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    • Marketing Manager - Johannesburg - Twinkl Educational Publishing

    Twinkl Educational Publishing
    Twinkl Educational Publishing Johannesburg

    3 weeks ago

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    Description

    Job Title: Marketing Manager

    We are seeking a strategic, data-driven Marketing Manager to lead our marketing initiatives in South Africa, driving new acquisition growth, community engagement, and customer retention.

    About the Role

    This is a unique opportunity for a seasoned marketer to join Twinkl-educational-publishing's global team and play a pivotal role in shaping our market presence in South Africa. You will be responsible for developing and implementing a data-driven marketing strategy that drives measurable business growth.

    Main Responsibilities

    • Develop and implement a data-driven marketing strategy aligned with Twinkl's brand, growth, and retention ambitions.
    • Analyse the competitive landscape and marketing activities for Twinkl's products and services, gaining a deep understanding of audience needs and identifying opportunities to differentiate Twinkl's position in South Africa.
    • Leverage advanced analytics tools to refine audience segmentation, driving enhanced personalisation and targeting across all campaigns.
    • Manage the product lifecycle, identifying and marketing the most effective solutions across the funnel to increase conversions and product adoption for different segments.
    • Champion Twinkl's brand, driving awareness, consideration, and preference among teachers through targeted initiatives.
    • Identify and capitalise on thought leadership opportunities to establish Twinkl as a trusted authority in the education sector.
    • Work with product marketing on integrated marketing campaigns that optimise the user journey from onsite experiences (website and landing pages) through to online and offline activations, ensuring each solution launch drives maximum user adoption and engagement with Twinkl's educational resources.
    • Oversee and evolve the content strategy across digital platforms, guiding content teams to produce high-quality, data-driven content tailored to diverse educator needs.
    • Develop and execute a compelling social media and influencer marketing strategy to build a strong online presence, foster engagement, drive consideration, and support organic growth.
    • Drive CRM strategy and execution to enhance customer lifecycle management, increase retention, and maximise customer lifetime value through personalised and data-driven campaigns.
    • Collaborate with the central growth team, strategic partnerships team, and cross-functional teams (including product development) to align go-to-market strategies with broader business objectives and continuously optimise marketing funnel performance.
    • Manage marketing budgets with a strong focus on ROI and CAC, leveraging the global measurement framework to track and analyse campaign performance.
    • Stay up-to-date on the latest marketing trends, technologies, and sector developments to ensure Twinkl remains competitive and innovative.
    • Communicate and report on strategy progress and campaign performance, providing insights and recommendations for future development.

    Requirements

    • Minimum 4 years of experience in marketing roles, preferably within the Education or B2C space, across brand, product, and growth marketing.
    • Profound understanding of the South African education market, with insights into policy, curriculum requirements, and public-sector education strategies.
    • Proven ability to drive acquisition, retention, and product adoption through data-informed strategies.
    • Demonstrated revenue attribution skills with experience in managing marketing spend to drive clear ROI outcomes.
    • Hands-on experience with multi-channel content strategies, focused on scaling campaigns.
    • Proven cross-functional leadership in agile environments, with a strong record of collaboration across product, UX, and marketing.
    • Proficiency in using scalable tools and automation platforms for content creation, enabling efficient, high-quality content production across multiple channels.
    • Experience with project management methodologies and a focus on delivering results.
    • Excellent communication and interpersonal skills, with the ability to work effectively across different teams and levels of the organisation.
    • Demonstrated ability to think strategically and creatively to solve complex marketing challenges.
    • Proficiency with marketing software, analytics tools, and budget management.
    • Extensive experience in developing and overseeing high-impact content strategies.
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