Segment Manager- Key Stage 1

Job Introduction

Location: Office-based or remote

Annual Salary: £33,000 - £43,000

Hours of work: 37.5 hours per week

Contract: Permanent

Recruitment Partner: George Thompson-Stubbs

Role Overview:

This role focuses on understanding the voice of the customer, driving content planning and creation, and orchestrating multi-channel campaigns to increase engagement, brand awareness, and product adoption with the Key Stage 1 educator audience. The ideal candidate will have experience in full-funnel marketing, community management, content creation, with a strong understanding of educator needs in dynamic, fast-paced environments.

This role combines strategic thinking, initiative orchestration, and hands-on execution to ensure Twinkl’s marketing drives measurable business outcomes and strengthens our relationships with educators.

Key Responsibilities:

Voice of the customer

• Continuously gather and share audience insights to guide strategy, content, and educator alignment.

• Use insights to refine ICP, targeting, messaging, and campaign focus.

• Monitor social channels, communities, competitors, and AI/LLM trends to identify opportunities.

• Translate insights into actionable plans that improve impact and educator experience.

Marketing calendar and activations

• Develop and maintain the segment marketing and content calendar and work with cross-functional teams to deliver timely, high-quality activations.

• Lead the ideation, development, and execution of integrated campaigns across brand awareness, competitive positioning, and educator acquisition.

• Partner with the Marketing Manager to allocate budgets and determine the optimal mix of channel support, including paid media, influencer activations, email, and other channels.

• Monitor campaign performance against KPIs and optimise based on results.

Social Media, Communities and educator engagement

• Set the strategic direction for social media and community initiatives for your segment.

• Champion Twinkl’s brand authority via ambassador programs and community campaigns.

• Define the educator community lifecycle from discovery to advocacy.

• Oversee “surprise and delight” initiatives and community programs.

• Lead the design and management of community programs, including mentorships, recognition campaigns, and advisory councils.

• Empower advocates to strengthen brand trust.

• Track reach, engagement, community and follower growth, advocacy metrics, and feedback to optimise strategy.

Events and external engagement

• Plan and execute online and offline events, including webinars, workshops, local activations, and community initiatives.

• Craft experiences that guide educators from awareness to action with pre- and post-event strategies.

• Identify and secure conference sponsorships and speaking opportunities, and represent Twinkl at events, whether attending, presenting, or participating.

• Lead influencer outreach and niche partnerships to extend reach and engagement.

• Collaborate with external comms and thought leaders for visibility and storytelling.

Marketing content strategy and production

• Own content strategy across channels, ensuring alignment with segment needs and educator-first philosophy.

• Lead teams to produce insights-led, high-quality content that reinforces brand authority and and positive educator perception, supporting different channels.

• Develop AI-discoverable blog and content strategies to increase reach and engagement.

• Curate educator-led stories and spotlights to amplify community voices.

• Consistently deliver all marketing content requests on schedule.

• Ensure all content initiatives consistently reflect Twinkl’s values, educator-first approach, and positioning as a trusted authority in education, embodying our philosophy: for educators, by educators.

Product engagement and retention

• Identify tactics to move users into high-value RFM segments, enhancing lifetime value.

• Collaborate across growth, product marketing, CRM, and other marketing teams to increase product engagement across channels.

• Identify emerging product needs and opportunities, collaborating with content and rapid-response teams to create timely, relevant materials that support adoption and engagement.

Team leadership

• Manage segment assistants and set KPIs to align with team and business goals.

• Coach and develop segment assistants to build skills in campaign execution, content production, and community management.

• Set clear priorities and workflows for the team, balancing day-to-day delivery with strategic initiatives.

• Foster collaboration across the team and with cross-functional partners to drive efficient, aligned marketing outcomes.

• Review and provide feedback on team output to ensure quality, relevance, and alignment with Twinkl’s brand and educator-first approach.

• Champion a culture of continuous improvement, experimentation, and data-driven decision-making within the team.