Marketing Manager – Ireland and Northern Ireland

Marketing Manager – Ireland and Northern Ireland Job Reference twinkl/TP/661/1395
Number of Positions:
1
Contract Type:
Full Time
25 EUR - 28.50 EUR per hour
Working Hours:
37.5
Location:
Remote - Republic of Ireland
Closing Date:
28/09/2025
Job Category:
Growth
Region / Division:
Global
Business Unit:
Not Applicable
Job Introduction Job Description – Marketing Manager (Ireland and Northern Ireland)
Location: Republic of Ireland - 100% Remote / Home Working (Must permanently live in ROI & have the right to work without restrictions to apply for this role)
Contract: 12-month FTC
Salary: 25.00EUR-28.50EUR per hour
Overview We’re seeking a proactive, data-driven Marketing Manager to lead Twinkl’s marketing strategy for Ireland and Northern Ireland.This role focuses on owning and delivering on the marketing strategy for these markets, improving and optimising the acquisition and retention funnel.The ideal candidate will have experience in full-funnel marketing strategy, multi-channel content planning, and advanced audience analytics in dynamic, fast-paced environments, with a strong understanding of the education sector.
This role combines strategic vision, orchestration of initiatives, and hands-on execution, ensuring Twinkl’s marketing drives measurable business outcomes and enhances the experience of educators.
Responsibilities Own the development and execution of the Ireland and Northern Ireland marketing strategy, ensuring full alignment with country objectives and Twinkl’s global priorities.
Develop and implement data-driven marketing campaigns and tactics, both online and offline, that support key market KPIs and are aligned with Twinkl’s brand, growth, and retention goals.
Conduct market research and analyse the competitive landscape to gain a deep understanding of audience needs and identify opportunities to differentiate Twinkl’s position in Ireland and Northern Ireland.
Develop and maintain a content calendar, coordinating with product, content, and all relevant marketing teams to deliver timely, high-quality activations.
Lead market trade meetings and track country performance, including acquisition and retention targets, customer engagement, and budget utilisation, providing actionable recommendations for future development.
Allocate and manage marketing budgets for your markets with a strong focus on ROI and CAC, leveraging the global measurement framework to track and analyse campaign performance.
Champion Twinkl's brand authority, driving awareness, consideration, and preference among teachers through targeted initiatives such as ambassadors and community programs.
Support ICP (Ideal Customer Profile) definition and strategy, leveraging customer and market insights to inform targeting and messaging.
Use advanced analytics tools to refine audience segmentation, enabling enhanced personalisation and precise targeting across all campaigns.
Manage the product lifecycle, identifying and marketing the most effective solutions, behaviours or incentives across the funnel to increase conversions and product adoption for different segments, following global frameworks.
Collaborate with product marketing on integrated campaigns that optimise the user journey from onsite experiences through to online and offline activations, ensuring each solution launch maximises adoption and engagement with Twinkl’s educational resources.
Oversee and evolve the marketing content strategy across digital platforms, guiding content teams to produce high-quality, data-driven materials tailored to diverse educator needs, including webinars, video content, and user-generated content.
Develop and execute compelling social media and influencer marketing strategies to build a strong online presence, foster engagement and community, drive consideration, and support organic growth.
Drive CRM strategy and execution for your markets to enhance customer lifecycle management, increase retention, and maximise customer lifetime value through personalised, data-driven campaigns, aligned with global frameworks.
Identify promotions, incentives, and cross-sell initiatives (e.g., professional development programs) to enhance user engagement and adoption, leveraging global frameworks.
Ensure all marketing initiatives consistently reinforce Twinkl’s brand, thought leadership, and educator-first approach, highlighting our philosophy: for educators, by educators.
Improve Twinkl’s discoverability across LLMs and other AI-driven platforms.
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.
Stay up-to-date on the latest marketing trends, technologies, and sector developments to ensure Twinkl remains competitive and innovative.
Inspire and empower the local marketing team to deliver exceptional results, fostering creativity, collaboration, and a shared commitment to Twinkl’s educator-first mission.
Champion team growth and development, guiding local marketers to reach their potential while ensuring alignment with Twinkl’s vision and values.
Requirements 3-5 years of marketing experience, preferably in B2C, education-focused environments.
Strong understanding of the Ireland and Northern Ireland education market, including policy, curriculum, and teacher priorities.
Proven ability to manage full-funnel marketing strategies, leveraging data and audience research to inform decisions and track performance against KPIs.
Hands-on experience with multi-channel strategies, focused on scaling campaigns.
Demonstrated revenue attribution skills, with experience managing marketing spend to deliver clear ROI.
Excellent communication and collaboration skills, with experience working across teams and organisational levels.
Strong project management skills, capable of juggling multiple priorities and deadlines.
Proactive, creative, and solution-oriented, with the ability to take ownership of projects.
Demonstrated ability to think strategically and creatively to solve complex marketing challenges.
Familiarity with marketing tools, CRM and Social platforms, and analytics software.
Proven experience in managing and developing high-performing, resilient teams to achieve marketing objectives.
What makes Twinkl a great place to be A friendly, welcoming and supportive culture. We believe work should be fun and always put people before the process
Diversity, inclusion and belonging - our Employee Network Program includes working groups for LGBTQ+, People of Colour, Disabilities (visible and invisible), Women in Tech and Working Parents.
From day 1 - Westfield Health, 33 annual leave days per year plus an additional day after two years service cap at 38, flexible working policy with opportunities to work from home and Twinkl subscription
Seasonal events
Cervical and prostate screening
Company sick pay is after 3 months of service
After probation - cycle to work scheme
Long term service reward - Life insurance, enhanced pension contribution, enhanced maternity pay, enhanced adoption pay and enhanced paternity pay.

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