Head of Marketing - Mobile Apps

Location: Remote UK - Occasional travel to Head office in Sheffield

Salary: £70,000 - £90,000

Contract: Permanent

The Head of Marketing is a key new role, created to establish Twinkl Parents as one of the most trusted and recognisable family learning brands in the UK over the next five years. We are seeking an exceptional marketing leader who has led marketing for an app-based consumer business, with a proven ability to build powerful, emotionally resonant strategies and campaigns that inspire engagement, loyalty, and advocacy. Experience in the family, education, or lifestyle sectors would be ideal but is not essential.

You will define and champion the marketing strategy for Twinkl Parents across web and app, translating it into impactful storytelling, campaigns, and experiences that bring our Parents offering to life. Working alongside a pod of growth, creative and product specialists, you’ll ensure that every marketing touchpoint, from performance activity to app experience, strengthens Twinkl Parents’ emotional connection with families and delivers lasting business impact. This role calls for a strategic, data-driven and collaborative leader who can blend brand building excellence with a data informed marketing mindset.

Key Responsibilities:

• Marketing strategy and leadership: Define and own the end-to-end marketing strategy for Twinkl Parents, ensuring it aligns with our five year business vision and customer growth ambitions. Working closely with the Global Brand team, develop clear positioning and messaging frameworks that resonate with parents and reinforce Twinkl’s mission and values. Ensure Twinkl Parents’ marketing activity is insight led, integrated, and cohesive across paid, owned, and earned channels. Champion a joined up marketing approach across web and app, ensuring a consistent and effective experience from awareness through to retention.
• Integrated marketing and campaigns: Develop and deliver integrated, cross channel campaigns that drive awareness, trust, and emotional engagement with the Twinkl Parents brand. Partner with Creative, Product, and Education teams to deliver storytelling moments that bring the brand proposition to life across digital, social, and experiential channels. Oversee content, social, and influencer strategies that build community engagement and advocacy. Ensure all marketing activity balances long term brand building with short term acquisition and engagement goals.
• Partnership and ecosystem marketing: Work with B2B & B2C Educator teams to harness Twinkl’s established trust and penetration with teachers and schools in the UK to create powerful, cost-efficient acquisition loops. Develop innovative referral programmes and advocacy campaigns that connect teachers and parents, leveraging Twinkl’s 15+ years of credibility and reach within the UK education sector. Collaborate with Brand, Product, and Education teams to amplify the Twinkl Parents proposition within the wider Twinkl ecosystem, positioning it as a natural extension of the Twinkl experience for families. Working closely with the Partnerships team, develop co-marketing and partnership opportunities with complementary family, education, and lifestyle brands to extend reach and relevance.
• Growth collaboration and customer journey: Partner with Growth and Product teams to design marketing initiatives that attract, convert, and retain high quality users. Shape lifecycle and CRM strategies that deliver meaningful, personalised experiences and improve customer lifetime value. Use data and experimentation to inform marketing decisions, from creative optimisation to audience targeting and channel mix. Ensure every marketing message, from performance ads to in app copy, reflects Twinkl Parents’ identity, tone, and values.
• Performance and measurement: Define and track clear marketing KPIs, including awareness, acquisition, engagement, conversion, and retention. Build a culture of continuous optimisation through testing, learning, and data led decision making. Lead research and insight programmes to deepen understanding of parent motivations, needs, and brand perceptions and continuously refine messaging and user journeys.
• Team and leadership: Lead, mentor, and grow a multidisciplinary marketing team across content, social, campaign, and creative functions. Foster a collaborative, innovative, and inclusive culture that values both creativity and accountability. Manage and optimise the marketing budget, ensuring a balanced investment across awareness, engagement, and acquisition channels. Represent the marketing function within the Twinkl Parents leadership team, contributing to wider commercial and product strategy.

Requirements:

• Extensive experience (7+ years) in marketing leadership for an app-based consumer business, ideally within family, education, lifestyle, or mission driven sectors.
• Proven success in developing and executing marketing strategies that drive growth, engagement, and retention.
• Strong understanding of integrated marketing, spanning brand, digital, social, PR, partnerships, lifecycle, and performance.
• Data driven decision maker with deep analytical skills and experience in marketing measurement and attribution.
• Creative and strategic thinker with the ability to translate insight into inspiring campaigns and customer experiences.
• Experienced people leader, skilled in developing and motivating high performing teams.
• Excellent collaboration skills across Product, Data, and Creative disciplines.
• Commercially astute and results oriented, balancing long term brand building with short term performance outcomes.
• An adaptable, action-oriented marketer who’s as comfortable shaping strategy as rolling up their sleeves to make it happen.

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.
• 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.