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Last updated on 6/24/20

Marketing Team

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Mission

Our Marketing team brings together professionals specialised in:

  • Marketing and communications

  • Media buying and optimisation

  • Search engine optimisation

  • CRM and Partnerships

  • Copywriting

  • Art direction

  • Social media management

The team makes use of internal and external resources to develop creative content and messaging for both students and corporate customers. They build content, tools and processes to enable sales and customer success throughout the whole customer journey.

The Marketing team is strongly connected to Sales, with two additional teams within marketing who work directly with customers:

  • a team focused on Business Development, working with Mid-Cap and Enterprise customers

  • a sales team working directly with students to help them find the right program and access financing if required

Who’s Leading?

David, who joined us as CMO in Febuary 2020, leads the B2B and B2C Marketing and Communications function.

David and his team work to bring together the Marketing team’s talent to develop the business into a scaled and customer centric focused operation. They focus on their channel expertise and come together to solve customer and business challenges.  They’re currently making huge strides, developing our creative and communications platform to clearly express compelling messages that support the value that OpenClassrooms can add to both businesses and individuals.

The team’s goals are built on growing the number of students and companies achieving their learning goals with OpenClassrooms. They focus on customer acquisition, onboarding, and retention through lifecycle CRM, media and social communications across all relevant channels.

Meetings or Habits 

Each part of the team has its own routines and habits, this typically entails weekly stand-ups to discuss the priorities and the tactical initiatives for the week ahead.

As the Marketing team works across the whole business to support and drive customer communications, they’ve established a planning and briefing process to manage their workload and to better understand projects. They work collaboratively across the sales organization to deliver materials and support. The team is highly engaged with the Product and Learning teams, to develop our website and user journeys for both B2B and B2C.

The team also collaborates with the Customer Success and Mentoring teams on communications and to support the customer journey.

Roles

The Marketing team is relatively new and is broken down into three principal areas of focus:

  • B2C - Students Marketing 

  • B2B - Employer Marketing and Business Development

  • Creative & PR - Communications team 

B2C - Students Marketing 

Many people work to support Student Marketing. Let’s find out their different roles!

  • Media & growth marketing: The team is in charge of media activation, student acquisition & B2B lead generation. This typically includes setting up marketing campaigns to source new candidates for our different programs, and increase OpenClassrooms’ brand awareness.

  • Marketing Partnerships: This team’s mission is to drive awareness of the OpenClassrooms brand, capture new student acquisitions and increase our footprint in the training and education space through high quality partnerships. The Marketing Partnerships team typically works with local NGOs, institutions and corporates, building strong relationships to make education more accessible.

  • CRM team: CRM specialists know each of our stakeholders’ user journeys by heart and are dedicated to building and delivering compelling marketing communications that not only inspire and engage, but also contribute to the growth of the OpenClassrooms’ community.

  • Inside sales: The Students Inside Sales Team are responsible for reaching out to prospective student leads, encouraging them to sign up and guiding them to the right learning solution. They advise students, provide feedback, and sign them up on the right path. The Students Inside Sales team acts as the gateway to OpenClassrooms, aiming to sign everyone up, with the most suitable option. Their goal is to recruit students who will succeed in their education with us.

The team is currently growing so more roles will appear in the future. Check back here for updates!

B2B - Employer Marketing and Business Development 

The team’s mission is to build and implement B2B go-to-market strategies, communicate our product and learning content to the right targets and grow our new and recurring bookings on each business line. To do so, they work on the whole customer journey, addressing not only awareness and consideration, but also purchase, advocacy and loyalty.

On the strategy side, the team aims to talk to different people inside the customer’s organization, from the C-level to the team manager and the final users, using the relevant tactics. Even if our offers can fit a large B2B audience, we tend to focus our effort on strategic enterprise accounts and mid cap in selected industries.

  • Growth marketing: Growth marketers are in charge of demand generation, with both outbound and inbound tactics. The ultimate goal is to generate meetings and opportunities with account executives (Employers team), optimizing close rate, deal size and sales cycle. It’s all about pipeline creation on the right segments.  

  • Business Development: Our Business Development Representatives (aka “BDRs”) engage directly with prospects to understand their needs and ultimately book meetings with account executives. They know our value proposition by heart and understand how it can solve customers' problems. They nurture inbound leads or engage directly with identified contacts and promote valued content or events (webinars, workshops…) that the Marketing team develops specifically for the account.   

  • Sales enablement and customer journey: The Marketing team supports the whole customer journey with the relevant content/collateral, tools and process. Their aim is to better answer the end customers’ needs and requests, and ultimately serve them better. The team usually acts as support to the customer facing team, such as Field Sales and Customer Success.

Creative & PR - Communications team

The Communications (or Creative) team is responsible for developing the externally facing creative output for the whole business. This team manages the briefing and planning process, and has internal copywriting and art direction resources for producing materials to support marketing activity sales and service.

Working collaboratively with the engineering and product teams, they ensure the brand is represented appropriately across all channels. The team is diving into new areas based on evolving requirements driven by our business strategy.  As a result, they make use of external agencies and freelancers across a variety of projects, to deliver clear advertising materials and content to support the lifecycle of a customer or a student.

PR is planned in line with the Marketing team, to elevate and bring to life Student and Customer stories and the impact that OpenClassrooms has on making education accessible.

Example of certificate of achievement
Example of certificate of achievement