Learning Solutions Marketing Manager

Job Locations UK-Andover
Posted Date 2 weeks ago(2/7/2018 8:02 AM)
Requisition ID
Job Function


The Learning Solutions Marketing Manager (LSMM) is a new position in the Higher Education Strategic Marketing department. It has been created because of the growth and increased focus in providing digital learning solutions to the tertiary sector.


The LSMM will create brand strategy, promotions, and messaging for Cengage’s enterprise, learning solutions products, platforms and services.


Through a range of tactical and operational activities, the LSMM will support Learning Consultants and Learning Partnership Managers to drive direct to institution sales and trials, and work closely with the Strategic Marketing and the Digital Solutions teams to raise brand awareness, generate and qualify leads, and help drive digital adoptions, activations and usage.


The LSMM will:


  • Target faculty, senior management and student services in their marketing and promotions to higher education and vocational institutions across Europe, Middle East and Africa.
  • Ensure strategies, internal and external communications about Cengage learning solutions and platforms adhere to brand standards.
  • Drive marketing for new digital offerings and platforms as they emerge.
  • Lead promotional tactics including management of the conference schedule and attendance at high stake events.
  • Demonstrate key features and benefits of Cengage learning solutions according to core customer needs.
  • Segment customer base to market and position digital learning solutions to meet the needs of each customer segment.
  • Gain detailed knowledge of competitor digital platforms and position Cengage solutions accordingly.


Learning Solutions Marketing Strategy

  • Work with the Strategic Marketing Managers to drive MindTap brand and strategy across all channels to increase digital adoptions and transition customers to using Cengage digital learning solutions.
  • Working with Sales teams and line manager, identify key institutions with high potential for digital transformation and apply appropriate marketing tactics to drive leads, adoptions and trials.


Market Research

  • Use research, data and feedback and obtained from secondary and primary sources to produce evidence based marketing activities including publicity and thought leadership articles, case studies, whitepapers, sales tools, contributions to the blog page, and social media channels, with the purpose to demonstrate outcomes achieved using Cengage digital solutions.
  • The LSMM will keep up to date with current trends and changes in the higher and vocational markets and key performance indicators relating to teaching and learning technologies and pedagogy, through regular interactions with instructors and students. Such activities will include customer visits, facilitating focus groups, interviewing lectures, survey design and distribution, and data analysis, to enable the LSMM to understand customer needs, identify opportunities for growth, and effectively position Cengage solutions to meet market demands.


Events and Promotions

  • To promote Cengage digital solutions, the LSMM will be responsible for internal and external education and technology events and ensure Cengage are present key conferences attended by decision makers and apply the most appropriate level of investment. The LSMM will drive the internal webinars and manage and host these events to help raise brand awareness.
  • Work closely with the Marketing Communications team and provide them with full and detailed briefs, manage the marketing activities promoting Cengage digital solutions which include and are not exclusive to marketing brochures, eCampaigns, blog page, website, customer facing videos and presentations.


Other Accountabilities

  • Communications and teamwork – liaise with US colleagues to source relevant information, work communicate effectively and appropriately with internal and external stakeholders (includes colleagues in other functional areas), attend team meetings, and share information and knowledge with colleagues.
  • Continuous improvement – actively seek opportunities to extend and enhance personal knowledge and skills in order to better support colleagues and customers, continuously demonstrate the initiative for ideas that will add value to the Cengage digital proposition.


Product Portfolio

  • Learning Objects
  • MindTap
  • Pathbrite
  • Ed2Go
  • Launch and market new Cengage digital platforms and learning solutions
  • Support and services such as LMS integration, customer training


Work Experience and Skills

· Experience working in B2B technology, SAAS, or publishing company with a strong emphasis on delivering online digital content and solutions to the education market.

· Experience working with Sales teams to provide support, knowledge and useful resources supporting the sales process.

· At least 5 years’ experience in a Marketing or Sales role.

· Experience in understanding sales drivers, product positioning, presentation skills and copy-writing.

· Good PC skills with working knowledge of Word, Excel, Outlook and PowerPoint.


Interpersonal Skills and Competencies

· Focus and planning of workload, tasks and projects.

· Collaboration – commitment to supporting and helping customers, the organisation and internal stakeholders to achieve strategic goals.

· High standard of work – overcome challenges to strive for efficient and top quality in work produced.

· A keen interest in education and seeing improvements in student outcomes.

· Make decisions in a timely, proactive and calm manner.

· Share knowledge with manager and team.


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