We support peace and prosperity by building connections, understanding and trust between people in the UK and countries worldwide.
We work directly with individuals to help them gain the skills, confidence and connections to transform their lives and shape a better world in partnership with the UK. We support them to build networks and explore creative ideas, to learn English, to get a high-quality education and to gain internationally recognised qualifications.
Working with people in over 200 countries and territories, we are on the ground in more than 100 countries. In 2021–22 we reached 650 million people.
Role Purpose:
To support the Senior Marketing Manager, English in the development and implementation of the country marketing strategy and plans for English, ensuring alignment to the regional and global marketing strategy and brand, and to work in partnership with the English SBU to ensure that marketing programmes enable required business targets.
Main accountabilities but not limited to the following:
Strategy and Planning
Leads the country marketing in developing and executing marketing plans for English in alignment with the cluster marketing strategy and local country insights and requirements, ensuring they drive and support the regional strategic objectives for the British Council in a flexible, cost-effective way. Plans and executes go to market plans for English across the country, agreeing the programmes, delivery mechanisms, budgets and resources. Develops and executes campaigns to support a variety of routes to market and maximise impact and share of voice. Deploys the British Council brand architecture in line with brand management standards across the cluster. Ensures that clear and consistent marketing processes are deployed for English aligned to agreed global marketing processes. Monitors and reports on agreed marketing KPIs for English in the cluster. Consultancy, analysis & problem-solving
Applies professional marketing expertise to develop and enhance English marketing strategies, plans and approaches. Applies core technical and professional knowledge to identify and assess current state of English marketing, suggests opportunities for improvement and design and supports the development of new or improved practice to drive business growth and reduce duplication of activities and expenditure. Presents information clearly supported as needed to tailor the presentation of findings to meet the differing needs of stakeholders in the cluster. Supports others in understanding of the cluster context, opportunities and challenges for English marketing functions and teams. Makes appropriate linkages to issues in the country, English and region, to help ensure that the development of cluster English marketing strategies and plans is based on informed business insight and joined-up thinking. Proactively seeks internal customer and other feedback to monitor satisfaction with the provision of marketing services for English in the cluster and specialist advice and support, enabling improvements to be made where issues are identified. Works cohesively and collaboratively with other functions including Customer Services, Operations, Academics and Commercial teams, to resolve country led issues and help improve business performance. Business Development
Supports the implementation of new English marketing approaches and/or techniques which enhance efficiency and wider business impact, ensuring alignment across the cluster and to the regional English marketing strategy. Drives a clear focus on audiences and market segmentation. Explains to customers and colleagues the need for compliance with agreed marketing policies and processes and produces reports at country level to demonstrate compliance as needed. Champions the deployment of the British Council brand architecture, monitors compliance, and manages interventions to address and resolve non-compliance. Subject/Sector expertise
Provides proactive professional advice and support to colleagues to ensure local English specific requirements are compliant with marketing policy, process and governance. Ensure the development of high quality and effective English marketing plans and solutions using and sharing their marketing expertise Proactively pursues an annual cycle of formally recognised Continuing Professional Development to maintain and deepen their professional expertise. Carries knowledge and experience of digital marketing (facebook, google and other modes of digital advertising, campaign (paid and organic) performance tracking, Google Analytics, are critical to the role. Focusses on tracking and understanding ongoing market trends, seasonality, competitor activity and existing customer insights. Provides clear research, information and insights into the country and competitor landscape, for internal stakeholders and designs local marketing strategy basis these inights. Role specific knowledge and experience:
Relevant degree e.g., marketing, or equivalent level of experience Relevant external professional organisations e.g., CIM, Melcrum, GCN, CIPR, WOMMA etc. (or equivalent experience in relevant discipline) - desirable Experience in a marketing position at a national level within a medium to large organisation. Demonstrable experience of developing marketing strategies and plans Demonstrable experience in managing supplier relationships Stakeholder engagement and management Experience in a global organisation - desirable Experience in a relevant sector or industry e.g., education, English teaching - desirable Proactively builds and maintains excellent relationships with internal partners and stakeholders to ensure integrated, joined up and future-proofed approaches. Leadership and management
Plans and prioritises own work activities to ensure effective delivery of marketing activities for the country over a quarterly to annual time horizon. Shares intelligence, experience and ideas to support Senior Marketing Manager in identifying/developing new ways in which marketing could positively impact upon the British Council’s operational efficiency and effectiveness. Showcases and presents marketing work, performance and plans to country teams with databacked insights, confidence and assertiveness.
Minimum/essential Requirement
Experience in a marketing position at a national level within a medium to large organisation. Demonstrable experience of developing marketing strategies and plans Demonstrable experience in managing supplier relationships Stakeholder engagement and management Desirable Requirement-
Experience in a global organisation Experience in a relevant sector or industry e.g. education, English teaching
No CV Required
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