Pearson Senior Brand Director Hoboken in Hoboken, New Jersey

Senior Brand Director Hoboken


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.Pearson’s global 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 an integrated, global-local approach that enables marketing to be a growth driver for Pearson.

Summary of Role:

As Pearson makes the transition from a House of Brands to a Branded House, the brand management function will be fundamental to building a strong Pearson master brand. This journey will require a shift from a federated to a centralized approach in order to drive the necessary change.

The Brand Director, UK and Core, will be a key member of the brand management team which is responsible for the successful geographic roll-out of the new brand, as well as the implementation of the new brand architecture across our product portfolio. Both work streams have a common ambition to build a stronger Pearson master brand with a more explicit connection to our product portfolio. While part of the global brand team, the Brand Directors must act as a bridge to the Geographies and Product teams through strong and effective business partnering. They must be excellent communicators who are confident in navigating a complex global matrix and excellent at building networks through relationship and influencing skills.

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

Main activities / responsibilities:

  • Lead the brand management team

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

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

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

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

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

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

  • Brand lead for the Higher Education (HE) business with a deep understanding of the HE strategy, portfolio and landscape and able to provide brand expertise across the HE portfolio

  • Work with Naming Specialist to provide expertise, as well as rigor, to the naming of new products and embed best practice

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

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

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

  • Develop and implement consistent internal communications showing adoption of the new brand strategy and approach to drive change and build momentum

  • Oversee NA brand champions

  • Champion for design and accessibility


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 strategy and working with product teams in a global organization

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

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

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

  • Strong understanding of trademarking

  • Excellent communications skills to help drive engagement and excitement, 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 team leader with team management experience

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

  • Powerful interpersonal skills with an ability to influence

  • Global mindset

  • Personification of the Pearson values

Marketing competencies:

  • 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: Oct 19, 2016