市场研究与开发经理
Marketing Research and Development Manager
我们寻找一位经验丰富的市场经理加入团队，担任市场调研与开发经理，与各学科团队紧密合作，完成我们最复杂、耗时最长的首版市场开发工作。该职位将与学院部门负责人、学科市场经理和编辑紧密合作，制定并执行强有力的市场开发活动，包括焦点小组和大规模试用课程活动。这些市场开发活动复杂且持续数年，涉及多个环节，该职位人员将在多个不同学科团队中与同事建立紧密的工作关系。对于特定的出版物，该职位与学科市场经理之间将有密切协作，该职位负责执行选定出版物的市场开发计划。此外，该人员还将负责一个规模较小的学科书目。
**主要职责包括：**
- 参加市场开发启动会议，向学科团队展示市场开发路线图。在项目管理工具中制定市场开发时间表，并确保状态定期更新。
- 为每个课程市场准备并维护清晰的潜在客户报告。
- 创建并持续更新市场地图，以反映我们需要进一步研究的信息。
- 与学科市场经理和编辑合作，通过调查、访谈和其他适当的方法，开展研究以了解市场、采用动态、教师人物画像、媒体使用情况等。
- 进行并保持对竞争对手和竞争媒体的深入分析。将结果与学科团队分享，并利用信息指导营销工作。
- 为这些出版物制定早期重点目标清单，即前50名目标采用单位，包含联系方式和备注。确保所有数据都已录入Salesforce。
- 阅读编辑评论，并与市场经理合作，制定和优化客户档案，针对特定学校进行试用课程安排。
- 与作者会面，讨论项目并收集信息以制定或完善作者故事。
- 协助创建早期营销视频和宣传材料，用于市场开发活动。
- 组织并主持虚拟焦点小组，以完善信息、克服早期异议并获得试用课程。
- 设置包含早期内容的落地页面。
查看英文原文
We are looking for an experienced marketing manager to join our team as a Marketing Research and Development Manager, working closely with discipline teams to complete market development work on our most complex, time-consuming first editions. The person in this role would partner closely with the college department directors, discipline marketing managers, and editors to develop and execute robust market development campaigns, including focus groups and large-scale class test campaigns. These market development campaigns are complex, spanning several years with many moving pieces and the person in this role will develop close working relationships with their colleagues on many different discipline teams. There will be close coordination between this role and the discipline marketing manager for any given title, with this role is responsible for executing the market development plans for selected titles. This person would also be the discipline marketing manager for a smaller-sized list.
**Essential Job Responsibilities Include:**
- Attend market development kickoff meetings and present market development roadmap with the discipline team. Build out market development timeline in project management tool and ensure statuses are updated regularly.
- Prepare and maintain clean lead reports for each course market.
- Create and consistently update market maps to reflect the information we still need to do research on.
- Work with discipline marketer and editors to conduct research to develop an understanding of the market, adoption dynamics, instructor personas, media usage, etc. using surveys, interviews, and other methodologies as appropriate.
- Perform and maintain in-depth analysis of competitors and competing media. Share results with the discipline team and use the information to inform marketing efforts.
- Craft early top target lists for these titles, i.e., Top 50 target adoptions, with contact information and notes. Ensure all data is posted in Salesforce.
- Read editorial reviews and work with the marketing manager to develop and refine customer profiles and target specific schools for class tests.
- Meet with authors to discuss the project and gather information to formulate or refine the author story.
- Facilitate the creation of early marketing videos and collateral to use in market dev campaigns.
- Facilitate and run virtual focus groups to refine the message, overcome early objections, and secure class tests.
- Set up landing pages with early content, quotes, testimonials, and videos from the authors to gather more leads.
- Oversee and manage large-scale class tests of preliminary content, including feedback from instructors and students.
- Move targeted adoptions into Salesforce with details on their class test, reviewer, and activity to pass leads onto sales.
- Ensure that market development goals and metrics are being met at every stage.
- Present progress on market development to leaders of the department twice per year
- Meet quarterly with marketing managers running their own campaigns to provide feedback, share project strategies, and confirm we’re meeting our goals.
Please note- this job description is not designed to cover all activities required of the employee.
**Required Qualifications:**
- Bachelor’s degree
- **At least three years’ experience in higher education publishing marketing, with a track record of success in launching first edition titles**
- Expertise in market research strategies.
- In-depth understanding of generating marketing activities and leads using Pardot, Salesforce, Email, events, author relationships, and more.
- Experience running successful first edition class tests that have secured early adopters.
- Experience with strategies for moving leads through the pipeline from class tests to closed won
- Deep experience working across teams including editorial, sales, marketing and development of a high level of effective collaboration with their teams.
- Project management skills and experience managing complex projects
- Employment eligibility to work with W.W. Norton & Company in the US is required.
- Must be able to work full business hours.
- Ability to travel up to 30% of the time
**Compensation and Benefits***
Currently available benefits include:
- Total compensation, including discretionary bonuses, for this position is $80,000-$105,000. All salaries and salary ranges posted by Norton may vary depending on experience, skills, location and like considerations.
- Generous paid time off, paid holidays, and summer Friday afternoons beginning in July
- Generous paid time off, paid holidays, and summer Friday afternoons beginning in July
- Generous health benefits, including PPO, EPO, and High Deductible (with HSA) medical insurance options, vision insurance, dental insurance, flexible spending accounts for healthcare, dependent care and commuter, gym membership reimbursement, and more. Coverage for spouses, domestic partners, and dependent children is available.
- Profit-Sharing and 401(k) benefit plan with discretionary contribution matching by employer
- Disability and life insurances
- FMLA, parental and other leave
- Employee Assistance Program (for mental health, financial planning, and other needs)
- Company-provided laptop
- Employee discounts on Norton books
- Limited matching of employee donations to select non-profit organizations
_*All policies and benefits described are subject to change at any time._