Specialist, Geo Marketing

Level: Specialist, MEA Student Marketing (IC20)

Job Family: Go to Market, Geo Marketing

Role Type: Individual Contributor

Business Unit: Higher Education

Role Summary

The Specialist, MEA Student Marketing independently manages the execution of integrated Higher Ed Student marketing campaigns across the Middle East and Africa. This role blends strong execution with developing strategic judgment, ensuring campaigns are customercentric, onbrand, and performancedriven, informed by audience segmentation, MEA market insights and campaign performance insights to guide day-to-day decisions.

You will work cross-functionally with product, sales, creative, and regional teams to implement campaigns, adapt global plans for local audiences, manage timelines and assets, and optimise execution to ensure campaigns resonate with target audiences and drive business growth.

Key Responsibilities:

Campaign Strategy, Planning & Execution

• Plan and execute integrated D2C segmented campaigns across the full funnel, aligned to business goals, from brief to launch and wrapup reporting

• Identify opportunities for segmentation, personalisation and targeting

• Own campaign calendars, timelines, and dependencies, ensuring delivery against agreed milestones

• Manage agency and vendor coordination for creative, media, and campaign assets; accountable for quality and consistency

• Act as the central point of contact for all campaign related communication

Stakeholder Partnership

• Partner closely with Global Marketing, Product, Sales, and Center(s) of Excellence teams to align campaign objectives with commercial priorities

• Localize global campaigns with clear understanding of regional customer needs, market context, and sales motions

Optimization & Insights

• Own the KPIs for the campaign, monitor campaign performance, translate data into actionable insights, identify optimization and A/B testing opportunities, and recommend improvements to creative, messaging, or channels

• Identify and recommend customer and market insights to strengthen campaign relevance and effectiveness over time

Skills & Qualifications:
Experience

• 5-8 years of experience in D2C marketing, campaign management, or related roles, with background preferred in Education, Tech or Financial Services, or E-commerce

• Proven track record of managing end to end campaigns across multiple channels (digital preferred, experience of marketing to younger audiences beneficial)

Core Skills

• Strong project management and organisational skills

• Analytical mindset with ability to interpret data and drive decisions

• Excellent communication & stakeholder management skills

• Ability to manage multiple campaigns and prioritise simultaneously

Technical Skills

• Proficiency in marketing tools (e.g., CRM, marketing automation, analytics platforms)

• Solid understanding of digital marketing channels (paid media, social, email, SEO)

Pearson Power Skills Expectations:

• Adaptability: Handle changing priorities independently; proactively suggest execution improvements

• Artificial Intelligence: Explore AI tools for campaign analysis, targeting, and optimization; apply learnings with judgment

• Learning to Learn : Set personal learning goals, share best practices with peers, and continuously upskill

Attributes:

• Ownership mindset with strong accountability for outcomes

• Problem solver who can navigate ambiguity and drive execution

• Collaborative and able to influence without authority

• Curious data driven and continuously looking to optimise

What Success Looks Like:

• Campaigns are delivered seamlessly on time and aligned with objectives

• Measurable improvements in campaign performance & RoI

• Strong alignment and trust with cross-functional stakeholders

• Clear, insights driven reporting that informs future campaigns

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