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Director, Digital Marketing
Pearson
Bloomington, MN, United States
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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.
Overview
Pearson, the world’s leading Education Company is seeking a Director, Digital and Direct Marketing for its Clinical Assessment Group. The Clinical Assessment group provides solutions to help professionals improve lives through the identification and management of an individual learner’s strengths and weaknesses, in addition to learning barriers such as socio-emotional functioning and mental/behavioral issues. Our wide range of assessment and intervention products are used by over 200,000 psychologists, speech language pathologists, occupational therapists, and counselors. In addition, we also have products used by HR professionals to help select qualified employees. We are a global market leader in clinical assessment.
In this role you will lead the Digital Marketing function and team for this important function within Clinical’s global marketing organization.
Responsibilities
• Lead the Digital Marketing Team to provide best in class approach for Web, ecommerce, Social and community brand connections, and marketing automation functions. Work with metrics and analytics group to gain customer insights and drive revenues. Integrate web seamlessly with other direct marketing efforts.
• Manage several web and ecommerce sites for Clinical group of Pearson including pearsonclinical.com; HelloQ.com, Talentlens.com and others.
• Develop digital marketing roadmap including plans to integrate and consolidate our web presence to a fewer number of websites.
• Understand latest trends, innovations & emerging platforms in the digital marketing space. Constructively leverages the latest technologies to meet strategic goals. Utilizes knowledge of a variety of online tools, including content management systems, CRM, and web analytics to drive growth in digital utilization and revenues.
• Provide thought leadership to organization in digital marketing.
• Lead the overall vision, strategy and execution for digital marketing including SEO/SEM, ecommerce utilization and social marketing. This role will play a pivotal role in driving growth of the company’s digital presence and interactive marketing plans.
• Work with internal and external partners to implement strategy.
• Work with marketing strategy team to implement integrated approaches to customer communications and customer buying journeys.
• Work closely with customer segmentation and analytics team to incorporate usage patterns and trends for a continuous improvement cycle.
• Lead team of 4-6 direct reports to drive vision, process and data.
• Develop overall digital marketing strategies—e.g. what approaches are most engaging for customers and what are the triggers leading to the current buying/purchasing patterns. Help define and manage a social media strategy for Pearson Clinical.
• Understand and measure all stages of the customer acquisition funnel from awareness to transaction. Develop strong digital list acquisition and sales pipeline building activities.
• Measure and report performance of all digital marketing campaigns and assess against goals (ROI and KPIs)
• Implement and refine lead scoring and management systems for handing off leads to sales organization via Salesforce.com
• Build trusted relationships with leaders in corporate web development and digital marketing groups as well as other related groups to understand business needs and implications on digital marketing priorities.
• Works collaboratively with cross-functional partners such as product management sales operations and customer service to ensure efforts are well coordinated to maximize impact.
Qualifications
Knowledge and Skills
• Diverse experience in digital marketing.
• Technical knowledge of appropriate web infrastructure and approaches to drive efficiency and effectiveness.
• Knowledge of traditional direct marketing methods such as catalogs and print and understanding of how these integrate with web/ecommerce approaches.
Key Competencies
• Innovative, positive, resilient and self-directed attitude – interested in “figuring out” solutions and learning new approaches.
• Ability to build consensus; ability to comfortability
• Ability to work collaboratively, maintain relationships with wide variety of people. High level of emotional intelligence.
• Takes initiatives beyond current role. Motivates peers to succeed.
Education and Experience
• Bachelors degree in related field; Master’s Degree preferred
• 8+ years of experience in digital marketing with at least 4 years at the management/strategy level. Experience in direct supervision of an internal team and external web contractors.
• Possesses strong leadership skills and analytical ability plus strong oral and written communicator. Creative yet sensible.
• Innovative, positive, resilient and self-directed attitude – interested in “figuring out” solutions and learning new approaches.
• Additional training in marketing modeling, computer science, mathematics, statistics or related field highly desired.