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Marketing - Director, Global Campaign Planning
Pearson
Hoboken, NJ, United States
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Description
Work is underway to transform marketing into a growth driver for Pearson, and the role of marketing has never been more important to Pearson’s long-term success.
Our new operating model sets the stage for marketing to become a global function driving demand at scale and for marketers to be part of global profession committed to building world-class capability. The operating model is based on global Centers of Excellence (COEs) – ensuring that we are consistent and coherent in our approach to 1) strengthening the Pearson brand; 2) driving marketing effectiveness while delivering efficiency; and 3) building capability amongst our marketers.
Summary of Role:
This role is responsible for end-to-end marketing campaign planning helping to ensure campaigns, and the work streams within them, run smoothly, involve the necessary stakeholders, are delivered within a pre-defined plan, and achieve stated KPIs, delivering value to the business. Success of the role will be based on the ability to deliver campaigns that support strategic objectives - through a repeatable delivery framework and skilled project and stakeholder management.
Specifically, the Director of Campaign Planning is responsible for defining and developing the annual plan for campaign development and delivery. This plan will be visible by senior stakeholders, and will link to individualized campaign plans for each brand or product campaign of which there will be between 10-40 annually. In this capacity the Director of Campaign Planning will help to drive forward priority initiatives and/or maintain momentum on active programs.
Working alongside the Director of Campaign Services, and the Directors of Brand and Product Campaigns, the Director of Campaign Planning aggregates input and campaign requirements to produce budgets, timelines, milestones and check points to ensure campaigns are delivered with predictability and consistency. The Director of Campaign Planning then manages the delivery of campaigns according to agreed plans.
Crucial to the role is the ability to meticulously track progress against tasks and budget, flag risks, and present mitigation and contingency plans to ensure delivery against expectations and achievement of KPIs for each campaign and the overall department.
Main activities / responsibilities:
• Develop detailed and practical campaign plans inclusive of actions and activities at each campaign stage, associated timelines, and budgets. Oversee campaign tracking and project performance against strategy and plans, and create and maintain project controls such as status reports, issues and risk logs, change registers, etc.
• Lead the development of business case (including benefits) when necessary.
• Support and monitor stakeholder management and engagement across individual campaigns and overarching annual campaign plan ensuring efficiency and streamlined communication.
• Develop standardized templates and stakeholder briefing documents. For example, acceptance and deployment criteria, reporting on progress issues, and presentation of proposed solutions and successes to Directors of Brand and/or Product Campaigns and if relevant the Steering Committee
• Work with Campaign Services team to identify and specify required resources for each campaign, across research, creative, and channels.
• Create and maintain project controls such as status reports, issues and risk logs, change registers, etc.
• Work with relevant agencies, stakeholders, and colleagues to manage timelines, budgets, delivery and deployment.
• Work with campaign managers to ensure all campaign delivery plans remain on track and on budget, and that roadblocks are surfaced early and overcome.
• Manage process of working with Insights team to ensure successful measurement and reporting of campaigns.
• Provide necessary communication support to team in order to demonstrate progress against objectives on weekly, monthly, quarterly, bi-annual and annual basis.
• Ensure integration with necessary systems (e.g. CRM and project management tools) and coordination with Finance on campaigns budget.
• Lead, support and motivate campaigns teams; leading by example and driving project momentum and energy; empowered to address performance issues and management plans.
• Complete effective campaign closedown, including lessons learnt log.
• Work with finance and legal or others during any necessary campaign contractual stages, e.g. drawing up necessary Statements Of Work, or addressing legal and trademarking coordination, invoicing, vendor issues, etc. and ensure due diligence and issues are addressed swiftly.
• Manage Project Manager and Manager of Campaign Operations.
• Assist VP with other projects as needed.
Qualifications
• Proven experience: 10+ years of experience within a brand, marketing, advertising, communications or digital agency. Senior-level project management experience in managing cross-functional teams or projects to successful completion. Exceptional experience achieving business buy-in and adoption of campaign plan throughout the delivery lifecycle.
• Strategic development: Ability to identify risks and opportunities, define problems, collect data, establish facts, draw valid conclusions, develop mitigation strategies and communicate them with confidence.
• Project Execution: Ability to plan, manage, and successfully complete multiple complex projects simultaneously in budget, and ideally within matrix environment.
• Global Management: Experience building strong, diverse, global teams of highly talented individuals that operate as a single team. Ability to coordinate efforts cross-functionally to achieve positive end results. Strong team building and talent development experience.
• Communication and Stakeholder Management: A track record of building and sustaining excellent internal and external relationships (at all levels) who is collaborative and with an ability to build networks. Powerful interpersonal skills with an ability to influence. Ability to appreciate the diversity of stakeholder interactions and adapt style and approach accordingly.
• Judgment: Ability to demonstrate sound thinking when recommending approaches and assessing business risks. Makes decisions that balance a variety of factors to achieve an optimal outcome. Flexible, adaptable attitude when dealing with constant change
• Creativity: Ability to apply creative thinking and imagination to campaign development, as well as an unrelenting focus on the target audience.
• Developing & Leveraging Relationships: Credibility to lead functional specialists and partner with/advise business leaders in addition to having a robust network of relevant external relationships.
Marketing Competencies
• Project/Program Management
• Marketing Capability and tools
• Strategy & Planning
• Agency Management
• Relationship Management / Stakeholder Relationships