Marketing

• 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.

Director, Marketing

Senior Advisor, Marketing Integration

Lifecycle Marketing Manager

Growth Marketing Director, Retail Sales Networks

Marketing Leader

Partner Marketing Manager – Co-Marketing