Pearson - Manager - Marketing Research & Analytics

Job Purpose :

The candidate will have the responsibility to lead the Marketing Research, Analytics, and CRM function and deliver actionable insights to all the Pearson Lines of Business (LoBs). In addition to this, the role will also drive key marketing projects, initiatives aimed at improving organization market positioning, brand, and effectiveness of marketing engagements across businesses.

Key Accountabilities/ Responsibilities :

Market and new segment estimation

Reporting directly to VP, the candidate will be an Insights Leader, who will drive the delivery of research and analytics projects so as to enable better organizational planning

Driving the marketing strategy and front-ending the relationship with and for Pearson India business (approx 500cr).

Customer / consumer insights :

Expanding the thought leadership position of Pearson in India's Education Sector through the effective delivery of surveys (e.g. Voice of Teacher Survey), incisive data-backed reports, status papers and insight reports targeted at external audiences and media

Delivering the pulse of audiences to the business stakeholders through customer research (including NPS), quarterly brand track, concept tests, audience FGDs and regular customized studies (both, quantitative and qualitative).

Managing stakeholders, co-planning, co-creation of LoB Marketing plans and ensuring execution and tracking of the same.

Partnering Business

Supporting the sales planning across LoBs through targeted inputs on potential geographies, customer segments, and go-to-market strategy

Owning and managing the data around audiences (students, teachers, authors, parents, policy makers, etc.)

New product/experience testing

Tracking the industry trends and competitor activities across the Pearson LoBs and providing inputs for counter-strategy

Coordinating with the larger Pearson research community for the delivery of India/ sub-continent specific insights (as required)

Managing all audience & LoB databases, including ensuring the upkeep of data safety and policy norms, data safeguard measures, ensuring zero-leakage of data, password protection of data, restricted access of data.

Supporting the implementation of new CRM initiatives - processes, systems, and outcomes

Building database of influencers and an outreach program to convert them to Business results.

South Asia- Managing Research and Analytics initiatives for South Asia markets and GEOs

Key Performance Indicators (KPIs) :

Effective execution of market insight-generation activities - targeting at least 80% positive feedback on rigor, quality, and timelines

Tangible inputs that enable LoBs to plan specific improvements/ strategies

Positive relationship with business stakeholders, marketing team and global stakeholders

High morale and work ethics of the research team

New opportunity creation for the business through the use of analytics (especially, predictive)

Co creation, co planning and execution of org Marketing Plans

Key Relationships :

It is critical that the candidate builds plans in consonance with the overall business strategy. For success in this role, it will be critical to effectively manage the following relationships :

Vice President :

Other marketing stakeholders/ levers (specifically, Branding, PR and Digital teams)

Business vertical heads, product heads & extended business teams

Sales and product teams

Global research team(s) within Pearson

Knowledge and Skills :

7-10 years of experience in marketing research (agency/ client), data analytics, business consulting, strategy or modeling (preferably, predictive)

Extremely strong analytical skills and ability to derive actionable/ relevant insights for the business

Exceptional writing skills with ability to produce sharp executive reports for the senior management

Exposure to a broad set of research methodologies (both, qualitative and quantitative)

Experience in managing senior-level relationships and global stakeholders (having good inter-cultural understanding)

Should have necessarily managed research agency relationships - defining agency contracts, SLAs and performance metrics

Knowledge of one or combination of statistical tools such as R, SAS, Excel, VBA etc. to analyze huge datasets

Stakeholder management; keen understanding of business objectives, ability to link marketing activities to business outcomes; ability to hold senior level interactions.

Experience and exposure to Indian/ global education sector research and strategy will be an advantage (though not a pre-requisite)