Lead, Marketing Strategy

Lead Marketing Strategy

Role Purpose

Lead the global marketing strategy for Pearsons 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 SalesMarketing 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 Pearsons 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 SalesMarketing-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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