• Senior Marketing Manager

    Location US-REMOTE | US-Thousand Oaks, CA, or Washington, DC
    Posted Date 2 weeks ago(4/3/2018 1:29 PM)
    Req #
    # Positions
    Experience (Years)
    Marketing (US) - College Marketing
  • Overview

    The Senior Marketing Manager is a leadership role within the College Marketing Department. The Senior Marketing Manager assists the Director with strategic planning, takes responsibility for higher-level and strategic departmental projects, and mentors staff. The Senior Marketing Manager builds strong working relationships with other key departments, and communicates the College Marketing department’s strategies and plans to other departments and divisions within the company. The Senior Marketing Manager takes a lead role in devising strategies for effective sales direction and support.


    The Senior Marketing Manager is specifically responsible for devising and implementing sales and marketing strategy and plans including market entry, market development, sales training and first edition readiness/launch plans within assigned disciplines (Economics). The Senior Marketing Manager is responsible for maximizing sales by fully exploiting the potential of all sales and marketing channels, a key element of which is the direction of successful sales activity. The position requires a minimum of  7 years proven experience in higher education publishing, including some combination of experience in sales and marketing, marketing planning and management, targeted direct response marketing and analysis, brand development/management content marketing, digital marketing, social media as well as budgeting and forecasting. Specfic subject area experience in Economics is strongly preferred. Success is measured as follows: sales against budget, development and implementation of strategic list and title marketing plans, the control of direct marketing and complementary review copy costs..


    Essential Job Functions & Responsibilities


    • Assist Director with strategic planning and budgeting for discipline(s) and projects as assigned
    • Take responsibility for implementing higher-level and strategic departmental projects.
    • Communicate the College Marketing department’s strategies and plans to other departments and divisions within the company.
    • Take a lead role in devising strategies for effective sales direction and support.


     Mentor Staff

    • Support junior staff development  and create a team-oriented environment.
    • Mentor staff and their responsibilities to ensure achievement of sales goals through effective execution of multi-channel marketing within assigned disciplines.


    Creation and Implementation of Marketing Plans

    • Create and implement strategic annual discipline marketing plans, taking into account key product information, market information, and the competitive landscape, and create a schedule of marketing activities that will achieve sales goals.
    • Prepare title-level marketing plans for A and above category titles (over $100K first year revenue) and present plans at bi-annual discipline marketing meetings and transmittal meeting.
    • Plan and implement market entry strategies and pre-publication market development activities for high-revenue potential titles, including the co-ordination of regular cross-departmental team meetings both pre- and post-publication.
    • Develop sales readiness training materials to prepare for new market entry


    Sales Direction and Support

    • Drive sales for key titles through effective sales tool development, communication, direction and support.
    • Plan effective product and discipline/course market training for sales reps in assigned disciplines, including development and maintenance of strategic sales tools.
    • Create sales materials for sales meeting, and provide further support throughout season as required.
    • Set monitor budgets for review copies throughout selling season taking action as necessary.
    • Collaborate closely with sales management to monitor pending qualified business and closed adoptions, and develop closing strategies and tools to aid the reps.
    • Devise and implement plans to secure rollover adoptions for books going into new editions.
    • Directly engage with customers via regular sales calls (both on-campus and through telesales activities) to develop and drive messaging and sales strategies.


    Direct Marketing Planning and Analysis

    • Develop and implement marketing plans by effectively collaborating and communicating with the Marketing Communications group.
    • Plan and execute direct marketing efforts, to schedule and within budget.
    • Utilize full marketing mix, including implementation of multi-wave campaigns and web promotion.
    • Analyze response and conversion data, and amend plans accordingly.


     Budgeting and Forecasting

    • Budget and forecast sales of assigned products and expenses within your control on an annual and quarterly basis
    • Monitor sales of assigned products and adjust marketing efforts and expense spending accordingly to ensure maximum sales and profitability. 


    Product and Market Knowledge

    • Serve as market/discipline area expert for assigned discipline 
    • Continually develop product, market, and competitor knowledge for assigned disciplines through campus visits, conventions, editorial, author, and customer communication.
    • Utilize this knowledge of our products, their markets, and our competitors, to strategically position our titles and focus sales efforts to maximum effect.


    Editorial and Production Input and Support

    • Provide input, constructive suggestions, and ideas to editorial staff on sales projections, product content, market placement, and product classification of proposed and forthcoming titles.
    • Support signing efforts of editorial staff through communication of marketing and sales process and expectations with authors, as needed.
    • Work closely with Editorial and Production staff to relay market needs and feedback, suggested product improvements, and timing requirements for forthcoming titles.
    • Work with Art department to provide design input and back cover copy for books in a timely fashion.


    Copy Writing

    • Create compelling selling copy and product messaging, and deploy through all marketing channels.
    • When appropriate, hire and effectively manage freelance support on time and on budget.


     Conference Attendance

    • Plan exhibit strategy for 3-5+ conventions each year.
    • Travel to those conventions on behalf of the company, act as Booth Manager/Conference Lead, and manage booth scheudle of events
    • Devise plans to maximize booth traffic through special promotions or advertising.
    • Conduct effective sales conversations on key textbooks. Ensure accuracy, completeness, and timely delivery (to Customer Care) of orders.
    • Arrange and host special events, as needed.
    • Arrange for and produce any display advertising, as necessary.
    • Interact professionally with authors and customers.


     Customer/Author Relations

    • Act as representative of the company when dealing with potential or existing customers and authors.
    • When communicating with customers and authors, take appropriate actions to ensure they have a positive experience with, and image of, the company.

    Qualifications & Education

    • BA/BS degree is required
    • Minimum of 7 years direct successful experience in higher education textbook publishing is required.
    • A combination of sales and marketing management experience is required. 
    • Experience within Economics is strongly preferred.
    • Experience launching first editions or new market entry is required.
    • Management aptitude, skills and experience is strongly preferred
    • Working knowledge of Microsoft Office programs is required
    • Excellent written and oral communication skills, including experience delivering sales presentations is required
    • Proven successful experience demonstrating and selling educational technology is required 
    • Proven project/product management experience is required
    • Superior planning and organizational skills is required
    • Budgeting and forecasting experience is required
    • Proven ability to work in remote environment successfully is required
    • Ability to travel up to 30% of time during peak seasons is required


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