Consumer Growth Marketer, EMEA

London, England

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Posted 3 weeks ago

Coursera is a leading online learning platform for higher education, where 82 million learners from around the world come to learn skills of the future. More than 220 of the world’s top universities and industry educators partner with Coursera to offer courses, Specializations, certificates, and degree programs. Thousands of companies trust the company’s enterprise platform Coursera for Business to transform their talent. Coursera for Government equips government employees and citizens with in-demand skills to build a competitive workforce. Coursera for Campus empowers any university to offer high-quality, job-relevant online education to students, alumni, faculty, and staff. Coursera is backed by leading investors that include Kleiner Perkins, New Enterprise Associates, Learn Capital, and SEEK Group.
As the EMEA Consumer Growth Marketing Manager, you will develop strategy and execute go-to-market activities to accelerate learner growth and the uptake of Coursera’s consumer products across the EMEA region. You will partner with the Consumer global marketing team in the US to design and execute custom, localised campaigns for the EMEA market via existing marketing channels (paid search; affiliate partnerships; email to the millions of Coursera learners; improving Google visibility via SEO) as well as explore new marketing opportunities specific to the EMEA region.  You will conduct market research to understand the needs of learners in EMEA related to Coursera’s learning products—courses, Guided Projects, Certificates, and degrees—and existing barriers to learning, and position offerings accordingly.  You will also partner with the EMEA Enterprise marketing & PR team located in the UK to develop synergies between our regional Enterprise and Consumer marketing activities.

Key Responsibilities:

  • Drive the global-to-local strategy and operational processes to ensure we are set up for success in delivering local consumer marketing brand plans and campaigns in EMEA, with a specific first focus on the UK & Ireland, Russia, DACH, Nordics and Benelux geographies.  Specifically, develop go-to-market plans for priority courses, Specializations, and Professional Certificates within these markets and lead key seasonal consumer marketing campaigns accordingly.
  • Develop market specific briefs, ensuring strategy and work ladders up to globally-aligned strategy and creative work while flexing appropriately for social, cultural, and product nuances locally
  • Lead asset creation, targeting, and campaign analysis for paid media campaigns (paid search, Facebook, affiliate recruitment) that accelerate growth in the countries of focus and across EMEA (in partnership with central Paid Media team)
  • Explore and execute new marketing channels specific to EMEA, reflecting media consumption and habits of the target audience (in partnership with central Paid Media team)
  • Analyze top performing consumer content and existing channels in the region and share insights with broader marketing teams to drive business objectives (e.g. refining SEO keywords, testing email creative, and developing onsite and ad copy to activate and retain learners in countries of focus)
  • Conduct primary and competitive market research to understand Coursera positioning relative to competitive products, and the needs, barriers, and personas for Indian learners from university students to working professionals. Surface learnings to central consumer marketing team

Basic Qualifications:

  • 6+  years experience in marketing
  • Business written communication skills and exceptional attention to detail
  • Background in turning consumer focused marketing campaign results into actionable learnings
  • Ability to work in partner-facing (i.e. client-facing) environment
  • Demonstrated history to manage multiple projects and hit deadlines
  • Experience planning and producing marketing programs
  • Business knowledge of the diversity of the EMEA market, with specific awareness of how consumer preferences differ across the priority countries outlined above 

Preferred Qualifications:

  • 6+ years of experience in growth and/or product marketing, ideally in ed tech
  • Experience writing marketing briefs and developing integrated go-to-market strategies, understanding of B2C online marketing channels
  • Strong analytical and problem solving skills; comfortable leveraging data to drive decisions and turning marketing campaign results into actionable learnings
  • Demonstrated experience in delivering growth through one or more key marketing channels (eg. SEM, display advertising, SEO, email marketing, etc.)
  • Initiative to drive projects forward, collaborate across multiple teams, and proactively ask questions to get information and resources
  • Passion for online education and understanding of the higher education landscape

If this opportunity interests you, you might like these courses on Coursera:Marketing AnalyticsDigital Marketing SpecializationMarketing Strategy SpecializationMarketing Mix Implementation SpecializationFoundations of Marketing Analytics SpecializationInternational Marketing & Cross Industry Growth Specialization

If you are an individual with a disability and require a reasonable accommodation to complete any part of the application process, please contact us at accommodations@coursera.org. 
Please review our GDPR Recruitment Notice here.
Job tags: Analytics Research
Job region(s): Europe
Job stats:  1  0  0
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