Pearson - Senior Manager - Marketing

Job Purpose

This role holder is responsible for end to end management of marketing initiatives of assigned business vertical. This position reports and supports the GM Marketing and plays a key role in defining category marketing strategy and architecture, analyse market/ trends and competition, provide inputs into developing new communication/campaigns for awareness creation & demand generation within the limits of category business plan with the objective of enhancing market share, sales volume, profitability and growth.

Key Accountabilities/Responsibilities :

- Responsible for Brand building of the assigned business vertical/s.

- Develop, recommend and lead the execution of local marketing plans/programs for assigned business vertical/s and manage the effective deployment of marketing budget.

- Lead comms development and implementation of plans, ensuring right messaging to market micro-segments (e.g. various departments in a college etc.) and specific audiences (e.g. students, teachers, parents, authors, policy makers, business partners, etc.).

- Lead, co-ordinate and secure buy-ins from all relevant stakeholders including agencies and deliver product(s) objectives.

- Measures campaign impact and its effect on the business, including measurement against competition.

- Drive innovative and new outreach ideas, meet stringent project/campaign deadlines, events planning & execution, agency/vendor management, timely responses to business teams..

- Builds, scales and sustains brand engagement with our key audiences: Students, faculty, authors, policy makers, business partners, etc.

- Deliver marketing collaterals that help propagate brand(s) objective to the sales teams in a timely fashion.

- Works closely with the Digital Marketing, Research & Analytics, PR, Product Managers and other marketing engines/teams to optimize the usage of various marketing platforms to impact creation of awareness & perception of Pearson brand & products.

- Prepare SOP and SLAs for projects which have multiple stakeholders.

- Liase with sales/business team and align them to the marketing objectives for the month/quarter.

- Build self and team capabilities on structuring, strengthening and delivering an 'outside-in' thinking.

Key Relationships

Interfaces with:

- GM-Marketing, BMs/ABMs

- Other marketing functions: Product marketing, Digital marketing, PR, CMI

- Business Verticals & Sales (especially for audience connect & understanding)

- Editorial Teams (for content & product insights)

- Agencies: Creative, Design, Packaging, Activation, Media & Research

- Legal team

Knowledge & Skills Personal Attributes :

- MBA Marketing from a premier institute with 8+ years of brand management (product, price, promotion, and placement), campaign management & marketing experience with a good understanding of the B2C /consumer oriented space.

- Must have experience of independently managing brand/s and subsequently managing a team.

- Should have a grounding in digital marketing and have run integrated online & offline campaigns.

- Understanding of audience profiling, targeting, behaviours and user experiences.

- Demonstrated track record of leading Brand planning, marketing initiatives, brand launches, brand management, advertising & communication, events.

- Demonstrated ability to work with CRM systems, processes, design, analytics & measurement.

- Ability to plan & deliver brand marketing plans across a range of platforms: traditional, web, mobile/SMS, email, search, social, etc.

- Ability to drive tangible outcomes & insights via media engagement - analytics, reports, trends, behaviours, etc.

- Financial planning, budgeting, seasonality monitoring

- Proven ability to work with, manage and deliver the best from vendors - defining agency contracts, SLAs and performance measures.

- Track record of delivery, goal oriented, sets clear priorities and meets deadlines

- Positive, initiative driven and motivating influence, sets good examples,

- Result oriented, entrepreneurial and self-motivating

- Good planning and organizational ability - Project management ability.

- Strong commercial awareness with an international outlook

- Ambitious and flexible.

- Good communication ability and presentation skills

- Strong analytical skills: ability to define problems, collect details data, analyse and interpret results and recommend changes and improvements

- Good financial skills and basic P&L understanding

- Ability to understand and work within the framework of the overall company strategy and also relevant customer insights.

- Resilient and able to perform under pressure