95 Percent Group

Marketing

• 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.

Director of Homeschool Marketing