Specialist, Geo Marketing

Level: Specialist, MEA Marketing (IC20)
Job Family: Go to Market, Geo Marketing
Role Type: Individual Contributor

Business Unit: Higher Education

Role Summary

The Specialist, MEA Marketing role independently manages the execution of integrated Higher Ed marketing campaigns across the Middle East and Africa. This role blends strong execution with developing strategic judgment, ensuring campaigns are customer‑centric, on‑brand, and performance‑driven, informed by audience segmentation, MEA market insights and campaign performance insights to guide day-to-day decisions.
You will work with other Marketers and 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 B2B and D2C segmented campaigns across the full funnel, aligned to business goals, from brief to launch and wrap‑up 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 B2B or 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 Student and Educator 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

#LI-IM1