Associate Director, Digital Marketing - Toronto, ON | Pearson Embanet | | 05/07/13
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Associate Director, Digital Marketing full-time

Location: Toronto, ON
Company Name: Pearson Embanet ()
Category: Marketing
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Program Management (New & Existing Programs)

  • Manage all the activities, timelines and deliverables to successfully launch new programs from new or existing clients
  • Lead the development and implementation of online and offline marketing strategy through analysis, research and competitive intelligence review
  • Provide team leadership and an advanced understanding of marketing strategy, branding and product positioning:

o   Oversee the implementation of strategies from detailed marketing plans and briefs for each program in the portfolio
o   Enhance program positioning though research, analysis and industry/brand/program knowledge
o   Define audience segmentation/profiling
o   Optimize the program offering and positioning in market
o   Develop and update industry size, growth and other characteristics
o   Effectively achieve program performance targets and objectives
o   Drive on-going program challenge/opportunity analysis though industry, competitive and program reviews
o   Foster the development of innovative marketing solutions tailored to brand/program characteristics

  • Create quarterly or marketing campaign reports for management, and regularly report results of campaigns/starts to senior management and clients
  • Create framework, outlines, presentations and documents for all client meetings (onsite and offsite)
  • Be the lead subject matter expertise in program verticals to support the portfolio
  • Develop/suggest enhancements and improvements to marketing materials (website, banner, directory copy, email, landing pages, brochure, e-newsletter, print, tradeshow/conference, whitepaper, podcast, webinar and demos) with the goal of increasing lead generation volume and media effectiveness
  • Work with Media and Studio to develop/draft direct response messages (copy/images) to various marketing segments
  • Develop new strategies/enhancements for program positioning, value proposition and unique selling propositions to various market segments
  • Act as lead contact point for clients on all marketing issues and provide regular reporting and updates to clients, including following up on all projects, initiatives and action items
  • Successfully interfacing/coordinating with multiple internal departments (Recruitment Services, Client Services, Business Development, Knowledge Partner Development, Student Services & Program Support) to achieve organizational and marketing department objectives
  • Identify new market segments and develop the strategy to target effectively
  • Develop annual and quarterly strategic planning for portfolio of accounts
  • Engage in long-term forecasting for program enrollments
  • Manage the team on the tactical implementation of marketing and enrollment strategies
  • Ensure brand stewardship and maintain institutional reputation of the partner through brand and program knowledge
  • Supervise monthly audits to validate marketing materials, messages and placements for quality and accuracy
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