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Director, Brand Marketing

Contract Type
Education, Media & Communications
Expiry Date
Director, Brand Marketing Description Company Summary: 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 text...

Job Description

Director, Brand Marketing


Company Summary:

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 reexamining 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.

Pearson’s Online & Blended Learning K-12 group provides high-quality, highly accountable online education solutions to schools, school districts and students in grades K-12. It serves families and schools with a variety of digital learning and online school solutions including Connections Academy, International Connections Academy, and Pearson Connexus. The group, formerly known as Connections Education, is based in Columbia, Maryland and has been named a “Top Workplace” by the Baltimore Sun for three consecutive years and a “Best Place to Work” by Baltimore magazine. Recognized for its outstanding curriculum, high-quality teachers and leadership, Pearson Online & Blended Learning is committed to expanding quality education through technology, and helping students achieve both academic and personal success.

Position Summary:

Working primarily from our office in Columbia, MD, the Director, Brand Marketing will report directly into the Vice President, Marketing and will be responsible and accountable for developing the brand architecture, brand positioning, integrated marketing campaign strategies, visual identity and messaging development across all three lines of business at Pearson’s Online & Blended Learning division. This includes leveraging consumer market insights from primary and secondary research to steer the strategic direction of advertising, printed collateral, events, PR and other marketing communication vehicles. The Director, Brand Marketing is also responsible for driving aided and unaided brand awareness for our Connections Academy schools.

Primary Responsibilities:

  • Build a comprehensive strategy and operational plan for advancing our company’s brand awareness
  • Accountable for creating a successful advertising campaign that cuts across traditional offline and online channels
  • Develop and implement brand architecture, brand positioning, visual identity and key message points across our three lines of business
  • Partner with creative services team lead to develop brand guidelines, visual identity and tone/voice across all three lines of business
  • Develop and manage integrated marketing campaigns and PR strategies to grow awareness for Connections Academy schools
  • Lead strategy and implementation of media buying for all traditional forms of media and determine how we transition to digital
  • Manage a $18M budget for advertising, PR, events and more
  • Develop the annual Connections Academy Program Guide and identify ways to optimize the guide
  • Partner with Pearson’s internal market research team to build out our market research strategy and implementation plans
  • Evaluate and test new awareness driving marketing efforts and make strategic recommendations for planning and budgets
  • Lead a team of seasoned and accomplished corporate communications professionals responsible for advertising, PR, events, community, parent clubs and more
  • Represent the advertising and PR strategy within the leadership team to help drive the direction of the company
  • Establish ongoing relationships with brand teams across Pearson (domestic and global) to ensure we’re coordinated and being as efficient as possible
  • Develop relationships with key influencers and media contacts to stay top of mind
  • Manage external agencies including PR agencies and media buying agency
  • Work with sales and legal teams to ensure brand consistency across schools
  • Assist other departments as needed with consumer-facing branding and communications activities

General Responsibilities:

  • Champion our brand positioning and brand guidelines across all three lines of business
  • Ensure internal and external teams understand our brands
  • Develop processes and partner with Creative Services team lead to ensure consistency in messaging across media

Pearson Online & Blended Learning is focused on providing a flexible work environment to its employees, including the ability to work from home on a regular basis in most positions. We believe that flexibility in work/life balance is a critical part of our culture and employee satisfaction, and we are proud to provide to our employees the ability to work from anywhere, anytime. In exchange, we require that employees have the appropriate means to work remotely, including adherence to our work at home policies regarding home office setup, including but not limited to privacy of records, technology standards, equipment standards and expectations.

The following equipment will be provided to you by the company as a full-time employee:

  • Laptop and phone
  • Headset

The following equipment will need to be provided by you, as the employee, when working from home:

  • 2ndmonitor (required)
  • Mouse (required)
  • Keyboard (required)

Capabilities *:*

  • Customer Centric – Acts with a strong customer mindset (both internal and external) and is a visible advocate for the customer. Builds strong relationships with customers and uses those to improve their experience and outcomes.
  • Delivering Financial Results – A strong track record of delivering against budgets and commitments.
  • Communications - A great communicator who engages teams and stakeholders with thoughtful delivery and messages that resonate.
  • Building a strong team - Creates strong morale and inclusive spirit within team, Proactively addresses team performance and communication challenges and blends new people into teams when needed. Has a track record of hiring and quickly and effectively onboarding great talent. Demonstrated success developing and promoting talent.
  • Works well in a matrix - Models collaboration, solves problems with peers, builds trust and support.
  • Takes personal responsibility – Can be relied on to complete tasks timely and well, demonstrates “ownership” regardless of the outcome, proactive in exploring and exploiting new opportunities.


  • Bachelor’s degree in Marketing, Communications or other related field
  • 10 years working in advertising and marketing communications, either agency-side or client-side
  • Minimum of 7 years of experience in brand and corporate communications.
  • Minimum of 5 years of experience in leading brand strategy and public relations
  • Minimum of 5 years of experience in leading advertising teams to develop highly effective marketing campaigns and scale brand awareness
  • Incredibly organized with a natural drive to follow every project, big or small, to completion.
  • Proven ability to create strong brand marketing campaigns to deliver on business goals and KPIs
  • Experience in managing large or complex brand integration projects
  • Is both creative and business-minded and knows how to talk to both sides of the table.
  • Has an innate curiosity, aptitude and hands-on approach.
  • Has a deep understanding of brands and the ability to create and communicate in ways that align with each brand’s unique vision to drive brand engagement.
  • Is a strong communicator, able to speak comfortably and clearly to key stakeholders and department leads.
  • Has the energy and drive to deliver the best work in the industry and an adaptability to a range of time and budget constraints.
  • Is a self-starter with a strong aptitude for solving problems individually and in teams, with the ability to propose alternative solutions

Pearson is an Equal Opportunity and Affirmative Action Employer and a member of E-Verify. All qualified applicants, including minorities, women, protected veterans, and individuals with disabilities are encouraged to apply.

Primary Location: US-Maryland

Job: Marketing

Organization: North America Connections

Employee Status: Regular Employee

Job Type: Standard

Shift: Day Job

Job Posting: May 30, 2018

Job Unposting: Ongoing

Schedule: Full-time Regular

Req ID: 1808280

Pearson is an Equal Opportunity and Affirmative Action Employer and a member of E-Verify. All qualified applicants, including minorities, women, protected veterans, and individuals with disabilities are encouraged to apply.