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C2- Marketing Manager
Pearson
Dubai, , United Arab Emirates
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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.
The Growth markets are an exciting, dynamic group of international markets including Brazil, China, India, South Africa, the HispanoAmerica and the Middle East regions.
Pearson’s Growth markets contain 55% of the world’s population and 60% of the world’s youth population. The middle class in these countries is rapidly expanding and education is a critical part of this transition.
The Middle East Hub includes Saudi Arabia, UAE, Qatar, Oman, Bahrain, Kuwait, Lebanon, Jordan, Syria, Iraq, Iran, Yemen, and Turkey.
Pearson is an established partner to many schools, universities and stakeholders in the Middle East. In order to build scale and improve the service that we provide to our partners, we are expanding our marketing team here. We required a new Marketing Manager to play a leading role in campaign management for Pearson products and services.
The role will report into the Middle East Hub Product Marketing Director.
Purpose:
The role will assume responsibility for defining and executing on the marketing strategy for Pearson products and services in one or more key market segments, and extending the Pearson message in the ME region through events and internal, external and online communications. The role will involve working as part of a Product Marketing team to enable our sales teams and partners to confidently find solutions that meet our customers’ needs, growing Pearson’s market share in the Middle East.
Key Accountabilities:
Contribute to the marketing and portfolio strategy for the region, and define and execute on successful marketing plans that deliver on that strategy, including:
• implementing campaigns and promotions to support customer retention and acquisition, including copywriting, marketing literature, market research, branding and communications.
• developing a detailed understanding of our products’ Unique Selling Points, the competition and our customers to compellingly position our offer for the Middle East
• managing a programme of events in the region, including coordinating logistics, end-to-end organisation, lead management and follow-up
• working as part of the wider Product Marketing team to support our sales team and partners with product training and materials
• working closely with key internal stakeholders to develop internal and external messaging, and understanding/influencing Pearson’s global product roadmap
• promoting the Pearson brand and Pearson’s thought-leadership as an education provider across the region
• managing data for one or more market segments, working with our sales teams to ensure the effective use of our CRM system to drive growth
• measuring and reviewing performance against KPI criteria to increase lead generation, conversion rates and applying that learning to future campaigns
• building a superior understanding of customers both qualitatively and based on behavioural data
• performing detailed and on-going competitor analysis, identifying opportunities and risks
• briefing other teams on marketing campaign plans (eg sales, customer services) to ensure internal awareness and engagement in campaigns.
• developing and maintaining an effective digital / social presenceexploiting new technologies to achieve marketing goals.
Qualifications
• 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.
• Able to manage and champion marketing campaigns that utilise the full marketing mix.
• Strong organisational skills and the ability to plan and prioritise work effectively.
• Marketing segmentation and planning
• Competitor analysis
• Strong project management and organisational skills
• Ability to work effectively as part of a virtual team with colleagues both local and global
• Ability to successfully reprioritise to deliver projects on time. Be able to effectively work to dedicated timelines.
• Ability to work effectively within a team environment that consists of a variety of cultures and backgrounds.
• Ability to “think on feet” and problem solve.
• Excellent copywriting skills.
• Excellent understanding of digital and online technology.
Previous Experience
Essential:
● Demonstrable marketing experience, with a proven track record in the region. Has a passion for delivering high standards.
● Evidence of driving marketing success from customer insights.
● B2B marketing, and a clear interest in the latest B2B marketing techniques
● Solid Digital Marketing experience and proficiency in the most popular channels and tools (eg Twitter, Facebook, email Marketing, Google Analytics, etc.)
● Proven campaign management experience, including budget management and ROI analysis