{"id":2125776,"url":"https://alion.io/job/twinkl-educake-marketing-director","title":"Educake Marketing Director","company":{"id":1799317,"name":"Twinkl","domain":"twinkl.com","url":"https://alion.io/company/twinkl-com","size_band":null,"is_staffing_agency":false,"employer_type":"direct","is_intermediary":false,"listed_via":null,"ats_vendor":"Tribepad","truth_index":null},"role":"Marketing","role_family":"Marketing","seniority":"head","employment_type":"full_time","work_mode":"hybrid","remote_scope":null,"remote_scope_basis":null,"remote_working_hours":null,"hiring_geo_confidence":"structured","locations":["Oxford, United Kingdom"],"countries":["GB"],"hiring_countries":[],"hiring_countries_total":0,"salary":null,"salary_estimate":{"min_usd":78000,"max_usd":163000,"period":"year","method":"role_seniority_country_remote_cell","sample_n":36},"experience_years_min":null,"visa_sponsorship":false,"relocation_package":false,"has_equity":false,"technologies":[{"name":"A/B Testing","optional":false},{"name":"Google Workspace","optional":true},{"name":"Microsoft Office","optional":true}],"status":"live","first_seen_at":"2026-10-09T00:32:49Z","employer_posted_date":"2026-10-09","last_verified_at":"2026-10-25T08:44:47Z","board_verified":true,"closed_at":null,"days_open":16,"trust":{"level":"ok","repost_count":null,"flags":[],"days_open":16},"description":"Job Introduction\nLocation: Educake Office Oxford / Hybrid\nSalary: Dependent on experience\nContract: Permanent\nReports to: Nicola Allen, Educake MD\nHours: 37.5 hours per week minimum, but as required by the position.\nRecruiter: Claire Bonnett\nRole Overview:\nEducake is a leading platform for revision, homework, and data-driven insight, trusted by schools across the UK and increasingly by parents at home. We are at an inflection point: a well established B2B school business and a D2C parental subscription opportunity that we are now actively building and scaling.\nWe're looking for an ambitious, strategic, and hands on Marketing Director to own that consumer growth, from positioning and proposition through to acquisition, activation and retention. This is not a brand building role or a team management role in isolation. It is a growth leadership role: you will be directly accountable for subscriber numbers, unit economics and commercial success.\nKey Responsibilities\nConsumer Growth Strategy\nOwn Educake's D2C marketing strategy end to end: positioning, channel mix, funnel design, pricing architecture, and retention, to translate market and customer insight into a prioritised, phased roadmap.\n\nDrive subscriber acquisition and revenue growth with direct accountability for CAC, payback period, LTV, and monthly net revenue retention as core operating metrics.\n\nLead go to market execution for the MVP launch and subsequent product iterations.\n\nDefine and champion Educake's differentiated positioning, ensuring every channel, campaign and message reflects this.\n\nBuild and continuously optimise acquisition across paid, organic, lifecycle, community and partnership channels.\n\nBuild a needs based marketing programme around key pain points.\n\nPartner with Product on onboarding, activation, and retention flows, using cohort and behavioural data to identify friction and growth opportunities.\n\nResearch, Insight & Positioning\nCommission and interpret primary parent research, including quantitative segmentation surveys, qualitative depth interviews, and exit/cancellation research.\n\nDevelop a deep, evidence-based understanding of the secondary parent audience and define the key ICP segments and translate this into differentiated acquisition and retention strategies per segment.\n\nOwn the ongoing competitive intelligence function, tracking how competitors evolve their propositions and identifying whitespace as it opens.\n\nTeam Leadership & Collaboration\nLead and develop the marketing team, setting clear priorities across brand, content, performance, and lifecycle, and building capability in line with a scaling business.\n\nWork in close partnership with Product, ensuring marketing insight informs the product roadmap and that GTM sequencing is tightly aligned to development milestones.\n\nReport regularly to the MD and Board with clear, commercial marketing performance data.\n\nData, Reporting & Insight\nEstablish and own KPI dashboards covering acquisition, CAC, conversion, free trial to paid rate, retention, churn by cohort, and LTV, with a reporting cadence that keeps leadership and the Board in real time.\n\nEmbed a test and learn culture: phased launches, structured A/B testing and rapid iteration.\n\nB2B Channel\nContribute to Educake's continued growth in B2B, a significant and ongoing area of focus for the business, working closely with the Schools team on partnerships and initiatives.\n\nSupport Sales with enablement materials and messaging that strengthen B2B conversations with schools.