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Communications Manager
Pearson
Essex, , United Kingdom
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Description
Role:
CRM Communications Manager
Division:
University Partnerships, Higher Education Services
Team:
Recruitment Services
Reporting to:
Head of Recruitment Services
Stakeholders:
Senior Enrolment Advisors, Marketing Content Manager and CRM Administrator
Hours:
37.5 hrs per week
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.
Overview
This role provides an outstanding opportunity to be part of Pearson’s rapidly expanding, innovative online learning service. Working in partnership with universities across the UK, the division provides online learning services including marketing, student recruitment, course content development, training and on-going student support.
This newly developed role sits within the student recruitment team. With a clear customer centric focus built on creating high trust personalized relationships and brand affinity, the team is responsible for all conversion activity from initial enquiry through to registration/sale.
The role
You will be responsible for working across our university partnerships; creating email, SMS and other online engagement activities in support of the Enrolment Advisors efforts to develop a high trust relationship. You will be a key contributor to the development of genuine brand affinity and product preference which underpins the team’s recruitment success. Within that scope, you will have day to day responsibility for the management of the recruitment services area of SalesForce and will take an active role in the deployment and optimization of Pardot.
The candidate
The successful candidate will have an established track record of planning, executing and monitoring multiple customer engagement or conversion campaigns using BaleFire, or a similar CRM system. They will have a sound understanding of the principles of audience/market segmentation and of bringing a professional services or experiential product to life. They will have excellent copy writing skills and be comfortable working to tight deadlines with multiple stakeholders. They will be a self-starter who is comfortable initiating new ideas as well as being a collaborative team player.
Responsibilities
Specific duties and responsibilities include, but are not limited to, the following. Other duties and responsibilities may be assigned
CRM management
You will have day to day responsibility for managing our SalesForce email tool Pardot. This will require the following:
• Take responsibility for leveraging Pardot functionality to optimize our customer centric approach to conversion.
• Liaise with our SalesForce administration provider regarding Pardot upgrades, features and functions.
Comms
With rich content and transactional emails forming the cornerstone of our customer journey comms, you will be responsible for the generation of fresh and engaging rich content emails tailored to the interests of our segmented audiences. This will require the following:
• Working closely with our Senior Enrolment Advisors who have a detailed understanding of their programmes and audience segments.
• Working closely with the Content Marketing Manager who is responsible for brokering access to content from our university partners and managing our Alfresco content repository.
• On occasion, working directly with stakeholders at partner universities to access raw material such as profiles, testimonies, case studies and academic research outputs,
• Writing high quality and engaging emails, newsletters, industry updates and the like.
Online engagement activity
This will include participating in the development of the following:
• A portfolio of school/programme specific webinars
• Online events using specialist digital platforms
KPIs
As a critical contributor to our recruitment/sales targets, your KPIs will be centred on engagement activity levels across all the partnerships.
Qualifications
Bachelors Degree.
Additional Chartered Institute of Marketing qualifications would be an advantage.