Responsibilities

• Define and own the end-to-end marketing strategy for Twinkl Parents, ensuring it aligns with our five year business vision and customer growth ambitions.
• Working closely with the Global Brand team, develop clear positioning and messaging frameworks that resonate with parents and reinforce Twinkl’s mission and values.
• Ensure Twinkl Parents’ marketing activity is insight led, integrated, and cohesive across paid, owned, and earned channels.
• Champion a joined up marketing approach across web and app, ensuring a consistent and effective experience from awareness through to retention.
• Develop and deliver integrated, cross channel campaigns that drive awareness, trust, and emotional engagement with the Twinkl Parents brand.
• Partner with Creative, Product, and Education teams to deliver storytelling moments that bring the brand proposition to life across digital, social, and experiential channels.
• Oversee content, social, and influencer strategies that build community engagement and advocacy.
• Ensure all marketing activity balances long term brand building with short term acquisition and engagement goals.
• Work with B2B & B2C Educator teams to: Harness Twinkl’s established trust and penetration with teachers and schools in the UK to create powerful, cost-efficient acquisition loops. Develop innovative referral programmes and advocacy campaigns that connect teachers and parents, leveraging Twinkl’s 15+ years of credibility and reach within the UK education sector.
• Collaborate with Brand, Product, and Education teams to amplify the Twinkl Parents proposition within the wider Twinkl ecosystem, positioning it as a natural extension of the Twinkl experience for families.

Requirements

• Extensive experience (7+ years) in marketing leadership for an app-based consumer business, ideally within family, education, lifestyle, or mission driven sectors.
• Proven success in developing and executing marketing strategies that drive growth, engagement, and retention.
• Strong understanding of integrated marketing, spanning brand, digital, social, PR, partnerships, lifecycle, and performance.
• Data driven decision maker with deep analytical skills and experience in marketing measurement and attribution.
• Creative and strategic thinker with the ability to translate insight into inspiring campaigns and customer experiences.
• Experienced people leader, skilled in developing and motivating high performing teams.
• Excellent collaboration skills across Product, Data, and Creative disciplines.
• Commercially astute and results oriented, balancing long term brand building with short term performance outcomes.
• An adaptable, action-oriented marketer who’s as comfortable shaping strategy as rolling up their sleeves to make it happen.

Benefits

• 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
• 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