We are looking for an experienced marketing manager to join our team as a Marketing Research and Development Manager, working closely with discipline teams to complete market development work on our most complex, time-consuming first editions. The person in this role would partner closely with the college department directors, discipline marketing managers, and editors to develop and execute robust market development campaigns, including focus groups and large-scale class test campaigns. These market development campaigns are complex, spanning several years with many moving pieces and the person in this role will develop close working relationships with their colleagues on many different discipline teams. There will be close coordination between this role and the discipline marketing manager for any given title, with this role is responsible for executing the market development plans for selected titles. This person would also be the discipline marketing manager for a smaller-sized list. Essential Job Responsibilities Include: · Attend market development kickoff meetings and present market development roadmap with the discipline team. Build out market development timeline in project management tool and ensure statuses are updated regularly. · Prepare and maintain clean lead reports for each course market. · Create and consistently update market maps to reflect the information we still need to do research on. · Work with discipline marketer and editors to conduct research to develop an understanding of the market, adoption dynamics, instructor personas, media usage, etc. using surveys, interviews, and other methodologies as appropriate. · Perform and maintain in-depth analysis of competitors and competing media. Share results with the discipline team and use the information to inform marketing efforts. · Craft early top target lists for these titles, i.e., Top 50 target adoptions, with contact information and notes. Ensure all data is posted in Salesforce. · Read editorial reviews and work with the marketing manager to develop and refine customer profiles and target specific schools for class tests. · Meet with authors to discuss the project and gather information to formulate or refine the author story. · Facilitate the creation of early marketing videos and collateral to use in market dev campaigns. · Facilitate and run virtual focus groups to refine the message, overcome early objections, and secure class tests. · Set up landing pages with early content, quotes, testimonials, and videos from the authors to gather more leads. · Oversee and manage large-scale class tests of preliminary content, including feedback from instructors and students. · Move targeted adoptions into Salesforce with details on their class test, reviewer, and activity to pass leads onto sales. · Ensure that market development goals and metrics are being met at every stage. · Present progress on market development to leaders of the department twice per year · Meet quarterly with marketing managers running their own campaigns to provide feedback, share project strategies, and confirm we’re meeting our goals. · Run marketing programs and execute marketing plans for their dedicated discipline. Please note- this job description is not designed to cover all activities required of the employee. Required Qualifications: · Bachelor’s degree · At least three years’ experience in higher education publishing marketing, with a track record of success in launching first edition titles · Expertise in market research strategies. · In-depth understanding of generating marketing activities and leads using Pardot, Salesforce, Email, events, author relationships, and more. · Experience running successful first edition class tests that have secured early adopters. · Experience with strategies for moving leads through the pipeline from class tests to closed won · Deep experience working across teams including editorial, sales, marketing and development of a high level of effective collaboration with their teams. · Project management skills and experience managing complex projects · Employment eligibility to work with W.W. Norton
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