Pearson Director Global Brand Management in Boston, Massachusetts
We are the world’s leading learning company. Learning is the most powerful force for change in the world. More than 20,000 Pearson employees deliver our products and services in nearly 200 countries, all working towards a common purpose – to help everyone achieve their potential through learning. We do that by providing high quality, digital content and learning experiences, as well as assessments and qualifications that help people build their skills and grow with the world around them.
The Corporate Marketing & Communications team communicates Pearson's unique position as the world's leading learning company, while building strong and enduring relationships with our key stakeholders around the globe. We focus on helping to strengthen our reputation with consumers, enterprises, media, policymakers, influencers, and the general public. We ensure that our brand, communication, digital, and marketing efforts are being driven with global consistency. Collectively, our work is anchored in building a strong global Pearson brand that resonates with our target audiences and drives value across our products and the company.
We are looking for a highly experienced brand and marketing expert to take on the role of Director, Global Brand Management on all aspects of building Pearson’s long-term brand strategy to align with a refreshed company-wide strategy and major direct to consumer (DTC) initiative. We’re looking for a leader that can spearhead efforts to drive strong equity in the brand externally, while helping to foster understanding and excitement about the brand throughout Pearson internally. We are looking for someone who has experience in driving transformational brand change externally and across a complex global organization. You will partner closely with others, including marketing, sales, communications, employee relations, product marketing and management teams across the company in order to gather the necessary insights, support and influence to implement the strategy with speed, agility, and simplicity.
Reporting to the VP Brand Marketing, you will be responsible for partnering with senior teams across the organization and external agency partners to develop and drive the new brand strategy, architecture, and visual identity for the company. This role requires someone who has the ability to work within ambiguous situations and is able to identify a path forward through defining strategy, challenging organizational norms, and executing in order to drive results. This person will have experience in running sprints and working in nimble ways, as well as being responsible for running programs tied to longer lead times and significant budgets. The person in this role will have a strong background in digital design and have a deep understanding of how to partner with product and technology teams. This role requires a keen understanding of complex technology organizations -- their structures, product and customer models -- as well as strong experience with marketing campaigns to drive brand (at the master brand and product brand level) awareness and affinity across integrated media and channels.
Collaboration, partnership and active stakeholder management is foundational to success in this role. The ability to manage up and work with senior leaders in a time of significant organizational change is critical. Thriving in an evolving environment, working to drive innovation, and continuous improvement for efficiency and sustainable growth is key.
Key Responsibilities for you and your team:
Develop a refreshed brand architecture that aligns to company strategy and implement it across the organization
Develop a new brand strategy that aligns to company strategy, refreshed purpose, vision, mission and galvanize it across the organization
Develop a new visual identity system and implement it across the entire organization
Create clear guidance, build and sustain programs to create brand ambassadors across the company
Partner with product and design teams to implement updates to the brand and drive it at scale
Partner with marketing and communications colleagues to implement and execute plans to improve external brand health and key brand metrics
Partner with social media and web teams to translate brand architecture and strategy across all Pearson channels
Maintain a robust tracker on competitor brand landscape to continuously identify opportunity for Pearson to show up and stand out
Develop the corporate brand strategy with an emphasis on integrated brand work, from brand identity and communications, to experience design, digital and multi-channel advertising, and culture change with clear KPI-driven milestones and measures of progress for the short and long term.
Champion and reinforce, together with the VP Brand Marketing, the strategic direction for the Pearson brand in line with business strategy to stakeholders at all levels of the organization.
Promote brand solutions that are innovative, forward-thinking and deliver measurable results for the business – regardless of whether the brief relates to design, architecture, naming, packaging, campaigns, CX, etc.
Develop relevant integrated end-to-end brand journeys to oversee and unify initiatives done within different Pearson functional areas – such as Sales and Product Development.
Work closely with customer experience and product design to exceed consumer expectations of the brand and deliver best-in-class experiences that are uniquely recognizable as Pearson.
Champion a culture where everything is done based on customer/consumer insights, and with the aim to enhance brand experience resulting in improved perception, loyalty and reduced customer churn.
