Responsibilities

• Build and manage the US parent lifecycle strategy across onboarding, conversion, engagement, renewal, retention and win-back.
• Adapt centrally developed email programs for the US market, including newsletters, seasonal communications and targeted campaigns.
• Create and optimize triggered journeys for trial users, free members, paying subscribers and customers at risk of lapsing.
• Develop appropriate segmentation and personalization based on customer needs, behaviors and lifecycle stage.
• Own campaign delivery from brief and copy through setup, quality assurance, launch and performance review.
• Map journeys for priority parent segments and identify the moments that most influence conversion, engagement and retention.
• Develop coordinated campaigns across email, onsite messaging, in-product experiences and relevant social channels.
• Build curated collections and campaigns around the US school year, back-to-school, testing periods, holidays and other important family moments.
• Improve how we communicate the practical benefits and ongoing value of a Twinkl subscription to parents.
• Maintain a clear experimentation roadmap and continually test ways to improve engagement, retention and customer lifetime value.

Requirements

• A proven track record as an independent self-starter who builds, launches, and manages campaigns end-to-end without relying on supporting staff or delegation
• Solid experience with lifecycle/CRM marketing — segmentation, triggered journeys, marketing automation platforms
• Retention and onsite optimization experience in a subscription or D2C business
• Comfortable running experiments, reading the results honestly, and moving on from what doesn't work
• Real familiarity with the US education and parenting landscape
• Good judgment on when to use what's already proven elsewhere versus build something new for the US
• Enough comfort in a CMS to make basic site changes (banners, nav, landing pages) without needing a developer every time
• Strong writing and communication skills with a good eye for brand consistency

Benefits

• Robust compensation and benefits package
• 15 days of paid time off (PTO) annually plus 13 federal holidays
• Accrued paid sick leave
• 401K employer match
• 100% employer-funded healthcare plan (Blue Cross Blue Shield), with additional spouse and dependent contribution
• Life insurance coverage fully funded
• 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.
• Continuous Professional Development (CPD). Our ever-evolving program includes monthly progression reviews, Twinkl’s Management Scheme, commercial awareness training, leadership coaching quads, career chats, and mentoring.
• Collaboration across continents! You’ll plug into a global team working to help improve the lives of educators around the world.