Brand Manager - Hartford, United States - Pearson

Pearson

Verified Company

Hartford, United States

3 weeks ago

Posted by:

Mark Lane

beBee recruiter

Description

Brand Manager, Global Brand Management

The brand team is currently working through a refreshed strategy, architecture, and identity for the Pearson brand. We are looking for an experienced brand and marketing expert for the role of Brand Manager, Global Brand Management.

This role will support the Director, Global Brand Management on all aspects of building the Pearson brand, and will have a focus in supporting the new brand identity development and rollout.

This includes working with the agency to execute up front concepting, design system buildout, consumer testing, guideline development, and rollout to the organization.

Beyond the identity, and more broadly, we are looking for a team member that can support efforts to drive strong equity in the brand externally, while helping to foster understanding and excitement about the brand throughout Pearson internally.

Key Responsibilities:
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Brand Identity: In partnership with the Director, Global Brand Management, oversee the agency to develop a new visual identity system and drive implementation across the organization.

Finalize design concept phase and manage feedback to revise concept in preparation for design development.
Working with Insights team, initiate consumer research/validation for new brand identity as needed. Help to develop approach, screening criteria, discussion guide, etc. Coordinate results reporting with insights team, adding brand insight and interpretation.
Manage agency through finalization of design system, aligning all internal leadership feedback, and managing changes as needed.
Upon completion of the system, manage agency to deliver final brand guildelines, to include strategy, architecture, and identity inputs.

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Brand Architecture and Identity Translation : Partner with ABM, Brand Architecture and Brand Design Lead to consider how the identity will filter down through the different layers of the brand architecture, and how that impacts guidelines.
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Brand Rollout: As part of brand team, help to develop plan for rollout, considering merging of strategy, architecture, and identity components.

Collaborate with agencies and internal team members to consider optimal rollout strategy, including plans for divisions, tools and tactics, budget, and resource needs.
Participate in ongoing socialization of the new brand work with key stakeholders across the organization.
In partnership with Brand Design Lead, and agencies, build detailed rollout plan and drive execution.
Work with divisions through rollout, providing guidance on brand implementation, managing ongoing tracking of progress, and reporting back to brand team.

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Brand Hub: In partnership with Brand Design Lead, build recommendation for new brand hub, to roll out strategy, architecture and identity.

Outline structure of hub and key content and tools needed.
Research potential suppliers and/or platforms for building hub.
Brief and manage hub development.

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Brand Community: in partnership with Brand Director, create plan for new brand community to be formed across Pearson.

Create objectives for new brand community.
Build recommendation for what it is, who should be involved, how it should be run, etc.

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Ongoing Brand Management : Champion and reinforce the new direction for the Pearson brand to stakeholders at all levels of the organization.

Support Brand Director in working with business leads, support the brand implementation within existing and new products or services feeding into the strategy to grow demand for Pearson products and services
Inject best practice and draw upon own network to bring new ideas, ways of working, processes and tools and create a culture of constant learning.

Key Attributes:

58 years experience in brand/marketing, including experience with new brand identity development and execution
Experience in similar roles ideally within a technology organization and/or similar experience in brand or marketing agencies
Highly creative with ability to think out of box
Proven ability to develop brand and marketing strategies and effectively communicate recommendations to management
Strong analytical skills and datadriven thinking
Experience working with product and design teams to create high quality experiences, with a background in UX and UI
Experience managing agency relationships
Advanced communication and interpersonal skills
Uptodate with latest trends and marketing best practices
Welldeveloped interpersonal skills and ability to influence outcomes with persuasiveness and candor.
Ability to adapt style and approach to match the diversity of stakeholder interactions.
Able to operate in a global environment and demonstrate international cultural agility.
A track record of achievement, translating complex strategies into actionable plans.
Demonstrated record of driving change and influencing an organization.

What to expect from Pearson
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