Marketing Research Executive for a Publishing Firm.

Marketing Research Executive for a Publishing Firm.
Packt Publishing Pvt. Ltd.




Summary
Experience: 0 - 1 Years
Location: Mumbai
Compensation: The successful candidate will work in a supportive and
creative environment in a job with flexible working hours, competitive salary
and a regular, unlimited performance related bonus.We reward talent with
fast track career progressions.
Education: UG - Graduation Not Required,B.A - Any Specialization,
Communication, Economics, English, PR/Advertising,B.B.A - Management,B.
Com - Commerce,Diploma - Any Specialization,Other Graduate - Any
Specialization
PG - Post Graduation Not Required,M.Com - Commerce,PG Diploma - Any
Specialization,Other

Industry Type: Publishing
Role: Direct Mktg Exec.
Functional Area: Marketing, Advertising, MR, PR



Desired Candidate Profile

The success of the MRE will be dependent upon first class communication
and research skills.

Communication

The Marketing Research Executive must have excellent spoken and written
English. The job will be based around sending and receiving e-mails and
the MRE will need to be confident with establishing and developing
relationships with third party contacts through written only communication.

• Work with and develop relationships with key websites using clear, direct
and focused e-mail communication

• Timely and clear communication with appropriate DE to develop an
understanding of the book

• Communicate with marketing editor for the development of appropriate
abridged articles

Research

The MRE will need to research the communities and subject behind the
subject of each book they work on. They will need to utilise as much in-
house information, from information sheets as well as personnel to
understand the book and its audience. Therefore MRE will need to be adept
at using various search engines to find appropriate places to market Packt
books. They will need to be confident with manipulating search engines to
find the most relevant and popular results for each book they are working on.



Skills to Develop

Further skills that will enable the Marketing Research Executive to achieve
their objectives include:

Negotiation

The Marketing Research Executive will need to develop strong negotiation
skills in order to achieve their main objective of driving traffic to individual
book pages on www.PacktPub.com. The MRE will be working with, and
building up relationships with, third party contacts to ensure that:

• Promotions are secured with high profile and high traffic referring websites

• Promotions are linked to PacktPub.com and not Amazon or B&N

• Promotions are published in a timely manner

• Promotions are located in the best possible place on websites

• Links include the appropriate anchor text

• Reviews are written and submitted in a timely manner

Campaign Management

The MRE will be working with a number of different books at any given time
and the need to be organized and confident with prioritizing and handling a
busy workload is crucial.

• Ensure appropriate research is undertaken in a timely fashion

o Online

o Internally with the Editorial department and using Title Information Sheets
etc.

• Commence OnlinePR campaigns on time: when book is announced and
when book is published

• Maintain marketing calendar accurately and promptly

• Coordinate the development and production of sample chapters before
books are published

• Ensure work is carried out across all allotted books



Person Spec

• The MRE will be working on contacting a large number of people and
websites with details of Packt books; therefore, they need to be pro-active
with determined a persistent but assertive attitude

• The candidate’s focus will be on producing a large amount of traffic to the
website, which requires a results-driven approach to their work

• The candidate will be working within a team environment, however they will
also be working as an individual towards set goals and objectives.
Therefore, they need to demonstrate the confidence, ability and motivation to
work in both situations



Interested candidates can mail their CV’s with their current CTC, expected
CTC and the reason for applying for this profile. We’ll contact you with the
interview schedule or call on 9220606013 / 022- 40358108 from 11am to 5
pm from Monday to Friday.



Job Description

Summary of the Position

The main objective of the Marketing Research Executive is to strategically
drive traffic to specific book pages on Packt’s website by managing the
online marketing of Packt’s titles.



Activities

The Marketing Research Executive position will be responsible for
implementing complete marketing campaigns for Packt titles. This will
involve developing and subsequently delivering comprehensive marketing
plans to ensure that books receive maximum visibility online.

The Marketing Research Executive will build up and manage relationships
with websites that will generate a consistent and large number of visitors to
www.PacktPub.com. The Marketing Research Executive will maximise traffic
from websites by marketing Packt’s books, delivering a complete range of
activities and promotions.

Research

• Work with editorial to understand more about the book and its audience

• Research, identify and contact new communities to market Packt’s books to


o Develop lists of appropriate websites and individuals who can help
promote the book

o Work towards the overall objective of achieving a link from that website
back to the book’s page at www.PacktPub.com

• Proactively search for User Groups related to Packt’s books and invite
them on to the Packt User Group Program

o Work closely with the User Group, developing a close relationship with
members there to increase the number of links they publish as well as
reviews they write of Packt books

Campaign Management

• Develop and maintain marketing calendars for each book

o Ensure research begins on time

o Ensure a base level of marketing activities are carried for each title

o Record activities and appropriate dates

o Communicate marketing calendars with editorial as appropriate



Communication

• Work with authors to encourage marketing activities and use them as a
source of book reviewers and appropriate websites

• Develop a list of individual contacts to write reviews on Amazon.com,
Slashdot.org and other major review websites, sending them copies of our
books in exchange for a review

• Work with the marketing content team

o To identify ideas for articles that could be developed by the content team
for third party websites and then distribute as appropriate by the MRE

o To refer appropriate individuals to the content team to use as authors of
third party articles for PacktPub.com

Negotiation

• Build up a list of accounts for the Packt Partner Program

o Work with the accounts to implement tactics designed to increase
performance in terms of traffic and sales for those accounts

o Suggest changes, adaptations and improvements to the Pack Partner
Program



Project Management

• Supervise the production of sample chapters

o Work with editorial to select an appropriate chapter and with production to
have this made into a sample chapter

Reporting

• Record all daily activities in a Marketing Research Executive scorecard

• Deliver monthly reports detailing activities and traffic achieved that month

• Put together a quarterly report detailing activities and traffic that quarter,
analyzing and commenting on trends and identifying underperformance and
a process for change

Ad Hoc

• Work on branding campaigns and ad-hoc marketing projects as requested
by the marketing manager

o Marketing the Open Source CMS Award online

• Identify new marketing opportunities and put forward proposals for
improving current processes



Key Performance Indicators

1. The amount of traffic driven to PacktPub.com each month as a result of
scheduled promotions. This is broken down into:

a. New traffic from new sites

b. New traffic from existing sites

c. Existing traffic from existing sites

2. The number of websites and reviewers sourced for each book

3. The number of initial prospect e-mails sent to websites and reviewers for
each book worked on

4. The number of these prospect e-mails that are replied to

5. The number of review copies sent out for each book worked on

6. The number of book reviews successfully published

Company Profile
Packt is a fast growing international IT book publishing company based in
Birmingham, UK and Mumbai, India. We are at the cutting edge of innovation
in publishing with a unique strategy of publishing highly focused books on
new and ground breaking technologies.
Contact Details

Company Name: Packt Publishing Pvt. Ltd.
Website: http://www.packtpub.com
Executive Name: Miss Josephine D'Souza
Address: Packt Publishing Pvt.Ltd. 107, Marol Co-op
Industrial Estate, Sagbag Lane, Off.Andheri
Kurla Road, Saki Naka,
MUMBAI,Maharashtra,India 400001
Telephone: 9220606013
Reference ID: MRA-jo-0728