Senior Brand and Communications Manager

4 weeks ago

Sheffield, Sheffield, United Kingdom Twinkl Educational Publishing Full time
Job Title: Senior Brand and Communications Manager

We are seeking a highly skilled and experienced Senior Brand and Communications Manager to lead our brand and communication strategies targeting UK parents. As a key member of our team, you will be responsible for developing and executing comprehensive brand strategies that drive consumer acquisition and brand dominance.

Key Responsibilities:
  • Develop and implement a go-to-market strategy tailored to UK parents, in partnership with the Parents Commercial Manager.
  • Conduct market analysis to identify customer acquisition opportunities and establish key performance indicators (KPIs) to evaluate the effectiveness of communication initiatives.
  • Chair the weekly Brand Communication strategy review to ensure alignment and progress.
  • Analyse competitors' positioning, strengths, weaknesses, communication strategies, and market share for comprehensive competitor analysis.
  • Identify and articulate Twinkl's Unique Value Proposition that differentiates it from competitors.
  • Assess potential risks to the brand launch and develop contingency plans to address identified risks.
Brand and Communications Strategy:
  • Develop and implement a holistic B2C commercial strategy aimed at increasing market share, revenue growth, and profitability.
  • Drive customer acquisition through optimised digital channels, including PPC, social advertising, and SEO-driven content.
  • Collaborate with the partnerships team to engage with relevant influencers, enhancing brand reach and conversion.
  • Develop and implement content creation and email marketing strategies that align with customer needs and trends for the wider Parents segment.
  • Work closely with the Commercial Manager to create a targeted advertising strategy with clear ROI goals.
  • Establish strong partnerships with other Twinkl UK teams to leverage synergies in brand awareness and customer acquisition efforts.
  • Map out the customer journey to identify key touchpoints where the brand can effectively engage and communicate with its audience.
Strategic Leadership:
  • Lead the development and execution of a B2C brand communication strategy focused on revenue growth and market penetration.
  • Manage and mentor a high-performing team, including Marketing Managers, content creators, and communication specialists.
  • Foster a culture of performance excellence and continuous professional development within the team.
  • Engage with key internal and external stakeholders to build relationships that support Twinkl's strategic objectives.
  • Lead change where necessary within the team, driving the adoption of new processes, tools, and strategies that enhance efficiency and effectiveness.
Operational Management:
  • Oversee daily operations, ensuring process optimisation for efficiency and effectiveness.
  • Monitor key financial metrics and KPIs to track performance within the parent sector, making data-driven decisions to enhance outcomes.
  • Identify potential risks to the brand's reputation and develop contingency plans to mitigate them.
  • Identify skill gaps within the team and provide training opportunities to address them.
Content Development and Customer Engagement:
  • Collaborate with content development teams to drive innovative communication practices tailored to UK parents.
  • Develop a deep understanding of the UK parent demographic, creating customer-centric strategies that enhance user experience and satisfaction.
  • Support in the development and implementation of a need-state based customer segmentation, driving tailored parent communication against defined Pen Portraits.
  • Implement need-based customer segmentation, ensuring communications are tailored to specific audience profiles.
  • Ensure that the TOV is followed at all times, and that we are speaking to customers in their language.
Market Expansion:
  • Identify and exploit key customer acquisition opportunities and develop strategies to penetrate new parent segments.
  • Monitor market trends, competitor activities, and parent trends to inform strategic decision-making.
  • Collaborate with wider Twinkl teams to create targeted campaigns that generate leads and drive brand awareness.
  • Develop a clear brand positioning strategy for the new market that aligns with local consumer expectations while staying true to Twinkl's core values.
  • Identify the most effective distribution channels in the new market and determine whether to leverage existing channels or establish new ones.

We are looking for a highly skilled and experienced Senior Brand and Communications Manager to join our team. If you have a proven track record of developing and executing comprehensive brand strategies that drive consumer acquisition and brand dominance, we would love to hear from you.

We offer a friendly, welcoming, and supportive culture, with a focus on diversity, inclusion, and belonging. Our benefits package includes a range of perks, including a flexible working policy, cycle-to-work scheme, and long-term service reward.

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