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.

Applicant Tracking System Keywords

Tip: use these terms in your resume and cover letter to boost ATS matches.

Hard Skills & Tools

DTC marketingeCommerce marketingwholesale marketingmulti-channel marketing campaignsdigital marketingaffiliate marketingproject managementbrand identity strategycontent developmentKPI measurement

Soft Skills

problem-solvingcross-functional collaborationwritten communicationverbal communicationpresentation skillsdetail-orientedprofessional developmentmentoringleadershipgrowth mindset