Head of B2B Marketing

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Head of B2B Marketing is a strategic leader responsible for developing and executing innovative marketing strategies that drive growth, demand generation, and customer acquisition in the B2B sector. This role requires a data-driven, customer-centric, and results-oriented marketing professional who can lead a high-performing team, collaborate with cross-functional stakeholders, and optimise marketing performance through cutting-edge strategies. As an experienced B2B marketing leader within the education space, with deep expertise in B2B acquisition strategies, pipeline acceleration, and revenue-driven marketing initiatives.

You will play a critical role in driving demand and lead generation, customer retention, new sales growth, and product adoption across diverse markets.

You will work closely with Sales, Product, and other cross-functional teams to optimise the marketing funnel, leverage insights to refine go-to-market strategies, and build scalable campaigns that resonate with key decision-makers, including school administrators, district leaders, and education providers. By leveraging the work of the thought leadership team, you’ll transform high-value content into impactful marketing campaigns that engage potential customers and deepen relationships with existing clients.

Key Responsibilities:

1. Strategic Leadership:
   1. Develop and execute a global B2B marketing strategy aligned with growth goals and sales priorities.
   2. Identify key market opportunities and target segments, focusing on generating new leads, sales and retaining existing customers.
   3. Monitor industry trends, competitor activities, and customer insights to refine marketing strategies.
   4. Work with the VP of Sales and VP of Marketing to create scalable marketing programs that directly support the sales pipeline and revenue growth.
2. Lead Generation and Pipeline Nurturing:
   1. Deliver integrated, multi-channel lead generation campaigns to consistently fill the sales funnel with high-quality leads.
   2. Develop and optimise lead nurturing programs to convert prospects at every stage of the sales funnel.
   3. Leverage marketing automation tools to streamline processes and improve lead-to-opportunity conversion rates.
   4. Identify and collaborate with channel partners, including resellers, affiliates, and strategic partners for demand and lead gen activity.
3. Demand Generation:
   1. Support thought leaders with industry events, speaking engagements, and content marketing.
   2. Shape Twinkl’s brand narrative for the B2B market, ensuring a consistent, compelling value proposition.
   3. Develop and execute ABM strategies for MATs that engage high-value accounts with personalised campaigns and messaging.
4. Customer Retention and Engagement:
   1. Design and implement onboarding and retention marketing campaigns to enhance customer satisfaction, loyalty, and lifetime value.
   2. Use high-value thought leadership content from internal teams to create targeted campaigns that engage customers and address key pain points.
5. Sales Alignment and Enablement:
   1. Partner closely with the sales team to align marketing efforts with revenue targets, ensuring consistent delivery of qualified leads.
   2. Provide the sales team with tailored content, tools, and insights to effectively communicate product value and close deals.
   3. Collaborate with sales leadership to track lead quality, refine processes, and optimise campaign effectiveness.
6. Data-Driven Campaign Automation:
   1. Develop, test and optimise automated email workflows to nurture leads, onboard new customers, and drive engagement at different lifecycle stages.
   2. Implement segmentation strategies to personalise messaging based on customer behavior, industry, and role.
   3. Use analytics tools (Hubspot) to monitor campaign performance, measure ROI, and identify areas for improvement.
   4. Report on marketing effectiveness to the VP of Sales and VP of Marketing, providing actionable insights to inform strategy.
7. Team and Budget Management:
   1. Lead and develop a high-performing B2B marketing team, fostering a culture of collaboration and continuous improvement.
   2. Manage the B2B marketing budget, allocating resources effectively to maximise results.

Requirements

1. Extensive experience in B2B marketing leadership within the Primary or Secondary education space, with a focus on lead generation, customer retention, and sales enablement.
2. England/UK Primary Experience required.
3. Proven track record of delivering results through scalable marketing programs aligned with sales priorities.
4. Strong ability to leverage Thought Leadership content to create engaging campaigns that drive new sales and customer retention.
5. Expertise in multi-channel marketing strategies, including email, paid media, events, and digital campaigns.
6. Advanced knowledge of marketing automation platforms (e.g. Hubspot).
7. Data-driven mindset with proficiency in analytics tools to measure and optimise campaign performance.
8. Excellent collaboration and communication skills, with experience working closely with Sales, Marketing, Creative and other cross-functional teams.
9. Experience managing teams and budgets, with a focus on delivering high-impact results.

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:

1. A friendly, welcoming and supportive culture. We believe work should be fun and always put people before the process.
2. 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.
3. 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.
4. Quarterly company awards programme.
5. Seasonal events.
6. Cervical and Prostate screening.
7. Company sick pay after 3 months of service.
8. After probation – cycle-to-work scheme.
9. 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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