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Senior Community Manager, Social Impact
Pearson
London, , United Kingdom
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Description
Pearson’s global marketing organization leads on the marketing strategy for our business. By leveraging global centres of expertise in brand, research & insights, marketing excellence, creative services, and campaigns, we deliver an integrated, global-local approach that enables marketing to be a growth driver for Pearson.
Social impact lies at the heart of Pearson as a business. Our purpose is to empower human progress through learning. It’s a social purpose, and our business activities support that purpose, from the way we chart our growth and future strategy, to how we conduct operations, take products to market, engage employees and communities, and define our brand. We take an active role in campaigning and advocating around issues that inhibit progress on improving educational outcomes, and the social impact team is a key contributing role within the Global Campaigns team.
Summary of Role:
The Senior Community Manager, Social Impact is 50% a traditional community manager role, 50% digital marketing manager role. It leverages the power of digital communication, channels and platforms to help:
• Acquire and engage key audiences that influence the effectiveness of our campaign
• Reach and mobilise communities and individuals to take action across specific user or marketing journeys
• Act as the partner marketing lead, proactively ensuring partners have the tools and resources necessary to act as agents of the campaign, helping to achieve its objectives
• Plan and execute digital (including social) creative campaigns with specific objectives
• Plan and run segmented eCRM programs to keep target audiences engaged and active once acquired
• Report on digital metrics – wins, learnings, ROI, and other insights – on a regular basis
• Share trends, insights, and digital expertise pertaining to what’s happening within social impact with broader team
• Build the Pearson brand as the world’s trusted leading learning company
At the heart of a strong brand are the relationships we cultivate and the allies we build over time. With authentic, ongoing communication and dialogue around the themes that matter to our business, the Senior Community Manager for Social Impact will build strong online networks and cultivate face to face relationships and demonstrate tangible results related to awareness, support, advocacy and action to advance our social impact campaigns.
Main activities / responsibilities:
• Develop digital marketing strategy for social impact campaigns inclusive of paid and organic tactics across multiple channels
• Work with Global Campaigns and Social Impact team, external agencies and partners to build a proactive, consistent and engaging story around Pearson’s flagship campaign, Project Literacy, which reaches internal and external audiences, drives participation, action and partnership development, and builds reputation in the literacy space
• Support all Social Impact activity by listening to and understanding what conversations are happening about critical issues, how key audiences and stakeholders are thinking and feeling, and share insights proactively with internal team, agency partners, and campaign partners as appropriate.
• Define and understand our audiences and support a proactive approach to be part of the conversation in order to build strong relationships and acquire relevant audience groups.
• Support with the development of Pearson’s broad Social Impact narrative, working closely with community managers on the Sustainability & Social Innovation and North American Corporate Affairs & Global Media teams as well as Employee Communications
• Develop, write and curate high volume, low-cost content on a regular basis, up to 30% of time so there’s a steady stream of fresh relevant content to communities and hosted on our owned platforms.
• Oversee collaboration with and curation of stories from Project Literacy partner organizations
• As appropriate contribute to other sites by sharing content or guest blogging
• Manage the optimisation and day-to-day management of the Project Literacy website and social impact social channels, as well as contributing to the internal employee social network
• Grow the community of Project Literacy supporters across various digital channels
• Nurture and convert the community of Project Literacy supporters from observers to activists, through effective email marketing and a defined CRM strategy
• Be responsible for developing relevant digital and social media plans and purchasing and optimizing digital ads, particularly across social media, to maintain traffic and interest in Pearson’s social impact content and activities
• Play an active role in defining digital content and supporting live communities at events or through virtual experiences
• Develop and activate robust partner marketing plans to ensure partners are able to promote the campaign’s objectives as an extension of the core team.
• Work with the Employee Participation Manager and Employee Communications team, to ensure all social impact campaigns and contributing activities are well understood throughout the company, and employees are engaged to contribute
• Monitor and manage social and digital analytics sharing and interpreting reports and making campaign adjustments based on data
• Effectively use data and insights to inform decisions and approach; be the team’s go to person for digital social impact campaign reporting
Qualifications, experience and personal specification
• Experience working in collaboration with digital agencies
• A minimum of 7 years’ professional experience in a similar role
• Previous experience of creating communities of interest
• Excel in social media and digital communications
• Excel in digital marketing with a focus on interpreting and applying analytics to drive decisions and actions
• Previous experience developing or implementing partner marketing plans
• Excel in developing and implementing eCRM programs
• Knowledge of CRM and email marketing systems (e.g. Mailchimp, Salesforce, etc)
• Passion for communication with excellent written and spoken communication skills
• Knowledge of content management and blogging systems
• Excel in using digital analytics and social listening tools (e.g. Google Analytics, Sprinklr, Sysomos, data visualization systems)
• Proven ability to work well cross-functionally with agility and speed
• Superior interpersonal skills
• Demonstrated ability to manage multiple projects at once and prioritise effectively
• Global perspective/experience
Marketing Competencies
• Brand campaigns
• Social Impact campaigns
• Social Media, Web Impact & Campaign Reporting & Analytics
• Digital marketing
• Agency Management
• Relationship Management / Stakeholder Relationships