Educake Marketing Director

Twinkl Limited; Oxford; On-site; GBP 50,000 - 70,000; Full time

Job summary

Twinkl Limited is seeking a Marketing Lead to develop and execute strategies for UK and international growth. This position involves driving customer acquisition through tailored marketing initiatives and collaborating cross-functionally to optimize performance.

The ideal candidate has a degree in Business Administration or Marketing and significant leadership experience in the education sector, particularly in subscription-based businesses.

The role offers hybrid working from the Educake Office in Oxford.

Qualifications

• Proven experience in commercial or marketing roles focused on customer segmentation.
• Experience in subscription-based growth in the education sector.
• Ability to thrive in a fast-paced environment and manage multiple priorities.

Responsibilities

• Lead the refinement of Educake’s UK and International GTM strategy.
• Drive customer acquisition through data personalization.
• Develop and execute marketing campaigns to boost brand awareness.

Skills

Analytical skills

Strategic thinking

Excellent communication

Leadership experience

Proficiency in Google Workspace

Customer acquisition skills

Education

Degree in Business Administration or Marketing

MBA or equivalent

Tools

CRM software

Microsoft Office Suite

Job description

Location: Educake Office Oxford / Hybrid

Salary: Dependent on experience

Contract: Permanent

Reports to: Nicola Allen, Educake MD

Hours: 37.5 hours per week minimum, but as required by the position.

Key Responsibilities

Lead the refinement of Educake’s UK and International GTM strategy into a clear, long-term strategic roadmap based on existing diagnostic work and strategic direction, aligned with the ongoing work across UK Schools, IPS and Parents.

Drive B2C Parental subscription & B2B whole school adoption

Analyse performance data, and provide regular insights and recommendations to Educake’s Leadership Team and Board, in alignment with Parents and B2B strategies.

Marketing & Partnerships

Lead the Educake marketing team with a sharp focus on Parents and B2B growth, establishing Educake as the go-to destination for all secondary assessment needs, positioning us as a trusted partner in supporting children's education and development.

Work closely with the marketing manager to ensure all activity is rooted in and consistent with the Educake brand, leveraging expertise as the brand authority to inform strategic direction.

Drive customer acquisition and retention by ensuring the use of data to personalise experiences, optimise funnel performance, and increase lifetime value.

Oversee the creation of engaging, ICP-aligned marketing collateral (e.g., website content, sales presentations, product demos, case studies, social media) to support lead generation and sales efforts.

Partner with Product to enhance onboarding, navigation, and key user flows. Lead UK and overseas pricing strategy recommendations, including PAYG and ICP-specific content, whilst working closely with sales for MD approval to drive conversion and retention.

Develop and execute marketing campaigns, content strategies, and partnership initiatives to increase brand awareness and drive traffic to our platform in England.

Cultivate strategic partnerships with organisations and other stakeholders to amplify our reach and impact within the secondary community.

Build and maintain strong relationships with our Sales team, serving as a trusted advisor and resource for integrating our solutions into their B2B offerings.

Identify and pursue opportunities to expand secondary customer growth through B2B channels in collaboration with our Schools Team, such as partnerships with schools and educational organisations.

Develop tailored offerings and value propositions for Educake Schools that incentivise them to promote Educake to secondary schools.

Cross-Functional Collaboration

Collaborate closely with marketing, sales, product development, and finance teams to align commercial strategies with overall business objectives. Ensure seamless execution of initiatives and effective communication across departments.

Performance Monitoring

Establish key performance indicators (KPIs) to measure the effectiveness of commercial initiatives within each customer segment. Analyse performance data on a daily basis and adjust strategies as needed to optimise results.

Key Requirements

Degree in Business Administration, Marketing, or related field. MBA or equivalent preferred.

Proven experience in commercial or marketing roles, with a focus on customer segmentation and strategic planning. Experience in the education sector is a plus.

Proven experience in a leadership role driving significant growth in subscription-based businesses, targeting secondary in the education sector.

Strong analytical skills with the ability to interpret market data and draw actionable insights.

Strong strategic thinking and problem‑solving skills, with the ability to translate insights into actionable initiatives and results.

Excellent communication and interpersonal skills, with the ability to influence and negotiate effectively at all levels of the organisation.

Strategic thinker with a track record of developing and executing successful commercial strategies.

Ability to thrive in a fast‑paced, dynamic environment and manage multiple priorities effectively.

Proficiency in Google Workspace tools, and Microsoft Office suite and experience with CRM software is desirable.

Flexibility to travel as needed (but hybrid working is assumed).

Track record of success in developing and launching new products or initiatives, from ideation to execution and optimisation.

Experience working with B2B channels and partners to drive customer acquisition and revenue growth is a plus.