Pearson Marketing - Director, Naming Specialist in Hoboken, New Jersey

Marketing - Director, Naming Specialist


Work is underway totransform marketing into a growth driver for Pearson, and the role of marketinghas never been more important to Pearson’s long-term success.

Our newoperating model sets the stage for marketing to become a global functiondriving demand at scale and for marketers to be part of global professioncommitted to building world-class capability. The operating model is based onglobal Centers of Excellence (COEs) – ensuring that we are consistent andcoherent in our approach to 1) strengthening the Pearson brand; 2) drivingmarketing effectiveness while delivering efficiency; and 3) building capabilityamongst our marketers.

Summary of Role:

TheBrand Director, Naming role will be a key member of the Brand team within theGlobal Marketing function and critical to realizing our strategic ambition tobuild Pearson as the world’s leading learning brand. Key to this will be the implementation of aglobal brand architecture strategy to better organize, rationalize and connectPearson’s offerings, products and services globally. The measure of success will be a streamlinedproduct brand portfolio and a simplified and enhanced customer experience. Naming - from creative naming to descriptivetaxonomies - will be critically important to this journey. This person will be an expert in the namingfield able to command respect and work through influence across Pearson’smatrixed organization. They will beresponsible for developing and implementing a naming framework, approach andgovernance system that embeds best practice into the way we do business.

Main activities /responsibilities:

  • Define a consistent naming structure and taxonomyglobally

  • Create principles, guidelines and process for namedevelopment, rationalization and transition

  • Connect brand architecture strategy to namingstrategy globally

  • Business partner to Trademark Legal team to ensureall newly established names are put through rigorous trademarking process tominimize legal risk and avoid duplication and confusion

  • Partner with product teams globally and providenaming expertise and guidance early in the product development process

  • Work with Trademark team to streamline number ofactive trademarks resulting in a more focused naming approach and generating costsavings for the business

  • Establish a naming database to ensure all names aretracked centrally and there is a single view on the naming landscape acrossPearson

  • Share naming expertise globally throughcommunications and training

  • Represent Pearson externally to raise the profile of Pearson in thisspace

  • Monitor external landscape to ensure Pearson is up to date with thetrends and fashions of naming


Qualifications,experience and personal specification

  • Proven work experience, ideally 10 years within a strategic,brand function in a global organization

  • Experience of working in and navigating a globalmatrix organization with a wide range of B2B and B2c offerings

  • Experience of untangling and realigning complexnomenclature systems and naming architecture

  • Deep understanding of naming:

  • Strategic: brand architecture, brand hierarchies, difference between abrand and a name, experience with alternative approaches to naming research

  • Creative: ability to develop stylistic guidelines, understandextensibility of names conceptually, and up to date with trends and fashion ofnaming

  • Practical: deep understanding of trademarking law, internationallinguistics, localizationsstrategies, domain/digital implications

  • Experience of collaborating withpractitioners from other branding disciplines such as strategy, design andcopywriting

  • Subject area expert able to command respect andinfluence decision making

  • Experience in presenting and selling through namingsolution with C-suite and senior management

  • Superior project delivery skills with provenability to develop and implement a project roadmap

  • Extensive experience of partnering withTrademarking and Legal teams

  • Excellent communication skills

  • Confident presenter and trainer

  • Communication and Stakeholder Management:A track record ofbuilding and sustaining excellent internal and external relationships (at alllevels)who iscollaborative and with an ability to build networks. Powerful interpersonalskills with an ability to influence.Abilityto appreciate the diversity of stakeholder interactions and adapt style andapproach accordingly.

  • Global mindset

  • Personification of the Pearson values

Marketing Competencies

  • Naming

  • Brand Architecture

  • Relationship management

  • Project / Program management


Primary Location: US-NJ-Hoboken

Other Locations GB-GB-London

Work Locations: US-NJ-Hoboken-221 River 221 River Street Hoboken 07030

Job: Marketing

Organization: Global Corporate Affairs & Marketing

Employee Status: Regular Employee

Job Type: Standard

Shift: Day Job

Job Posting: Oct 6, 2016