Direct message the job poster from Twinkl Educational Publishing
HR and Talent Acquisition | CIPD Level 5
Head of B2B Marketing
Location: Hybrid - 1 day a week in the Sheffield office, S11
Hiring Manager: VP of Sales
Overview:
* The Head of B2B Marketing is a strategic leader responsible for developing and executing innovative marketing strategies that drive growth, demand generation, and customer acquisition in the B2B sector. This role requires a data-driven, customer-centric, and results-oriented marketing professional who can lead a high-performing team, collaborate with cross-functional stakeholders, and optimise marketing performance through cutting-edge strategies. As an experienced B2B marketing leader within the education space, with deep expertise in B2B acquisition strategies, pipeline acceleration, and revenue-driven marketing initiatives.
* You will play a critical role in driving demand and lead generation, customer retention, new sales growth, and product adoption across diverse markets.
* You will work closely with Sales, Product, and other cross-functional teams to optimise the marketing funnel, leverage insights to refine go-to-market strategies, and build scalable campaigns that resonate with key decision-makers, including school administrators, district leaders, and education providers. By leveraging the work of the thought leadership team, you’ll transform high-value content into impactful marketing campaigns that engage potential customers and deepen relationships with existing clients.
Key Responsibilities:
1. Strategic Leadership:
* Develop and execute a global B2B marketing strategy aligned with growth goals and sales priorities.
* Identify key market opportunities and target segments, focusing on generating new leads, sales and retaining existing customers.
* Monitor industry trends, competitor activities, and customer insights to refine marketing strategies.
* Work with the VP of Sales and VP of Marketing to create scalable marketing programs that directly support the sales pipeline and revenue growth.
1. Lead Generation and Pipeline Nurturing:
* Deliver integrated, multi-channel lead generation campaigns to consistently fill the sales funnel with high-quality leads.
* Develop and optimise lead nurturing programs to convert prospects at every stage of the sales funnel.
* Leverage marketing automation tools to streamline processes and improve lead-to-opportunity conversion rates.
* Identify and collaborate with channel partners, including resellers, affiliates, and strategic partners for demand and lead gen activity.
2. Demand Generation:
* Support thought leaders with industry events, speaking engagements, and content marketing.
* Shape Twinkl’s brand narrative for the B2B market, ensuring a consistent, compelling value proposition.
* Develop and execute ABM strategies for MATs that engage high-value accounts with personalised campaigns and messaging.
3. Customer Retention and Engagement:
* Design and implement onboarding and retention marketing campaigns to enhance customer satisfaction, loyalty, and lifetime value.
* Use high-value thought leadership content from internal teams to create targeted campaigns that engage customers and address key pain points.
4. Sales Alignment and Enablement:
* Partner closely with the sales team to align marketing efforts with revenue targets, ensuring consistent delivery of qualified leads.
* Provide the sales team with tailored content, tools, and insights to effectively communicate product value and close deals.
* Collaborate with sales leadership to track lead quality, refine processes, and optimise campaign effectiveness.
5. Data-Driven Campaign Automation:
* Develop, test and optimise automated email workflows to nurture leads, onboard new customers, and drive engagement at different lifecycle stages.
* Implement segmentation strategies to personalise messaging based on customer behavior, industry, and role.
* Use analytics tools (Hubspot) to monitor campaign performance, measure ROI, and identify areas for improvement.
* Report on marketing effectiveness to the VP of Sales and VP of Marketing, providing actionable insights to inform strategy.
6. Team and Budget Management:
* Lead and develop a high-performing B2B marketing team, fostering a culture of collaboration and continuous improvement.
* Manage the B2B marketing budget, allocating resources effectively to maximise results.
Requirements:
* Extensive experience in B2B marketing leadership within the education space, with a focus on lead generation, customer retention, and sales enablement.
* Proven track record of delivering results through scalable marketing programs aligned with sales priorities.
* Strong ability to leverage Thought Leadership content to create engaging campaigns that drive new sales and customer retention.
* Expertise in multi-channel marketing strategies, including email, paid media, events, and digital campaigns.
* Advanced knowledge of marketing automation platforms (e.g. Hubspot).
* Data-driven mindset with proficiency in analytics tools to measure and optimise campaign performance.
* Excellent collaboration and communication skills, with experience working closely with Sales, Marketing, Creative and other cross-functional teams.
* Experience managing teams and budgets, with a focus on delivering high-impact results.
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 and Twinkl subscriptions.
* Quarterly company awards programme.
* Seasonal events.
* 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.
Seniority level
Mid-Senior level
Employment type
Full-time
Job function
Marketing
Industries
Technology, Information and Media and Education
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