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Director, Global Product Campaigns
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 helping raise the profile of the Pearson brand around the world and bringing it to life through imaginative and engaging external campaigns that drive awareness and purchase of priority products. The success of this job will be reflected by increased awareness of key product brands and maximum marketing return on investment and return on objectives for the business.
Specifically, the Director of Product Campaigns is responsible for defining and developing ROI-focused global product campaigns that achieve both global and local objectives while working closely with local marketing teams on the successful deployment of such campaigns.
Working alongside the Director of Campaign Planning, Campaign and Creative Services team, and global Product Marketing team, the Director of Product Campaigns maps out the campaign requirements, contributes and oversees their development and delivery to the markets by the global product campaign team—from strategy to toolkit.
Crucial to the role is the ability to provide valuable insights to the business that combines understanding of global priorities and local market needs relative to key products and audiences, and to work closely with a wide variety of stakeholders to ensure each campaign achieves defined KPIs, while demonstrably building brand equity and revenue for Pearson.
Main activities / responsibilities:
• Develop highly effective global product marketing campaigns to achieve set objectives, ensuring compliance with the overall brand and business strategy.
• Work with Campaign Services team to identify and specify required resources for each campaign, across research, creative, and channels.
• Collaborate with Campaign Services team to create comprehensive campaign briefs that are informed by audience and sector insights
• Work with Product Marketing team to drive integrated approach to product marketing strategy and planning.
• Work with relevant agencies, stakeholders, and colleagues to manage or support campaigns from concept and content development, design, delivery and deployment.
• Work with local marketing teams at all stages of campaign to ensure campaign meets their needs and is fit for purpose, and is ready to be activated by commercial organization against local market product goals.
• Work with product campaign managers to ensure all business stakeholders are kept informed at each stage of campaign, and campaign delivery plans remain on track and on budget.
• Work with Insights team to ensure successful measurement of campaigns, gather metrics, report on ROI and results/achievements of product brand and business goals. Provide regular status reports and post-campaign analysis with insightful observations about opportunities to refine and recalibrate existing and future tactics.
• Assist VP with other projects as needed.
Qualifications, experience and personal specification
• Proven experience: 10+ years of experience within a brand, marketing or product marketing function at a global organization. Preferably within B2B environment. Understanding of financial concepts including P&L and digital and analogue ROI models.
• Strategic development: Experience developing and leading global campaigns, and product campaigns that drive revenue in particular. Ability to define problems, collects data, establish facts, draw valid conclusions, 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: Excellent interpersonal skills and ability to use these to influence outcomes by communicating with persuasiveness and candor with an engaging and energetic personality. Ability to appreciate the diversity of stakeholder interactions and adapt style and approach accordingly.
• Judgement: 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.
• Creativity: Ability to apply creative thinking and imagination to campaign development, as well as an unrelenting focus on the target audience.
• Developing & Leveraging Relationships: A track record of building and sustaining excellent internal and external relationships (at all levels) and gaining credibility to lead functional specialists and partner with/advise business leaders in addition to having a robust network of relevant external relationships.
Marketing Competencies
• Brand Strategy
• Product campaigns
• Content Marketing
• Strategy and Planning
• Agency Management
• Relationship Management / Stakeholder Relationships