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CRM Manager

Contract Type
Education, Media & Communications
London, GBR
Expiry Date
CRM Manager 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...

Job Description

CRM Manager


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.


This is an outstanding opportunity to be part of an innovative online learning service. Working in partnership with universities across the UK, the division provides online learning services including marketing, student recruitment, course content development, training and ongoing student support.

This is an exciting opportunity to be involved with the development a greenfield CRM operation, delivering high quality communications from scratch and will therefore suit a CRM professional with both Marketing Automation and retention or loyalty experience, preferably with or a similar system. The successful candidate will need to have the ability to work across multiple work streams in an extremely fast- paced, rapidly developing environment, and establish CRM best practice.

Purpose of the position

Working within a team of communications and digital platform specialists, the purpose of this role is to deliver engaging customer journeys, across the learner life cycle, from pre-direct engagement, through sales and retention to alumni, for our global student audiences. This will include working alongside specialist vendors and colleagues from the wider Pearson business. You will work mainly internally with the university partner teams to build and deliver engaging customer journeys and automations that support the achievement of commercial goals for each partner, whilst keeping consistency and best practice across partners.

As a CRM Manager you will be responsible for executing communications for Pearson across direct channels, e.g. email, sms and push notifications, that are customer-centric, personalised and aligned with commercial and brand objectives. This role will suit someone experienced and with great attention to detail and able to bring CRM best-practice principles to improve ways of working. Must have understanding of deliverability, multi-channel communications and marketing automation / lead nurturing.

Core tasks and responsibilities

Key responsibilities will include the following:

  • Build, deploy and maintain multi-channel customer journeys, marketing automations and ad hoc campaigns in support of acquisition and retention targets for multiple University brands, and B2B functions, including transactional / trigger-based comms.
  • Create and put in place a process for dealing with multiple brands and teams to manage conflicting demands on time and resources to deliver CRM in a consistent, planned way with clear objectives and outcomes for each activity, and ensure that they are aligned with KPIs for acquisition and retention.
  • Report on engagement with marketing automations, lead nurturing campaigns and personalised journeys across the full customer lifecycle, and support university partner teams’ understanding of engagement stats.
  • Work progressively to exploit the full technology capabilities available over time, introducing more personalised and segmented journeys based on data and insight.
  • Conduct agreed test and learn plans to optimise customer journeys, advising on the best performing outcomes, and planning further enhancements in partnership with the enrolment and retention teams.
  • Work closely with the Senior Customer Experience Manager, and operational teams and other stakeholders, to support the redeployment and reconfiguration of existing technologies and systems, working alongside third party vendors.
  • Support the implementation of all Pearson data security and partner data security procedures and policies
  • Act as Pardot Admin in consultation with the UK Admin

Key relationships


  • Partnership Marketing, Recruitment and Student Services Managers
  • Platform owners and tech support teams across the Pearson UK HE, core and wider Pearson network
  • Equivalent CRM Managers across Pearson global OPM


  • Operational and technical specialist vendor stakeholders
  • Operational university partner stakeholders


Professional profile

Training / Competencies


  • Bachelor’s degree in marketing, business or related subjected


  • CIM postgraduate qualification or masters degree



  • CRM experience delivering multi-channel CRM communications in an e-commerce environment
  • Experience working in a matrix environment or with multiple internal stakeholders and clients
  • Experience working with, Pardot, Marketing Cloud or other equivalent vendor platforms
  • Experience of marketing automation, lead nurturing and customer lifecycle programs including retention.


  • Experience working with Pardot, Salesforce Marketing Cloud or other major CRM systems
  • Html skills
  • Process development

Primary Location: GB-GB-London

Work Locations: GB-London-80 Strand 80 Strand London WC2R 0RL

Job: Marketing

Organization: Core

Employee Status: Regular Employee

Job Type: Standard

Shift: Day Job

Job Posting: Feb 26, 2018

Job Unposting: Mar 14, 2018

Schedule: Full-time Regular

Req ID: 1803249