Campaign Marketing Manager: Parents

Job Reference twinkl/TP/661/1613

Number of Positions:

1

Contract Type:

Full Time

$85000 - $95000

Location:

Remote - USA

Closing Date:

06/11/2026

Job Category:

Global

Region / Division:

Global

Business Unit:

Not Applicable

Campaign Marketing Manager:
Parents (US)

Location:Remote – United States (Eastern to Central Time Zones)

Contract:Permanent

Reports to:Head of USA Marketing, with a dotted line to Commercial Director:
Twinkl Family

Hours:37.5 hours per week, with flexibility during key launches and seasonal periods

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.

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

Role overview:

We are looking for a hands-on Marketing Manager to build and grow Twinkl Family's parent proposition in the United States.

You will have strong foundations to work from, including Twinkl's content, customer data, technology and the experience of our central Families team in more established markets. Your job will be to determine what should be adapted for US parents, what needs to be built locally and how we can create a proposition that parents understand, value and continue using.

The US parent segment is at an early stage, so this role offers meaningful ownership. You will develop customer journeys, launch campaigns, improve the onsite parent experience and build the insight loop that guides future decisions. This is a practical role for someone comfortable moving between planning, writing, execution, analysis and iteration.

You will report day to day to the Head of USA Marketing and work closely with the Commercial Director, Twinkl Family. The US General Manager will act as executive sponsor, helping set strategic priorities, remove organizational barriers and secure cross-functional support from Product, UX, Content, Data and other central teams.

This role does not initially include direct reports, so you should be comfortable owning delivery while coordinating effectively with colleagues across the business.

Lifecycle, Email and CRM:

Build and manage the US parent lifecycle strategy across onboarding, conversion, engagement, renewal, retention and win-back.

Adapt centrally developed email programs for the US market, including newsletters, seasonal communications and targeted campaigns.

Create and optimize triggered journeys for trial users, free members, paying subscribers and customers at risk of lapsing.

Develop appropriate segmentation and personalization based on customer needs, behaviors and lifecycle stage.

Own campaign delivery from brief and copy through setup, quality assurance, launch and performance review.

Retention and customer value:

Map journeys for priority parent segments and identify the moments that most influence conversion, engagement and retention.

Develop coordinated campaigns across email, onsite messaging, in-product experiences and relevant social channels.

Build curated collections and campaigns around the US school year, back-to-school, testing periods, holidays and other important family moments.

Improve how we communicate the practical benefits and ongoing value of a Twinkl subscription to parents.

Maintain a clear experimentation roadmap and continually test ways to improve engagement, retention and customer lifetime value.

Monitor retention as an active performance measure, not simply a quarterly reporting metric.

Manage a dedicated US Parents area through Twinkl's content management system.

Improve parent-facing navigation, banners, landing pages, post-trial onboarding and seasonal merchandising within the areas available for local customization.

Ensure parent-facing journeys feel relevant and purpose-built rather than adapted superficially from the educator experience.

Partner with Product and UX to represent the needs of US parents and contribute evidence-based insight to the development of the Twinkl Family app and wider product…