Marketing Manager - South Africa

Location: Johannesburg, South Africa (Fully remote)
Closing Date: 28 / 03 /
Job Category: Global Region / Division: Not Applicable
Business Unit: Not Applicable
Pay Rate: Negotiable (DOE)
Contract: 12-month initial contract - Self-employed contractor.
Hours of work: 37.5 hours per week
Hiring Manager: Christoph Meirose
Recruiter: Charlotte Harris

We're seeking a strategic, data-driven Marketing Manager to lead our marketing initiatives in South Africa, driving new acquisition growth, community engagement, and customer retention.

The ideal candidate will have a proven track record in full-funnel marketing campaigns, multi-channel content strategy, and advanced audience analytics within dynamic, fast-paced environments. This role demands end-to-end ownership of marketing for our target segments, with a strong emphasis on data-driven decision-making, test & learn mentality, product adoption, and high-impact, ROI-focused campaigns across digital and offline channels.

The successful candidate will play a pivotal role in shaping Twinkl's market presence in South Africa, optimising performance, and delivering measurable business growth.

Key Responsibilities

1. Develop and implement a data-driven marketing strategy, aligned with Twinkl's brand, growth, and retention ambitions.
2. Analyse the competitive landscape and marketing activities for Twinkl's products and services, gaining a deep understanding of audience needs and identifying opportunities to differentiate Twinkl's position in South Africa.
3. Leverage advanced analytics tools to refine audience segmentation, driving enhanced personalisation and targeting across all campaigns.
4. Manage the product lifecycle, identifying and marketing the most effective solutions across the funnel to increase conversions and product adoption for different segments.
5. Champion Twinkl's brand, driving awareness, consideration, and preference among teachers through targeted initiatives.
6. Identify and capitalise on thought leadership opportunities to establish Twinkl as a trusted authority in the education sector.
7. Work with product marketing on integrated marketing campaigns that optimise the user journey from onsite experiences (website and landing pages) through to online and offline activations.
8. Oversee and evolve the content strategy across digital platforms, guiding content teams to produce high-quality, data-driven content tailored to diverse educator needs.
9. Develop and execute a compelling social media and influencer marketing strategy to build a strong online presence, foster engagement, drive consideration, and support organic growth.
10. Drive CRM strategy and execution to enhance customer lifecycle management, increase retention, and maximize customer lifetime value through personalized and data-driven campaigns.
11. Collaborate with the central growth team, strategic partnerships team, and cross-functional teams to align go-to-market strategies with broader business objectives.
12. Manage marketing budgets with a strong focus on ROI and CAC, leveraging the global measurement framework to track and analyse campaign performance.
13. Stay up-to-date on the latest marketing trends, technologies, and sector developments to ensure Twinkl remains competitive and innovative.
14. Communicate and report on strategy progress and campaign performance, providing insights and recommendations for future development.

Qualifications / Requirements

We're looking for candidates with a good combination of the following skills and experience:

1. Minimum 4 years of experience in marketing roles, preferably within the Education or B2C space, across brand, product, and growth marketing.
2. Profound understanding of the South African education market, with insights into policy, curriculum requirements, and public-sector education strategies.
3. Proven ability to drive acquisition, retention and product adoption through data-informed strategies.
4. Demonstrated revenue attribution skills with experience in managing marketing spend to drive clear ROI outcomes.
5. Hands-on experience with multi-channel content strategies, focused on scaling campaigns.
6. Proven cross-functional leadership in agile environments, with a strong record of collaboration across product, UX, and marketing.
7. Proficiency in using scalable tools and automation platforms for content creation, enabling efficient, high-quality content production across multiple channels.
8. Experience with project management methodologies and a focus on delivering results.
9. Excellent communication and interpersonal skills, with the ability to work effectively across different teams and levels of the organisation.
10. Demonstrated ability to think strategically and creatively to solve complex marketing challenges.
11. Proficiency with marketing software, analytics tools, and budget management.
12. Extensive experience in developing and overseeing high-impact content strategies.