Growth & Engagement Manager – UK Parents

Twinkl Educational Publishing; Sheffield; On-site; GBP 35,000 - 50,000; Full time

Job summary

A leading company in educational publishing is seeking a Growth & Engagement Manager to enhance parent engagement strategies using AI. This role focuses on delivering personalized experiences for parents, leveraging data to build effective communication and support systems. Join a mission-driven team dedicated to making a real impact in the lives of families through innovative strategies and tools.

Benefits

33 annual leave days

Flexible working policy

Enhanced parental pay

Life insurance

Cycle to work scheme

Qualifications

• 2+ years of experience in marketing, growth, or digital campaigns.
• Familiarity with AI marketing tools and customer segmentation.

Responsibilities

• Designing AI-powered email journeys and chatbot conversations.
• Personalising content and product recommendations for parents.
• Building automation workflows to streamline parent outreach.

Skills

Marketing

Growth

Digital Campaigns

AI Tools

Customer Engagement

Tools

Zapier

Make

Flowise

Job description

Annual Salary: Competitive (dependent on experience)

Contract: 12 months fixed term

Line Manager: Parents Commercial Manager

Hours: 37.5

About the Role

Twinkl is expanding its support for UK parents, and we’re looking for a Growth & Engagement Manager – UK Parents to take our parent engagement strategies to the next level. Your role is to embed AI across customer journeys, communication touchpoints, and content personalisation—helping parents discover, love, and stay with Twinkl.

From onboarding and lead nurturing to retention and community-building, this role is all about delivering smart, AI-powered experiences that serve the real needs of parents across the UK.

Ongoing projects / How you’ll spend your day

● Designing AI-powered email journeys and chatbot conversations to welcome and support parents

● Personalising content and product recommendations based on parenting needs

● Analysing sentiment and feedback through AI-driven social listening tools and survey analysis

● Building automation workflows to streamline parent outreach and engagement

● Collaborating with marketing and community teams to create scalable AI-led growth campaigns

What makes our team special

You’ll join a mission-led team that cares deeply about supporting families with educational resources. We believe in meaningful engagement over mass messaging, and we’re always testing innovative ways to connect with our audiences. If you're passionate about AI, automation, and helping parents and children thrive, you’ll feel right at home here.

To succeed in the role, you will:

● Bring 2+ years of experience in marketing, growth, or digital campaigns

● Understand how to use AI tools to personalise messaging and journeys at scale

● Be familiar with B2C engagement strategies and automation platforms like Zapier, Make, or Flowise

● Be empathetic and user-focused, always looking for ways to better serve parents

● Love testing new tech and iterating based on data and feedback

In this role, you will learn:

● How to build scalable, AI-powered B2C funnels tailored to parenting segments

● The latest in AI-led content marketing and sentiment analysis

● Strategies to foster long-term customer relationships using automation

● How to analyse parent needs and behaviour to guide smarter decision-making

You’ll work with:

● UK Growth and Marketing teams focused on families

● Automation and Innovation specialists embedding AI across Twinkl

● Data and Product teams building smarter parent-focused experiences

● Community leads and Customer Service teams to keep feedback flowing

We're interested in anyone who meets one, or a combination of the following:

● 2+ years experience in B2C marketing, growth, or sales

● Familiarity of AI marketing tools and customer segmentation

● Experience with chatbots, email flows, and content recommendation systems

● Bonus: Background in parent-focused campaigns and digital outreach

● Bonus: Familiarity with survey analysis, social media listening and AI trend tracking

We offer you a meaningful role in a purpose-driven, fast-growing company with real impact.

Some of the reasons people love working at Twinkl:

● Friendly, welcoming, and inclusive culture

● Employee groups: LGBTQ+, People of Colour, Disabilities, Women in Tech, Working Parents

● From Day 1 – Westfield Health, 33 annual leave days (plus 1 extra day per year after 2 years, capped at 38), flexible working policy, and Twinkl subscription

● Events, referral rewards, and company sick pay (after 3 months)

● After probation: enhanced parental pay, life insurance, and cycle to work scheme