deals.
• Use direct B2C and B2B levers to drive parental sales in the market.

• Develop and implement a comprehensive commercial strategy to drive revenue growth, market share expansion, and profitability.
• Coach, mentor, and support team members to drive performance and professional development.

• Innovative Thinking: generate and implement creative solutions to complex problems.
• Proactiveness: take initiative to identify and capitalise on new opportunities.
• Strategic Planning: develop and execute strategic plans to achieve long-term objectives.
• Adaptability: navigate and lead change in a dynamic environment.
• Resourcefulness: utilise available resources to overcome challenges.

• Oversee day-to-day operations and optimise processes to improve efficiency and effectiveness.
• Monitor key performance indicators and financial metrics to track performance.

• Work closely with the content development team to enhance existing content and develop new offerings; collaborate with the ECM to drive product innovation for the ESL market.

• Foster strong relationships with customers and gather feedback to continuously improve services.
• Implement customer-centric strategies to enhance user experience and satisfaction.
• Represent the company at industry events and conferences to promote products and services.
• Develop world-class localised customer support to support market growth.

• Collaborate with content teams to develop content strategies aligned with GTM plans; work with ESL Marketing Manager on marketing collateral to support lead generation and sales efforts.
• Identify key markets for expansion and develop penetration plans.
• Monitor market trends, competitor activities, and regulatory changes to inform decisions.
• Work with marketing teams to create targeted campaigns that generate leads and drive sales.
• Develop local partnerships to support strategic goals as appropriate.

Qualifications & Experience

• 5 years of experience in marketing, product management, or business development with a focus on go-to-market strategy and execution.
• Proven track record of developing and implementing successful go-to-market strategies, preferably in the EdTech sector.
• Proven track record of driving revenue growth and market expansion with a B2C orientation.
• Strong strategic planning, decision-making, and problem-solving skills.
• Strong leadership with experience in line management and team development.
• Ability to develop and execute strategic sales plans.
• Excellent communication, interpersonal, and leadership abilities.
• Ability to adapt to changing priorities, manage complexity, and drive results in a fast-paced environment.
• Familiarity with industry trends and best practices in operations management.
• Familiarity with the ESL education landscape and market dynamics.

Benefits

• A friendly, welcoming and supportive culture with a focus on people.
• Diversity, inclusion and belonging through Employee Network Programs.
• From day 1 – Westfield Health, 33 annual leave days per year (pro-rata) plus inclusive bank holidays, a personal day, a charity day, flexible working, and Twinkl subscriptions.
• Quarterly company awards programme and seasonal events.
• Referral scheme and health-related benefits.
• Cycle-to-work scheme and long-term service rewards, including enhanced pension and pay.

Note: This description reflects current candidate-facing information and may be subject to change.