Inclusion Segment Manager

Location:
UK - Fully Remote

Annual Salary:
£32,000 - £44,075 Per Annum

Hours of Work:
37.5 hours per week

Contract:
Permanent

Recruitment Partner:
James Cook

About Twinkl
Twinkl is a global educational publisher dedicated to supporting educators, parents, and learners everywhere. Founded by teachers, for teachers, Twinkl provides world-class digital and physical resources that save time, inspire creativity, and help those who teach make a difference every day.

Our mission is simple: to help those who teach. From early years through to further education, Twinkl's growing family of products and services supports learning communities in more than 200 countries.

We are proud to be a people-first, purpose-driven organisation that values innovation, collaboration, and inclusivity. Whether through our award-winning resources, professional development, or community outreach, we are helping shape the future of education together.

At Twinkl, you will join a team united by purpose, driven by creativity, and passionate about making education better for everyone. You will have the opportunity to grow your skills, shape your career, and make a tangible difference every day.

Overview
An exciting opportunity has arisen for a driven and proactive individual to join Twinkl as an Inclusion Segment Manager. In this role, you will play a pivotal part in shaping content strategy, leading marketing campaigns, and engaging educators within the SEND and Inclusion sector.

You will combine strategic thinking with hands-on execution to deliver measurable marketing outcomes, increase engagement, and strengthen Twinkl's relationships with educators. You will collaborate with other Segment Managers across the business and the Inclusion content team to ensure all initiatives are aligned and educator-focused.

Key Responsibilities
Voice of the Customer

• Gather and share educator insights to guide strategy and content.
• Refine ICPs, targeting, messaging, and campaign focus based on insights.
• Monitor social platforms, communities, competitors, and AI/LLM trends for opportunities.
• Translate insights into actionable plans that improve educator experience.

Marketing Calendar & Activations

• Own and maintain the marketing and content calendar for the Inclusion segment.
• Lead ideation, development, and execution of integrated campaigns.
• Allocate budgets and determine channel mix with the Marketing Manager.
• Monitor KPIs and optimise campaigns based on results.

Social Media, Communities & Educator Engagement

• Set strategic direction for social media and community initiatives.
• Champion Twinkl's brand through ambassador programmes and community campaigns.
• Lead mentorships, advisory councils, and community recognition programs.
• Track engagement, reach, advocacy metrics, and follower growth.

Events & External Engagement

• Plan and execute webinars, workshops, local activations, and online/offline events.
• Identify conference sponsorships, speaking opportunities, and partnerships.
• Represent Twinkl externally and lead influencer outreach for visibility and engagement.

Marketing Content Strategy & Production

• Lead content strategy across channels, aligned with educator needs.
• Produce high-quality, insights-driven content that reinforces brand authority.
• Develop AI-discoverable blogs and content strategies to boost reach.
• Curate educator stories and spotlights to amplify community voices.

Product Engagement & Retention

• Collaborate with growth, CRM, and product marketing teams to drive engagement.
• Identify tactics to move users into high-value RFM segments.
• Support adoption and retention through relevant and timely content.

Team Leadership

• Manage Segment Assistants, set KPIs, and coach team members.
• Balance strategic initiatives with day-to-day delivery.
• Foster collaboration across the team and review outputs for quality and alignment.

KPIs
Prospects & Acquisition

• 30–35% of prospects generated via social media, referrals, influencers, ambassadors, branded search, ChatGPT, and campaigns by EY26.
• 10% YoY increase in Prospect → AR conversion for these channels.

Retention & Engagement

• 10% YoY increase in users within "Champions" and "High Loyalists" RFM cohorts.

Social Media KPIs (YoY)

• +15% Reach
• +15% Engagement Rate
• +15% Followers
• +15% Earned Mentions

Requirements

• Experience in marketing, social media, content creation, or community engagement.
• Strong understanding of educators and SEND/Inclusion needs.
• Proven strategic thinking with ability to execute campaigns end-to-end.
• Leadership experience, coaching, and team management skills.
• Analytical mindset with the ability to optimise campaigns and processes.

Benefits
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 are some highlights:

• Friendly, welcoming, and supportive culture; work should be fun and people-first.
• Diversity, inclusion, and belonging – employee networks for LGBTQ+, People of Colour, Disabilities (visible and invisible), Women in Tech, and Working Parents.
• Westfield Health, 33 annual leave days per year (pro-rata) inclusive of bank holidays, plus a "Me" day and charity day each year.
• Twinkl subscriptions.
• Quarterly company awards programme and 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 rewards: life insurance, enhanced pension contribution, enhanced maternity/adoption/paternity pay, long service awards, and additional annual leave.