Director, Paid Search and Social

Marketing / PR

Director, Paid Search and Social


We are the world’s learning company with more than 24,000 employees operating in 70 countries. We combine world-class educational content and assessment,powered by services and technology, to enable more effective teaching and personalized learning at scale. We believe that wherever learning flourishes so do people.

At Pearson, we’re committed to a world that’s always learning and to our talented team who makes it all possible. From bringing lectures vividly to life to turning textbooks into laptop lessons, we are always reexamining the way people learn best, whether it’s one child in our own backyard or an education community across the globe. We are bold thinkers and standout innovators who motivate each other to explore new frontiers in an environment that supports and inspires us to always be better. By pushing the boundaries of technology—and each other to surpass these boundaries—we create seeds of learning that become the catalyst for the world’s innovations, personal and global, large and small.

Pearson’s Online & Blended Learning K-12 group provides high-quality, highly accountable online education solutions to schools, school districts and students in grades K-12. It serves families and schools with a variety of digital learning and online school solutions including Connections Academy, International Connections Academy, and Pearson Connexus. In 2017, it will deliver online learning to over 400,000 students in the U.S. and 48 countries. The group, formerly kn as Connections Education, is based in Columbia, Maryland and has been named a “Top Workplace” by the Baltimore Sun for three consecutive years and a “Best Place to Work” by Baltimore magazine. Recognized for its outstanding curriculum, high-quality teachers and leadership, Pearson Online & Blended Learning is committed to expanding quality education through technology, and helping students achieve both academic and personal success.

Position Summary:

The Director, Paid Search & Social will be responsible for defining a digital marketing strategy that leads to increased engagement and enrollments for Pearson Online & Blended Learning. This role will manage a team of direct reports and agency partners to ensure we’re hitting our key business goals. We’re looking for someone who has experience managing a multi-channel strategy and proven experience working across different product lines and cross functionally. The person in this position must be highly driven, analytical, detail-oriented, well-organized and a direct response marketing expert in paid search, paid social/ display and building personalized digital experiences. In addition, the Director, Performance Marketing will be highly skilled in full funnel marketing strategies that includes understanding of a cohesive user experience from awareness tactics to lead nurture and customer retention.

  • Flexible thinker-high ability to adapt with change and approach problem solving with creativity and openness
  • Learning on the Fly - Learns quickly when facing new problems, relentless learner, open to change, improves, enjoys challenges and finding solutions
  • Presentation Skills - Effective in a variety of formal presentation settings, gains positive attention, changes tactics that aren't working
  • Action Oriented - Enjoys working hard, full of energy for new challenges, seizes opportunity
  • Functional/ technical skills - Strong functional and technical kledge and skills within various email/ event marketing platforms
  • Creativity - Comes up with new and unique ideas, original, and always adds value to brainstorming
  • Peer Relationships - Finds common ground/solves problems for the good of all, solves problems with peers, is a team player, collaborates and supports peers
  • Influence- communicates complex ideas easily and commits an internal audience into action by persuasive communication
  • Natural Leader- actively contributes to the direction of an area by direct accountability for results


●Define and manage the digital acquisition strategy and budget across paid search, paid social and lead generation display channels for all lines of business at Pearson Online & Blended Learning

●Develop personalized digital experience from ad click to landing page based on user segmentation

●Champion ‘Best in Class’ mindset and develop leading edge media plans to deliver high quality leads and enrollments

●Develop investment strategy across various digital channels and work with analytics to demonstrate ROI

●Develop a deep understanding of customer base and stages of decision points across their enrollment journey and implement digital experience that will lead to next best action

●Partnered with analytics, create and optimize audience bidding strategy across channels by intent level and segmentation

●Research, recommend and implement new marketing channels or methodologies to accurately target audience with right message, on right platform

●Provide leadership with regular insights on performance of various audiences with recommendation to meet/exceed goals

●Partner closely with cross-functional stakeholders to build a coherent and seamless experience across various touchpoints

●Actively monitor and adjust media strategy to accommodate specific school needs

●Directly manage agency partners to ensure they provide best in class service as well as strategic and execution expectations

●Mentor and manage a small, nimble team of digital marketers and multiple agency partners

●Other duties as needed


Required Skills/Experience:

●Bachelor’s degree required

●Minimum 8 years paid acquisition strategy and ownership

●Minimum 4 years of direct, in platform SEM management experience with proven success creating bid strategies for multi-million dollar portfolios

●Ability to autonomously make key operational and/or functional area decisions and ensure successful execution in a timely manner

●Ability to influence within and across Divisions, experience partnering with cross-functional teams and or agency partners is required

●Demonstrated success increasing down funnel conversion rates through lead acquisition channels

●Extensive experience with improving customer experience and audience segmentation through digital targeting and messaging tactics

●Familiarity with marketing automation and Salesforce a must

●Excellent written and oral communication skills, with exceptional attention to detail

●Strong commitment to timelines, accuracy and professionalism

●Team leader, team player and positive attitude in a results-driven environment

●Extensive kledge of online and mobile marketing landscape and trends

●Data-driven approach and strong analytical skills

●Ability to work in a fast-paced, changing environment with all levels of management

●Highly skilled with third party platforms such as GA360, SA360, Salesforce, etc

Pearson is an Equal Opportunity and Affirmative Action Employer and a member of E-Verify. All qualified applicants, including minorities, women, protected veterans, and individuals with disabilities are encouraged to apply.

Primary Location: US-RE-Remote

Work Locations: US-Remote Remote

Job: Marketing

Organization: North America Connections

Employee Status: Regular Employee

Job Type: Standard

Shift: Day Job

Job Posting: Oct 21, 2020

Job Unposting: Ongoing

Schedule: Full-time Regular

Req ID: 2007292

Pearson is an Equal Opportunity and Affirmative Action Employer and a member of E-Verify. All qualified applicants, including minorities, women, protected veterans, and individuals with disabilities are encouraged to apply.