Lifecycle Marketing Manager

Job Introduction

Lifecycle Marketing Manager

Location: Remote UK

Hours: Full-time (37.5 hours per week)

Salary: £40,000–£55,000 per annum

We’re seeking a proactive, data-driven Lifecycle Marketing Manager to lead Twinkl’s marketing strategy to engage customers across the entire customer lifecycle. Sitting within our UKI B2C marketing pod, and line managing our CRM and Onsite Marketing Managers, this role delivers targeted, engaging and effective marketing activity that supports acquisition, retention and loyalty goals. 

Key responsibilities:

• Optimise customer journeys for onboarding, at risk and cancellation customers, to support Twinkl’s goals to improve retention and reduce churn.

• Use advanced analytics tools to refine audience segmentation, enabling enhanced personalisation and precise targeting across all campaigns.

• Utilise RFM segmentation to surface the most impactful messages/content at the right stage of the customer lifecycle.

• Improve CRM processes and collaboration across the team, and develop automation capabilities for BAU campaigns.

• Support the testing and rollout of new journeys – including A/B tests, triggered flows and lifecycle messaging.

• Collaborate with Segment Managers and Marketing Managers to plan campaigns that reflect pod priorities and audience needs, in line with the Marketing Calendar.

• Work closely with Product Marketing colleagues to define activity to drive Product/feature adoption, identify retention incentives, experiences and journeys.

• Act as the “visual merchandiser” of the site, defining what content is surfaced when, and optimising the customer journey.

• Write, adapt and localise marketing content for a range of purposes and touchpoints – from onboarding and upgrade nudges to newsletters and winback flows. 

• Leverage cross and upsell messaging to showcase breadth of content and add value for customers.

• Develop the communication plan for Twinkl’s loyalty program throughout the customer journey.

• Own reporting and campaign performance for the Lifecycle Marketing team, and use insights to guide recommendations for future activity

• Inspire and empower the Lifecycle Marketing team to deliver exceptional results, fostering creativity, collaboration, and a shared commitment to Twinkl’s educator-first mission.

• Champion team growth and development, guiding your team to reach their potential while ensuring alignment with Twinkl’s vision and values.

Skills and Experience:

• Strong experience with lifecycle marketing and customer journey mapping 

• Demonstrable experience working with A/B testing, automation tools and personalisation techniques

• Experience managing, mentoring or coaching others

• Deep experience working with CRM platforms and email delivery tools (e.g. Braze, Dotdigital, Mailchimp)

• Experience working with CMS (eg. Sanity)

• Data literate  – including segmentation, performance metrics, UTM tracking, tagging

• Experience with analytics and data visualisation tools (Google Analytics, Looker, Tableau, or similar) 

• Excellent written communication skills, with an eye for clarity, tone and user journey 

• Proactive and organised, with the ability to manage multiple campaigns and deadlines 

• A collaborative team player, confident working cross-functionally with content, design and data specialists

Desirable Skills and Experience:

• Interest in education, classroom realities or working with educators

• Comfortable briefing in visuals or light HTML/CSS tweaks for email formatting 

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. Here’s a couple of the things that make Twinkl a great place to be: 

• 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 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