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Senior Web Marketing Analyst, Paid Media Sites

Company: Pearson
Location: Lansing
Posted on: November 19, 2021

Job Description:

Company Summary:

At Pearson, we're committed to a world that's always learning and to our talented team who makes it all possible. We are bold thinkers and standout innovators who push the boundaries of technology. We create seeds of learning that become the catalyst for the world's innovations. Pearson's Virtual Schools division has reimagined K-12 education through our virtual school and curriculum offerings. Our schools, Connections Academy and Pearson Online Academy, provide a best-in-class online learning environment for K-12 students to acquire the skills and confidence they need to adapt and thrive in a changing world. We also support school districts with curriculum, teachers and technology as they make the shift to online. The COVID-19 pandemic has introduced significant disruption and transformation to the K-12 learning market. And as a result, our category has seen explosive growth and our business has experienced enormous increases in awareness and enrollments. This presents an incredible opportunity for our team to chart a ground-breaking path through this shifting environment to achieve continued success.

We value diversity, equity and inclusion. We value the power of an inclusive culture and a strong sense of belonging. We seek to infuse diversity and inclusion in everything we do while promoting a culture where differences are embraced as strengths; opportunities are equal and accessible; consideration and respect are the norm; and all team members are supported in reaching their full potential.

Position Summary:

The Sr. Web Marketing Analyst, Paid Media Sites is a part of the Brand Web Marketing team and will be responsible for the administration of Pearson Virtual Schools' web content management systems, public websites, and performance media landing pages. This position will help define and optimize the web experiences of our customers, ensuring brand and quality control of web properties and overseeing the creation of new site content and features. We're looking for someone who has expert knowledge of digital standards and guidelines, understands user journey needs by audience type, and can seamlessly liaison between stakeholders and technical teams to translate needs into action. This person may work independently or collaboratively in support of the Web Marketing team to ensure projects and tactics are completed smoothly, accurately, and delivered on time. The position requires strong organizational and time management skills, and proficiency with web content management systems, search engine optimization, and HTML/CSS. Familiarity with paid/performance media concepts and systems is a plus. This person should have a dedication to excellence and be able to simultaneously manage diverse web projects in a busy production environment.

Responsibilities:

  • Play a lead role in the content strategy, creation, maintenance and administration of Pearson Virtual Schools consumer branded websites and performance landing pages
  • Partner closely with performance media and analytics to understand audience needs, create compelling content that engages the user, and ensure landing pages are optimized to meet site conversion goals across digital campaigns
  • Partner with creative and brand teams for content and creative alignment
  • Conduct quality control and testing via regular site audits and recommend improvements
  • Ensure that all website content follows the company's established style and procedures
  • Collaborate with web development and UX teams to design best in class digital experience for mobile and desktop
  • Work with analytics and CRO teams to identify opportunities for optimization testing, helping to design and implement A/B and multivariate tests
  • Collaborate to define and implement SEO strategies and tactics for website properties
  • Analyze and report on website metrics and digital marketing campaigns to identify trends and insights that achieve operational efficiencies and ROI goals
  • Manage workflow to ensure timely delivery of campaign initiatives
  • Serve as subject-matter expert for web properties and other integrated systems, including event management systems, lead capture systems, CRM tools and web analytics tools
  • Maintain an understanding of new technologies and best practices in website content, design, SEO, analytics, lead conversion, and related concepts
  • Ensure that all brand, web accessibility (WCAG compliance) & design standards are followed and upheld
  • Other duties as assigned or identified by line manager (Manager of Web Content & Experience)
    Requirements:

    • BA/BS degree in marketing, communications, technology, or related field preferred
    • 4+ years of previous experience in website marketing or digital marketing-related roles
    • Intermediate to proficient knowledge of HTML and CSS
    • Previous experience with website content management systems; Adobe Experience Manager (AEM) preferred
    • Previous experience using website analytics reporting platforms; Google Analytics preferred
    • Solid understanding of web application development and design processes
    • Familiarity with A/B multivariate testing strategies and digital personalization tools
    • Ability to influence key stakeholders with best practices from a UX and customer centric POV
    • Excellent written and oral communication skills, with exceptional attention to detail and copy proofing
    • Commitment to timelines, accuracy, and professionalism
    • Strong eye for mobile and desktop digital designs that lead to action
    • Team player, demonstrating a positive attitude in a highly collaborative, cross-functional, results-driven environment
    • Knowledgeable about digital media marketing and digital experience trends & products
    • Data-driven approach and strong analytical skills
    • Ability to manage project schedules and resources, work on multiple projects with changing priorities while maintaining a sense of urgency about deadlines
    • Strong communication, writing, presentation, organization and interpersonal skills
    • Ability to work in a fast-paced, changing environment with all levels of management
    • Prior experience in the education industry a plus
      Due to the nature of this position, the applicant will need the ability to work from home during off-hours as necessary.

      Pearson Virtual Schools is focused on providing a flexible work environment for its employees, including the ability to work from home on a regular basis in most positions. We believe that flexibility in work/life balance is a critical part of our culture and employee satisfaction, and we are proud to provide our employees with the ability to work from anywhere, anytime. In exchange, we require that employees have the appropriate means to work remotely, including adherence to our work at home policies regarding home office setup, including but not limited to privacy of records, technology standards, equipment standards and expectations.

      The following equipment will be provided to you by the company as a full-time employee:
      • Laptop
      • Headset
        The following equipment will need to be provided by you, as the employee, when working from home:
        • 2nd monitor (recommended)
        • Mouse (recommended)
        • Keyboard (recommended)
          Colorado-based individuals expressing interest in this position can expect a starting salary range of $75,000-$90,000, and are eligible to participate in an annual incentive plan. Benefits available to eligible employees can be seen at:

          Job: MARKETING

          Organization: North America Connections

          Schedule: FULL_TIME

          Req ID: 1075

Keywords: Pearson, Lansing , Senior Web Marketing Analyst, Paid Media Sites, Advertising , Lansing, Michigan

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