Product Marketing Manager - UK Parents

Job Introduction

Location: Remote / Hybrid
Contract: Permanent
Hours: 37.5 per week
Line Manager: Senior Brand & Communications Manager

Salary: £35,500 - £42,000

At Twinkl, we are committed to supporting parents & educators worldwide by providing high-quality, innovative educational services and solutions. 

We are now seeking a creative and results-oriented Product Marketing Manager to lead our brand and communication strategies for Study Squad Workbooks, Twinkl Originals books, and Rhino Readers Phonics books with England parents and lead our physical product incentive programs.

You will play a pivotal role in establishing clear positioning, and delivering a cohesive and compelling messaging and marketing strategy and image to our audience. The ideal candidate will have a robust background in B2C marketing, with a proven track record of developing and executing comprehensive brand strategies for physical products. You will drive consumer acquisition and brand leadership utilising data-driven insights and customer segmentation.

Key Responsibilities:

Go-to-Market (GTM) Strategy:

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

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

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

• Identify and clearly articulate Twinkl’s Unique Value Proposition that differentiates us from competitors in partnership with the Brand Team.

• Execute a comprehensive go-to-market strategy tailored to UK parents.

Brand & Communications Strategy:

• Collaborate with the Strategic Partnerships and Global Influencer Team to engage with relevant partners and inflencers, enhancing brand reach and conversion.

• Develop and implement marketing & communication strategies that align with customer needs and trends for the wider Parents segment.

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

Operational Management:

• Work seamlessly with the Production teams and ECLs, to develop an optimised product to meet customer needs.

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

Market Expansion:

• Identify the most effective distribution channels 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

• 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.

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 physical products

• Demonstrable experience of developing and enhancing product lines

• Proven success in developing and executing impactful brand communication and marketing strategies

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

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

• 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