Content Marketing Manager
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.
This is an exciting entry-level manager position for a superior content marketing expert with responsibility for increasing market share and revenue for the Higher Education (HE) business in the UK through the creation and delivery of a content plan that:
1)Increases visitor traffic to and engagement with the HE core websites
2)Drives the creation of MQL for both institution-wide and programme level adoptions for HE, and for new products and services within the HE portfolio
3)Powers the campaign programme with exciting and compelling content
4)Positions Pearson as a thought-leader on HE issues with institutions, employers and policy-makers
●Lead the planning, development and production of high quality Marketing content, in all its forms for all channels (sales presentations, website, letters, subject guides, white papers, video, infographics, blogs, podcasts, social posts, PR, etc.), and for all stages of the customer journey, to maximize engagement and interest.
●Understand and prioritise content requirements for key customer journeys across HE in order to drive conversion from visitor to lead, ensuring the decisions are made based on data from Google Analytics, sales feedback, customer feedback and industry reports
●Lead the production of bookshop and catalogue promotional content
●Ensure testing with customers is built into the content creation process and deliver a robust programme of A/B testing and voice of the customer tests
●Manage the content creation budget and ensure Pearson can demonstrate ROI on this spend
●Develop and maintain the HE content calendar, in consultation with Corporate Affairs and in line with significant external events
●Ensure content is produced in line with Pearson Brand Guidelines
●Strive to achieve objectives, assess marketing performance & adjusting plans accordingly.
●Use Customer Insights to stay abreast of customer needs, ensuring all our copy is most engaging, compelling and easy to understand.
●Lead on content development to feed into commercial marketing campaigns
●Set clear objectives and evaluate how customers respond to various forms / types of content (which content, posted in what form, where and when by whom), and strive to innovate to maximize engagementand Return On Investment (ROI) andwork with the Marketing Performance and Digital teams to maximize delivery of commercial targets & ROI
●Work collaboratively with various departments to align communications and messaging and provide a unified customer experience to customers.
- From time to time, engage in special projects and tasks that go beyond the remit of the role.
Required Skills and Experience:
This is a content-focused Business–to-Business (B2B) Marketing role that requires an individual well-versed in creating and securing engagement with compelling marketing content.
●Strong experience developing effective marketing content from customer insights.
●Passion for creating compelling copy
●Ability to influence & educate the Business on prioritization of content marketing activity that maximises value.
●Experience in the latest B2B marketing techniques
●Proven digital Marketing experience and proficiency in the most important channels & tools (eg web design, Twitter, Facebook, email Marketing, Google Analytics)
●Proven campaign management experience.
●Excellent communication and networking skills, a team player and ability to deal with stakeholders at different levels of seniority.
●A passion for customer experience & analysing product, customers and market dynamics to connect the right prospect to the right product or service.
●Able to make effective, timely decisions and empower others to do so with clear accountability.
●Strong organisational skills, & ability to plan and prioritise work effectively.
●Strong project management skills.
Agency management experience.
●Track record of successful management of programmes in aB2B marketing role.
●Confident as a subject matter expert, able to share knowledge with team members and colleagues and create programmes and processes that deliver results with minimal manager input.
●Educated to degree level or equivalent.
●Extensive knowledge of content marketing fundamentals
●Enthusiasm and drive – a self-starter who can, inspire & motivate.
●Results driven with the energy and resilience to make things happen.
●Can build relationships and work collaboratively internally & externally.
●Commercial mind set.
●Strong analytical and decision making skills, must be comfortable interpreting multiple sources of information and applying judgment to complex situations
●Ability to work under pressure, staying ahead of complex schedules, and maintaining cutting-edge knowledge.
●Good understanding of the UK and international education sector
●Experience of marketing to HE institutions
●Experience of managing results through others
Primary Location: GB-GB-Harlow
Work Locations: GB-Harlow-Edinburgh Gate Edinburgh Gate Burnt Mill Harlow CM20 2JE
Organization: Higher Education
Employee Status: Regular Employee
Job Type: Standard
Shift: Day Job
Job Posting: Nov 20, 2016