Director of Homeschool Marketing
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Job Description
Director of Homeschool Marketing driving multi-channel campaigns to elevate All About Learning Press' market presence. Managing a team and collaborating with stakeholders to achieve strategic growth objectives.
Responsibilities:
- Partner closely with stakeholders—including the SVP of Homeschool and SVP of Marketing—to develop and support AALP’s strategic growth objectives.
- Create the annual marketing strategy and budget aligned with business goals, increasing awareness, generating demand, and driving revenue across both eCommerce and wholesale channels.
- Build and maintain a deep understanding of homeschool buyer personas to inform a multi‑channel campaign strategy across key customer segments.
- Oversee the development of competitive, thought‑leadership content that positions AALP as the clear authority in the homeschool curriculum market.
- Develop and implement a brand identity strategy, including brand guidelines, messaging, and creative standards across all internal and external touchpoints.
- Lead a network of external partners including digital marketing agencies, PR/communications, content creators, designers, and thought‑leadership consultants.
- Collaborate with the affiliate marketing manager to grow affiliate revenue by increasing affiliate participation and expanding marketing resources.
- Monitor homeschool market trends and competitor activity to strengthen AALP’s competitive advantage.
- Establish marketing KPIs and implement measurement processes to consistently evaluate results.
- Use a “test and learn” approach to optimize performance across all channels.
- Manage, mentor, and grow an internal marketing team of three, fostering a culture of professional development, learning, and retention.
Requirements:
- 7+ years of DTC homeschool curriculum marketing experience, including eCommerce and wholesale channels, with progressive responsibility.
- Strong understanding of the homeschool market, including competitive landscape, buyer personas, and state‑level funding sources.
- Proven experience creating multi‑channel marketing campaigns with a strong emphasis on digital marketing to drive eCommerce revenue at national and state levels.
- Experience managing or partnering with affiliate marketing programs, including program growth and asset development.
- Ambitious growth mindset, strong problem‑solving skills, and a preference for cross‑functional collaboration.
- Excellent written and verbal communication skills and the ability to present and advocate for new ideas.
- Highly detail‑oriented with strong project‑management skills and comfort in a fast‑paced environment.
- Proficiency in marketing technology tools, including: HubSpot (required) CRM systems eCommerce platforms ( WooCommerce preferred ) CMS ( WordPress preferred ) AI tools (Liminal, Copilot, etc.) Proficient in Microsoft Office and project‑management software.
- Bachelor’s degree in marketing, communications, or a related field.
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