Growth-Driven Marketing Director – D2C Subscriptions

Twinkl Educational Publishing; Oxford; Hybrid; GBP 90,000 - 140,000; Full time

Job summary

Educake is seeking a Marketing Director to own consumer growth from positioning to acquisition, activation and retention. This role is a growth leadership position with accountability for subscribers, unit economics and commercial success.

You will build and lead the marketing function, partnering with Product and Sales to align GTM with development milestones and drive measurable impact across CAC, LTV, and retention in a hybrid Oxford setting.

Qualifications

• Senior B2C marketing or growth leadership in a subscription business (edtech or consumer subscription preferred).
• Experience owning CAC, LTV, and funnel economics end-to-end; able to defend marketing investment at board level with data.
• Direct experience launching a new consumer product or proposition to market.
• Experience building and running research programmes (quantitative and qualitative) to generate audience insight and validate positioning.
• Hands-on with seasonally driven marketing programmes (exam calendar) and campaigns that convert demand spikes into subscribers.

Responsibilities

• Own Educake's D2C marketing strategy end to end: positioning, channel mix, funnel design, pricing, retention.
• Drive subscriber acquisition and revenue growth with CAC, payback, LTV, and net revenue retention as core metrics.
• Lead go-to-market for MVP launch and product iterations.
• Define and champion differentiated positioning reflected across channels and campaigns.
• Build and optimise acquisition across paid, organic, lifecycle, community and partnerships.
• Partner with Product on onboarding, activation and retention flows using data to identify growth opportunities.
• Lead marketing team and report performance data to MD and Board.

Skills

Strategic marketing leadership

B2C growth

CAC/LTV management

CRM & lifecycle marketing

A/B testing

Data-driven decision making

Cross-functional collaboration

Budget management

Education

Bachelor's degree in Business/Marketing or related field

MBA (desirable)

Tools

Google Workspace

Microsoft Office

CRM/analytics tools

Job description

Educake is seeking a Marketing Director to own consumer growth from positioning to acquisition, activation and retention. This role is a growth leadership position with accountability for subscribers, unit economics and commercial success.

You will build and lead the marketing function, partnering with Product and Sales to align GTM with development milestones and drive measurable impact across CAC, LTV, and retention in a hybrid Oxford setting.