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Senior CRM Marketing Manager



Marketing & Communications
London, UK
Posted on Tuesday, September 5, 2023


This is a newly created role that will lead our CRM marketing strategy and capabilities across B2B and DtC customers. It will report into the Global Performance Marketing Director and work closely with global and local brand, sales and technology teams. You will be an expert in developing and implementing cutting edge marketing CRM strategies, with an expertise in email marketing and proficiency with the SalesForce Marketing Cloud suite of applications.

Key Accountabilities:

Lead management

  • Lead generation. You’ll lead our approach to lead-generation across our core marketing sites. You’ll work in partnership with our web teams to implement and optimize your approach.

  • Lead qualification. You’ll define the process and criteria by which we score, qualify and prioritise leads, in partnership with global and local sales teams.

  • Lead nurturing. You’ll develop, implement and optimize lead nurturing campaigns that ensure leads are sales-ready.

  • Lead conversion. You’ll track lead progress through marketing and sales funnels rigorously, using insights to further optimize their quality and quantity and maximise revenues.

Email marketing

  • You’ll own the email marketing strategy for the division, defining objectives across B2B and DtC audiences. You’ll evaluate nurturing, onboarding, cross-selling opportunities, as well as campaign activation.

  • You’ll develop and implement the annual email marketing calendar, leading on all campaign development including design, copy, imagery, journey planning, collaborating closely with the global brand team.

  • You’ll be responsible for implementation and configuration of all campaigns on SFMC, with support from technical team.

  • You’ll work closely with local markets to customize global campaigns for their specific needs, including translation.

  • You’ll define KPIs, track performance and continuously seek to optimize campaigns, including via ongoing A/B testing

Capability building

  • You’ll be part of our ambitious global SFMC onboarding and training programme for local marketing teams.

  • You’ll take the lead on proposing new CRM marketing technology and channels, such as Whatsapp and CRM web integration.

What to expect from Pearson

Did you know Pearson is one of the 10 most innovative education companies of 2022?

At Pearson, we add life to a lifetime of learning so everyone can realize the life they imagine. We do this by creating vibrant and enriching learning experiences designed for real-life impact. We are on a journey to be 100 percent digital to meet the changing needs of the global population by developing a new strategy with ambitious targets. To deliver on our strategic vision, we have five business divisions that are the foundation for the long-term growth of the company: Assessment & Qualifications, Virtual Learning, English Language Learning, Workforce Skills and Higher Education. Alongside these, we have our corporate divisions: Digital & Technology, Finance, Global Corporate Marketing & Communications, Human Resources, Legal, Strategy and Direct to Consumer. Learn more at We are Pearson.

We value the power of an inclusive culture and also 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 building a workplace where talent can learn, grow and thrive.

Pearson is an Affirmative Action and Equal Opportunity Employer and a member of E-Verify. We want a team that represents a variety of backgrounds, perspectives and skills. The more inclusive we are, the better our work will be. All employment decisions are 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. We strive for a workforce that reflects the diversity of our communities.

To learn more about Pearson’s commitment to a diverse and inclusive workforce, navigate to: Diversity, Equity & Inclusion at Pearson.

Note that the information you provide will stay confidential and will be stored securely. It will not be seen by those involved in making decisions as part of the recruitment process.


Organization: English Language Learning

Schedule: FULL_TIME

Req ID: 13059