Twinkl Educational Publishing
Educake Marketing Director
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Location: Educake Office Oxford / Hybrid
Salary: Dependent on experience
Contract: Permanent
Reports to: Nicola Allen, Educake MD
Hours: 37.5 hours per week minimum, but as required by the position.
Recruiter: Claire Bonnett
Role Overview
Educake 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.
We'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.
Key Responsibilities
Consumer Growth Strategy
- Own 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.
- Drive subscriber acquisition and revenue growth with direct accountability for CAC, payback period, LTV, and monthly net revenue retention as core operating metrics.
- Lead go to market execution for the MVP launch and subsequent product iterations.
- Define and champion Educake's differentiated positioning, ensuring every channel, campaign and message reflects this.
- Build and continuously optimise acquisition across paid, organic, lifecycle, community and partnership channels.
- Build a needs based marketing programme around key pain points.
- Partner with Product on onboarding, activation, and retention flows, using cohort and behavioural data to identify friction and growth opportunities.
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Research, Insight & Positioning
- Commission and interpret primary parent research, including quantitative segmentation surveys, qualitative depth interviews, and exit/cancellation research.
- Develop 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.
- Own the ongoing competitive intelligence function, tracking how competitors evolve their propositions and identifying whitespace as it opens.
Team Leadership & Collaboration
- Lead and develop the marketing team, setting clear priorities across brand, content, performance, and lifecycle, and building capability in line with a scaling business.
- Work in close partnership with Product, ensuring marketing insight informs the product roadmap and that GTM sequencing is tightly aligned to development milestones.
- Report regularly to the MD and Board with clear, commercial marketing performance data.
Data, Reporting & Insight
- Establish 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.
- Embed a test and learn culture: phased launches, structured A/B testing and rapid iteration.
B2B Channel
- Contribute 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.
- Support Sales with enablement materials and messaging that strengthen B2B conversations with schools.
Essential
- Proven track record in a senior B2C marketing or growth leadership role in a subscription business (edtech or consumer subscription experience strongly preferred.)
- Demonstrated experience owning CAC, LTV, and funnel economics end-to-end; able to defend marketing investment at board level with data.
- Direct experience launching a new consumer product or proposition to market.
- Track record building and running research programmes (quantitative and qualitative) to generate audience insight and validate positioning.
- Hands 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.
- Strong experience with CRM-led acquisition and retention: segmentation, lifecycle sequencing, A/B testing at scale, and warm lead conversion programmes.
- Experience with community, influencer, and organic social channels as performance contributing acquisition channels, not just brand channels.
- Excellent communication and influencing skills across all levels, including Board level reporting.
- A collaborative leadership style with proven ability to work closely with Product, Sales and cross-functional teams.
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Desirable
- Experience in the education or edtech sector, particularly secondary education or exam-preparation contexts.
- B2B or partnership marketing experience alongside D2C.
- Familiarity with the UK secondary school curriculum, exam board landscape or parent audience.
- Experience building a marketing function in a scaling, resource-constrained business.
- Bachelor's degree in Business, Marketing or related field; MBA a plus, not a requirement.
- Proficiency in Google Workspace, Microsoft Office, and CRM/analytics tools.
Our Recruitment Process
Apply with CV and Cover Letter > Screening Call > Online Interview > Task > Interview in our Oxford Office
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