Director, Analytics, Social Media & Campaign Reporting
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.
Work is underway to transform marketing into a growth driver for Pearson, and the role of marketing has never been more important to Pearson’s long term success.
Our new operating model sets the stage for marketing to become a global function driving demand at scale and for marketers to be part of global profession committed to building world-class capability. The operating model is based on global Centers of Excellence (COEs) – ensuring that we are consistent and coherent in our approach to 1) strengthening the Pearson brand; 2) driving marketing effectiveness while delivering efficiency; and 3) building capability amongst our marketers.
The Global Marketing Research and Insights team is responsible for brand, reputation and customer experience insights, including identifying true drivers of customer experience and advocacy.
Inform and shape marketing or strategic plans through measurement and analysis of marketing activities (campaigns, social)
Provide holistic insights by filling information gaps using social media, audience / customer attitudes and behaviors
Deliver relevant and up-to-date reporting and insights
Keep abreast of key trends in analytics, social media, marketing, and across the education sector and use this to inform findings
Engage and mentor a highly effective sr. analyst
Activities will be grouped into 3 categories:
Support the Research and Insights / Marketing team with analytics
Link customer attitudes to customer behavior using customer research and internal databases (e.g. Salesforce)
Use statistical analysis as appropriate for segmentation, drivers, prioritization, deep-dives on audiences, etc.
Develop and manage the implementation of social media monitoring plans to manage social reputation
Be the voice of social media sentiment and key issues to provide a holistic view of the Pearson brand, reputation and customer experience
Establish and maintain relationships with social network members, bloggers and the online community
3.Campaign Effectiveness Reporting
Define appropriate measurements for campaigns, monitor these metrics and report back in real-time to tweak campaigns as appropriate
Provide guidance in reviews of marketing activity using measurement data and analytics to identify improvements
Qualifications, experience and personal specification
The ideal candidate is collaborative, analytical, and decisive, in addition to having:
Proven work experience, ideally 10 years of experience in analytics and / or
Proven track record of using insights to feed strategic decisions
Experience with statistical tools such as SPSS (preferred)
Experience with large databases and CRM systems required (e.g. Salesforce)
Strong knowledge of basic marketing, lead generation and sales principles
A passion for data and reporting
Experience leading highly engaged and effective teams
Project Execution: Ability to plan, manage, and successfully complete multiple
complex projects simultaneously and in budget.
Global Management: Experience of building strong, diverse, global teams of highly
talented individuals that operate as a single team
Communication and Stakeholder Management: A track record of building and
sustaining excellent internal and external relationships (at all levels),
collaborative with an ability to build networks.
Powerful interpersonal skillswith an ability to influence.
Ability to appreciate the diversity of stakeholder interactions and adapt style and
Judgment: Ability to demonstrate sound thinking when recommending approaches
and assessing business risks. Makes decisions that balance a variety of factors to
achieve an optimal outcome.
Creativity: Ability to apply creative thinking and imagination to campaign
development, as well as an unrelenting focus on the target audience.
Bachelor’s degree in a related field
Location & Travel: Expected travel will be 5-10% of the time
Social Media Insights
Strategy and Planning
Primary Location: US-NJ-Hoboken
Other Locations GB-GB-London
Work Locations: US-NJ-Hoboken-221 River 221 River Street Hoboken 07030
Organization: Global Corporate Affairs & Marketing
Employee Status: Regular Employee
Job Type: Standard
Shift: Day Job
Job Posting: Oct 20, 2016