Brand Manager, Global Brand Management

at  Pearson

OUR TEAM

The Corporate Marketing & Communications team communicates Pearson’s unique position as the world’s leading learning company, while building strong and enduring relationships with our key stakeholders around the globe. We focus on helping to strengthen our reputation with consumers, enterprises, media, policymakers, influencers, and the general public. We ensure that our brand, communication, digital, and marketing efforts are being driven with global consistency. Collectively, our work is anchored in building a strong global Pearson brand that resonates with our target audiences and drives value across our products and the company.
Compensation at Pearson is influenced by a wide array of factors including but not limited to skill set, level of experience, and specific location. As required by the Colorado, California, Washington State, New York State and New York City laws, the pay range for this position is as follows:
Full-time, base annual salary is $110,000 to $145,000

YOUR OPPORTUNITIES

The brand team is currently working through a refreshed strategy, architecture, and identity for the Pearson brand. We are looking for an experienced brand architecture expert for the role of Brand Manager, Global Brand Management. This role will support the Director, Global Brand Management with a focus in supporting the new brand architecture development and rollout. This includes working with the agency to finalize the new brand architecture framework, implementing the architecture across the Pearson portfolio, developing architecture tools and guidelines, and leading day-to-day architecture and naming support across the organization. Beyond the architecture focus, we are looking for a team member that can also support the larger team’s efforts to drive strong equity in the brand externally, while helping to foster understanding and excitement about the brand throughout Pearson internally.
This role requires someone who has the ability to work across the organization to understand individual business division strategies and portfolio dynamics, and consider how the architecture will extend to different use applications. The role also requires someone who is comfortable working within ambiguous situations and is able to make recommendations for overcoming hurdles and continuing to drive the new brand work forward.

• Brand Architecture Strategy and Framework Development/Completion: In partnership with the Director, Global Brand Management, oversee the agency to complete the development of the new brand architecture framework.
• Pressure test work done to date based on new leadership priorities
• Finalize product families to meet the needs of the Pearson portfolio
• Complete definitions for key terms to be socialized as part of rollout
• Categorize the Pearson portfolio of offerings based on changes required to meet the new brand architecture framework
• Define naming approach and system
• Brand Architecture Implementation/Rollout: In partnership with agency, roll new framework out to organization, socializing the work, developing implementation plans, and monitoring progress over time
• Socialize new brand architecture with divisions, painting the vision, and articulating specifically how the new framework will impact their portfolio
• Run workshops to deep dive into prioritized businesses as part of overall brand rollout, identifying migrations needed
• Develop tools for evaluating brand equity in existing brands, determining what should stay vs. sunset
• For those brands that need to transition, develop migration plan, working with divisions to understand ideal timing, costs required, etc.
• Monitor progress of rollout, with ability to report to senior leadership
• Brand Architecture Tool Development: Develop tools for ongoing management of brand architecture, feeding into new brand hub
• Naming tools and submission forms for evaluating new offering name requests
• Brand evaluation tools for ongoing categorization of brands
• Process for ongoing engagement with businesses needing support/requests/etc.
• Strategic Initiative Engagement: Engage proactively with divisions on key strategic initiatives, to advise on branding and naming of offerings, and potentially leading ad hoc projects with agency
• Brand Architecture Day-to-Day management: Lead daily management of brand architecture activation, managing ad hoc request, and consulting with businesses and legal
• Manage all incoming ad hoc requests for brand architecture consulting
• Manage all incoming ad hoc naming requests
• Work with legal on naming/trademark requests, ensuring clear communication and alignment on guidance given to divisions
• Broader Brand Rollout and Training/Education: Contribute to broader new brand rollout initiatives, including training and socialization of brand, acting as a key brand steward
• Lead architecture portions of training development and onboarding
• Lead for development of architecture section of brand hub
• Champion and reinforce the new direction for the Pearson brand to stakeholders at all levels of the organization
• Inject best practice and draw upon own network to bring new ideas, ways of working, processes and tools and create a culture of constant learning.