Job Vacancy Vice President, Brand Marketing Pearson



Job title: Vice President, Brand Marketing

Company: Pearson

Job description: At Pearson, we’re committed to a world that’s always learning and to our talented team who makes it all possible. We are bold thinkers and standout innovators who push the boundaries of technology. We create seeds of learning that become the catalyst for the world’s innovations. Within the Pearson Virtual Schools (PVS) division we have reimagined K-12 education through our virtual school and curriculum offerings. Our schools, Connections Academy and Pearson Online Academy, provide a best-in-class online learning environment for K-12 students to acquire the skills and confidence they need to adapt and thrive in a changing world. We also support school districts with curriculum, teachers, and technology as they make the shift to online. The COVID-19 pandemic introduced significant disruption and transformation to the K-12 learning market. And as a result, our category has seen explosive growth and our business has experienced enormous increases in awareness and enrollments. This presents an incredible opportunity for our team to chart a ground-breaking path through this shifting environment to achieve continued success.

The VP, Brand Marketing will be responsible and accountable for developing and championing the brands within Pearson Virtual Schools (PVS), including Connections Academy and Pearson Online Academy. This role will build equity in PVS brands through disciplined management of the brands as well as creative, content, and campaigns, contributing to market share gain and profitability for PVS over the long term. The successful candidate will have robust brand strategy experience, specifically in managing complex consumer brands across multiple online and offline marketing channels. The VP, Brand Marketing will be responsible for development of brand architecture, brand positioning, integrated marketing campaign strategies, visual identity and messaging development. This includes leveraging consumer market insights from primary and secondary research to steer the strategic direction of advertising, PR, website, organic social media, marketing content and other marketing communications materials. The VP, Brand Marketing is also responsible for driving brand health measures for all affiliated brands. This key team member should be a highly motivated, data-driven, self-starter with the ability to initiate big ideas to drive change across the organization.

Primary Responsibilities:

Develop and lead a high performing, cross-functional team of web marketing, research and insights, brand management, marketing communications, public relations, social media and creative services professionals to advance brand awareness for all PVS brands

Build comprehensive strategic plan for advancing brand health measures across multiple brands

Monitor and evaluate business performance and make adjustments to branding and respective marketing communications efforts in order to achieve desired business results

Develop, plan and lead brand advertising campaigns based on market trends, competitive analysis, customer profiles and targeting tactics to achieve PVS’s strategic short and long-term sales growth and market share across all markets.

Establish brand building strategies across all channels to drive increased engagements.

Spearhead brand activation strategies to spark lower funnel consumer actions.

Develop a solid understanding of our customers and perpetuate a culture where everything is done by starting from customer insights, and by aiming to maximize the customer experience.

Lead research and insights team to leverage consumer market insights from primary and secondary research to steer the strategic direction of our brands.

Lead web marketing team toincorporate web as part of integrated go-to-market strategy and to orchestrate a demand funnel on the website with design, content, copy, navigation, UX/UI, testing & optimization along with new tools & technologies that accelerate the buying journey.

Refine and implement brand architecture, brand positioning, visual identity and message strategy across all lines of business.

Lead Creative Services Manager to develop and/or refine brand guidelines, visual identity and voice/tone across all lines of business and strengthen brands’ messaging and creative designs in order to attract prospective families.

Provide guidance on advertising strategies, as well as media and creative campaigns, to drive innovation and impact.

Lead PR and social media teams to develop thought leadership and brand activation strategies to boost awareness and positive sentiment for schools.

Monitor competitive landscape with an eye towards blue ocean strategies and brand opportunities.

Establish ongoing relationships with brand teams across Pearson to ensure coordination, consistency and efficiency.

Work with partner marketing, sales and legal teams to ensure brand consistency across schools.

Champion brand positioning and brand guidelines across all lines of business.

Provide counsel and ensure internal and external teams understand our brands.

Partner with product and sales teams on new product strategies.

Maintain brand and message consistency across all channels.

Develop strong agency partner and vendor relationships; manage coordination of multiple external partners.

Track, benchmark and report on key performance indicators and OKRs.

Assist other departments as needed with consumer-facing branding and communications activities.

Foster an environment of motivation, inspiration, curiosity and passion for the work we do.

Requirements:

Minimum 15+ years of brand marketing/management experience and at least 10 years of experience leading brand strategy.

Bachelor’s degree in Marketing, Communications or another related field.

Strong organizational skills with the ability to manage and prioritize multiple projects based on business-critical needs.

Adept in masterful collaboration with strong partnership skills in a highly matrix and virtual work environment.

Proven strength in communication, presentation and influence skills; able to speak comfortably and clearly to key stakeholders, leadership teams and external partners.

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.

Proven ability to create strong brand marketing campaigns to deliver on business goals and KPIs.

Experience in managing large or complex brand integration projects.

Strong ability to enable data-driven decisions and comfort working with metric-driven models.

Demonstrates both creativity and performance-mindedness.

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.

Preferred Qualifications:

  • Master’s degree, with at least 2 years of agency experience managing Fortune 500 brands will be considered advantageous.

Benefits:

Health benefits (medical, dental, vision) start immediately

Tuition assistance

Pet Insurance

401K with Company Match

Paid volunteer days

Personal, Vacation, and Sick Time

Growth Opportunities

As required by the Colorado Equal Pay Transparency Act, Pearson provides a reasonable range of minimum compensation for roles that may be hired in Colorado. Actual compensation is influenced by a wide array of factors including but not limited to skill set, level of experience, and specific office location. For the state of Colorado only, the range of starting pay for this role is $200,000 – $250,000. This position is eligible to participate in an annual incentive program, and information on benefits offered can be found on our benefits website: https://pearsonbenefitsus.com/

Learning is the most powerful force for change in the world. More than 20,000 Pearson employees deliver our products and services in nearly 200 countries, all working towards a common purpose – to help everyone achieve their potential through learning. We do that by providing high quality, digital content and learning experiences, as well as assessments and qualifications that help people build their skills and grow with the world around them. We are the world’s leading learning company. Learn more at pearsonplc.com.

Pearson believes that wherever learning flourishes, so do people. We are committed to being an anti-racist company in everything we do. We value the power of an inclusive culture and a strong sense of belonging. We promote a culture where differences are embraced, opportunities are accessible, consideration and respect are the norm, and all individuals are supported in reaching their full potential. Through our talent, we believe that diversity, equity, and inclusion make us a more innovative and vibrant place to work. People are at the center, and we are committed to a sustainable environment and workplace where talent can learn, grow, and thrive.

To learn more about Pearson’s commitment to a diverse and inclusive workforce, please click here: http://www.pearson.com/careers/diversity-and-inclusion.html

Pearson is an Affirmative Action and Equal Opportunity Employer and a member of E-Verify. We are committed to building a team that represents a variety of backgrounds, perspectives, and skills. The more inclusive we are, the better our work will be. All employment is decided based on qualifications, merit, and business need. All qualified applicants will receive consideration for employment without regard to race, ethnicity, color, religion, sex, sexual orientation, gender identity, gender expression, age, national origin, protected veteran status, disability status, or any other group protected by law.

Job: MARKETING

Organization: Virtual Learning

Schedule:

Req ID: 6669

#LI-REMOTE

Expected salary:

Location: USA

Job date: Sat, 16 Jul 2022 04:11:30 GMT

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