This is a newly created role that will power the Workforce Skills division in accelerating our B2B Marketing efforts across our Transformation Zone. The role will be a strategic partner to, and report into the SVP, Sales & Business Development, with a strong link to the CMO as a key leader at the 'Marketing Community of Practice' leadership table. As this is a new position, and indeed a new moment for Pearson as we pivot our business, this is a unique opportunity to build something from infancy to help establish marketing foundations and drive growth for this new division over the next several years. You will be a multi-dimensional strategic and operational marketing expert, deeply experienced in driving customer and consumer value and adept at putting the consumer first.
Enhance our B2B Marketing capability across our key strategic markets, and build a marketing culture that puts the customer at the heart of our thinking.
Develop and drive clear marketing strategies (both direct & via partners), and customer messaging to support product proposition and drive awareness, interest and conversion.
Use our wealth of Owned data sources to build unique content that drives campaigns to relevant customer and market segments.
Work with Corporate Head of Consumer Research & Insights to drive market research efforts for the division, identify market opportunities and competitor threats at an international, national, and local level. This requires good market intelligence and ongoing analysis of our customer data.
Allocate marketing spend to build pipeline and generate leads in line with revenue expectations. Exploit market opportunities and counter threats, noting that this needs to pivot on a month-by-month (or more frequent) basis.
Develop a customer value management strategy to ensure that we derive maximum lifetime value from our customers.
Develop customer retention strategy, in line with Customer Services and data strategy.
Understand how the Pearson brand and product brands resonate in each region/ geo/ city, and track NPS for Pearson products.
Run product/ geo campaigns and ongoing brand awareness campaigns that balance global Pearson as well as local needs and leverage global collateral. Importantly, a deep understanding of who our customers are is needed to craft campaigns that really work.
Track competitor activity including spend and activity on marketing/ brand awareness.
Optimize our lead generation funnel, continually seeking new and innovative ways to drive brand-building investment efficiency without impacting our effectiveness.
Help our customers easily navigate our product offerings and understand what the best learning content is for them. Leave customers in no doubt that Pearson is the learning provider of choice.
Crafting propositions and messaging that clearly articulate our solutions and offerings.
Partner with the Product team on defining new product strategies: Identifying the problem our products solve, recommending its role and position in our product range. Identifying our key point of difference and driving superiority claims to support.
Build a community of the voice of the customer that enables peer group learning and sharing of ideas.
Manage a team of Field Marketing Directors/Mgrs + Digital content creators across 3 major geographies (UK, US & Australia).
Demonstrable professional experience in Marketing with a strong record of accomplishment in brand messaging, direct response and customer acquisition
Significant B2B experience for large, global organizations
Proven experience in creating strategies to reach and influence key enterprise decision-makers: CEO's CHRO's
Track record of developing and optimizing large-scale B2B campaigns, with deep knowledge of digital networks including LinkedIn, Google, etc
Strong understanding of customer segmentation and how it can feed into acquisition marketing channels
Experience managing media planning and buying agencies
Experience managing large budgets across numerous performance-driven marketing channels
Ability to analyze and interpret data to generate insights that inform investment decisions and marketing strategy
Experience developing and reporting on metrics and KPIs for business goals, process improvements and campaign management
Experience managing large cross-functional projects
Excellent verbal and written communication and presentation skills, plus the ability to clearly articulate and express complex and sometimes technical ideas to a wide variety of people and groups at any level
Enthusiastic, passionate, and creative; thrives on thinking outside of the box to create new best-in-class member experiences
Action-oriented with a "roll up your sleeves approach"
Educated to degree level or equivalent, you may also benefit from holding a professional Marketing qualification or MBA
Learning is the most powerful force for change in the world. More than 20,000 Pearson employees deliver our products and services in nearly 200 countries, all working towards a common purpose - to help everyone achieve their potential through learning. We do that by providing high quality, digital content and learning experiences, as well as assessments and qualifications that help people build their skills and grow with the world around them. We are the world's leading learning company. Learn more at ~~~.
Pearson believes that wherever learning flourishes, so do people. We are committed to being an anti-racist?company in everything we do. We value the power of an inclusive culture and a strong sense of belonging. We promote a culture where differences are embraced, opportunities are accessible, consideration and respect are the norm, and all individuals are supported in reaching their full potential. Through our talent, we believe that diversity, equity, and inclusion make us a more innovative and vibrant place to work. People are at the center, and we are committed to a sustainable environment and workplace where talent can learn, grow, and thrive. ?
To learn more about Pearson's commitment to a diverse and inclusive workforce, please click here:?
Pearson is an Affirmative Action and Equal Opportunity Employer and a member of E-Verify. We are committed to building a team that represents a variety of backgrounds, perspectives, and skills. The more inclusive we are, the better our work will be. All employment is decided based on qualifications, merit, and business need.?All qualified applicants will receive consideration for employment without regard to race, ethnicity, color, religion, sex, sexual orientation, gender identity, gender expression, age, national origin, protected veteran status, disability status, or any other group protected by law.
Organization: Workforce Skills
Req ID: 1732