Head of B2B Marketing
franki
Salary
💰 CA$130,000 - CA$175,000 per year
Job Level
Lead
Tech Stack
Go
About the role
- Own, develop, and drive a comprehensive B2B and D2C marketing strategy for Canada.
- Position Pearson as the leading education brand, with tailored strategies for institutional and consumer markets that align with global objectives while meeting local priorities.
- Partner closely with global CoEs to align on brand, creative, and digital best practices.
- Adapt and execute global initiatives for maximum Canadian impact, making local strategic decisions on investment, campaign priorities, and performance optimisation.
- Represent the Canadian market within the global organisation, influencing global plans with local insights and market intelligence.
- Lead direct-to-consumer growth strategies focused on acquisition, retention, and eCommerce sales.
- Optimise D2C channels including paid media, SEO, PPC, lifecycle marketing, CRM, and social commerce.
- Leverage data, segmentation, and personalisation to increase engagement, conversion, and lifetime value.
- Drive institutional marketing strategies that support educator adoption, institutional partnerships, and account-based marketing.
- Deliver targeted campaigns that generate high-quality leads for sales teams and strengthen long-term relationships with universities and colleges.
- Design and execute innovative, multi-channel campaigns with distinct tracks for B2B and D2C audiences.
- Lead the transformation of Pearson’s Canadian D2C digital experience, optimising end-to-end online sales funnels, subscription models, and conversion pathways.
- Develop frameworks for aligning marketing campaigns, content, and lead generation with sales priorities.
- Equip sales teams with insights, messaging, and tools to accelerate pipeline growth across both B2B and D2C.
- Manage marketing budgets to maximise ROI.
- Use data-driven insights to continually refine both B2B and D2C strategies and tactics.
- Stay informed on Canadian higher education trends, cultural nuances, and consumer behaviour.
- Partner with sales, product, operations, and global marketing teams to ensure cohesive execution across both B2B and D2C initiatives.
- Provide senior leadership with performance metrics, market insights, and strategic recommendations for continued growth in both market segments.
Requirements
- University degree or equivalent; professional marketing qualification an asset.
- Fluency in English required
- Proven Marketing Expertise: Extensive experience leading both B2B and D2C marketing strategies, with a strong record in scaling D2C channels (eCommerce, paid media, lifecycle marketing) and driving B2B demand generation.
- Strategic Ownership: Ability to partner with central teams while maintaining full accountability for local strategy, execution, and results.
- Leadership & Team Building: Demonstrated success in building and guiding high-performing marketing teams.
- Market Acumen: Deep understanding of the Canadian market, with proven ability to adapt strategies for local relevance.
- Financial Savvy: Expertise in managing marketing budgets and driving ROI.
- Creative & Innovative Thinking: Able to experiment with new tactics while delivering measurable outcomes.
- Excellent Communication: Strong ability to present ideas clearly to senior leadership and cross-functional teams.
- Analytical & Data-Driven: Skilled at using analytics to inform strategic decisions.
- Results-Oriented: Capable of managing multiple priorities and delivering in fast-paced environments.
