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Head of Marketing, Regional Excellence
Springer
Singapore, , Singapore
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Springer Nature is one of the world’s leading global research, educational and professional publishers. It is home to an array of respected and trusted brands and imprints, with more than 170 years of combined history behind them, providing quality content through a range of innovative products and services. Every day, around the globe, our imprints, books, journals and resources reach millions of people, helping researchers and scientists to discover, students to learn and professionals to achieve their goals and ambitions. The company has almost 13,000 staff in over 50 countries.
Job title:
Head of Marketing, Regional Excellence, Open Research Group
Line Manager:
Director of Marketing and Development, Open Research Group, Springer Nature
Location:
Beijing, Shanghai, Singapore, Hong Kong, Tokyo or Sydney/Melbourne
(other locations considered including interim from London/NY)
Purpose of the role:
The Head of Marketing, Regional Excellence, Open Research Group (ORG) is responsible for regional excellence for ORG marketing. Initally with a focus on Asia Pacific, with a particular focus on Greater China and Japan. They will developing and implement the strategy and management of all open access and open research marketing for the Nature Research, Palgrave Macmillan, Springer Open and BioMed Central portfolios in the APAC region. Ensuring clear business partnership with regional teams and external partners, and working closely with the global team to ensure global marketing excellence & brand integrity. They will help set and drive the ORG marketing regional strategy, establishing clear plans and resourcing for new priority regions as identified.
Need to do
Responsibilities and main duties:
• Work with Directors, peers and publishing teams to develop and deliver regionally expert and culturally sensitive marketing strategies for China, Japan and other priority APAC countries/regions, as determined by business need and data-driven approach
• Dotted line management of the OR Greater China Marketing and Author Service team, including providing marketing expertise & day-to-day operational input, working closely with the Director of Open Research, Greater China
• Line management of the Marketing Manager, Japan
• Line management of Marketing Manager, APAC
• Further team growth and leadership as regional priorities are identified
• Oversee all local language and regional marketing implementation in APAC for ORG
• Based on the ORG regional strategy project, understand growth potential and priorities in key APAC markets, working closely with the Director of Marketing and Development, Director of Marketing & Development and Director of Strategic Analysis
• Actively participate in the ORG regional strategy project, including developing plans for non-APAC regions as needed
• Create a centre of excellence for regional marketing support
• Develop / implement OA and author branding, positioning and messaging plan for Greater China (with the Greater China team), Japan and APAC, balancing the needs of all portfolios and how brands position amongst one another, applying expertise to ensure resonance & cultural fit while ensuring consistency and integrity with global brand positioning
• Develop / implement OA submission and usage marketing strategy for key regions, including setting and meeting KPIs of the team and delivering scalability and efficiency by ensuring an analytical, iterative approach to marketing campaigns and tactics, focused on demonstrable ROI
• Innovate and experiment, proactively identifying new opportunities for marketing campaigns & acting quickly to test, rollout and learn
• Take a data driven, customer centric approach to prioritisation of subjects and journals, ensuring focus is aligned with China, Japan and APAC subject area focus and growth potential
• Develop OR partner journal marketing objectives strategy/plan to support NPJ,NRG OAAJ and BMC/SO OAAJ business in the region by working closely with local publishing teams in a business partnership relationship
• Work with global marketing colleagues to ensure best in class global support for partner journals, leveraging the global team for English language marketing and ensuring global brand consistency & integrity
• Work with Directors and global ORG marketing team to develop & implement reputational and thought leadership strategies for ORG overall in China, Japan and APAC, with a particular focus on priority products including Scientific Reports, BMC, open books and data
• Support editorial outreach and advocacy inputing into a dedicated plan for Greater China and logistical support, extending to other priority regions as appropriate
• Foster collaboration and facilitate strong internal relationships with publishing, editorial and other marketing teams and develop activities to support shared objectives
• Up skill teams to ensure all have the necessary industry and digital marketing skills to meet business objectives
• Act as industry liaison and representative for the OR marketing department
• Working closely with Global OR Support managers to lead the local OR Support team to ensure/improve the local customer service efficiency and satisfaction
• Meet your specific KPIs as set by your line manager
Key relationships:
• Internal: liaison with global OR marketing team and other core business and functional teams, including the partner journal publishing team, marketing team from other RGs, editorial, corporate communications, finance, and HR departments in the region, and with other relevant departments within the Springer Nature Group
• External: authors, editors, societies, vendors, funders and policy makers and other relevant industry stakeholders
Need to know
Qualifications:
• University degree, preferable in science or business / marketing or a similar qualification.
