Director of Homeschool Marketing

95 PERCENT GROUP LLC

just now•Remote

About The Position

The Director of Homeschool Marketing is a newly created role at All About Learning Press, designed to elevate and expand the marketing function in support of ambitious awareness, demand, and revenue goals. This direct‑to‑consumer (DTC) role is responsible for developing the annual marketing strategy and leading the execution of a robust, multi‑channel campaign plan across email, organic social, paid digital media, events, partnerships, and more. Success in this role requires a deep understanding of the homeschool market—including competitive dynamics, state‑level funding, buyer personas, and eCommerce strategy. The Director will begin by managing a team of three marketers, with expected future growth, and will collaborate extensively across the organization.

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.

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.