\n\nEssential\nProven track record in a senior B2C marketing or growth leadership role in a subscription business (edtech or consumer subscription experience strongly preferred.)\n\nDemonstrated experience owning CAC, LTV, and funnel economics end-to-end; able to defend marketing investment at board level with data.\n\nDirect experience launching a new consumer product or proposition to market.\n\nTrack record building and running research programmes (quantitative and qualitative) to generate audience insight and validate positioning.\n\nHands on experience with exam calendar or seasonally driven marketing programmes, with the ability to build and execute campaigns that convert demand spikes into durable subscribers.\n\nStrong experience with CRM-led acquisition and retention: segmentation, lifecycle sequencing, A/B testing at scale, and warm lead conversion programmes.\n\nExperience with community, influencer, and organic social channels as performance contributing acquisition channels, not just brand channels.\n\nExcellent communication and influencing skills across all levels, including Board level reporting.\n\nA collaborative leadership style with proven ability to work closely with Product, Sales and cross-functional teams.\n\nDesirable\nExperience in the education or edtech sector, particularly secondary education or exam-preparation contexts.\n\nB2B or partnership marketing experience alongside D2C.\n\nFamiliarity with the UK secondary school curriculum, exam board landscape or parent audience.\n\nExperience building a marketing function in a scaling, resource-constrained business.\n\nBachelor's degree in Business, Marketing or related field; MBA a plus, not a requirement.\n\nProficiency in Google Workspace, Microsoft Office, and CRM/analytics tools.\n\nOur Recruitment Process\nApply with CV and Cover Letter > Screening Call > Online Interview > Task > Interview in our Oxford Office\nApply for this job","description_format":"text","description_chars":5426,"description_truncated":false,"requirements":{"experience_years_min":null,"management_years_min":null,"team_size_min":null,"manages_managers":false,"education":{"level":"bachelor","optional":true},"security_clearance":false,"languages":[]},"benefits":["Growth opportunities"],"hiring_locations":[{"name":"United Kingdom","iso":"GB","kind":"country"}],"hiring_excludes":[],"relocation_offered":false,"industries":[],"lifecycle":[{"event":"open","at":"2026-10-09T00:32:49Z"}],"visa":[],"liveness":{"score":22,"band":"cold","label":"Long shot","p_open":1,"p_active":0.642,"p_room":0.35,"age_days":16,"expected_fill_days":7,"reasons":["conf:0","velocity","win:tail"],"computed_at":"2026-10-25T05:49:26Z"},"pay":null,"html_url":"https://alion.io/job/twinkl-educake-marketing-director","json_url":"https://alion.io/job/twinkl-educake-marketing-director.json","meta":{"generated_at":"2026-10-25T09:00:22Z","cache_seconds":300,"methodology":"https://alion.io/methodology","terms":"https://alion.io/terms","contact":"https://alion.io/contact","api":"https://alion.io/developers","about":"Alion is a live layer of people, companies and AI agents: who they are, whether they are real and active right now, what they do and how to work with them, readable by people and by agents and paid per call.","catalog":"https://alion.io/catalog.json","usage":{"tier":"crawler_verified","counted_by":"address","units_charged":1,"used_today":12884,"day_limit":null,"remaining_today":null,"minute_limit":300,"resets_at":"2026-10-26T00:00:00Z"}},"offers":[{"id":"company.slices","title":"One company in depth, by slice","status":"live","price":{"credits":0.02,"usd":0.002,"plus_per_slice":{"credits":0.05,"usd":0.005}},"unit":"per company, plus each slice with data","note":"the employer in depth","call":{"mcp_tool":"get_company","arguments":{"id":1799317},"rest":"https://alion.io/mcp/rest/get_company?id=1799317"},"human":"https://alion.io/catalog?offer=company.slices&for=job%2Ftwinkl-educake-marketing-director"},{"id":"market.stats","title":"A market slice: pay, demand and time to fill","status":"live","price":{"credits":1,"usd":0.1},"unit":"per slice","note":"pay, demand and time to fill for this role and place","call":{"mcp_tool":"market_stats"},"human":"https://alion.io/catalog?offer=market.stats&for=job%2Ftwinkl-educake-marketing-director"},{"id":"job.search","title":"Open jobs by role, technology, place, pay and visa","status":"live","price":{"credits":0.02,"usd":0.002},"unit":"per posting in a list","note":"similar open postings","call":{"mcp_tool":"search_jobs"},"human":"https://alion.io/catalog?offer=job.search&for=job%2Ftwinkl-educake-marketing-director"},{"id":"company.verify","title":"Is this company real and active right now","status":"pilot","price":null,"unit":"per company","request":{"url":"https://alion.io/catalog/request","method":"POST","body":"{\"offer\": \"company.verify\", \"for\": \"job/twinkl-educake-marketing-director\", \"note\": \"what you need it for\"}"},"human":"https://alion.io/catalog?offer=company.verify&for=job%2Ftwinkl-educake-marketing-director"}]}