Senior Campaign Executive, DTC Marketing
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الوصف الوظيفي In the English Language Learning (ELL) business unit, we aspire to become the world’s leading destination to learn and improve English language skills. Our main focus is on committed learners from around the world, who are motivated by outcomes because they want to reach their full potential through learning English. About the role This is a newly created role that will support the English Language Learning division to transform its GTM strategies, building our Brand and accelerating/driving the development of through-the-funnel Direct-to-Consumer campaigns. Reporting to the Senior Campaign Manager DTC squad, you will have experience in leveraging the full marketing mix and will lead the ideation, creation and execution of one creative and impactful DtC campaign plans. You will also champion digital excellence – collaborating effectively with colleagues across Group Marketing, Regional Marketing, the Pearson Master Brand team, and our external agency partners. This is an exciting opportunity for an established marketing expert with global and / or local experience to expand their skill set and help build and bring to life the Pearson English Language value proposition both internally and externally. You will be responsible for leading, coaching and developing a marketing executive and an annual campaign budget of circa £250K. Every day you will strive to put the consumer/customer at the heart of everything we do. Your key accountabilities: Ownership/leaders of 1 DtC campaign: An experienced marketing expert with strong B2C marketing experience, a deep understanding of digital channels and CRM systems you will be responsible for the overall creation and delivery of 1 global ‘big bet’ D2C campaign. Lead the creation of full funnel campaign kits for your campaigns: including agency briefing, group and market stakeholder management, claims development and legal approval In close partnership with our markets, you will build an exceptional 360 off and online marketing and media plan shaped around maximising the customer purchase funnel (Help Me Discover, Help Me Choose, Help Me Buy, Help Me Stay) to deliver your campaigns and exceed our commercial objectives For locally implemented campaigns, you will guide and support local teams to ensure that your global campaign is understood and reflects local insight and we get the best performance from our media buys Lead and own the global agency relationship to deliver your campaign. Global campaign delivery: Setup and manage your campaign for success through our one global CRM system You will own the brand, marketing, media planning & customer experience metrics - monitoring our channels’ performance to gain deep insights into the creative execution and media channel effectiveness of your campaign against the KPIs Work collaboratively with our Insights team to effectively evaluate campaign success and use the data to educate group, regional and agency teams and fuel strategies and inflight optimisations to maximise return on investment. Helping us to drive a test and learn culture Work with the Market Insights team to research, analyse, and report back on current marketing trends and share them with the team Support the creation and expert delivery of [x} x GTM conferences per year. Exciting and inspiring stakeholder and markets 6 months ahead Contribute to the creation of a monthly marketing “newsletter/blog” to update the whole organisation on our big bet progress and achievements. Be an expert in the channels that count: Social & Digital: Work in partnership with the Senior Marketing Manager to implement and execute an always on social strategy: create inspiring and engaging content to allow our 6 users groups to discover and want to engage with Pearson ELL. Partnering with markets on a media plan to drive engagement Drive/Support the planning, strategies and ongoing efforts to expand Pearson ELL’s digital and social media presence across all social media platforms, including its YouTube, Instagram and Facebook content, plus, other digital and direct to consumer products As a marketing discipline expert, be part of a team that ensures we educate, inspire and advance our global and local teams thinking. Bringing best practice into our creative and media planning to drive business results Work in partnership with the Senior Marketing Manager to support the Website Transformation team, Customer Enablement and markets to turn our websites into our number one lead generation champions. *Building a winning marketing team: * Actively coach and develop your direct report and work collaboratively with in-market campaign team members Build close working relationships across group and regional marketing, and with other key stakeholders across the organisation Lead by example, demonstrating great behaviors every day: always curious, always collaborative, positively influencing, can do attitude and a sense of fun. Processes and budget planning: Support in continuing to establish clear processes within the global campaigns team to ensure ‘world class’ delivery is achieved Drive the planning, approval & follow-up of your “global big bet” campaign to gain alignment from all key internal & external stakeholders particularly focusing on cross functional & regional collaboration Own the marketing budget for your campaign. Injecting a “treat every penny as if it were your own” mentality across the team. About you Competencies: Experience in Marketing with a strong record of accomplishment in brand messaging, direct response and consumer acquisition Experience in similar roles for large, global organisations and/or similar experience in brand or marketing agencies Proven ability to develop and optimise sizeable B2C campaigns, proficient with knowledge of social and digital marketing and ability to effectively communicate recommendations to senior stakeholders Good understanding of media strategies and managing spend across numerous performance-driven marketing channels Up-to-date with latest trends and marketing best practices. Expertise with all digital ad networks including Google Ads, Facebook Ads, etc Experience supporting large cross-functional projects Experience managing Creative and media agency relationships Excellent creative and copywriting skills Excellent verbal and written communication and presentation skills, plus ability to clearly articulate and express complex and sometimes technical ideas. You appreciate the diversity of stakeholder interactions and adapt your style and approach accordingly Setup and manage campaigns for success, demonstrating strong analytical skills and data-driven thinking. Ability to analyse and interpret data to generate insights that drive optimisation and a ‘test and learn’ approach. Solid understanding of YouTube Analytics, Google AdWords, Adobe Analytics, SEO principles Experience developing and reporting on metrics and KPIs for business goals, process improvements and campaign management Global Perspective – You will ideally have experience operating in a global environment and are able to demonstrate international cultural agility Excellent relationship builder with both internal and external teams Enthusiastic, passionate, and creative; thrives on thinking outside of the box Action-oriented with a “roll up your sleeves approach”. Evident fluency in English Language, being confident in speaking, reading and writing communication. Education, Qualifications & Training: Educated to degree level or equivalent preferred, you may also benefit from holding a professional Marketing qualification. Here at Pearson we know you will work hard and we want to reward you with a great package and a fantastic range of benefits to choose from: A competitive salary 25 Days annual leave (increases by 1 each year with every year of continuous service up to 30 days). Option to buy or sell annual leave (up to 5 days). A fantastic private Pension plan scheme Private medical and dental care insurance options (free eye test options), season ticket loan, cycle to work scheme, volunteering days, discounted products and services from leading UK retail companies and much more...... #LI-POST 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. Job: MARKETING Organization: English Language Learning Schedule: FULL_TIME Req ID: 3174 تفاصيل الوظيفة https://www.bayt.com/ar/uae/jobs/senior-campaign-executive-dtc-marketing-64422891/ |
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