Job Description
Job Title: Brand Portfolio Manager, Young Learners, American English
Location(s): Mexico City, Mexico
About Springer Nature
Springer Nature is one of the leading publishers of research in the world. We publish the largest number of journals and books and are a pioneer in open research. Through our leading brands, trusted for more than 180 years, we provide technology-enabled products, platforms and services that help researchers to uncover new ideas and share their discoveries, health professionals to stay at the forefront of medical science, and educators to advance learning. We are proud to be part of progress, working together with the communities we serve to share knowledge and bring greater understanding to the world. For more information, please visit about.springernature.com and follow @SpringerNature.
About the Brand
Macmillan Education provides world-class content in the most relevant, engaging and flexible formats to support students, teachers and institutions in lifelong learning. Visit macmillaneducation.com and follow @MacmillanEducation / @MacmillanELT
About the Role:
The Brand Portfolio Manager, Young Learners AE is responsible for developing and executing brand strategy for Macmillan Education ELT for a Pre-Primary & Primary American English product portfolio, and ensuring that products in this portfolio meet customer requirements, can compete effectively in the marketplace, and that they have a robust go to market strategy and campaigns execution at each of the stages of product lifecycle to drive and maximise sales.
Role Responsibilities:
Portfolio Strategy and Brand Management
Working effectively with the American English Publisher and team, Regional Marketers, Research and Data teams, contribute with brand perspective to the publishing strategy, creating recommendations for timely placement of brands, competitive product positioning and differentiation.
Manage the life cycle of products within the portfolio from launch through relaunch and retention to sunsetting.
Working with the American English Publisher, design the research programme to ensure profitability and sustainability of the portfolio, including competitor intelligence, market trends and validation of products in development.
Working with the Research team, lead on the concept validation research to ensure that the forthcoming products and solutions are competitive and meet the customer requirements.
Contribute to the Investment Approval documentation preparation by providing sales forecasts and their rationale, verified with the local sales and marketing teams, pricing recommendations, preliminary go to market strategy and proposed Customer Value Proposition.
Working with the Research and Data teams, carry out post-publication research and analysis to understand performance of our brands. Working with the AE Publishing team, define appropriate actions necessary to meet the business goals for the product in its future iterations or replacements.
Lead on the development of product branding in line with the wider publishing strategy, including:
Creation of winning Customer Value Propositions (i.e. product positioning, Key Selling Points and differentiation)
Creation of product titles and names and securing trademarking (when relevant)
Producing visual brand representations i.e. covers, logos etc.
Build an effective Go To Market strategy and drive its execution across the Regional Markets to achieve targeted sales.
Lead on defining the optimum product configurations and bundling/packaging and align with the agreed pricing strategy to maximise returns on investment and achieve competitive advantage.
Work closely with the Global Campaigns Manager, the Teacher Training Manager and other key internal stakeholders (e.g. Publishing and Sales) to deliver effective global brand campaigns meeting time, cost and quality criteria.
Ensure the consistent application of the brands across print and digital channels (including web presence, email marketing, and social media) by working closely with the Head of Marketing Operations & Lead Generation and the Digital Marketing Manager.
Create branding documents for internal communication and customer-facing marketing copy for products within the portfolio.
Support regional Marketing and Sales teams by providing sales enablement tools and product training.
Experience, skills and qualifications
Essential:
Bachelor’s degree in Marketing or related field
Fluency in Spanish and English C1-C2 is required – spoken & written
Intermediate proficiency at minimum in Excel, Word, PowerPoint, SharePoint, and Canva
Demonstrable 3-5 years of experience in brand management and global brand initiatives
A track record of innovative thinking and creative problem-solving in developing and executing effective and differentiated brand strategies
Proven ability to analyze complex data sets, extract actionable insights, and refine brand strategies based on data-driven decisions
Solid experience of working in global teams and understanding regional variations and the impact on customer requirements
A proactive approach to staying ahead of emerging industry trends and technologies, adjusting brand strategies accordingly to maintain relevance and capitalize on new opportunities
Strong influencing and communication skills with the credibility and gravitas to drive decision-making
Solid experience in briefing effective and impactful marketing assets for a wide variety of channels, including print and digital
Strong organisation and planning skills with the ability to work under pressure
Desirable:
Experience in successfully managing educational product portfolios within a global context, and an ability to tailor branding strategies to the unique needs of local audiences
Ability to use a wide range of tools to deliver effective brand campaigns and assess data
Springer Nature Skills associated with this Job Profile include:
SN-Market Intelligence, SN-Portfolio Development & Management, SN-Financial Acumen, SN-Balances Stakeholder, SN-Global Perspective, SN-Business Insights, SN-Strategic Mindset, SN-Product and Service Knowledge, SN-Brand Management, SN-Pedagogy
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