UK & Ireland Commercial Manager

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Location: Remote
Annual Salary: Dependent on experience

Contract: Permanent
Hours: 37.5 per week
Line Manager: Jon Seaton

At Twinkl, we are dedicated to supporting educators worldwide by providing high-quality, innovative educational services and solutions. With a mission to inspire and empower teaching and learning, we strive to create a positive impact in classrooms around the globe.

As the UK & Ireland Commercial Manager, you will lead the market expansion and revenue growth efforts of our products/services across one of our largest markets - UK & Ireland. You will be responsible for shaping our strategic direction, developing and executing strategic go-to-market plans, expanding our market presence and driving sales success.

You will directly lead and execute our country go to market strategy for England and work closely with the country and Segment Managers across Scotland, Wales, Northern Ireland & Ireland who will assume operational responsibilities for executing the agreed strategy on a country-by-country basis.

This role requires a keen understanding of market trends, customer needs ( jobs to be done), and competitive landscape to effectively tailor commercial initiatives. Your leadership will be pivotal in overseeing and driving the overall growth and success of our operations in the Region.

Key Responsibilities:

GTM Strategy:

• Lead the development of comprehensive go-to-market strategies for our products/services in the UK & Ireland Region, encompassing market analysis, customer segmentation, pricing strategies, distribution channels, and promotional tactics.

• Establish key performance indicators (KPIs) and metrics to evaluate the effectiveness of go-to-market initiatives. Monitor performance against targets, analyse results, and provide regular reports and insights to senior management.
• Understand the history and development of countries within Twinkl, to better deliver GTM strategies and build B2C growth to achieve B2C targets.
• Consider the timing and deployment of a B2G strategy to target B2G sales.

Sales Strategy:

• Develop and implement a comprehensive commercial strategy with a strong focus on B2C to drive revenue growth, market share expansion, and profitability.
• Drive sales initiatives, lead generation activities, and customer acquisition strategies to meet or exceed revenue targets.
• Negotiate contracts, agreements, and pricing structures with clients and partners to drive profitable business relationships.
• B2B Channel Expansion -
• Identify and pursue opportunities to expand customer growth through outbound B2B activity.
• Identify and pursue opportunities to expand customer growth with existing customers through account management activity.
• Deliver country-specific marketing to deliver against B2B sales targets.
• Develop tailored offerings and value propositions for existing Twinkl Schools.
• Use B2C as a lever to drive B2B sales.
• Build and maintain strong relationships with our Sales Operations team.
• Establish strong partnerships with educational institutions, government bodies, and key stakeholders to promote our products and services.
• Lead the sales team in identifying new business opportunities and closing deals.
• Use both direct B2C and B2B as levers to drive parental sales in your market.

Strategic Leadership:

• Develop and implement a comprehensive commercial strategy to drive revenue growth, market share expansion, and profitability.
• Lead and manage a high-performing team overseeing country managers and Segment 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.

Operational Management:

• Oversee day-to-day operations and optimise processes to improve efficiency and effectiveness.
• Monitor key performance indicators and financial metrics to track the company's performance.

Content Development:

• Work closely with the content development team and country managers to enhance existing content and develop new offerings.
• Drive product innovation and development initiatives tailored to the needs of the UK & Ireland market.

Customer Engagement:

• Foster strong relationships with customers and gather feedback to continuously improve services.
• Implement customer-centric strategies to enhance user experience and satisfaction.
• Represent the company at industry events, conferences, and networking opportunities to promote our products and services.
• Develop the provision of world-class localised customer support, to support the growth of your market.

Market Expansion:

• Collaborate with content teams to develop compelling content strategies aligned with the go-to-market plans. Oversee the creation of engaging marketing collateral, including website content, sales presentations, product demos, case studies, whitepapers, and social media content, to support lead generation and sales efforts.
• Identify key markets and segments for expansion and develop plans to penetrate these markets effectively.
• Monitor market trends, competitor activities, and regulatory changes to inform strategic decision-making.

• Collaborate with marketing teams to create targeted campaigns that generate leads and drive sales.
• As appropriate, develop local partnerships to drive overall strategic goals.

Requirements

Qualifications:

We're interested in anyone who meets one, or a combination of the following:

• Bachelor's degree in Business, Marketing, or a related field; MBA or relevant post-graduate qualification preferred.
• 5 years of experience in marketing, product management, or business development roles, with a focus on go-to-market strategy and execution.
• Proven track record of developing and implementing successful go-to-market strategies, preferably in the EdTech sector.
• Proven track record of driving revenue growth, market expansion, and business success with a B2C orientation.
• Strong strategic planning, decision-making, and problem-solving skills.
• Strong leadership skills with experience in line management and team development.
• Ability to develop and execute strategic sales plans.
• Excellent communication, interpersonal, and leadership abilities.
• Ability to adapt to changing priorities, manage complexity, and drive results in a fast-paced environment.
• Familiarity with industry trends, emerging technologies, and best practices in operations management.

• Familiarity with the UK education landscape and market dynamics.

• Strong knowledge of local regulatory requirements, laws, and industry standards.

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 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 additional day after two years service cap at 38, flexible working policy with opportunities to work from home and Twinkl subscription
• After probation - company sick pay and cycle to work scheme
• Long term service reward - Life insurance, enhanced pension contribution, enhanced maternity pay, enhanced adoption pay and enhanced paternity pay.