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Pearson Director of Growth - Credly in Boston, Massachusetts

This Director will leverage intelligence, account planning, integrated campaigns, demand generation programs, ABM and experiences that delight our customers and partners. The Director will own all paid media channels, digital campaign performance, SEO, and digital conversion success. This role will manage all campaign marketing, regional marketing, and other marketing professionals to contribute to the pipeline/revenue growth efforts. Experience as a primary leader responsible for the ongoing expansion and optimization of a website is essential. It’s all about creating a connected, personalized journey for the customer and making an impact on Pearson Workforce Skills next phase of growth.

You are likely to succeed in this role having had past success in owning and delivering pipeline numbers for a high growth B2B SaaS startup in a similar stage to our own, creating and managing budgets, well versed in campaign management and channel execution, refining audience targeting, and have an uncanny ability to assemble and interpret data. It is important for this role to build and deliver ABM strategies to increase customer acquisition and expansion in key target markets.

The role is responsible for leading, developing and implementing digital marketing strategies to support key strategic objectives and product launches. You’ll work closely with stakeholders across the business to collaborate on overall sales and marketing strategies to drive profitable growth for the business. You will lead the Digital Marketing team to launch high-performing digital marketing campaigns and build innovating digital experiences This role will also provide leadership and expertise in user experience, marketing technology, and marketing automation across all digital properties.

Digital Marketing

  • Strategize, plan, execute, manage, and optimize end-to-end digital marketing programs with a pointed approach for attracting, engaging and delighting customers

  • Lead recommendations and implementation of new and modern digital marketing opportunities, capabilities, and tactics.

  • Manage the continuous optimization of digital marketing performance leveraging data analytics and A/B performance testing.

  • Collaborate with Sales, Sales Development, and Product to build programs that support our pipeline and revenue targets globally.

  • Provide digital marketing expertise and campaign execution services to regional teams.

  • Own the return-on-investment targets for all digital channels, including: paid search, retargeting and display channels, and social and progressive platforms.

  • Educate and inform leadership and broader marketing org on campaign performance, channel strategy, ad platform developments and industry trends

  • Lead digital content review and recommendations to improve conversions.

  • Partner with Marketing Operations to streamline, automate and measure all digital marketing programs.

  • Focus on conversion optimization strategies, leveraging best practices, and constantly testing ways to improve conversion rates

  • Monitor emerging trends, platforms, and formats and adjust strategy accordingly

Demand Generation:

  • Own cross-channel demand generation strategy and execution across key audience segments, personas, target geographies, and channels

  • Build and launch integrated marketing campaigns that leverage intent data, social media, email marketing, direct mail, advertising and events to reach the right buyers at the right time

  • Build and execute end-to-end demand programs to move prospects through the marketing funnel

  • Setup pipeline coverage strategies that will solve future needs

  • Collaborate closely with product marketing to develop compelling assets for new customer acquisition campaigns, demand programs including high-value offers, industry studies, videos, case studies, whitepapers/eBooks, and interactive tools.

  • Collaborate closely with the Head of SDR/BDR to scale our Outbound engine and create a repeatable framework that enables SDR’s to become successful in their first 1-2 weeks

  • Focus on conversion optimization strategies, leveraging best practices and constantly testing ways to improve conversion rates

  • Forecast, measure, analyze and report on the impact of demand marketing activities on sales pipeline, revenue, and sales cycle length.

  • Define the end-to-end lead development process jointly with marketing and sales operations.

  • Improve ROI visibility by building a transparent and trackable metrics system that encompasses all aspects of lead generation through to revenue. Know the funnel metrics across all segments

  • Communicate with the senior leadership team on program execution, results, and impact

  • Lead relationship with Sales leadership in order to foster a partnership of trust

  • Champion alignment and collaboration with international counterparts

  • Monitor emerging trends, platforms, and formats and adjust strategy accordingly

Leadership

  • Lead the day-to-day operations of the Digital Marketing team -- consisting of designers, digital marketing specialists, and product content coordinators – to ensure flawless delivery

  • Serve as the creative, digital, and marketing technology leader across the Workforce Skills division of Pearson including sales, product and client success.

  • Partner with Sales Optimization to plan and execute overarching sales and marketing campaigns that drive incremental business growth

Requirements

  • Bachelor’s Degree with relevant field of study or equivalent work experience

  • Minimum of 5+ years of leadership experience in digital marketing

  • Leadership experience in a corporate, heavily matrixed B2B environment

  • Deep understanding of digital marketing tactics, technology, and automation

  • Expertise in user experience, digital design, and front-end development

  • Hands-on experience with enterprise ecommerce and CRM platforms

  • Strong leadership and communication skills

As required by the Colorado Equal Pay Transparency Act, Pearson provides a reasonable range of minimum compensation for roles that may be hired in Colorado. Actual compensation is influenced by a wide array of factors including but not limited to skill set, level of experience, and specific office location. For the state of Colorado only , the range of starting pay for this role is $145,000 - $150,000. This position is eligible to participate in an annual incentive program, and information on benefits offered is here.

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:  http://www.pearson.com/careers/diversity-and-inclusion.html 

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.

Job: SALES

Organization: Workforce Skills

Schedule: FULL_TIME

Req ID: 8238

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