Skills / Knowledge:
• Advanced people management skills, relationship building, teamwork and leadership; the ability to manage teams and relationships at a distance
• Regionally expert in ensuring cultural, language and channel selection that are key to successful marketing in APC
• Personal effectiveness in handling complexity, change and challenge in internal and external environments
• Ideally, have strong knowledge, understanding and experience of:
◦ HSS and STM academic publishing and author needs
◦ Open access landscape for journals and monographs
◦ Funding and policy developments
◦ Wider open research issues and developments
• Developing marketing and communication plans in relation to above issues
• Flexible, practical and pragmatic – able to generate cost saving and develop efficiency-improving practices, and follow them through
• Demonstrable experience of creativity, finding new ways of achieving results in a changing market
• Solid digital marketing expertise
• External relationship management
• A strong communicator, who can represent marketing and the company externally as well as within the wider business
• Business acumen
Experience:
• Preferably, experience of academic, author and OA marketing in STM
• Experience of leading and managing a regional team
• Demonstrable experience in setting regional and national marketing strategy, based on customer insight
• Demonstrable track record in providing strong business partnership and marketing counsel to senior managers and external partners
• Experience of working with a variety of disciplines, STM and HSS preferable
• OA experience for journals and experience of OA monographs preferable
• Experience of developing marketing plans and activities, both offline and digital
• Managing budgets and proven cost control
• Experience in developing external relationships
• Working relationships with societies, funders, relevant industry stakeholders considered a distinct advantage
• Development of processes and activity to meet changing business need
• Analytics and reporting and demonstrating ROI of marketing activity will be a plus
Desirable:
• Relevant marketing or professional qualification
Competencies:
• Relationship Building/Teamwork (incorporating Communication, Influencing and Trust)
• Strategy & Planning (incorporating Business Awareness)
• Managing Complexity (incorporating change management and flexibility)
• Innovation & Influencing
• Problem Solving
• People Management (incorporating resource planning, performance management, development and motivation)
• Business Management (incorporating feedback, sales and commercial capability, presenting and securing agreement to proposals and ideas, fiscal control etc.)
• Leadership (incorporating team leadership, professional impact, networking, continuing professional development)
Need to be capable of
Strategy & Planning (incorporating Business Awareness)
Understands the needs and direction of the business in context of market opportunities and threats, anticipates and develops business priorities to meet these. Embraces change and drives to improve current working practices/products/technologies to grow the business.
Technical Capability
Uses technical/job knowledge and experience to meet and exceed job requirements/customer expectations. Efficiently manages workload and projects within set timelines and to agreed budget, achieving set objectives.
Customer Focus (internal and external customers)
Nurtures relationships by recognising and delivering on internal and external customer’s needs and opinions. Helps others to understand the implications of their decisions. Develops and sustains productive internal and external customer relationships.
Managing Complexity (incorporating change management and flexibility)
Is able to work effectively in a highly complex, diverse, changing environment. Maintains a high level of performance under conditions of increased pressure, competition and adversity. proactively pursues opportunities to drive change that add value to the business.
Innovation & Influencing
Embraces creativity, innovation and is open to new ideas. Innovates to improve current working practices/products/technologies to provide business opportunities and results. Successfully influences others to accept and support an idea/proposal/plan.
Personal Effectiveness (incorporating results focused, productivity, ownership, delegation)
Produces outstanding results both professionally and personally by being proactive and committed. Continually focuses on achieving positive results contributing to the overall success of the business.
Business Management (incorporating feedback, sales and commercial capability, presenting and securing agreement to proposals and ideas, fiscal control etc)
Produces outstanding results both professionally and personally by effective management of business processes. Effectively plans, budgets, tracks and evaluates performance of his/her business area.
People Management (incorporating resource planning, performance management, development and motivation)
Effectively manages people to achieve the best results for the business. Monitors performance on an ongoing basis, provides positive feedback for effective performance, coaches to resolve performance difficulties. Analyses business area to determine critical positions, skills and resources required.
Leadership (incorporating team leadership, professional impact, networking, continuing professional development)
Creates a shared vision and passion for his/her group or business area and motivates others to work towards it. Embodies the Company’s values and beliefs and shares these with others. Able to develop a sense of the mission of the organisation or group and take action to influence others to work towards accomplishment of the mission.