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Marketing Manager - Maternity cover
Pearson
London, , United Kingdom
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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.
This is an exciting role to grow Pearson’s market share by applying customer and market insights to define effective segmentation and winning marketing plans.
The objective is to acquire new customers and to retain existing customers and grow their value, through effective lead generation, lead nurturing and in-life communications programmes.
It spans all channels and aims to provide a seamless cross-channel customer experience, online and offline. It also spans all parts of Pearson’s Clinical offering.
● Lead on the development of customer acquisition and in-life revenue Marketing plans in order to increase Pearson’s customer base and market share.
● To define lead journeys for customer segments, and to create lead management and lead nurturing tactics to convert them into qualified leads and purchasers.
● To manage closely the handover of leads with sales and to follow up on, measure and seek to maximize the conversion rates
● To develop Go to Market acquisition marketing plans using internal and external insights
● To manage and lead end-to-end campaigns through all phases of the campaign lifecycle, including creative development, audience segmentation and targeting, campaign execution, tracking response, follow up, reporting, etc., using the full marketing mix, delivering all marketing activities to the highest quality, on time, within budget and meeting campaign KPIs and goal
● To develop a superior understanding of customers both qualitatively and also based on behavioural data, and segment existing customer base for retention marketing purposes
● To formulate marketing plans to nurture and manage existing customers, driving up adoption, revenue and retention, and providing a superior customer experience aimed at improving customer engagement and long term relationship with Pearson
● Lead on the development of up-sell and cross-sell Marketing plans to increase customer lifetime value, and deepen their relationship with Pearson
● Use qualitative and quantitative research techniques to provide insight and intelligence on how to improve the customer experience by working with internal departments and external agencies
● To present complex data clearly to senior managers across the business, ensuring insights and customer trends are provided through data
● To lead on Marketing planning and ensure ambitious objectives are set and that plans are in place to underpin delivery
● To measure and review performance within key ROI and KPI criteria and apply learning to future campaigns.
● To work with the Marketing Performance team to automate campaigns and lifecycle comms where appropriate
● To brief other teams on Marketing campaign plans (eg sales, customer services), to ensure internal awareness and engagement in campaigns.
● To strive to achieve set objectives and manage all commercial aspects of the marketing activities, lead funnel, retention and revenue KPI’s. To constantly assess performance against objectives and adjust marketing plans as required to maximise results and Return On Investment (ROI).
● To work closely with the Product Content Marketing Manager to align plans, messaging and ensure we provide a consistent customer experience
● To identify the resources, expertise and capabilities required to deliver the marketing strategy for the specified campaign
● From time to time, engage in special projects and tasks that go beyond the remit of the role
● Work closely with Clinical Director and sales/customer operations to deliver a seamless customer experience
● Management of the Registered User database
This is an entry management role which requires direct and cross-functional relationship building abilities. Key stakeholders include (without being limited to):
• Head of Marketing – Primary, D2L, Clinical
• Line of Business - Clinical
• Marketing Performance, Web and Digital, Events and Research teams
• Product content managers and executives
• Sales teams
• Product teams
• External agencies
• Business Intelligence team
• Internal design teams
The role will involve participating in cross-functional meetings and also presenting from time to time to more senior stakeholder groups.
This is a broad Business–to-Business (B2B) Marketing role that requires an individual well-versed in all areas of marketing.
The successful candidate will need to demonstrate experience in:
● Driving Marketing success from customer insights.
● Have a solid marketing background with a previous experience in a similar role.
● B2B marketing, and a clear interest in the latest B2B marketing techniques (cross-channel lifecycle communications management, inbound marketing, marketing automation, etc.)
● Solid Digital Marketing experience and proficiency in the most popular channels and tools (e.g. Twitter, Facebook, email Marketing, Google Analytics, etc.)
● Proven campaign management experience, including budget management and ROI analysis.
● Excellent communication and networking skills with a strong sense of teamwork and an ability to deal with stakeholders at varying level of seniority.
● A pro-active hands-on approach, with the ability to plan campaigns and execute at tactical and detailed levels.
● A passion for customer experience - analysing products, customers and market dynamics and aligning these to connect the right prospect to the right product or service.
● Multi-channel campaign management across digital and offline channels (print, DM, email, social, telesales, sales, websites, SEM/PPC, SEO, display, etc)
● Able to make effective, timely decisions and also empower others to do so within clear accountability frameworks.
● Strong organisational skills and the ability to plan and prioritise work effectively.
● Marketing segmentation and planning
● Competitor analysis
● Strong project management skills
Agency management
Qualifications
Essential:
● Track record of successful management in a B2B marketing role
● Educated to degree level or equivalent, preferably in marketing or business
● Extensive knowledge of demand generation and customer retention fundamentals
● High level of enthusiasm and drive – used to self-start, inspire and motivate the others
● Result driven with the energy and resilience to make things happen
● Ability to build relationship and work collaboratively both internally and externally
● Commercial mind set
● Strong analytical and decision making skills
● Ability to work under pressure, staying ahead of complex schedules, and maintaining cutting-edge knowledge
● A good working knowledge of Microsoft Office (i.e. Word, Excel and PowerPoint)
● Experience of budget management
Desirable:
CIM qualified or strong desire to gain CIM qualification
Good understanding of the UK education sector
Experience of adhering to a well-known UK or international brand