Marketing Manager - Short Courses India Portfolio

Job Description

About PearsonAt Pearson, were committed to a world thats 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, whetherits 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 theboundaries of technologyand each other to surpass these boundarieswe create seeds of learning that become the catalyst for the worlds innovations, personal and global, large and small.About the teamThis is an exciting opportunity to be part of Pearsons growing online learning services business in India. Working in partnership with leading universities across the country, the Pearson Online Learning Services (POLS) International team provide servicesincluding marketing, student recruitment, course content development, training and ongoing student support as part of our online programme management services. With a start-up mentality, every member of our team responds positively to innovation, and are willingto challenge current practice and to be challenged themselves.About the roleThe Marketing Manager role is created specifically to manage the Marketing strategy for the India online short courses portfolio . The role is an all-encompassing marketing management role, with a responsibility for developing and executing short courses specific marketing strategy with the goal of meeting strategic and commercialobjectives. This position is mainly business to customer (B2C) focused.This role will be working closely with the Senior Marketing Manager, key partnership stakeholders and collaboratively with functional marketing experts within the POLS team, in exploring ways to reach potential target audiences and developing the best marketingcampaign and customer journey to convert the target audience into learners.Who are we looking forWe are looking for an innovative, resourceful individual, with a talent for drawing actions from data and customer insight. Someone with proven experience in delivering digital marketing strategy for online products or services, that drives results, well-versedin multi-channel (organic and paid) campaign development, excel in performance analysis, strong commercial acumen and stakeholder management ability. E-commerce marketing experience is highly desirable.Responsibilities:The Marketing Manager will be the subject matter expert and advocate for the partnership portfolio within the Marketing team. They are responsible for developing and implementing domestic and international marketing campaigns in order to achieve businessobjectives.Marketing Planning

• Lead the development and implementation of multichannel marketing activities based on customer insight, performance analysis, research and competitive intelligence review
• Lead the development of campaign propositions, audience segmentation, customer journey and messaging matrix
• Manage and allocate budget in an effective way to bring return on investment
• Continuous optimisationensure that campaign performance is optimised regularly based on performance data, customer insight and market research insight.
• Responsible for building a healthy pipeline of leads and to convert the leads into learners within an e-commerce environment

Campaign delivery

• Responsible for briefing internal stakeholders and external stakeholders in the delivery of the marketing campaign
• Collaborate with functional specialists within the team (Content, Email Marketing, SEO and Web, Paid Media, B2B) to ensure activities across all channels are executed in the most impactful way
• Effectively coordinate cross-channel marketing activities to ensure a holistic and integrated approach.
• Accountable for quality checking all marketing output to ensure accuracy and brand compliance.
• Work with the Senior Marketing Manager to manage all relevant marketing agency performance and relationships.

Campaign performance management

• Analyse campaign performance in collaboration with marketing agencies and functional experts to drive optimisation
• Responsible for regular campaign performance reporting to relevant senior stakeholders
• Accountable for performance targets

Stakeholder management

• Act as first point-of-call for portfolio related marketing queries for both internal and external stakeholders
• Collaborate with the University stakeholders to ensure consistency of all brands
• Represent Marketing in relevant meetings and to present marketing strategy to stakeholders.

Marketing innovation

• Develop new and innovative methods to cost-effectively reach audiences, improving media effectiveness, enhancing positioning and meeting business objectives
• Regularly explore channels and tactics to drive cost effectiveness and economies of scale
• Develop test plans for new tactics to ensure performance is captured, measured and learnings applied.
• Apply a customer experience centric principle to all marketing planning.
• Contribute to the departmental effectiveness by making suggestion on process and output improvement

Qualifications, experience and person specification

An undergraduate degree in marketing, or other relevant professional marketing qualificationessential

Experience of multi-channel / tactics digital marketing, including display advertising, Ad Word, SEO, paid and organic social media, email, video advertising and content marketing and othersessential

Experience marketing to an Indian audience/marketessential

Experience marketing to a South Asian audience/market - advantageous

5+ years of experience in digital marketing planning and execution - essential

Budget management - essential

Experience in using different online reporting tools and databases such as GA, Salesforce or others - essential

Ability to analyse data and draw actionable insight to improve performance - essential UX and e-commerce experienceh