Role overview: As the Campaign Manager for D2C & B2B in the EMEA Test Taker Business, you will play a pivotal role in driving both consumer and institutional adoption of Pearson’s PTE test. On the D2C side, your focus will be on creating and executing compelling digital and social campaigns to convince English language test takers to book PTE over competitors. On the B2B side, you will develop targeted campaigns to influence regional university admissions teams and drive acceptance of PTE as their preferred English language qualification. Key Accountabilities: 1 D2C Campaign Strategy and Execution: ◦ Design and execute engaging digital and social media campaigns to drive test taker bookings and brand preference for PTE over competitors. ◦ Leverage audience insights to create targeted messaging and optimize campaigns for key test-taker personas across EMEA. ◦ Continuously monitor and optimize campaigns to maximize ROI and conversion rates. 2 B2B Campaign Development: ◦ Develop tailored campaigns to engage and influence regional university admissions teams, positioning PTE as their preferred English language qualification. ◦ Collaborate with Sales teams to align campaigns with institutional outreach and pipeline goals. ◦ Create compelling content and messaging that addresses institutional pain points and highlights PTE’s benefits in accuracy, speed, and convenience. 3 Website Optimization and Test Taker Journey: ◦ Collaborate with global PTE Ecom team to optimize the website journey, ensuring seamless navigation and clear calls-to-action that drive bookings. ◦ Use data and user insights to identify and address drop-off points in the test taker journey. 4 Performance and Optimization: ◦ Set clear KPIs for both D2C and B2B campaigns, tracking performance and delivering actionable insights. ◦ Continuously test and iterate creative, messaging, and targeting to improve engagement and outcomes. ◦ Report on campaign effectiveness and ROI to stakeholders, identifying opportunities for optimization. 5 Collaboration and Alignment: ◦ Partner with cross-functional teams, including Sales, Global Marketing and Global Ecom, to deliver cohesive campaigns. ◦ Share best practices and insights across markets to drive consistency and scale. 6 Customer and Institutional Focus: ◦ Deeply understand the motivations and pain points of test takers to create campaigns that resonate and drive action. ◦ Build strong relationships with university admissions teams, tailoring campaigns to meet their specific needs and priorities. Candidate Profile The ideal candidate is a dynamic marketer with experience managing both consumer-facing and B2B campaigns. You excel at crafting targeted, high-performing campaigns and have a proven ability to drive results in complex, multi-stakeholder environments. * Experience: ◦ 5+ years of experience in marketing, with a strong track record in both D2C and B2B campaigns. ◦ Expertise in digital and social media marketing to drive consumer engagement and conversion. ◦ Experience influencing institutional decision-makers through targeted B2B campaigns. ◦ Proficiency CRM tools for campaign tracking and optimization. * Skills: ◦ Strategic thinker with the ability to execute campaigns end-to-end. ◦ Proficient in performance tracking, analytics, and reporting. ◦ Strong project management skills, able to balance multiple campaigns and priorities. ◦ Exceptional communication and collaboration skills, with a customer-first approach. * Attributes: ◦ Results-oriented, with a focus on measurable business impact. ◦ Customer-centric mindset, with a deep understanding of both test takers and institutional decision-makers. ◦ Process-driven, with a commitment to Salesforce and digital excellence. ◦ A team player who thrives in a fast-paced, dynamic environment. Education * Educated to degree level or equivalent; a professional qualification in Marketing and/or Sales is highly desirable. 1089240 **Job:** General Marketing **Job Family:** MARKETING **Organization:** Corporate Marketing & Communications **Schedule:** FULL\_TIME **Req ID:** 19568 \#LI-REMOTE