Senior Customer Marketing Manager, USA

Job Introduction

Location:100% Remote (Must permanently live in U.S. & have the right to work without restrictions to apply for this role)

Job Type: Full-time, permanent

Hours of work: 37.5

Hiring Manager: Amber Calderon

First things first! What is Twinkl? What is Twinkl's mission?

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.

We support educators and children around the world, and we’re committed to transforming lives through education.

Whoever you are, whatever you teach, Twinkl is here for you!

The Role:

At Twinkl, we help those who teach, every state, every teacher, every child. This role is at the heart of that promise. As our Senior Customer Marketing Manager, you’ll be the strategic force behind our retention and engagement efforts, ensuring our members get maximum value from their subscription at every stage of their journey. 

You’ll own our CRM and lifecycle marketing strategy, working across growth, product marketing, content, customer success, and product retention teams to deliver data-driven, human-centered campaigns that engage, inspire, and retain our educator community. 

You’ll map the customer journey, identify the moments that matter, and craft campaigns and resources that turn first-time users into lifelong advocates. 

Key Responsibilities:

Strategy & Leadership 

      ● Lead the development and execution of Twinkl’s customer marketing and retention strategy. 

      ● Own the end-to-end lifecycle marketing plan, from onboarding through renewal, re-engagement, and loyalty initiatives. 

      ● Partner with senior stakeholders to align marketing touchpoints with key product features and customer value moments. 

      ● Manage and mentor the Customer Communications Specialist to ensure flawless campaign execution. 

Customer Journey Mapping & Experience Design 

      ● Map customer journeys for key segments, identifying critical touchpoints and retention opportunities. 

      ● Design and implement multi-channel lifecycle campaigns (email, in-product messaging, social, etc.) that nurture customers at every stage. 

      ● Ensure campaigns reflect Twinkl’s warm, knowledgeable, and supportive tone. 

CRM & Campaign Management 

      ● Own the CRM communications and partner with global retention and data teams to build robust segmentation, personalization, and automation workflows. 

      ● Oversee campaign setup, QA, and optimization to ensure high deliverability, engagement, and conversion. 

      ● Continuously test and iterate on lifecycle triggers, creative, and messaging.

Content & Collateral Creation 

      ● Collaborate with the content team to surface relevant, standards-aligned resources for retention flows. 

      ● Lead the creation of customer marketing assets, from one-pagers and product/demo videos to case studies and educator success stories. 

      ● Ensure all assets uphold Twinkl’s brand guidelines and resonate with our PK–8 educator audiences. 

Insights, Measurement & Voice of the Customer

      ● Establish clear KPIs for retention, engagement, and customer satisfaction (including NPS ownership). 

      ● Analyze campaign performance, customer feedback, and usage patterns to drive continuous improvement. 

      ● Act as the voice of the customer across Twinkl, sharing insights with product, marketing, and leadership teams. 

Innovation & Market Awareness 

      ● Stay up-to-date on lifecycle marketing best practices, marketing automation advancements, and customer experience trends. 

      ● Introduce new tactics and technologies to enhance retention and loyalty efforts. 7. Community Engagement & Advocacy 

      ● Partner with the Community Engagement Manager to develop programs that turn high-NPS customers into brand advocates, case study participants, or referral partners. 

      ● Collaborate on tiered engagement programs that nurture different customer segments (e.g., power users, at-risk users) with tailored content, events, and recognition. 

Win-Back & Churn Prevention 

      ● Design and execute win-back campaigns for churned customers, leveraging data insights to address pain points and reintroduce value. 

      ● Partner with Retention team to identify at-risk accounts early and engage them with targeted lifecycle communications. 

In-Product Retention Marketing 

      ● Collaborate with UX and product teams to integrate in-product messaging, feature highlights, and retention nudges into the customer experience. 

      ● Test and optimize in-app prompts to guide users toward high-value actions and deepen product adoption.

About You 

      ● 5+ years of experience 

      ● Proven track record of improving customer retention and engagement in a subscription or SaaS environment. 

      ● Deep experience in customer journey mapping and lifecycle campaign execution. ● Strong analytical skills and comfort with data-driven decision-making. 

      ● Proficiency in marketing automation tools and CRM systems. 

      ● Excellent communication and leadership skills, with the ability to influence across departments. 

      ● Creative and strategic thinker who thrives in a collaborative, fast-paced environment. ● Passion for delivering exceptional customer experiences and driving measurable impact.

#HPINDEED