Growth Analytics Lead

Growth Analytics Lead

Location: UK Remote or Hybrid with a minimum of 6 visits a year to our Sheffield HQ

Twinkl is on an exciting journey to redefine how we serve our global teaching community through data. We're building a world-class data function to power the next generation of our data platform, with modern tools and practices at our core. Introducing new tools and concepts and elevating the business to a higher standard of Data Literacy. Embedding data-driven decision making at the heart of our growth strategy. We're looking for a Growth Analytics Lead to provide strategic and operational leadership for our Growth and Marketing focused analytics, Business Intelligence and experimentation programmes.

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.

What's in it for you?

• A friendly, welcoming and supportive culture. We believe work should be fun and always put people before process
• Flexible working with fully remote and hybrid working options - early bird or night owl? No problem - our flexible working policy helps you work the hours that suits you best
• 33 days annual leave per year, pro rata. You decide which public holidays to recognise. After 2 years of employment, your annual leave entitlement will accrue year on year up to 38 days annual leave
• An additional day of annual leave, a Me Day, to take time for yourself
• Charity day to volunteer and support a registered charity of your choice
• Westfield Health (including Health Club discount and Westfield Rewards discount and cashback)
• Learning and Development opportunities, with opportunities for internal mobility across various departments / areas of the business
• 4 x annual salary death in service life assurance
• Enhanced pension after long service
• Enhanced parental and adoption leave after long service
• Quarterly awards designed to reward and recognise our wonderful Twinkl employees
• Seasonal events for all UK employees so you can catch up with your new colleagues in person
• Twinkl Subscription