Job Introduction

Campaign Marketing Manager: Parents (US)

Location: Remote – United States (Eastern to Central Time Zones)

Salary: $85,000–$95,000 USD

Contract: Permanent

Reports to: Head of USA Marketing, with a dotted line to Commercial Director: Twinkl Family

Hours: 37.5 hours per week, with flexibility during key launches and seasonal periods

First things first! What is Twinkl?

Twinkl is here to "help those who teach." It's what brings us to work every day. We're proud to create educational resources that can be used at each step of a child's learning journey. Our award-winning resource collection - created by teachers for teachers - provides unlimited supplementary digital and printable teaching resources at an unbeatable value. We have over a million editable resources, and new content is added every day. Don't see what you need? Just ask! We make bespoke resources for our members as part of our world-class customer service promise to help those who teach. Whoever you are, whatever you teach, Twinkl is here for you!

Role overview:

We are looking for a hands-on Marketing Manager to build and grow Twinkl Family's parent proposition in the United States. You will have strong foundations to work from, including Twinkl's content, customer data, technology and the experience of our central Families team in more established markets. Your job will be to determine what should be adapted for US parents, what needs to be built locally and how we can create a proposition that parents understand, value and continue using. The US parent segment is at an early stage, so this role offers meaningful ownership. You will develop customer journeys, launch campaigns, improve the onsite parent experience and build the insight loop that guides future decisions. This is a practical role for someone comfortable moving between planning, writing, execution, analysis and iteration. You will report day to day to the Head of USA Marketing and work closely with the Commercial Director, Twinkl Family. The US General Manager will act as executive sponsor, helping set strategic priorities, remove organizational barriers and secure cross-functional support from Product, UX, Content, Data and other central teams. This role does not initially include direct reports, so you should be comfortable owning delivery while coordinating effectively with colleagues across the business.

Lifecycle, Email and CRM:

Build and manage the US parent lifecycle strategy across onboarding, conversion, engagement, renewal, retention and win-back. Adapt centrally developed email programs for the US market, including newsletters, seasonal communications and targeted campaigns. Create and optimize triggered journeys for trial users, free members, paying subscribers and customers at risk of lapsing. Develop appropriate segmentation and personalization based on customer needs, behaviors and lifecycle stage. Own campaign delivery from brief and copy through setup, quality assurance, launch and performance review.

Retention and customer value:

Map journeys for priority parent segments and identify the moments that most influence conversion, engagement and retention. Develop coordinated campaigns across email, onsite messaging, in-product experiences and relevant social channels. Build curated collections and campaigns around the US school year, back-to-school, testing periods, holidays and other important family moments. Improve how we communicate the practical benefits and ongoing value of a Twinkl subscription to parents. Maintain a clear experimentation roadmap and continually test ways to improve engagement, retention and customer lifetime value. Monitor retention as an active performance measure, not simply a quarterly reporting metric.

Parent onsite experience:

Manage a dedicated US Parents area through Twinkl's content management system. Improve parent-facing navigation, banners, landing pages, post-trial onboarding and seasonal merchandising within the areas available for local customization. Ensure parent-facing journeys feel relevant and purpose-built rather than adapted superficially from the educator experience. Partner with Product and UX to represent the needs of US parents and contribute evidence-based insight to the development of the Twinkl Family app and wider product experience.

Insights, measurement and voice of the customer:

Build a structured feedback loop that brings together campaign performance, product usage, conversion and retention data, NPS and direct customer feedback. Identify what US parents use, where they encounter friction, why they subscribe, what keeps them engaged and why they leave. Translate customer and performance insights into clear recommendations, experiments and improvements. Establish practical reporting that shows both activity and commercial impact. Represent the US parent customer in discussions across Product, Marketing, Content and the wider Twinkl Family team, using evidence rather than assumptions.

Brand localization:

Help roll out the Twinkl Family brand and tone of voice across US parent touchpoints. Ensure communications are clear, consistent and relevant to the US parenting and education landscape. Work with central and US colleagues to balance global brand consistency with meaningful local adaptation.

Ways of working:

This is a hands-on role, particularly during the initial build phase. You will be expected to create and deliver work yourself while also bringing together the right contributors from across Twinkl. You will have latitude to make day-to-day decisions within the agreed strategy and priorities. Where delivery requires broader organizational support, the Head of USA Marketing and US General Manager will help align stakeholders, resolve competing priorities and remove barriers. We are looking for someone who can move at pace without confusing speed with carelessness. You should be comfortable launching an informed first version, measuring what happens and improving it quickly.

What you will bring:

• A proven track record as an independent self-starter who builds, launches, and manages campaigns end-to-end without relying on supporting staff or delegation
• Solid experience with lifecycle/CRM marketing — segmentation, triggered journeys, marketing automation platforms
• Retention and onsite optimization experience in a subscription or D2C business
• Comfortable running experiments, reading the results honestly, and moving on from what doesn't work
• Real familiarity with the US education and parenting landscape
• Good judgment on when to use what's already proven elsewhere versus build something new for the US
• Enough comfort in a CMS to make basic site changes (banners, nav, landing pages) without needing a developer every time
• Strong writing and communication skills with a good eye for brand consistency

Here are some of the things that make Twinkl a great place to work:

• Robust compensation and benefits package
• 15 days of paid time off (PTO) annually plus 13 federal holidays
• Accrued paid sick leave
• 401K employer match
• 100% employer-funded healthcare plan (Blue Cross Blue Shield), with additional spouse and dependent contribution
• Life insurance coverage fully funded
• Diversity, inclusion, and belonging. Our Employee Network Program includes working groups for LGBTQ+, People of Colour, Disabilities (visible and invisible), Women in Tech, and Working Parents.
• Continuous Professional Development (CPD). Our ever-evolving program includes monthly progression reviews, Twinkl’s Management Scheme, commercial awareness training, leadership coaching quads, career chats, and mentoring.
• Collaboration across continents! You’ll plug into a global team working to help improve the lives of educators around the world.