About this role
Level: Specialist, MEA Student Marketing (IC20)
Job Family: Go to Market, Geo Marketing
Role Type: Individual Contributor
Business Unit: Higher Education
Role Summary
The Specialist, MEA Student Marketing independently manages the execution of integrated Higher Ed Student marketing campaigns across the Middle East and Africa. This role blends strong execution with developing strategic judgment, ensuring campaigns are customercentric, onbrand, and performancedriven, informed by audience segmentation, MEA market insights and campaign performance insights to guide day-to-day decisions.
You will work cross-functionally with product, sales, creative, and regional teams to implement campaigns, adapt global plans for local audiences, manage timelines and assets, and optimise execution to ensure campaigns resonate with target audiences and drive business growth.
Key Responsibilities
Campaign Strategy, Planning & Execution
Plan and execute integrated D2C segmented campaigns across the full funnel, aligned to business goals, from brief to launch and wrapup reporting
Identify opportunities for segmentation, personalisation and targeting
Own campaign calendars, timelines, and dependencies, ensuring delivery against agreed milestones
Manage agency and vendor coordination for creative, media, and campaign assets; accountable for quality and consistency
Act as the central point of contact for all campaign related communication
Stakeholder Partnership
Partner closely with Global Marketing, Product, Sales, and Center(s) of Excellence teams to align campaign objectives with commercial priorities
Localize global campaigns with clear understanding of regional customer needs, market context, and sales motions
Optimization & Insights
Own the KPIs for the campaign, monitor campaign performance, translate data into actionable insights, identify optimization and A/B testing opportunities, and recommend improvements to creative, messaging, or channels
Identify and recommend customer and market insights to strengthen campaign relevance and effectiveness over time
Skills & Qualifications
Experience
5-8 years of experience in D2C marketing, campaign management, or related roles, with background preferred in Education, Tech or Financial Services, or E-commerce
Proven track record of managing end to end campaigns across multiple channels (digital preferred, experience of marketing to younger audiences beneficial)
Core Skills
Strong project management and organisational skills
Analytical mindset with ability to interpret data and drive decisions
Excellent communication & stakeholder management skills
Ability to manage multiple campaigns and prioritise simultaneously
Technical Skills
Proficiency in marketing tools (e.g., CRM, marketing automation, analytics platforms)
Solid understanding of digital marketing channels (paid media, social, email, SEO)
Pearson Power Skills Expectations
Adaptability: Handle changing priorities independently; proactively suggest execution improvements
Artificial Intelligence: Explore AI tools for campaign analysis, targeting, and optimization; apply learnings with judgment
Learning to Learn : Set personal learning goals, share best practices with peers, and continuously upskill
Attributes
Ownership mindset with strong accountability for outcomes
Problem solver who can navigate ambiguity and drive execution
Collaborative and able to influence without authority
Curious data driven and continuously looking to optimise
What Success Looks Like
Campaigns are delivered seamlessly on time and aligned with objectives
Measurable improvements in campaign performance & RoI
Strong alignment and trust with cross-functional stakeholders
Clear, insights driven reporting that informs future campaigns
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