Senior Exams Marketing Manager at the British Council

⏲ Dec 16, 2024, 11:58 PM
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The British Council is the UK’s international organisation for cultural relations and educational opportunities. We create friendly knowledge and understanding between the people of the UK and other countries. We do this by making a positive contribution to the UK and the countries we work with – changing lives by creating opportunities, building connections and engendering trust.

We work with over 100 countries across the world in the fields of arts and culture, English language, education and civil society. Each year we reach over 20 million people face-to-face and more than 500 million people online, via broadcasts and publications. Founded in 1934, we are a UK charity governed by Royal Charter and a UK public body.

We are recruiting to fill the position below:

Job Title: Senior Exams Marketing Manager

Job ID: 44737
Location: Lagos
Contract type: Fixed term local contract 2 years.
Pay Band: 7 F

Role Purpose

To lead the development and execution of the cluster/country marketing strategy and plans, ensuring alignment to the regional and global marketing strategy and brand, and to work in partnership with SBUs to ensure that country marketing activities enable required business targets.
This role will be accountable for the planning, management, execution and evaluation of plans for the cluster, overseen by the Regional Head of Marketing, Exams.
They will also provide professional marketing expertise to the Exams SBU within the cluster and play a proactive role in the development of Exams within the region, including business planning.

Main Accountabilities
Strategy and Planning:

Leads the development and execution of Exams marketing strategy and plans in the cluster/country ensuring alignment to the regional and global marketing strategy.
Leads the planning & execution of products go-to market plans and annual plans for Exams in the cluster/country, agreeing the programmes, their delivery mechanisms, budgets and resources with regional marketing and Exams leads.
Ensures that clear and consistent marketing processes are deployed across the cluster/country aligned to agreed global marketing processes.
Monitors and reports on agreed marketing KPIs for the cluster.
Works with the Regional Head of Insights to commission and gather insight that supports the identification of opportunities for new product development and proactively shares results with region and SBU colleagues and the Marketing Community of Practice.
Leads the development and execution of Exams campaign strategies to support a variety of routes to market and maximise impact and share of voice while making sure they achieve the regional marketing strategy objectives.
Leads the deployment of the British Council brand architecture in line with brand management standards across the cluster.

Consultancy, analysis and problem-solving:

Applies advanced marketing expertise to develop and enhance marketing strategies, plans and approaches for the cluster/country.
Applies core technical and professional knowledge to identify and assess current state of marketing, define opportunities for improvement and design and develop new or improved practice to drive business growth and reduce duplication of activities and expenditure.
Builds an in-depth understanding of the cluster operational context and the opportunities and challenges for marketing.
Makes appropriate linkages to broader issues, strategic business units and region, to ensure that the development of marketing strategies and plans is based on informed business insight and joined-up thinking.
Proactively seeks internal customer and other stakeholder feedback to monitor satisfaction with the provision of marketing services across the cluster and specialist advice & support, enabling improvements to be made where issues are identified.

Business Development:

Identifies and implements new marketing approaches and/or techniques which enhance efficiency and wider business impact, ensuring alignment across the cluster/country and to the regional marketing strategy.
Communicates to colleagues the need for compliance with agreed marketing policies and processes and produces reports to demonstrate compliance as needed.
Champions the deployment of the British Council brand architecture, monitors compliance, and manages interventions to address and resolve reasons for non-compliance.
Participates as part of the regional marketing team to support implementation and review new processes and operating model.
Makes sure that all plans are insights and evidence led and use the existing tools to evaluate their performance, impact and return on investment (ROI).
Leads on emerging trends analysis and monitors opportunities for growth.
Leads and drives a clear focus on audiences and market segmentation.

Subject/Sector Expertise:

Provides proactive professional advice and support to internal customers to ensure local and Exams specific requirements are high quality, effective and compliant with marketing policy, process and governance.
Ensures the development of high quality and effective marketing plans and solutions using and sharing marketing expertise.
Proactively pursues an annual cycle of formally recognised Continuing Professional Development to maintain and deepen their professional expertise.

Commercial and financial management:

Using agreed corporate systems and processes, plans and manages the budget for the cluster/country with regards to marketing plans and programmes.
Conducts quarterly and year-end reporting on progress against plan and deliverables, budget, and management of issues and risks.
Shows an understanding of value for money and cost effectiveness in the advice, recommendations and service support they provide to colleagues in the business teams supporting them to achieve return on investment (ROI) for the marketing budget.

Relationship and stakeholder management:

Proactively participates in the Marketing Community of Practice developing good working relationships with marketing colleagues across the organisation and the business.
Develops peer/personal networks within and outside Marketing to enhance own knowledge and expertise.
Proactively builds and maintains excellent relationships with internal partners and stakeholders to ensure integrated, joined up and future-proofed approaches and solutions.

Leadership and management:

Plans and prioritises work activities to ensure effective delivery of marketing activities over a quarterly to annual time horizon.
Shares intelligence, experience and ideas to support global marketing in identifying/developing new ways in which marketing could positively impact upon the British Council’s operational efficiency and effectiveness.

Requirements
About You (essential requirements for the role):

Degree or professional qualification in marketing or business
The British Council systems and global processes operate in English. Excellent written and verbal proficiency in English is must (Minimum of IELTS Band score 7 (in each component)).
Significant experience in a marketing position at a national level within a large and complex organisation
Demonstrable experience of developing marketing strategies and plans
Demonstrable experience in managing supplier relationships.
CIM Marketing Competencies Insights (Level 3)
Ensures their country requirements for research are considered at regional level to contribute to greater efficiency and consistency in the commissioning of market research.
Manages and monitors the implementation of channel and/or partnership marketing plans to meet the needs of customers, channel partners and the organisation
Monitoring and measuring effectiveness (Level 4)
Collects, synthesises, analyses and reports measurement data
Participates in reviews of marketing activities using measurement data and analytics to identify improvements
Uses social analytics and listening tools to identify improvements to organisational processes that will enhance social reputation
Analyses and presents information from research and customer feedback as insights
Integrated marketing communications (Level 4)
Creates integrated marketing communications plans using both physical and digital tools
Implements integrated marketing communications plans using both physical and digital tools
Partnership marketing (Level 4)
Reviews, establishes and develops channel/partnership marketing strategies to meet customer needs and achieve business goals