Senior Product Manager - Growth Acquisition

Twinkl Educational Publishing; Sheffield; Hybrid; GBP 90,000 - 130,000; Full time

Benefits offered by this job

Flexible work options

Health and wellbeing benefits

Learning & Development opportunities

Life assurance

Job summary

Twinkl Educational Publishing is seeking a Senior Product Manager for Acquisition to drive the strategy, discovery and execution of core product experiences that attract, convert and onboard new users. You will own the vision for sign-up and trial experiences and work with engineers, designers, insights and marketing to deliver data-driven growth.

You will lead discovery, planning and execution across end-to-end journeys, with a strong emphasis on funnel optimisation, CAC efficiency and KPI

Qualifications

• 5+ years of experience in Product Management, with direct focus on growth/acquisition and activation flow design.
• Experience collaborating with Engineering, Marketing and Data Analytics teams on data-driven growth strategies.
• Experience managing products as part of a Digital Transformation program.

Responsibilities

• Define long-term product vision and strategy for Acquisition aligned with company objectives.
• Identify opportunities for innovation in user attraction, conversion and funnel optimisation.
• Own and prioritise backlog; drive end-to-end lifecycle from ideation to post-launch optimisation.
• Lead cross-functional teams to deliver data-driven growth initiatives and A/B testing.
• Monitor KPIs related to acquisition funnel and conversion, reporting insights to stakeholders.

Skills

Product Management

Growth

Acquisition

Conversion optimisation

A/B testing

Analytics

Cross-functional leadership

Communication

Tools

Web analytics

Experimentation platforms

SEO

Job description

Location: Remote / Hybrid with monthly travel to our Sheffield HQ

At Twinkl, we're not just building software - we're transforming how millions of educators and learners interact with educational content and resources worldwide. By creating adaptable, comprehensive learning tools, we're breaking down educational barriers. We believe in empowering the next generation with the skills and resources they need to succeed, no matter their geographic or economic background. We’re not just sharing resources; we're building a global learning community. As we scale our platform to serve parents, teachers, and students across the globe, we're seeking an exceptional Senior Product Manager to help drive our technical evolution.

The Role

The Senior Product Manager for Acquisition will lead the strategy, discovery and execution for the core product experiences focused on attracting, converting and onboarding new B2C or B2B users. This role is critical to the business growth, directly impacting top-of-funnel conversion metrics, channel mix, lead-to-conversion rate. You will own the vision for our sign-up and trial experiences and key conversion pathways. You will work closely with a dedicated team of engineers, product designers, insights and user researchers, and marketing stakeholders to deliver world-class, data-driven solutions for growing our educator base.

What will the role involve?

• Define and champion the long-term product vision and strategy for the Acquisition product domain, ensuring alignment with overall company objectives.
• Deeply understand customer needs, market trends, and competitive landscapes to identify new opportunities for innovation in user attraction, conversion, and funnel optimisation.
• Establish a clear roadmap, setting measurable goals and success metrics (e.g., trial sign-up rate, lead-to-paid conversion, Customer Acquisition Cost (CAC) efficiency).

Discovery & Execution

• Lead the entire product development lifecycle from ideation and discovery through planning, execution, and post-launch optimisation.
• Work with Insights to proactively identify opportunities or performance problems to inform the product life cycle.
• Partner with Engineering and Design to define technical requirements and trade-offs for E2E journeys definition, insights gathering via testing, landing page performance, and integrating acquisition tools.
• Drive rigorous A/B testing and experimentation to validate hypotheses, iterate on features, and continuously improve core acquisition metrics.
• Maintain a well-groomed and prioritised backlog, ensuring the team is consistently focused on the highest-impact initiatives.

Data-Driven Prioritisation

• Own and monitor key performance indicators (KPIs) related to acquisition funnel performance, including traffic quality, sign-up friction, conversion rates by channel, and first-time user activation.
• Leverage quantitative data, qualitative user research, and competitive analysis to inform product decisions and identify areas for new features or funnel optimisation.
• Work closely with Data Science and Insights teams to ensure accurate tracking, reporting, and analysis of all acquisition and onboarding experiences.

Cross-Functional Leadership & Communication

• Act as the primary subject matter expert for Customer Acquisition, effectively communicating product strategy, progress, and results to executive stakeholders and cross-functional teams.
• Collaborate closely with product design to create seamless, intuitive interfaces and integrate conversion opportunities into the user journey across multiple products.
• Partner with Marketing, Sales, and Finance to ensure successful go-to-market strategies and gather holistic feedback on acquisition channel performance and LTV.

What do we need from you?

• 5+ years of experience in Product Management, with at least 3 years directly focused on growth/acquisition, design of new conversion mechanics and conversion optimisation, onboarding/activation flows.
• Proven experience working closely with Engineers, Marketing, and Data Analytics teams on developing and deploying complex, data-driven growth strategies.
• Proven experience managing products as part of a Digital Transformation program.
• Deep technical fluency in how conversion funnels, web analytics, SEO product strategies and experimentation platforms function and are evaluated.
• Proven experience to drive customers analysis and own the end-to-end customer experience, from inception to delivery and subsequent evolution.
• Strong analytical and problem-solving skills, with expertise in defining KPIs, conducting A/B tests, and synthesizing quantitative data to drive product decisions.
• Excellent written and verbal communication skills, with a track record of presenting complex technical concepts and product strategies to a diverse audience.

Ideally you would have:

• Experience working in a high-scale, consumer-facing or e-commerce environment.
• Familiarity with MarTech stacks, CMS and performance marketing platforms.
• A strong sense of ownership and a bias for action, coupled with the ability to manage ambiguity and rapidly evolving priorities.
• Experience with Digital Transformation programme and transition of legacy systems.

What’s in it for you?

• A friendly, welcoming and supportive culture. We believe work should be fun and always put people before process
• Flexible working with fully remote and hybrid working options
• 33 days annual leave per year, pro rata. You decide which public holidays to recognise. After 2 years of employment, your annual leave entitlement will accrue year on year up to 38 days annual leave
• An additional day of annual leave, a Me Day, to take time for yourself
• Charity day to volunteer and support a registered charity of your choice
• Westfield Health (including Health Club discount and Westfield Rewards discount and cashback)
• Learning and Development opportunities, with opportunities for internal mobility across various departments / areas of the business
• 4 x annual salary death in service life assurance
• Enhanced parental and adoption leave after long service
• Quarterly awards designed to reward and recognise our wonderful Twinkl employees