Pearson Senior Brand Director Hoboken in Hoboken, New Jersey

Senior Brand Director Hoboken


Pearson’sglobal marketing organization leads on the marketing strategy for our business.By leveraging global centres of expertise in brand, research & insights,marketing excellence, creative services and go-to-market, we will deliver anintegrated, global-local approach that enables marketing to be a growth driverfor Pearson.

Summary of Role:

AsPearson makes the transition from a House of Brands to a Branded House, thebrand management function will be fundamental to building a strong Pearsonmaster brand. This journey will requirea shift from a federated to a centralized approach in order to drive thenecessary change.

TheSenior Brand Director, based in our largest market North America, will lead thesuccessful geographic roll-out of the new brand, as well as the implementationof the new brand architecture across our product portfolio across the US. Both work streams have a common ambition tobuild a stronger Pearson master brand with a more explicit connection to ourproduct portfolio. While part of theglobal brand team, they must act as a bridge to the Geography and Product teamsthrough strong and effective business partnering. They must be excellent communicators who areconfident in navigating a complex global matrix and excellent at buildingnetworks through relationship and influencing skills.

Inaddition, they should have superior brand management skills in order to act as acustodian of the Pearson brand ensuring that everything we do is aligned to thebrand and that the brand is core to our decision making and behavior.

Main activities /responsibilities:

  • Support the brand roll-out across North America working in closepartnership with the nominated brand lead

  • Act as custodian of the Pearson master brand in North Americaproviding expertise, advice and guidance to the business

  • Act as bridge between North America and global Brand team takingresponsibility for keeping local stakeholders informed of brand strategy;gaining the support and sponsorship of local management and acting as a pulseon the business

  • Drive the brand architecture strategy and implementation across thebusiness working closely with the VP Brand and Director of Brand Architecture

  • Lead contact for the product teams to connect the dots across themarketing journey and user experience in the digital world

  • Bridge to portfolio teams to ensure brand is embedded intodecision-making (e.g. naming, product design, UX)

  • Brand lead for the Higher Education (HE) business with a deepunderstanding of the HE strategy, portfolio and landscape and able to provide brandexpertise across the HE portfolio

  • Work with agency naming specialists to provide expertise, as well asrigor, to the naming of new products and embed best practice

  • Work with Creative Services and Global Campaigns to ensure the brandis faithfully interpreted and represented at all times

  • Help to shape and develop ongoing brand guidelines, assets andtemplates providing North America perspective from the ground

  • Communicate and help to drive brand behaviors across the business tocreate a consistent and unique Pearson brand experience for our employees andour customers

  • Develop and implement consistent internal communications showingadoption of the new brand strategy and approach to drive change and buildmomentum

  • Oversee NA brand champions

  • Champion for design and accessibility

Pearson is an Equal Opportunity and Affirmative Action Employer and a member of E-Verify. All qualified applicants, including minorities, women, protected veterans, and individuals with disabilities are encouraged to apply.


Qualifications,experience and personal specification (include competencies)

  • 12 years experience in a brand or marketing role

  • Brand management experience essential

  • Proven experience of rolling out a complex brand architecture strategyand working with product teams in a global organization

  • Ability to connect multiple dots across the marketing and customerjourney in a digital world

  • Digitally savvy with a strong understanding of UX and how shifts intechnology will continue to influence brand decisions

  • Experience of working in a complex global matrix and confidence tonavigate with skill and diplomacy

  • Strong understanding of trademarking

  • Excellent communications skills to help drive engagement andexcitement, as well as alignment with the global brand strategy

  • Excellent program delivery skills with a proven ability to execute

  • Interest and passion for design desirable

  • Marketing degree or qualification desirable

  • Strong relationship builder who is collaborative and with an abilityto build networks

  • Powerful interpersonal skills with an ability to influence

  • Global mindset

  • Personification of the Pearson values


  • Brand strategy

  • Brand identity

  • Brand architecture

  • Brand narrative

  • Naming

  • Relationship management


Primary Location: US-NJ-Hoboken

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: Jan 16, 2017