Marketing Manager – Scotland and Wales (B2C)

Overview

We’re seeking a proactive, data-driven Marketing Manager to lead Twinkl’s marketing strategy for Scotland and Wales. This role focuses on owning and delivering the marketing strategy for these markets, improving and optimising the acquisition and retention funnel. The ideal candidate will have experience in full-funnel marketing strategy, multi-channel content planning, and advanced audience analytics in dynamic, fast-paced environments, with a strong understanding of the education sector. This role combines strategic vision, orchestration of initiatives, and hands-on execution, ensuring Twinkl’s marketing drives measurable business outcomes and enhances the experience of educators.

Key Responsibilities

• Own the development and execution of the Scotland and Wales marketing strategy, ensuring full alignment with country objectives and Twinkl’s global priorities.
• Develop and implement data-driven marketing campaigns and tactics, both online and offline, that support key market KPIs and are aligned with Twinkl’s brand, growth, and retention goals.
• Conduct market research and analyse the competitive landscape to gain a deep understanding of audience needs and identify opportunities to differentiate Twinkl’s position in Scotland and Wales.
• Develop and maintain a content calendar, coordinating with product, content, and all relevant marketing teams to deliver timely, high-quality activations.
• Lead market trade meetings and track country performance, including acquisition and retention targets, customer engagement, and budget utilisation, providing actionable recommendations for future development.
• Allocate and manage marketing budgets for your markets with a strong focus on ROI and CAC, leveraging the global measurement framework to track and analyse campaign performance.
• Champion Twinkl\’s brand authority, driving awareness, consideration, and preference among teachers through targeted initiatives such as ambassadors and community programs.
• Support ICP (Ideal Customer Profile) definition and strategy, leveraging customer and market insights to inform targeting and messaging.
• Use advanced analytics tools to refine audience segmentation, enabling enhanced personalisation and precise targeting across all campaigns.
• Manage the product lifecycle, identifying and marketing the most effective solutions, behaviours or incentives across the funnel to increase conversions and product adoption for different segments, following global frameworks.
• Collaborate with product marketing on integrated campaigns that optimise the user journey from onsite experiences through to online and offline activations, ensuring each solution launch maximises adoption and engagement with Twinkl’s educational resources.
• Oversee and evolve the marketing content strategy across digital platforms, guiding content teams to produce high-quality, data-driven materials tailored to diverse educator needs, including webinars, video content, and user-generated content.
• Develop and execute compelling social media and influencer marketing strategies to build a strong online presence, foster engagement and community, drive consideration, and support organic growth.
• Drive CRM strategy and execution for your markets to enhance customer lifecycle management, increase retention, and maximise customer lifetime value through personalised, data-driven campaigns, aligned with global frameworks.
• Identify promotions, incentives, and cross-sell initiatives (e.g., professional development programs) to enhance user engagement and adoption, leveraging global frameworks.
• Ensure all marketing initiatives consistently reinforce Twinkl’s brand, thought leadership, and educator-first approach, highlighting our philosophy: for educators, by educators.
• Improve Twinkl’s discoverability across LLMs and other AI-driven platforms.
• Collaborate with the central growth team, strategic partnerships team, and cross-functional teams (including product development) to align go-to-market strategies with broader business objectives and continuously optimise marketing funnel performance.
• Stay up-to-date on the latest marketing trends, technologies, and sector developments to ensure Twinkl remains competitive and innovative.
• Inspire and empower the local marketing team to deliver exceptional results, fostering creativity, collaboration, and a shared commitment to Twinkl’s educator-first mission.
• Champion team growth and development, guiding local marketers to reach their potential while ensuring alignment with Twinkl’s vision and values.

Qualifications

• 3–5 years of marketing experience, preferably in B2C, education-focused environments.
• Deep knowledge of the Scottish and Welsh education markets, including education policy, curriculum frameworks, and teacher priorities.
• Proven ability to manage full-funnel marketing strategies, leveraging data and audience research to inform decisions and track performance against KPIs.
• Hands-on experience with multi-channel strategies, focused on scaling campaigns.
• Demonstrated revenue attribution skills, with experience managing marketing spend to deliver clear ROI.
• Excellent communication and collaboration skills, with experience working across teams and organisational levels.
• Strong project management skills, capable of juggling multiple priorities and deadlines.
• Proactive, creative, and solution-oriented, with the ability to take ownership of projects.
• Demonstrated ability to think strategically and creatively to solve complex marketing challenges.
• Familiarity with marketing tools, CRM and social platforms, and analytics software.
• Proven experience in managing and developing high-performing, resilient teams to achieve marketing objectives.

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 – 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 and Twinkl subscriptions.
• Quarterly company awards programme
• Seasonal events
• Referral scheme
• 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

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