Home Education Marketing Manager

A new and exciting opportunity has arisen for an ambitious, entrepreneurial and proactive individual to join Twinkl as Home Education Marketing Manager. Supporting and growing the home education segment in England has been identified by the business as a priority for the coming years.

The ideal candidate will be responsible for developing and implementing marketing strategies to drive profitable and scalable growth within the Home Ed customer segment. This role requires a keen understanding of market trends, customer needs, and the competitive landscape to effectively tailor initiatives. This role will work closely with the wider England Parents team, and England Segments.

• Marketing Strategy and Growth Initiatives: Develop a deep and detailed understanding of English Home Educators and their unique needs, behaviours, and preferences. Segment the English Home Ed market appropriately, identifying the jobs to be done with a view to selecting the most commercially viable marketing initiatives. Develop and execute a comprehensive marketing strategy to drive Home Ed subscription growth in England, leveraging a suite of products to meet their needs. Collaborate with wider Twinkl teams to align Home Ed growth initiatives with overall business objectives and revenue targets.
• Product Development and Enhancement: Drive the development and enhancement of Home Ed products that deliver unique value propositions and meet the needs of this segment across England. Work closely with product management, design, and engineering teams to prioritise features and enhancements based on market feedback and data-driven insights. Continuously iterate on existing products and launch new offerings to maintain a competitive edge and drive subscriber acquisition and retention.
• Brand Positioning and Awareness: Establish Twinkl as the go-to destination for all Home Ed needs, positioning us as a trusted partner in supporting children's education and development. Develop and execute marketing campaigns, content strategies, and partnership initiatives to increase brand awareness and drive traffic to our platform amongst Home Educators in England. Cultivate strategic partnerships with organisations and other stakeholders to amplify our reach and impact within the Home Education community.
• Competitive Analysis: Monitor competitor activities within targeted segments, including pricing strategies, product offerings, and marketing tactics. Leverage insights to develop counter-strategies and maintain a competitive edge.
• Cross-Functional Collaboration: Collaborate closely with global marketing, sales, product development, and finance teams to align strategies with overall business objectives. Ensure seamless execution of initiatives and effective communication across departments.
• Performance Monitoring: Establish key performance indicators (KPIs) to measure the effectiveness of marketing initiatives within this segment. Analyse performance data on a daily basis and adjust strategies as needed to optimise results. Lead and manage a small team and work cross functionally to drive content creation and marketing initiatives to maximise market penetration and achieve business objectives. Coach, mentor, and support team members to drive performance and professional development.

You’ll work with: England Parents Manager, Parents Marketing Team, Educational Content Leads, an amazing team of other Country and Segment Managers.

• A strong entrepreneurial mindset and a propensity for action.
• Thorough knowledge of the Home Education market and of our customers.
• Strong analytical skills with the ability to interpret market data and draw actionable insights.
• Strong strategic thinking and problem-solving skills, with the ability to translate insights into actionable initiatives and results.
• Excellent communication and interpersonal skills, with the ability to influence and negotiate effectively at all levels of the organisation.
• Strategic thinker with a track record of developing and executing successful marketing strategies.
• Ability to thrive in a fast-paced, dynamic environment and manage multiple priorities effectively.
• Proficiency in Google Workspace tools and Microsoft Office suite, and experience with CRM software is desirable.
• Flexibility to travel as needed (but hybrid working is assumed).
• Track record of success in developing and launching new products or initiatives, from ideation to execution and optimisation.

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, flexible working policy with opportunities to work from home and Twinkl subscriptions.
• Quarterly company awards programme.
• Seasonal events.
• 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.