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Twinkl

Growth Analytics Lead

Remote·Fully Remote·6d ago

Salary

Competitive salary

Work type

Remote

Level

lead

Category

Analytics & BI

About the role

Location: Remote UK

Contract: Permanent

Hours: 37.5 hours (Core hours 10:00am - 2:00pm Monday - Friday)

We're here to help those who teach. It's what brings us to work every day. At Twinkl, we’ve been providing educators across the world with high quality, trusted teaching and learning resources for over a decade now. They’re all written and checked by our wonderful team of experienced educators, and there are hundreds of thousands of resources to download, with new ones added daily.

We are looking for a Growth Analytics Lead to own measurement, experimentation, and decision support across the subscriber growth lifecycle. This role will define how we measure and optimise acquisition, activation, engagement, retention, and lifetime value, ensuring growth investments deliver strong long-term returns.

You will partner closely with Growth, Product, Marketing, Finance, and Data teams to identify opportunities, run experiments, and translate insights into actions that drive sustainable subscriber growth.

This is a hands-on leadership role, responsible for leading growth analytics and building scalable measurement frameworks for a fast-growing subscription business.

Role Description & Responsibilities:

Own Growth Measurement & Insights:

  • Define and scale measurement frameworks across the full subscriber lifecycle, including acquisition, activation, engagement, retention, and monetisation.

  • Deliver insights that inform growth strategy, investment decisions, and product improvements.

Support a Culture of Experimentation:

  • Lead the design and execution of experimentation frameworks across marketing and lifecycle channels.

  • Design and analyse A/B tests, holdout experiments, and incrementality tests.

  • Ensure experimentation results translate into clear decisions and growth initiatives.

Lead analytics delivery across Growth marketing, Brand, Markets & Product marketing, including:

  • SEO and Performance Marketing reporting

  • Brand performance measurement

  • Market-level growth analysis

  • Demand generation insights

Optimise Marketing & Growth Economics:

  • Measure and improve customer acquisition efficiency and subscriber quality.

  • Evaluate marketing performance using CAC, ROAS and incremental ROAS.

  • Provide recommendations for budget allocation, channel strategy, and growth investment.

Drive Lifecycle & Retention Analytics:

  • Analyse subscriber behaviour across the lifecycle to identify drivers of engagement, retention and churn.

  • Evaluate the impact of CRM programs, lifecycle messaging, segmentation and personalisation.

  • Identify opportunities to improve activation, engagement and long-term subscriber value.

Generate Customer & Subscriber Insight:

  • Develop a deep understanding of customer behaviour using cohort analysis, segmentation and behavioural analytics.

  • Build frameworks for customer profiling and subscriber segmentation.

  • Improve measurement through identity resolution and cross-channel attribution.

Build & Lead a High-Impact Analytics Team:

  • Manage and develop high performing analysts.

  • Set standards for analytical rigor, data quality, documentation and reproducibility.

  • Partner with Data Engineering to ensure reliable data pipelines and instrumentation.

Qualifications:

  • 6+ years experience in Growth, Marketing, or Product Analytics.

  • 3+ years experience leading analytics teams or managing analysts.

  • Strong experience analysing customer acquisition and lifecycle performance in digital businesses.

  • Advanced SQL and experience with Python or R for statistical analysis.

  • Strong experience designing and analysing experiments and causal measurement frameworks.

  • Experience building dashboards and reporting using BI tools such as Tableau or Looker.

  • Proven ability to translate complex analysis into clear business recommendations and decisions.

  • Experience working in subscription or recurring revenue businesses.

  • Strong understanding of subscription unit economics, including CAC, LTV, payback period, and churn.

  • Experience analysing large-scale consumer platforms with multiple acquisition channels and markets.

  • Experience working with product analytics platforms such as GA4

  • Familiarity with modern analytics engineering practices such as dbt, Git, and data quality monitoring.

  • Experience partnering closely with product and growth teams in experimentation-driven environments.

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.

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.

  • 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, flexible working policy with opportunities to work from home and Twinkl subscriptions.

  • Quarterly company awards programme

  • 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 reward - Life insurance, enhanced pension contribution, enhanced maternity pay, enhanced adoption pay and enhanced paternity pay, long service award, long service annual leave

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