Regional Senior Marketing Manager HE,SSA at British Council

Overview

Marketing and Communications at the British Council is a strategic function which drives awareness, understanding and engagement with us across our diverse audiences. We use insight, knowledge and analysis of our market and our customers to engage them with our work and our products and services in the most impactful and effective way.

We lead the development of our brand and use our expertise to tell inspiring stories to enhance our global reputation, build lifelong relationships, engage our staff and demonstrate our impact.
This role is a new role as part of Marketing and Communications Transformation programme. In line with the Global Recruitment policy, standard application and recruitment decisions will apply for this role. 

Role Purpose

Working closely with the Senior Marketing Manager (in the relevant sector), the purpose of this role is to help drive the growth, reach, impact and reputation of the business by: supporting the delivery of a clear, consistent, innovative, effective and sustainable programme of marketing campaign management activity aligned to wider strategy; providing support to the wider sector programme teams in all marketing tasks and; providing support to colleagues in regions through the provision of toolkits and content packages.

Main accountabilities but not limited to the following:

Sector/Subject Expertise

• Manages and evaluates consistent and replicable multi-channel marketing campaign plans for programme and sector activity.  
• Ensures campaigns are commensurate with project prioritisation, scale and scope and are data-led, strategically aligned and sustainable.   
• Manages internal and external delivery of marketing campaign activity and relationships with internal and external suppliers on a day-to-day basis.
• Communicates guidelines and policy for use of agencies and third parties in marketing campaign and communication activity. Provides clear briefs and manages the quality of creative output, checking brand and ethical marketing guidelines are adhered to.
• Supports the Seny to day running of digital channels, and where appropriate, creates and commissions relevant, high-quality content in support of programme objectives.

Brand and Market Positioning

• Ensures the British Council brand and reputation are preserved and improved, particularly on partner platforms and channels.
• Provides expert advice, support and challenge on marketing to internal stakeholders.
• Keeps abreast of the latest developments and trends in marketing, and in the wider sector.
• Proactively pursues an annual cycle of formally recognised Continuing Professional Development to maintain and deepen professional expertise. 

Consultancy, analysis & problem-solving

• Ensures the successful impact and effectiveness of marketing activity through evidence and evaluation and makes recommendations for improvement based on key audience insights.
• Applies analytical approaches to identify and assess new opportunities for marketing activity.
• Contributes to the analysis of existing and potential audiences to better inform the marketing strategy and the wider global portfolio.
• Benchmarks marketing performance against industry comparators.
• Distils complex concepts and analysis into cogent and persuasive presentations, which convincingly influence decision-makers about the case for significant changes to policy, practice or approach.

Strategy and Planning

• Ensures marketing strategy is aligned with the business areas and global marketing strategies.
• Makes appropriate links to issues across the broader organisation, to ensure that the development of marketing activity is based on informed business insight and joined-up thinking.
• Consults closely with internal stakeholders to understand current and future opportunities for marketing activity.

Commercial & financial management

• Using agreed corporate systems and processes, where needed, plans and manages the budget for the relevant sector area.
• Conducts monthly and year-end reporting on progress against plan and deliverables, budget, and management of issues and risks.
• Actively applies learning from this process to improve financial planning, management and performance within their area.

Relationship & stakeholder management

• Promotes and champions best practice marketing through the global Marketing Community of Practice and the global network of marketing professionals.
• 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 & management

• Plans and prioritises own work activities to ensure effective delivery of diverse responsibilities and internal customer deliverables over a monthly to quarterly time horizon.
• Determines work plans and coordinates input from others (who may be outside the direct management line) to meet specific objectives.
• Shares intelligence and ideas to support senior managers in identifying/ developing new ways in which Marketing could positively impact upon the British Council’s operational efficiency and effectiveness.

The main essential knowledge and experience points that we are looking for you to evidence are:

• Experience in the cultural, education or charitable sectors
• Experienced in the design and delivery of marketing strategies and plans to support programmes/products
• Experience of conceiving and implementing multi-channel digital marketing campaigns, including paid activity
• Experience of engaging audiences across a variety of channels and platforms
• Experience of effective campaign evaluation

Requirements

• Candidates must have the pre-existing right to work in location.  Mobility / relocation support will not be provided
• A degree in marketing, communications or relevant discipline, or demonstrable equivalent level of experience