Head of Global Product Marketing, Incentives and Promotions (Mat cover)

Head of Global Product Marketing, Incentives and Promotions (MAT Cover) Location: Hybrid, Based in UK Contract: 12 months Hours: 37.5 per week Line Manager: VP of Marketing Recruiter: Meikay Cheng Overview Twinkl is seeking a dynamic and results-oriented Head of Product Marketing to lead our global product marketing team based in the UK. In this strategic role, you'll play a pivotal role in building the foundation for the successful adoption of our solutions and products across their lifecycle and spearheading the entire product marketing function, driving awareness, adoption, and success for our diverse portfolio of digital and physical educational offerings across the globe. This role will also lead efficient CMS operations, drive seamless customer experiences, and optimise marketing performance across digital platforms.

Key Responsibilities

• Develop and implement a comprehensive product marketing, incentives and promotions strategy that focuses on the adoption of Twinkl’s solutions through the customer funnel.
• Analyse the competitive landscape for Twinkl's products and services globally and gain a deep understanding of audience needs.
• Identify the most effective solutions to market across the funnel, to increase conversions and product adoption.
• Re-evaluate the positioning and categorisation of products to align with market needs and re-assess existing positioning.
• Collaborate across teams (product, tech, commercial, sales, and design) to map out all product lines and capabilities, identify innovation opportunities, and ensure product-market fit.
• Oversee product marketing campaigns (always-on or new launches) to ensure a seamless customer experience and execution across all activations.
• Champion successful product launches through meticulous planning, innovative campaigns, and seamless integration with international marketing teams.
• Assess and enhance the role of physical products across the funnel, including the planning and execution of A/B tests and pilots to measure impact.
• Oversee Twinkl Store strategy—from product development and merchandising to B2B integration—driving increased usage and alignment with educator needs.
• Design and execute cross-product promotional strategies across Twinkl’s platform to increase visibility, user value, and multi-product adoption.
• Lead on the planning, execution, and performance analysis of incentives and promotional strategies to drive engagement, conversions, and customer loyalty.
• Improve the onsite marketing journey by implementing new touchpoints, enhancing the customer experience, and identifying the most effective ones through ongoing performance analysis.
• Analyse the performance of Web & App placements and identify comms optimisation for future campaigns as well as further technical requirements.
• Develop a clear proposal for consolidating ownership of web and app comms and setting future CMS requirements to support automation, segmentation, and personalisation.
• Establish and implement a robust campaign and product adoption measurement framework to analyse and track the success of campaigns and initiatives in order to optimise strategies and maximise ROI.

Requirements Proven experience in a senior product marketing role, developing and executing successful product marketing campaigns for B2C audiences. A proven track record of developing and executing successful product marketing strategies that drive revenue growth and user adoption. Experience designing and executing promotions and customer incentive strategies that drive product discovery, engagement, and adoption across digital and physical offerings. Demonstrated ability to lead, mentor, and develop a high-performing global marketing team. Deep understanding of the education sector and the digital marketing landscape. Experience running data-led A/B tests and applying performance insights to improve marketing strategies across digital and physical product offerings. Proven ability to manage and grow product lines in an e-commerce or store environment, including ideation, testing, and commercial integration. Experience designing and executing cross-product promotions, customer incentives, and onsite marketing experiences that drive engagement and adoption. Strong understanding of CMS platforms, marketing automation, and the role of segmentation and personalisation in campaign effectiveness. Passion for data-driven marketing and a knack for translating insights into actionable strategies. Proficient in using marketing analytics tools and platforms to measure campaign performance and ROI. Creative mindset with a passion for innovative marketing approaches. Strong analytical skills with a passion for data-driven marketing decisions. Project management proficiency with a focus on delivering impactful activations. If you are passionate about delivering localised, culturally relevant experiences to a global audience and have the skills to scale localization using technology, we’d love to hear from you! In return for everything you can bring, we can offer you an exciting role in a fast-growing and dynamic business, with plenty of career opportunities. Here’s a couple of the things that make 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 (pro-rata) inclusive bank holidays, a "Me" day each year, a charity day each year, flexible working policy with opportunities to work from home and Twinkl subscriptions. Quarterly company awards programme Seasonal events Referral scheme Cervical and Prostate screening Company sick pay 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, long service award, long service annual leave