Pearson Digital Marketing Manager in London, United Kingdom

Digital 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.


Managed Services and University Partnerships,Higher Education UK, Online Programme Management

Summary ofrole:

TheDigital Marketing Manageris anall-encompassing digital marketing role, with a responsibility for coordinatingand executing high-impact student recruitment marketing campaigns in the UK andinternationally. This position will be involved in managing digital agencyrelationships and measuring the effectiveness of all marketing campaignsglobally. The core responsibility is to execute and monitor integrated multi­channelcampaigns to support all programmes for a variety of university partnerships.

This is a Business ­to ­Customer (B2C) marketing role that requires mid-leveldigital marketing skills in areas including paid search, paid social and SEO.We are looking for an individual who has proven experience in digital agencymanagement. Experience in the planning and execution of multi­channel resultsdriven marketing campaigns across a large number of key markets with the HigherEducation sector would be beneficial.

TheDigital Marketing Managerworks in amatrix structure across a number of internal functions including research,recruitment, student services and academic partnerships.TheDigital Marketing Manager has a centralcoordination role, and therefore acts as a conduit between the marketing team,the wider business unit and our digital agencies.

Reporting to the Senior Global Digital Manager,and working in close collaboration with all Partnership Marketing Managers, thisposition supportscampaign planning and setup, testing, ongoingcampaign optimisation, reporting and evaluation.

We are a new and dynamic team, oftenexploring new angles to stay at the forefront of Higher Education marketing. Wemight ask candidates to try things new to them, so we don’t expect them to haveall the answers. We are looking for people who are willing to learn and keen tochallenge themselves.

We offer a very supportive environment, withdedicated colleagues and a good team spirit. As a business unit, we are a newventure within a larger company, so there is a dynamic start-up feel toeverything we do. We are looking for someone who brings new ideas to the tableand sees this role as an opportunity to help define our future.

Reporting to:

Senior Global Digital Manager

Direct reports:



Programmelaunch and campaign management

TheDigital Marketing Managerisrequired to develop and implement best-in-class marketing campaigns for Pearsonand the university partner.

●Incooperation with the Partnership Marketing Manager, coordinate all digitalmarketing activities, timelines and deliverables to successfully launch newprogrammes from new or existing partners

●Conduct forecasting activities and identifykey markets for student recruitment

  • Utilise andimprove our forecasting systems for digital marketing effectiveness andinternational market selection

  • Profilemarkets and define audience segments

●Implement themost effective marketing channels per programme and partner

  • Effectivelyachieve programme lead and enrolment targets

  • Foster thedevelopment of innovative marketing solutions

  • Furtherimprove PPC effectiveness

  • Optimise paid social implementation andtargeting

  • Advise on latest SEO trends and ensure thesetup of a web infrastructure that guarantees maximum search engine visibility

  • Help adviseon inbound link strategies bespoke to each university partner


  • Createcampaign reports and dashboards for management, and regularly report results ofcampaigns to senior management and partners

  • Drive ongoingperformance analysis and campaign evaluation, using statistical analysis

  • Develop/suggestimprovements to optimise campaigns, increasing lead generation volume, maximisemedia effectiveness and drive ROI

Management ofdigital infrastructure

●Act as project management lead for complexcampaign operations across a variety of websites and different CMS systems

●Explore, implement and revise tracking andattribution systems to analyse and optimise the effectiveness of differentmarketing activity

●Ensure end-to-end systems integration betweenlead generation and CRM system (Salesforce) so that all lead and campaigninformation feeds seamlessly into our central database.

●Recommend andimplement technical solutions with university partners and agencies that enablethe effective running of outbound and inbound marketing activity alike

●Collaborate with partners and our internalcontent marketing team to create the right frameworks for successful SEOoperations which enable content marketing


●Act as firstpoint-of-call for all digital agency relationships

●Continue tobuild our effective relationships with agency representatives and accountmanagers

●Operate a clear briefing process for agencies,providing them with all necessary key information such as target markets,preferred channels, key segments, targeting, ad groups structure etc.

●Manage monthlymedia buying budgets per programme/agency

●Help improvecampaign reporting


●Coordinatethe collection and analysis of market and competitor information that can beutilised effectively for marketing purposes

●Support theprogramme and partner selection process by providing the research and businessdevelopment teams with top-line analysis of brand recognition and programmesearch demand

●Help get abetter understanding of local market and marketing realities

●Coordinatecustomer insight and segmentation


●Demonstratethe organisation core values (brave, decent, accountable, imaginative) in dailyactivities

●Inform globalbest practice and actively work with colleagues around the world to help themenhance their international marketing capabilities

●Keepup-to-date industry best practices and share solutions with team

●Help members of the digital team to operateeffectively within the wider business unit and team culture

●Contribute tothe departmental effectiveness by making suggestion for process and outputimprovement based on experience, observation and data collection

●Perform other duties as assigned


Office-basedat London (80 Strand) location, with occasional travel to Harlow. This role alsorequires some UK travel.


Qualifications,experience and person specification

●Anundergraduate degree in marketing, or other professional marketingqualification

●5 years ofexperience in international marketing, including experience in agencymanagement as well as campaign planning and execution across internationalmarkets

●Highereducation and student recruitment marketing experience highly desirable, butnot essential

●Excellentknowledge of online marketing, including paid search, paid social, SEO andcontent marketing

●Good workingknowledge of different online reporting tools as well as CRM and CMS systems

●Proficient inMS Office, with a special emphasis on Excel, PowerPoint and Word

●Outstandingproject/time management and communication (verbal and written) skills

●Ability toengage in productive innovation development, bringing new solutions tochallenges

●Ability toanalyse and work with numbers (analytics, budgets), particularly as it relatesto direct response reporting and analysis

●Ability toengage in strategic/account planning and develop and apply in-depth productknowledge

●Eagerness tolearn, willingness to develop, desire to support team, department and organisationaldevelopment

●Strong teamplayer with excellent and proven interpersonal skills

●Willing towork extended hours when required

●Ability toanticipate and provide prompt resolution on issues

●Ability tooperate in fast-pace environment and manage a number of campaignssimultaneously

●Proactive,solutions oriented and focused on business objectives

●Focused onquality and delivery of results

●Ability todevelop efficient and effective communication strategies for engaging internaland external stakeholders

●Highattention to detail and administration

●Excellentpresentation skills

●Strongrelationship building skills, ability to develop strong cross-functionalworking relationships

●High level of professional business acumen


Primary Location: GB-GB-London

Work Locations: GB-London-80 Strand 80 Strand London WC2R 0RL

Job: Marketing

Organization: Core

Employee Status: Regular Employee

Job Type: Standard

Shift: Day Job

Job Posting: Apr 11, 2017