Strategic Marketing
Working Cross-functionally to Position Solutions to Customer Problems
In my last few years at Pearson, I moved into a strategic marketing role where my focus shifted from product marketing to working with a high-performing sales force to position a brand new business model to the higher education market. The Digital Direct Access model for large-scale digital textbook delivery was designed to address a common problem: students defer purchasing textbooks until after classes start to determine whether or not the purchase is absolutely necessary and then engage in a prolonged price comparison to make the purchase, often putting them behind academically. I was assigned to work on this initiative in the very early stages of its development. Throughout the course of my time working on this project, my role included:
- Competitive market analysis
- Persona research
- Full marketecture development (naming the business model, defining distinctive competencies of the offering, developing persona-specific positioning, etc.)
- Development of all core collateral and marketing assets
- Ongoing sales enablement (delivering training on effective use of marketing materials, creating customized content and resources for key accounts, participating in customer presentations, etc.)
- Demand generation
- Thought leadership
Below: Customer education infographic flyer aimed at higher education administrators
