Marketing Manager

1 week ago

Johannesburg, Gauteng, South Africa Twinkl Educational Publishing Full time
Marketing Manager (Twinkl South Africa)

Location: Anywhere in South Africa - 100% Remote / Home Working (Must permanently live in South Africa & have the right to work without restrictions to apply for this role)

Pay Rate: Negotiable (DOE)

Contract: 12-month initial contract - Self-employed contractor. Responsible for own taxes.

Hours of work: 37.5 hours per week

Hiring Manager: Christoph Meirose

Recruiter: Charlotte Harris

First things first What is Twinkl? What is Twinkl's mission?
We're Twinkl, a global education technology leader transforming learning experiences worldwide. Our mission is simple: make quality education accessible to every teacher and student, regardless of where they are.

We support teachers in over 200 countries with resources translated into 85 languages, operating 24/7, 364 days a year. Our commitment goes beyond providing materials - we're dedicated to future-proofing education.

By creating adaptable, comprehensive learning tools, we're breaking down educational barriers. We believe in empowering the next generation with the skills and resources they need to succeed, no matter their geographic or economic background. At Twinkl, we're not just sharing resources; we're building a global learning community.

Overview
We're seeking a strategic, data-driven Marketing Manager to lead our marketing initiatives in South Africa, driving new acquisition growth, community engagement and customer retention. The ideal candidate will have a proven track record in full-funnel marketing campaigns, multi-channel content strategy, and advanced audience analytics within dynamic, fast-paced environments.

This role demands end-to-end ownership of marketing for our target segments, with a strong emphasis on data-driven decision-making, test & learn mentality, product adoption, and high-impact, ROI-focused campaigns across digital and offline channels. The successful candidate will play a pivotal role in shaping Twinkl's market presence in South Africa, optimising performance, and delivering measurable business growth.

Key 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 optimize 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 — supported by scalable, efficient content creation processes that leverage automation, data insights, and cross-functional collaboration.
  • 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 maximize customer lifetime value through personalized 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.
Qualifications / 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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