Cengage.com.au



445198511366500 POSITION DESCRIPTION Name:Job title:Marketing Executive, Higher EducationDate:October 2018Department:Marketing Higher EducationReports to:Digital Marketing Manager, Higher EducationBasic purpose:The Marketing Executive drives sell through for Cengage Higher Education (HE). They promote sales to students in all channels through planning and execution of:Campaigns targeting instructors and students (Student Success promotion, advertising, email campaigns and bookshop point of sale)Online bookseller campaigns (co-marketing activities, online storefront promotions) Product content creation in support of learning consultants (course materials, slides, digital product / LMS guides)Principal accountabilities:Key Outcome Area% of Total JobObjectives and TasksCore CompetenciesStandardsSales and Marketing campaigns30%Plan and execute student and lecturer facing campaigns (e.g. create promotional materials; email campaigns, liaise with bookshops, learning consultants, student promotional companies) to ensure market penetration and increase sell-through.Work closely and collaborate effectively with the HE Marketing team to ensure successful and effective campaigns. Drive online sales through eCommerce promotions and coupons. Support sales teams with adoption specific campaigns to improve sell-through.Train sales team in new marketing approaches and techniques to achieve best sell-through.Coordinate campaigns with sales team to distribute campus bookshop in-store point of sale (posters, shelftalkers) for maximum ROI.Fulfil effective design briefing and copywriting to reach target markets.Ensure all content used for promotional materials is accurate, appropriate and consistent with Cengage branding guidelines and adheres to copyright laws, including social media.Report and analyse marketing activities with a focus on ROI.Any other duties as directed. Digital and print promotions experience, preferably in Publishing or Education sectorExperience producing creative, call to action promotions and maintaining brand consistencyAbility to build and develop proactive effective working relationshipsKnowledge of content and relationship marketingCreates new and innovative ideasAbility to listen and understand marketing aims and stakeholder strategiesReturn on Investment through results measurement; lead generation, email and web resultsExtensive product and market knowledgeSuccessful, innovative and cost effective promotional campaignsBrand recognitionContribute to key sales resultsCreative promotional materialMarket penetrationEffective working relationshipSuccess of in-lecture promotionsContent aligned with policy and current group strategyAdherence to Copyright lawsDigital Marketing25%Collaborate with the Digital Marketing Manager to execute online campaigns to students and lecturers including direct-to-student retail, surveys, instructor lead buy campaigns, co-marketing with channel partners, bookstores and more.Activate online advertising campaigns to raise awareness of product and to generate e-commerce sales.Ensure customer data is accurate and up-to-date, increasing the reach of digital campaigns.Grow student engagement with the Cengage brand. Learn more about student behaviours and experiences through various programs and initiatives. Grow student database.Collaborate with the HE marketing team on social media (paid and organic).Ensure Company Social media policies and procedures are followed, especially when dealing with negative feedback.Digital savvy, with understanding of digital marketing principles and technologies including email, web, HTML and interpretation of analytics Experience with Digital Marketing software (Eloqua, Salesforce, etc)Knowledge of content and relationship marketingSound financial and commercial acumenKnowledge of social media prehensive understanding of Cengage branding guidelines, Privacy and Copyright lawsReturn on investmentCengage presence on social media sitesUp to date content Content aligned with policy and current group strategyAdherence to Cengage’s policies and proceduresAdherence to Privacy laws regarding the collection of customer informationAdherence to Copyright lawsIncrease student engagementIncrease student databaseOnline channels and online courses.15%Generate new leads for online courses by working closely with the Business Development and Systems Manager.Contribute to go-to-market strategy for online courses.Partner with online booksellers for promotions to students (co-marketing).Communicate any changes to online booksellers, including product info, messaging, branding and new promos. Strategic thinking and knowledge of B2B / B2C strategies and tacticsUnderstanding of market trends in eCommerceExceptional relationship building skillsProactive outreach to booksellersRelationship managementIncrease new leads / grow databaseReturn on investmentProduct content creation10%Create Student Success materials slides for students and lecturers to promote key products Support Digital Services Team with student onboarding materials. Increase conversion of grace period to purchases.Produce marketing materials for partners of online coursesDistribute materials to student and instructors for maximum ROI.Experience using Adobe Creative Suite (Photoshop, InDesign, Video editing)Excellent organisational and analytical skillsPromotions experienceCreates new and innovative ideasSuccess of campaignsEffective product information communicated to customer’s understandingReturn on investmentCommunication and teamwork10%Work with all team members to set and execute the direction, design, production and distribution of all collateral for municate and liaise with colleagues in other functional areas, internal and external stakeholders.Attend work-in-progress meetings and report on the status of specific projects / campaigns.Attend and actively participate in regular team meetings.Share information and knowledge with colleagues.Ability to organise detailed and complex information so it is able to be understood by othersInterpret online analyticsExcellent interpersonal skills and the ability to work within a close-knit teamAbility to listen to and understand marketing objectivesAbility to contribute to discussion in a friendly, clear mannerDemonstrates friendly, proactive communicationShares ideas and learning in a team environmentShows respect for othersEmbraces Cengage values and core competenciesAttends and actively participates in meetingsMinimal communication problems due to effective communicationContinuous Improvement 5%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 colleagues.Actively seek opportunities to extend and enhance personal knowledge and skills in order to better support customers and colleagues.Problem-solving abilities with keen attention to detail and follow throughA willingness to support and help othersContinuous improvement and improved efficiencySelf-initiated training and development of knowledgeDemonstrated initiative for issue resolution and new ideas to add value to usersParticipation and contribution of processes improvement projectsA positive attitude to problem-solving Workplace Health and Safety5%Be aware of duty of care and act in a safe manner.Ensure all company WH&S policies and procedures are adhered to.Be familiar with property security, first aid and fire emergency procedures.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.Ability to follow policies and proceduresAbility to use initiative and take responsibility WH&S awareAnalytical and problem-solving abilities Adherence to WH&S policies and proceduresIncreased WH&S awarenessA positive attitude to WH&SReduction of number of WH&S incidentsDirect reports:NilMain contacts:Internal:Head of Marketing, Digital Marketing Manager, HE marketing team, Business Development and Systems Manager, learning consultants and managers, Operations and Customer ServiceExternal:Bookshops and retail partners, online course partners, student marketing agenciesEducation/qualifications/experience:Tertiary qualifications – preferred in Marketing or PublishingExperience within a marketing team and fulfilling B2C and B2B marketing tacticsPolice checkCengage 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. ................
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