Senior Brand & Communications Manager - B2C

Job Introduction

Senior Brand & Communications Manager - UK Parents

Location: Remote / Hybrid
Contract: Permanent
Hours: 37.5 per week
Line Manager: Parent’s Commercial Manager

At Twinkl, we are committed to supporting educators worldwide by providing high-quality, innovative educational services and solutions. Our mission is to inspire and empower teaching and learning, creating a positive impact in classrooms across the globe.

We are seeking a creative and results-oriented Senior Brand & Communications Manager to lead our brand and communication strategies targeting UK parents. The ideal candidate will have a robust background in B2C marketing, with a proven track record of developing and executing comprehensive brand strategies that drive consumer acquisition and brand dominance. You will be responsible for creating and implementing a best-in-class communication strategy that resonates with UK parents, utilising data-driven insights and customer segmentation.

This role plays a pivotal part in the Twinkl strategy, and will have the opportunity to drive real change in a rapidly growing sector. 

Key Responsibilities:

Go-to-Market (GTM) Strategy:

• In partnership with the Parents Commercial Manager execution of a comprehensive go-to-market strategy tailored to UK parents.

• Conduct detailed market analysis to identify and exploit customer acquisition opportunities.

• Establish key performance indicators (KPIs) and metrics to evaluate the effectiveness of communication initiatives, providing regular reports and insights to senior management.

• Chair the weekly Brand Communication strategy review to ensure alignment and progress.

• Analyse competitors’ positioning, strengths, weaknesses, communication strategies, and market share for comprehensive competitor analysis. 

• Identify and clearly articulate Twinkl’s Unique Value Proposition that differentiates it from competitors.

• Assess potential risks to the brand launch, including market conditions, competitor actions, and internal challenges & develop contingency plans to address identified risks.

Brand & Communications Strategy:

• Develop and implement a holistic B2C commercial strategy aimed at increasing market share, revenue growth, and profitability.

• Drive customer acquisition through optimised digital channels, including PPC, social advertising, and SEO-driven content.

• Collaborate with the partnerships team to engage with relevant influencers, enhancing brand reach and conversion.

• Develop and implement content creation and email marketing strategies that align with customer needs and trends for the wider Parents segment.

• Work closely with the Commercial Manager to create a targeted advertising strategy with clear ROI goals.

• Establish strong partnerships with other Twinkl UK teams to leverage synergies in brand awareness and customer acquisition efforts.

• Map out the customer journey to identify key touchpoints where the brand can effectively engage and communicate with its audience.

Strategic Leadership:

• Lead the development and execution of a B2C brand communication strategy focused on revenue growth and market penetration.

• Manage and mentor a high-performing team, including Marketing Managers, content creators, and communication specialists.

• Foster a culture of performance excellence and continuous professional development within the team.

• Engage with key internal and external stakeholders, including senior management, partners, and media if relevant, to build relationships that supportTwinkl’s strategic objectives. Ensure that stakeholders are aligned with the brand vision and communication strategies.

• The ability to see the big picture, anticipate market trends, and translate these insights into a compelling brand and communications strategy. With strong decision making skills, particularly in high pressure situations. 

• Lead change where necessary within the team, driving the adoption of new processes, tools, and strategies that enhance efficiency and effectiveness.

Operational Management:

• Oversee daily operations, ensuring process optimisation for efficiency and effectiveness.

• Monitor key financial metrics and KPIs to track performance within the parent sector, making data-driven decisions to enhance outcomes.

• Identify potential risks to the brand’s reputation and develop contingency plans to mitigate them.

• Identify skill gaps within the team and provide training opportunities to address them. Encourage continuous learning and professional development to keep the team up-to-date with the latest trends and best practices.

Content Development & Customer Engagement:

• Collaborate with content development teams to drive innovative communication practices tailored to UK parents.

• Develop a deep understanding of the UK parent demographic, creating customer-centric strategies that enhance user experience and satisfaction.

• Support in the development and implementation of a need state based customer segmentation, driving tailored parent communication against defined Pen Portraits. 

• Implement need-based customer segmentation, ensuring communications are tailored to specific audience profiles.

• Ensure that the TOV is followed at all times, and that we are speaking to customers in their language. 

• Stay informed about emerging technologies and trends in customer engagement, and explore how these can be integrated into the engagement strategy to enhance the customer experience.

Market Expansion:

• Identify and exploit key customer acquisition opportunities and develop strategies to penetrate new parent segments.

• Monitor market trends, competitor activities, and parent trends to inform strategic decision-making.

• Collaborate with wider Twinkl teams to create targeted campaigns that generate leads and drive brand awareness.

• Develop a clear brand positioning strategy for the new market that aligns with local consumer expectations while staying true to Twinkls core values.

• Identify the most effective distribution channels in the new market and determine whether to leverage existing channels or establish new ones.

• Be prepared to adapt strategies quickly in response to market feedback or changing conditions. 

Requirements:

We look for the following skills and experience. But when we’re hiring for this role, if you don’t have some of the skills and experience listed below, don’t let that stop you from applying!

• Proven experience in B2C marketing with a focus on go-to-market strategies.

• Proven success in developing and executing impactful brand communication strategies, preferably in FMCG or similar consumer sectors.

• Strong digital marketing expertise, including proficiency in organic and paid social media, PPC, and SEO to drive customer acquisition.

• Experience working with defined TOV and developing an authoritative position in a market.

• Experience of working with need based customer segmentation.

• Strategic planning, decision-making, and problem-solving abilities.

• Demonstrated leadership skills with experience in team management and development.

• Excellent communication and interpersonal skills.

• Ability to manage complexity and drive results in a fast-paced environment.

• Strong analytical skills and a passion for data-driven decision-making.

• Bachelor's degree in Business, Marketing, or a related field (Preferred)

Benefits:

In return for everything you can bring, we can offer you an exciting role in a fast-growing and dynamic business, with plenty of career opportunities.

• A friendly, welcoming and supportive culture. We believe work should be fun and always put people before the process

• 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.

• From day 1 - Westfield Health, 33 annual leave days per year (pro-rata) inclusive bank holidays, a "Me" day each year, a charity day each year, flexible working policy with opportunities to work from home and Twinkl subscriptions.

• Quarterly company awards programme

• Seasonal events

• Referral scheme

• Cervical and Prostate screening

• Company sick pay after 3 months of service 

• After probation - cycle-to-work scheme

• Long-term service reward - Life insurance, enhanced pension contribution, enhanced maternity pay, enhanced adoption pay and enhanced paternity pay, long service award, long service annual leave