Lead, Marketing Strategy
Role Purpose
Lead the global marketing strategy for Pearson’s institutional and government customers, acting as a core commercial growth lever across priority segments.
Drive qualified pipeline creation, acceleration, and conversion through precision, tiered marketing approaches aligned to the sales segmentation model. Deliver high-impact, account-based and demand generation campaigns that maximise customer acquisition, expansion, and lifetime value.
Champion a data-driven, ROI-focused marketing model, ensuring clear attribution to pipeline, deal velocity, and revenue outcomes, while positioning Pearson as the leader in AI-powered learning.
Key Responsibilities
- Drive pipeline and revenue growth
Design and execute global marketing programmes (digital, events, thought leadership) that generate qualified demand, build pipeline coverage, and accelerate deal progression across priority tiers. Ensure all activity is aligned to revenue targets, conversion KPIs, and commercial impact. - Embed tiered, account-based marketing at scale
Lead the implementation of tiered marketing strategies (L1/L2/L3), with differentiated investment, targeting, and activation models. Ensure Tier 1 activity is deeply account-specific, supporting large deal strategy, while Tier 2 and 3 deliver scalable pipeline generation. - Own marketing contribution to pipeline performance
Establish clear frameworks to track MQL → SQL → opportunity → deal conversion, partnering closely with Sales and RevOps to optimise funnel performance, improve lead quality, and increase conversion rates. - Lead a high-performance, commercially focused team
Build and coach a team to deliver high-impact, outcome-driven campaigns with a relentless focus on ROI, efficiency, and measurable business impact (“impact over effort”). Line management responsibility of >4 with room for growth. - Act as a core partner in a revenue-driven GTM model
Work as part of a unified Sales–Marketing engine to launch and scale connected solutions, ensuring strong adoption, activation, and commercial return, particularly in large accounts and strategic growth segments. - Shape and monetise Pearson’s thought leadership
Develop and activate a commercially impactful innovation narrative, particularly in AI and learning, ensuring thought leadership directly supports pipeline generation, account engagement, and deal influence.
Core Skills & Competencies
- Go-to-Market Strategy
Design and execute integrated, revenue-driven GTM plans that prioritise high-value segments, optimise pipeline coverage, and maximise return on marketing investment. - Account-Based Marketing
Deliver targeted, insight-led campaigns across tiered accounts, with measurable impact on pipeline creation, deal size, and win rates, particularly within government, institutional, and enterprise segments. - Demand Generation & Pipeline Management
Build scalable demand engines that deliver consistent lead generation, pipeline growth, and conversion improvement, supported by clear KPI frameworks and performance tracking. - Content Strategy
Create commercially effective content that supports sales conversations, articulates value, and accelerates deal progression, particularly in high-value accounts. - Multichannel Marketing
Orchestrate integrated campaigns across digital, events, and partner ecosystems to maximise reach, engagement, and pipeline impact across priority segments - Revenue Growth & ROI Optimisation
Identify and execute strategies to increase customer acquisition, expansion, and lifetime value, with clear measurement of ROI and contribution to revenue targets. - Communication Skills
Clearly articulate commercial value propositions and marketing impact, bringing stakeholders on the journey with a strong data and performance-led narrative. - Influencing Skills
Align Sales, Product, and regional teams around shared pipeline goals, account priorities, and revenue outcomes, driving consistent execution across markets. - Artificial Intelligence
Apply AI to improve targeting, personalisation, campaign performance, and efficiency, enhancing both pipeline outcomes and marketing ROI.
Experience & Qualifications
Proven experience in global B2B marketing with direct accountability for pipeline and revenue outcomes, ideally in education, technology, or enterprise sectors
Demonstrated success in account-based marketing, demand generation, and large deal support, with evidence provided of the measurable impact on pipeline growth and conversion (need examples of leading this end to end)
Strong track record of data-driven decision making, including KPI definition, performance tracking, and campaign optimization. Deep understanding of all types of data: macro-socio/economics/political factors, demand, leading indicators, brand, e-comm and campaign tracking and end to end measurement.
Experience working in highly aligned Sales–Marketing-Partner environments, contributing to commercial strategy and execution. Need deep understanding of working with distributors and partner marketing teams directly.
People leadership experience, with ability to build and scale high-performing, commercially focused teams, coach on data and commercials, excel in storytelling with numerical and other data sources.
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