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Director - U.S. Demand Generation & eCRM
Pearson
Boston, MA, United States
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Description
At Pearson, we’re committed to a world that’s always learning and to our talented team who makes it all possible. From bringing lectures vividly to life to turning textbooks into laptop lessons, we are always re-examining the way people learn best, whether it’s one child in our own backyard or an education community across the globe. We are bold thinkers and standout innovators who motivate each other to explore new frontiers in an environment that supports and inspires us to always be better. By pushing the boundaries of technology — and each other to surpass these boundaries — we create seeds of learning that become the catalyst for the world’s innovations, personal and global, large and small.
Pearson is an Equal Opportunity and Affirmative Action Employer, and a member of E-Verify. All qualified applicants, including minorities, women, veterans, and people with disabilities are encouraged to apply.
Demand Generation & eCRM is a critical marketing discipline for Pearson. This role will sit within the Performance Marketing team and be accountable for the US region’s Demand Gen & eCRM performance, reporting to the Director responsible for Global Demand Gen, and alongside equivalent discipline leads for Media Channels, Technology and Analytics. It will require diplomatic as well as technical skills as this role will be expected to help drive the discovery, analysis, and execution of best practices in one of Pearson’s largest markets.
The Director, U.S. Demand Generation & eCRM role will require someone with experience in executing eCRM/demand generation programs, with a desire to strategically develop audience segmentation & conversation paths, use an analytical approach to evaluate results, and coordinate execution across multiple functions within the organization.
Responsibilities:
• Develop and socialize a demand generation & eCRM strategy & program within the US, with collaboration from Global eCRM/Demand gen leader as well as other functional areas within the US (sales, product marketing, etc.)
• Understands the role of eCRM within overall marketing mix, and how to leverage the various paid media channels, as well as marketing automation to move prospects through the sales funnel.
• Coordinate, execute & track eCRM programs within the US in lock step with US marketing team.
• Collect & analyze data to assist with resource deployment (e.g. local vs. regional, in-house vs. outsourced) and external suppliers required to improve eCRM/demand gen
• Be part of a community of experts who regularly share and discuss the discipline.
• Help drive accountability for the ongoing improvement in eCRM/demand gen performance.
• Help establish & measure KPIs and benchmarks against which eCRM/demand gen performance is tracked and reported.
• Help evaluate appropriate technology to ensure Pearson is powered with the most appropriate tools e.g. Marketing Automation such as Pardot.
• Recommend tests, collect and analyze data, identify trends and insights in order to achieve maximum ROI in eCRM/demand gen campaigns.
• Partner with analytics team to track, report, and analyze website analytics related to eCRM/demand gen initiatives and campaigns.
• Recommend best practice in areas such as campaign spend, budget tracking & pacing, estimating performance and forecasts.
• Recommend & execute best practice in optimization of eCRM/demand gen creative and landing pages.
• Recommend & execute (with media teams) best practice for list acquisition, list management etc.
• Work with the development & technology team to ensure eCRM/demand gen tech stack is properly implemented.
• Work with Creative Services teams to ensure eCRM best practice are being embraced and executed.
• Work with Media teams to ensure prospects are reached with the right message, at the right team, with the right channel, as the right cost.
Qualifications
• Proven eCRM/demand gen experience with 5 – 9 years relevant experience.
• Solid understanding of performance marketing, conversion, and online customer acquisition
• In-depth experience with website analytics tools (e.g., Google Analytics, Adobe Analytics, WebTrends.)
• Experience with eCRM tools (e.g., Pardot, Marketo, Eloqua.)
• Experience with A/B and multivariate experiments.
• Up-to-date with the latest trends and best practices in eCRM.
• Confident presenter and trainer able to command attention and interest and share discipline expertise.
• Strong relationship builder with an ability to build networks.
• Powerful interpersonal skills with an ability to influence.
• Global mindset.
• Personification of the Pearson values.