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- Tasks: Lead AI-driven parent engagement strategies and enhance customer journeys.
- Company: Twinkl Educational Publishing supports families with innovative educational resources.
- Benefits: Enjoy flexible working, 33 days annual leave, and a supportive culture.
- Why this job: Join a mission-driven team focused on meaningful connections and innovative tech.
- Qualifications: 2+ years in marketing or growth; familiarity with AI tools and B2C strategies.
- Other info: Work with diverse teams and enjoy a friendly, inclusive workplace.
The predicted salary is between 36000 - 60000 £ per year.
Join to apply for the Growth & Engagement Manager – UK Parents role at Twinkl Educational Publishing.
Annual Salary: Competitive (dependent on experience)
Contract: 12 months fixed term
Line Manager: Parents Commercial Manager
About the Role
Twinkl is expanding its support for UK parents, and we’re looking for a Growth & Engagement Manager – UK Parents to take our parent engagement strategies to the next level. Your role is to embed AI across customer journeys, communication touchpoints, and content personalisation—helping parents discover, love, and stay with Twinkl. From onboarding and lead nurturing to retention and community-building, this role is all about delivering smart, AI-powered experiences that serve the real needs of parents across the UK.
Ongoing projects / How you’ll spend your day:
- Designing AI-powered email journeys and chatbot conversations to welcome and support parents
- Personalising content and product recommendations based on parenting needs
- Analysing sentiment and feedback through AI-driven social listening tools and survey analysis
- Building automation workflows to streamline parent outreach and engagement
- Collaborating with marketing and community teams to create scalable AI-led growth campaigns
What makes our team special:
You’ll join a mission-led team that cares deeply about supporting families with educational resources. We believe in meaningful engagement over mass messaging, and we’re always testing innovative ways to connect with our audiences. If you're passionate about AI, automation, and helping parents and children thrive, you’ll feel right at home here.
To succeed in the role, you will:
- Bring 2+ years of experience in marketing, growth, or digital campaigns
- Understand how to use AI tools to personalise messaging and journeys at scale
- Be familiar with B2C engagement strategies and automation platforms like Zapier, Make, or Flowise
- Be empathetic and user-focused, always looking for ways to better serve parents
- Love testing new tech and iterating based on data and feedback
In this role, you will learn:
- How to build scalable, AI-powered B2C funnels tailored to parenting segments
- The latest in AI-led content marketing and sentiment analysis
- Strategies to foster long-term customer relationships using automation
- How to analyse parent needs and behaviour to guide smarter decision-making
You’ll work with:
- UK Growth and Marketing teams focused on families
- Automation and Innovation specialists embedding AI across Twinkl
- Data and Product teams building smarter parent-focused experiences
- Community leads and Customer Service teams to keep feedback flowing
We’re interested in anyone who meets one, or a combination of the following:
- 2+ years experience in B2C marketing, growth, or sales
- Familiarity with AI marketing tools and customer segmentation
- Experience with chatbots, email flows, and content recommendation systems
- Bonus: Background in parent-focused campaigns and digital outreach
- Bonus: Familiarity with survey analysis, social media listening and AI trend tracking
We offer you a meaningful role in a purpose-driven, fast-growing company with real impact.
Some of the reasons people love working at Twinkl:
- Friendly, welcoming, and inclusive culture
- Employee groups: LGBTQ+, People of Colour, Disabilities, Women in Tech, Working Parents
- From Day 1 – Westfield Health, 33 annual leave days (plus 1 extra day per year after 2 years, capped at 38), flexible working policy, and Twinkl subscription
- Events, referral rewards, and company sick pay (after 3 months)
- After probation: enhanced parental pay, life insurance, and cycle to work scheme
Seniority level: Mid-Senior level
Employment type: Contract
Job function: Information Technology
Industries: Technology, Information and Media, and Education
Growth & Engagement Manager – UK Parents employer: Twinkl Educational Publishing
Contact Detail:
Twinkl Educational Publishing Recruiting Team
StudySmarter Expert Advice 🤫
We think this is how you could land Growth & Engagement Manager – UK Parents
✨Tip Number 1
Familiarise yourself with AI tools and platforms that are commonly used in B2C marketing. Understanding how to leverage these technologies will not only enhance your application but also prepare you for the role's responsibilities.
✨Tip Number 2
Engage with Twinkl's content and community on social media. This will give you insights into their current strategies and help you demonstrate your understanding of their audience during any discussions with the hiring team.
✨Tip Number 3
Network with professionals in the education and marketing sectors, especially those who have experience with parent-focused campaigns. They can provide valuable insights and may even refer you to opportunities at Twinkl.
✨Tip Number 4
Prepare to discuss specific examples of how you've used data to drive engagement in previous roles. Being able to articulate your experience with analytics and automation will set you apart as a candidate.
We think you need these skills to ace Growth & Engagement Manager – UK Parents
Some tips for your application 🫡
Tailor Your CV: Make sure your CV highlights relevant experience in B2C marketing, growth, or digital campaigns. Emphasise any familiarity with AI tools and automation platforms, as these are key for the role.
Craft a Compelling Cover Letter: In your cover letter, express your passion for supporting parents and children through educational resources. Mention specific examples of how you've used AI in previous roles to enhance customer engagement.
Showcase Relevant Skills: Clearly outline your skills related to personalisation, sentiment analysis, and community-building. Use bullet points to make it easy for the hiring team to see how you fit the role.
Highlight Your Empathy: Since the role requires a user-focused approach, include examples that demonstrate your empathy towards parents and how you've successfully addressed their needs in past projects.
How to prepare for a job interview at Twinkl Educational Publishing
✨Show Your Passion for AI and Engagement
Make sure to express your enthusiasm for using AI in marketing strategies. Share examples of how you've previously implemented AI tools to enhance customer engagement, especially in a B2C context.
✨Demonstrate Empathy and User Focus
Prepare to discuss how you prioritise the needs of parents in your strategies. Use specific instances where you've tailored campaigns or content based on user feedback or sentiment analysis.
✨Familiarity with Automation Tools
Be ready to talk about your experience with automation platforms like Zapier or Make. Highlight any successful projects where you built workflows that improved engagement or streamlined processes.
✨Data-Driven Decision Making
Illustrate your ability to analyse data and iterate on campaigns. Bring examples of how you've used data insights to refine marketing strategies or improve customer journeys in previous roles.
