Parents Commercial Manager

Location: Sheffield HQ office / Hybrid or Fully Remote options

Salary: DOE

Hour: 37.5 hours per week minimum, but as required by the position

Contract: Permanent

Hiring Manager: Jon Seaton, CEO

Recruiter: Hope Parkin

Role Overview:

A new and exciting opportunity has arisen for an ambitious, entrepreneurial and proactive individual to join Twinkl as Parents Commercial Manager. Supporting and growing the parent customer segment in our largest markets has been identified by the business as a priority for the coming years.

The ideal candidate will be responsible for developing and implementing strategies to drive profitable and scalable growth within the Parent’s customer segment. This role requires a keen understanding of market trends, customer needs ( jobs to be done), and competitive landscape to effectively tailor commercial initiatives. This role will work closely with Country Parent’s Segment Managers, most notably the England Parent Segment Manager, who will assume operational responsibilities for executing the agreed strategy.

Key Responsibilities:

Customer and Commercial Strategy and Growth Initiatives: 

  • Develop a deep and detailed understanding of English parents and their unique needs, behaviours, and preferences. Segment the English parental market appropriately, identifying the jobs to be done with a view to selecting the most commercially viable initiatives.
  • Develop and execute a comprehensive strategy to drive parent subscription growth in England, leveraging a suite of parent-first products.
  • Collaborate with wider Twinkl teams to align parent growth initiatives with overall business objectives and revenue targets.

Commercial Planning:

  • Develop and execute commercial plans tailored to the identified and prioritised segments, including pricing strategies, promotional activities, and distribution channels. Ensure that these plan fit appropriately into a broader focused 4 year strategy.

Product Development and Enhancement

  • Drive the development and enhancement of parent-first products that deliver unique value propositions and meet the diverse needs of parents across England.
  • Work closely with product management, design, and engineering teams to prioritise features and enhancements based on market feedback and data-driven insights.
  • Continuously iterate on existing products and launch new offerings to maintain a competitive edge and drive subscriber acquisition and retention.

Brand Positioning and Awareness:

  • Establish Twinkl as the go-to destination for all parental needs, positioning us as a trusted partner in supporting children’s education and development.
  • Develop and execute marketing campaigns, content strategies, and partnership initiatives to increase brand awareness and drive traffic to our platform among parents in England.
  • Cultivate strategic partnerships with organisations, and other stakeholders to amplify our reach and impact within the parent community.

B2B Channel Expansion:

  • Build and maintain strong relationships with our School team, serving as a trusted advisor and resource for integrating our solutions into their B2B offerings.
  • Identify and pursue opportunities to expand parental customer growth through B2B channels in collaboration with our Schools Team, such as partnerships with schools, and educational organisations.
  • Develop tailored offerings and value propositions for Twinkl Schools that incentivise them to promote Twinkl to parents

Competitive Analysis: 

  • Monitor competitor activities within targeted segments, including pricing strategies, product offerings, and marketing tactics. Leverage insights to develop counter-strategies and maintain a competitive edge.

Cross-Functional Collaboration: 

  • Collaborate closely with marketing, sales, product development, and finance teams to align commercial strategies with overall business objectives. Ensure seamless execution of initiatives and effective communication across departments.

Performance Monitoring: 

  • Establish key performance indicators (KPIs) to measure the effectiveness of commercial initiatives within each customer segment. Analyse performance data on a daily basis and adjust strategies as needed to optimise results.

Team Leadership: 

  • Lead and manage a high-performing team overseeing country managers, content creation, and marketing initiatives to maximise market penetration and achieve business objectives.
  • Coach, mentor, and support team members to drive performance and professional development.

You’ll work with:

    • England Parents Segments Manager
    • Digital Product Leads
    • Head of Sales
    • An amazing team of other Country and Segment Managers


  • Bachelor’s degree in Business Administration, Marketing, or related field. MBA or equivalent preferred.
  • Proven experience in commercial or marketing roles, with a focus on customer segmentation and strategic planning. Experience in the education sector is a plus.
  • Proven experience in a leadership role driving significant growth in subscription-based businesses, targeting parents in the education sector.
  • Strong analytical skills with the ability to interpret market data and draw actionable insights.
  • Strong strategic thinking and problem-solving skills, with the ability to translate insights into actionable initiatives and results.
  • Excellent communication and interpersonal skills, with the ability to influence and negotiate effectively at all levels of the organisation.
  • Strategic thinker with a track record of developing and executing successful commercial strategies.
  • Ability to thrive in a fast-paced, dynamic environment and manage multiple priorities effectively.
  • Proficiency in Google Workspace tools, and Microsoft Office suite and experience with CRM software is desirable.
  • Flexibility to travel as needed (but hybrid working is assumed).
  • Track record of success in developing and launching new products or initiatives, from ideation to execution and optimisation.
  • Experience working with B2B channels and partners to drive customer acquisition and revenue growth is a plus.

If you require a reasonable adjustment to the application/selection process to enable you to demonstrate your ability to perform the job requirements please include this at the foot of your covering letter. This will help us to understand any modifications we may need to make to support you throughout our selection process.


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 plus an incremental holiday scheme, flexible working policy with opportunities to work from home, Twinkl subscription, access to a financial wellbeing coach and platform
  • After probation – company sick pay and cycle to work scheme
  • Long term service reward after 2+ years of service – Life insurance, enhanced pension contribution, enhanced maternity pay, enhanced adoption pay and enhanced paternity pay.