Marketing Manager - England (Maternity Cover - 12 months Fixed Term contract)

Marketing Manager - England - Specialist & Other (B2C)Includes: Childminders, Trainee & ECT, SEND & SaLT, EAL, Tutors, Secondary and Supply Location: UK, Remote Contract: Full Time, (Maternity Cover - 12 months Fixed Term contract) Salary: £35,000–£45,000 Hours: 37.5 per week Recruiter: James Cook Overview We’re looking for a proactive and commercially minded Marketing Manager to lead Twinkl’s marketing strategy across our England Specialist & Other segments. This role will own and drive the full-funnel marketing strategy across a diverse range of educator audiences, focusing on customer acquisition, engagement, retention, and long-term growth. You’ll combine strategic thinking with hands-on delivery, using audience insights, performance data, and creative marketing approaches to drive measurable business impact. You’ll work cross-functionally with product, content, growth, CRM, and wider commercial teams to ensure marketing activity is aligned with business priorities and delivers an outstanding experience for educators. This is an exciting opportunity for someone who enjoys working in a fast-paced environment, thrives on data-driven decision-making, and is passionate about building meaningful connections with educators. Key ResponsibilitiesStrategy & Campaign Management

• Own and deliver the marketing strategy for England Specialist & Other segments, ensuring alignment with country goals and wider global priorities.
• Lead integrated, data-driven marketing campaigns across online and offline channels to drive acquisition, retention, engagement, and revenue growth.
• Use market research, competitor analysis, and customer insights to identify opportunities and strengthen Twinkl’s market positioning.
• Develop and manage content calendars, coordinating activity across product, content, and marketing teams to ensure timely and effective campaign delivery.
• Manage and optimise marketing budgets with a strong focus on ROI, CAC, and overall commercial performance.
• Lead trade and performance meetings, using data and reporting to identify opportunities, improve performance, and influence future strategy.

Audience Growth & Brand Development

• Champion Twinkl’s educator-first brand positioning through targeted campaigns, ambassador initiatives, influencer activity, and community-building programmes.
• Support ICP (Ideal Customer Profile) development and audience segmentation strategies to improve targeting, messaging, and personalisation.
• Oversee and evolve content strategies across digital platforms, ensuring content is engaging, relevant, and insight-led.
• Develop and execute social media and influencer marketing strategies that increase awareness, engagement, and organic growth.
• Drive CRM strategy and lifecycle marketing activity to improve retention, customer loyalty, and lifetime value.
• Identify and implement promotional opportunities, incentives, and cross-sell initiatives to improve product adoption and engagement.
• Improve Twinkl’s discoverability across AI-driven and LLM platforms.

Cross-Functional Collaboration

• Work closely with the central growth team, strategic partnerships team, and product teams to optimise go-to-market strategies and improve funnel performance.
• Collaborate with product marketing teams to support launches and maximise adoption of new resources and solutions.
• Ensure all activity reinforces Twinkl’s brand, thought leadership, and “for educators, by educators” philosophy.

Leadership & Team Management

• Manage and support Segment Managers and Marketing Assistants/Executives across the Specialist & Other segments.
• Create a collaborative, supportive, and high-performing team culture.
• Coach and develop team members to deliver strong results while encouraging creativity, innovation, and continuous improvement.

Qualifications & Experience We’d Love To Hear From Candidates Who Have

• 3–5 years’ marketing experience, ideally within B2C or education-focused environments
• Strong understanding of the England education landscape, including curriculum frameworks, policy, and educator priorities
• Experience developing and delivering full-funnel marketing strategies
• Strong analytical and commercial skills, with experience using data to drive decision-making and measure ROI
• Experience managing multi-channel campaigns at scale
• Excellent communication and stakeholder management skills
• Strong organisational and project management abilities, with experience managing multiple priorities simultaneously
• A proactive, creative, and solutions-focused mindset
• Experience using CRM systems, social platforms, marketing tools, and analytics software
• Experience managing, developing, and motivating high-performing teams

KPIs

• Meet acquisition targets, including new paying customers and win-backs
• Generate 30–35% of prospects through social media, referrals, influencers, ambassadors, direct traffic, branded search, ChatGPT, and campaigns by EY26
• Increase the share of users within Champion and High Loyalist RFM cohorts by 10% YoY
• Deliver 2 churn-reduction tests per month
• Achieve brand performance targets including:

• 15% YoY increase in total reach (owned, earned, and paid)
• 10% YoY increase in sentiment scores
• 80% NPS score

#HPINDEED