Lead the development of employee brand onboarding working closely with HR – ensuring that from initial contact with a talent representative through their first 6 months at Pearson they are able to internalize the brand and deliver on its value within their work.
Work with Insights to identify key brand KPIs and develop, monitor and report on relevant brand metrics that make sense to senior leader and lead to strategic actions.
Inject best practice and draw upon own network to bring new ideas, ways of working, processes and tools and create a culture of constant learning.
Monitor business performance and make adjustments to branding and respective marketing communications efforts in collaboration with the other teams.
Work with business leads, support the brand implementation within existing and new products or services feeding into the strategy to grow demand for Pearson products and services
Work together with Marketing, Sales and Product Management teams to ensure brand plans are well-integrated and aligned across Pearson.
Extensive experience in rebranding a global organization to become a high valued, DTC brand
Experience in similar roles ideally within a technology organization and/or similar experience in brand or marketing agencies
Highly creative with ability to think out of box
Proven ability to develop brand and marketing strategies and effectively communicate recommendations to executive management
Strong analytical skills and data-driven thinking
Deep understanding of media strategies and how to build brand through content and partnerships
Ability to manage up and build a strong point of view for senior leadership
Experience working with product and design teams to create high quality experiences, with a background in UX and UI
Experience leading RFP processes and managing agency relationships
Advanced communication and interpersonal skills
Up-to-date with latest trends and marketing best practices
Degree (or equivalent) preferred
Developing and Leveraging Relationships - You will bring with you a network of relationships, and a track record of excellent internal stakeholder management at all levels, seen as a trusted advisor to the company leadership.
Communication - You have developed interpersonal skills and use these to influence outcomes with persuasiveness and candor. You appreciate the diversity of stakeholder interactions and adapt your style and approach accordingly.
Building and Leading Global Teams – You have built diverse, global teams and balanced multiple perspectives and talents. You lead by example and create teams of highly talented individuals with effective combined performance.
Analytical Skill and Learning Agility – You take a systematic, structured view of situations, while staying focused on the big picture. You have the capacity to be open to new ideas and comfortable exploring areas where there are no right answers.
Global Perspective – You have significant experience operating in a global environment and are able to demonstrate international cultural agility.
Business Acumen – Experience, insight and knowledge mean you are able to understand the long term market potential and translate this into the corporate strategy.
Deliver Results – You have a track record of achievement, translating complex strategies into actionable plans.
Judgment – You demonstrate sound judgement in assessing business risks and make decisions that balance a variety of factors and considerations whilst always maintaining the integrity of the core values and business strategy.
Change Management Capability - Demonstrate record of driving change and influencing an organization.
Learning is the most powerful force for change in the world. More than 20,000 Pearson employees deliver our products and services in nearly 200 countries, all working towards a common purpose – to help everyone achieve their potential through learning. We do that by providing high quality, digital content and learning experiences, as well as assessments and qualifications that help people build their skills and grow with the world around them. We are the world’s leading learning company. Learn more at pearsonplc.com.
Pearson believes that wherever learning flourishes, so do people. We are committed to being an anti-racist company in everything we do. We value the power of an inclusive culture and a strong sense of belonging. We promote a culture where differences are embraced, opportunities are accessible, consideration and respect are the norm, and all individuals are supported in reaching their full potential. Through our talent, we believe that diversity, equity, and inclusion make us a more innovative and vibrant place to work. People are at the center, and we are committed to a sustainable environment and workplace where talent can learn, grow, and thrive.
To learn more about Pearson’s commitment to a diverse and inclusive workforce, please click here:
Pearson is an Affirmative Action and Equal Opportunity Employer and a member of E-Verify. We are committed to building a team that represents a variety of backgrounds, perspectives, and skills. The more inclusive we are, the better our work will be. All employment is decided based on qualifications, merit, and business need. All qualified applicants will receive consideration for employment without regard to race, ethnicity, color, religion, sex, sexual orientation, gender identity, gender expression, age, national origin, protected veteran status, disability status, or any other group protected by law.
Organization: Global Corporate Affairs & Marketing
Req ID: 2113566