Download Job Description - Cengage Learning

POSITION DESCRIPTION
Name:
Job title:
Enterprise and Learning Solutions Marketing Manager – Higher Education
Date:
April 2017
Department:
Marketing Higher Education
Reports to:
Head of Marketing, Higher Education
Basic purpose:
The Enterprise and Learning Solutions Marketing Manager will:





Create brand strategy for Cengage’s enterprise, institutional, learning solutions products, platforms
and services, including:
- Learning Objects
- Pathbrite
- Ed2go
- LMS integration
- Other platforms and products sold at institutional, corporate, wholesaler and library channels
Lead the MindTap brand, message and profile externally and internally; lead promotions and ensure
training and subject promotions are consistent and adhere to brand standards
Lead promotional tactics including conference attendance at high stakes events; effective messaging
for our service offerings; content strategy to engage C level contacts
Drive high level and detailed analysis of learning technologies in the Higher Education market
Drive marketing for new digital offerings and platforms as they emerge
Principal accountabilities:
Key Outcome
Area
% of
Total
Job
Strategy
25%
Objectives and Tasks


Develop compelling
strategy for learning
solution and services
products, platforms and
services including
MindTap, Ed2Go,
Learning Objects,
Pathbrite, LMS
integration. Collaborate
with colleagues in sales to
target institutional,
enterprise, corporate and
library adoptions.
Drive MindTap brand and
strategy across all
channels. Advocate for
MindTap adoptions to meet
activation targets through
training, promotions, sales
tools.
Core Competencies
Standards

Strategic thinking
and knowledge of
the impact strategies
and tactics may
have in the
marketplace

Actively
contribute
towards revenue
generation,
revenue growth
and cost control

Identifies trends and
anticipates market
changes

Revenue growth

Maintenance of
existing accounts

New business

Contribution to
key sales results

Increased brand
awareness and
recognition


Excellent
understanding of the
institutional market
and the adoption
process
Creates new and
innovative ideas


Promotions and
events
25%



Grants and
tenders
applications,
pricing
10%

Monitor key business
drivers, competitors, pricing
through detailed market
analysis.
Work collaboratively with
marketing colleagues to
support promotional
planning and
implementation for product.
Increase brand awareness
through various channels
using content strategy and
case studies. Build
customer profile and
segmentation.
Deliver promotions for
maximum ROI; lead
nurturing through email and
social media engagement,
evidence based marketing
(white papers, super users,
blogs, etc.).
Event management:
manage conference and
exhibition strategy and
execution for greatest ROI.
Target high level
conferences, sponsorship,
content delivery and
exhibits.
Work closely with sales
colleagues; contribute to
grant and tender
applications as required.
Enterprise and Learning Solutions Marketing
Manager

Exceptional
business acumen
and strategic
thinking; ability to
understand market
dynamics/trends that
affect the sale of
Cengage solutions
and services

Product and market
knowledge

Identifies trends and
anticipates market
changes

Interpersonal savvy

Organised and
flexible problem
solver and the ability
to follow through

Analytical and
problem-solving
abilities with keen
attention to detail

Product and market
knowledge

Excellent
organisational and
project management
skills

Team work

Ability to listen to
customer needs

Anticipate needs of
others

Excellent listening
and communication
skills, verbal and
written

Strong
organisational and
project management
skills

Market analysis

Product pricing
and market
penetration

Profitability

Increased brand
awareness and
recognition

Understanding
customer needs

ROI

Social media
engagement

Smooth
registration

Cengage’s
effectiveness at
conferences

Meticulous
attention to
detail

Increased
conference
attendance and
presence

Consistent
branding across
conferences

Business acumen


Ability to work
autonomously and
be part of a team
Product pricing
and market
penetration

Profitability
2
Operations
Communication
and teamwork
10%
10%

Contribute to product
pricing for market
penetration, profitability
and compliance.

Collaborate with US
colleagues to source
information. Platform
contact across Higher
Education, liaising with IT /
Networks / Operations
groups.

Work closely and
collaborate effectively with
Marketing and Sales
colleagues to ensure
successful and effective
campaigns and brand
management.



Continuous
Improvement
10%

Communicate effectively
and appropriately with
internal and external
stakeholders.
Establishes and
maintains effective
relationships
Ability to organise
detailed and
complex information
so it is able to be
understood by
others
Excellent
interpersonal skills
and the ability to
work within a closeknit team

Proactive and
effective
working
relationships

Information
received

Proactive and
effective
working
relationships

Demonstrates
friendly,
proactive
communication

Shares ideas
and learning in a
team
environment

Shows respect
for others

Communicate and liaise
with colleagues in other
functional areas.

Ability to listen to
and understand
marketing objectives

Embraces CLA
values and core
competencies

Attend work-in-progress
meetings and report on the
status of specific projects /
campaigns.

Ability to contribute
to discussion in a
friendly, clear
manner

Attends and
actively
participates in
meetings

Attend regular team
meetings.


Share information and
knowledge with colleagues.
Minimal
communication
problems due to
effective
communication

Supports Continual
Improvement processes
throughout the entire
project including supporting
Project Managers during
the audit process.



Seek opportunities to
enhance documentation,
processes and supported
systems to improve
processes and procedures.
Keep abreast with the
continual changes in your
field of expertise including
any digital and technology
developments. Share
knowledge with manager
and team.
Actively seek opportunities
to extend and enhance
personal knowledge and
skills in order to better
support customers and
colleagues.
Enterprise and Learning Solutions Marketing
Manager

Problem-solving
abilities with keen
attention to detail
and follow through

Continuous
improvement
and improved
efficiency

A willingness to
support and help
others

Self-initiated
training and
development of
knowledge

Demonstrated
initiative for
issue resolution
and new ideas to
add value to
users

Participation and
contribution of
processes
improvement
projects

A positive
attitude to
problem-solving
3
Workplace Health
and Safety
10%

Be aware of duty of care
and act in a safe manner.




Direct reports:

Ability to follow
policies and
procedures

Adherence to
WH&S policies
and procedures
Ensure all company WH&S
policies and procedures are
adhered to.

Ability to use
initiative and take
responsibility

Increased
WH&S
awareness
Be familiar with property
security, first aid and fire
emergency procedures.

WH&S aware


Analytical and
problem-solving
abilities
A positive
attitude to
WH&S

Reduction of
number of
WH&S incidents
Report any hazardous
situations, incidents or
accidents and take
immediate action if
applicable to reduce risk of
injury.
Participate in WH&S
investigations when
required.
Nil
Main contacts:
Internal:
Head of Marketing, other Marketing staff, learning consultants and managers, publishing
editors, international marketing colleagues, Operations and Customer Service
External:
Higher Education instructors
Education/qualifications/experience:





Experience working in tech or publishing sector / B2B SAAS marketing
Experience with brand development and management to engage an audience
Experience with building strong business relationships and building revenue through lead nurturing
and retention activity (acquisition and retention)
Event management
Some sales experience preferred
Cengage Core Competencies:



Speed: Proactively gets things done quickly, with a high quality of work. Overcomes barriers and
continually finds ways to be more efficient.
Focus: Identifies core business problems and opportunities; seeks and proposes solutions while
avoiding distractions. Persists through achieving deliverables.
Collaboration: Committed to helping others be successful; partners with key organizational
stakeholders, individuals and teams outside own functional area to promote business alignment.
Enterprise and Learning Solutions Marketing
Manager
4