Responsibilities

• Strategic Leadership: Partner closely with stakeholders—including the SVP of Homeschool and SVP of Marketing—to develop and support AALP’s strategic growth objectives.
• Create the annual marketing strategy and budget aligned with business goals, increasing awareness, generating demand, and driving revenue across both eCommerce and wholesale channels.
• Build and maintain a deep understanding of homeschool buyer personas to inform a multi‑channel campaign strategy across key customer segments.
• Brand & Content Development: Oversee the development of competitive, thought‑leadership content that positions AALP as the clear authority in the homeschool curriculum market.
• Develop and implement a brand identity strategy, including brand guidelines, messaging, and creative standards across all internal and external touchpoints.
• Channel & Partner Management: Lead a network of external partners including digital marketing agencies, PR/communications, content creators, designers, and thought‑leadership consultants.
• Collaborate with the affiliate marketing manager to grow affiliate revenue by increasing affiliate participation and expanding marketing resources.
• Monitor homeschool market trends and competitor activity to strengthen AALP’s competitive advantage.
• Performance Management: Establish marketing KPIs and implement measurement processes to consistently evaluate results.
• Use a “test and learn” approach to optimize performance across all channels.

Requirements

• 7+ years of DTC homeschool curriculum marketing experience, including eCommerce and wholesale channels, with progressive responsibility.
• Strong understanding of the homeschool market, including competitive landscape, buyer personas, and state‑level funding sources.
• Proven experience creating multi‑channel marketing campaigns with a strong emphasis on digital marketing to drive eCommerce revenue at national and state levels.
• Experience managing or partnering with affiliate marketing programs, including program growth and asset development.
• Ambitious growth mindset, strong problem‑solving skills, and a preference for cross‑functional collaboration.
• Excellent written and verbal communication skills and the ability to present and advocate for new ideas.
• Highly detail‑oriented with strong project‑management skills and comfort in a fast‑paced environment.
• Proficiency in marketing technology tools, including:
• HubSpot (required)
• CRM systems