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Manager Brand & Campaigns

Reference
1813358
Contract Type
Permanent
Sector
Education, Media & Communications
Location
London, GBR
Expiry Date
26/10/2018
Manager Brand & Campaigns 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,...

Job Description

Manager Brand & Campaigns

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.

Pearson’s global marketing organisation communicates Pearson's unique position as the world's digital learning company, while building strong and enduring relationships with our key stakeholders across the world. We leverage global centres of expertise in brand, research & insights, marketing excellence, creative services and campaigns, to deliver an integrated, consistent global-local marketing approach. Collectively, our work is anchored in building a strong Pearson brand globally with purpose at its heart.

The operating model is based on global Centers of Excellence (COEs) – ensuring that we are consistent and coherent in our approach to 1) strengthening the Pearson brand; 2) driving marketing effectiveness while delivering efficiency; and 3) building capability amongst our marketers and unlock growth opportunities through brand.

Within Global Corporate Affairs and Marketing (GCAM), the Manager, Brand and Campaigns reports to the Senior Brand Activations Manager, to deliver end-to-end campaigns that cut across brand and product marketing. Additionally, the Brand and Campaigns Manager works in close collaboration with the Global Campaigns team and internal Business Partners to gain enhanced understanding of market needs, and to deliver best-in-class campaigns that drive business growth and build brand awareness.

Summary of Role:

This role is responsible for executing brand strategy and campaigns for numerous brand and product campaigns, delivering against both global and market needs and priorities. The role is critical in helping to execute distinctly competitive campaigns that drive awareness, familiarity and favourability of the Pearson brand, purchase intent and action. The successful candidate will work closely with the Senior Brand Activations Manager to gather input from key stakeholders, and aggregate them into the most effective campaign roll-out plans backed by rationale that will achieve both global and local objectives.

Crucial to the role is the ability to work across multiple campaigns simultaneously, finding opportunities to leverage common strategies across audiences, channels, messaging platforms and more, and to provide valuable insights to the campaign managers and directors regarding market, product, brand or audience trends through building relationships with and understanding of the local markets.

Main activities / responsibilities:

  • Develops campaign strategy for Brand and Product campaigns
  • Supports development of campaigns objectives against broader Pearson corporate objectives
  • Ensures consistency of strategic approach to campaigns and delivery of strategic platform.
  • Collaborates with Brand Activations Manager to gather insight into market needs and input relevant information into briefs and creative process.
  • Collaborates with external agencies and vendors on the development of strategy or sourcing research to inform strategy
  • Work closely with Insights team to commission, analyze, and incorporate insights into strategy
  • Maps campaign requirements to data and research from market trends, audience personas and use cases, to deliver robust strategic recommendations for each campaign that will achieve those requirements
  • Supports Campaign Managers with campaign executions where needed and collaborates with in-house creative team and/or external agencies when needed to develop creative executions.
  • Collaboratively develops briefs and briefs agencies with relevant campaign team
  • Contributes to the development of campaign effectiveness assessment and case studies.
  • Ensures that campaign deliverables effectively deliver on campaign strategy
  • Develops award submissions along with Senior Brand Activations Manager to promote Pearson brand externally

Qualifications

  • Proven experience: Previous experience within a brand, marketing or advertising agency, or in a campaign strategy role at a global organization, preferably with some FMCG experience. Has successfully developed audience personas, playbooks, messaging frameworks, market and audience analysis, channel and media plans.
  • Strategic development: Excellent grasp of successful campaigns and best practices in campaign development. Experience developing campaigns in more than one market and across multiple audiences. Ability to define problems, collect data, establish facts, draw valid conclusions, and communicate them with confidence linking them to data.
  • Global Management preferred: Experience operating in a global environment and ability to coordinate efforts cross-functionally to achieve positive end results.
  • Project Execution: Ability to plan, manage, and successfully complete multiple complex projects simultaneously on budget, and ideally within a matrix environment.
  • Communication: Excellent interpersonal skills and ability to use these to influence outcomes by communicating with persuasiveness and with an engaging, energetic personality. Ability to appreciate the diversity of stakeholder interactions and adapt style.
  • Judgement: Ability to demonstrate sound thinking when recommending approaches and assessing business risks.
  • Creativity: Ability to apply creative thinking and imagination to campaign development.
  • Developing & Leveraging Relationships: A track record of building and sustaining excellent internal and external relationships (at all levels) and gaining credibility to lead functional specialists and partner with/advise business leaders.

Marketing Competencies

  • Brand Strategy
  • Brand campaigns
  • Product campaigns
  • Content marketing
  • Communications strategy and planning
  • Agency management
  • Relationship Management / Stakeholder Relationships

\#LI-RK1

Primary Location: GB-GB-London

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

Job: Marketing

Organization: Global Corporate Affairs & Marketing

Employee Status: Fixed Term

Job Type: Standard

Shift: Day Job

Job Posting: Oct 5, 2018

Job Unposting: Ongoing

Schedule: Full-time Temporary

Req ID: 1813358

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.