Pearson’s Maestro of Marketing Brings a Human Touch to a Customer-Centric Strategy
Brought to you by Pearson’s Online Program Management team.
Since Michael Collins joined Pearson Online Learning Services as senior vice president of marketing and learner acquisition, he’s been working to harmonize and humanize everything we do to engage and enroll learners in our partners’ online programs.
Collins brings a background in journalism, marketing, public relations, corporate communications, and — not least — music. In this interview, he shares insights that reflect where he’s been, what he’s seen, and where we can make the greatest impact for partners by building lifelong relationships that keep learners coming back.
You studied music in college. What did you learn from that experience?
Sometimes you can be the lead in a musical or in a play, right? But many times, you’ll be part of the ensemble. In marketing, I’ve learned it’s much the same. Sometimes you’re still part of the ensemble, and you have to switch between supporting roles. I may be leading marketing and learner acquisition, but I’m also part of a leadership team working to achieve shared outcomes. Even where I’m the lead within my own team, sometimes another member of the team has the stage.
Beyond that, when we work with our partners, we’re also part of their team. So, knowing how to make all these teams work together well at the same time is one of the most important things I can do.
You come to Pearson from the CFA Institute, the leading global provider of investment management education. But you’ve also played key marketing roles in other industries. What lessons do you see as especially relevant for your work here — especially your work with institutions?
There’s a note that runs through my career in terms of working in-marketing, whether it’s been in retail, manufacturing, distribution, technology, or tech-enabled service companies. And that’s about creating affinity that makes customers want to keep buying from you.
I ran global marketing at Iomega, which made external storage drives: Maybe you remember the Zip drive. We went from $140 million to $2 billion in revenue in under 36 months. We sold through retail channels like Best Buy, as well as through distributors who sold to retail. And I learned the power of channels and partnering.
It’s one thing to sell your product or service, but how will you help partners be successful, so they want to keep partnering with you? That’s our challenge, too. We’ve built a business model where, when Pearson’s partners are successful, we’re successful. And our partners in turn succeed when their learners succeed.
And it’s never one-and-done. In our student success and retention work, and in everything else we do, we need to be relentlessly focused on making both learners and partners more successful continually.