Inclusion Segment Manager

Join to apply for the Inclusion Segment Manager role at Twinkl Educational Publishing

Location: UK - Fully Remote

Annual Salary: £32,000 - £44,075 Per Annum

Hours of Work: 37.5 hours per week

Contract: Permanent

Recruitment Partner: James Cook

An exciting opportunity has arisen for a driven and proactive individual to join Twinkl as an Inclusion Segment Manager. In this role, you will play a pivotal part in shaping content strategy, leading marketing campaigns, and engaging educators within the SEND and Inclusion sector.

You will combine strategic thinking with hands‑on execution to deliver measurable marketing outcomes, increase engagement, and strengthen Twinkl’s relationships with educators. You will collaborate with other Segment Managers across the business and the Inclusion content team to ensure all initiatives are aligned and educator‑focused.

• Gather and share educator insights to guide strategy and content, refine ICPs, targeting, messaging and campaign focus, monitor social platforms and AI/LLM trends, and translate insights into actionable plans that improve educator experience.
• Own and maintain the marketing and content calendar for the Inclusion segment, lead ideation, development and execution of integrated campaigns, allocate budgets and determine channel mix with the Marketing Manager, and monitor KPIs to optimise campaigns.
• Set strategic direction for social media and community initiatives, champion Twinkl’s brand through ambassador programmes and community campaigns, lead mentorships, advisory councils and community recognition programs, and track engagement, reach, advocacy metrics and follower growth.
• Plan and execute webinars, workshops, local activations and online/offline events, identify conference sponsor ships, speaking opportunities and partnerships, represent Twinkl externally, and lead influencer outreach for visibility and engagement.
• Lead content strategy across channels, aligned with educator needs, produce high‑quality, insights‑driven content that reinforces brand authority, develop AI‑discoverable blogs and content strategies to boost reach and curate educator stories to amplify community voices.
• Collaborate with growth, CRM and product marketing teams to drive engagement, identify tactics to move users into high‑value RFM segments and support adoption and retention through relevant and timely content.
• Manage Segment Assistants, set KPIs, coach team members, balance strategic initiatives with day‑to‑day delivery, foster collaboration across the team and review outputs for quality and alignment.
• Achieve KPIs: 30–35% of prospects generated via social media, referrals and influencers by EY26; 10% YoY increase in Prospect → AR conversion; 10% YoY increase in users within “Champions” and “High Loyalists” RFM cohorts; social media YoY growth of +15% Reach, +15% Engagement Rate, +15% Followers and +15% Earned Mentions.

• Experience in marketing, social media, content creation or community engagement.
• Strong understanding of educators and SEND/Inclusion needs.
• Proven strategic thinking with the ability to execute campaigns end-to-end.
• Leadership experience, coaching and team management skills.
• Analytical mindset with the ability to optimise campaigns and processes.

• Friendly, welcoming, and supportive culture; work should be fun and people‑first.
• Diversity, inclusion and belonging – employee networks for LGBTQ+, People of Colour, Disabilities (visible and invisible), Women in Tech, and Working Parents.
• Westfield Health, 33 annual leave days per year (pro‑rated) inclusive of bank holidays, plus a “Me” day and charity day each year.
• Twinkl subscriptions.
• Quarterly company awards programme and 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 rewards: life insurance, enhanced pension contribution, enhanced maternity/adoption/paternity pay, long service awards, and additional annual leave.

Mid‑Senior level

Full‑time

Product Management and Marketing

Primary and Secondary Education