Senior Digital Marketing Manager, Exams at British Council

Location: Lagos, Sub Saharan Africa and Abuja, Sub Saharan Africa
Pay band: 7
Contract type: 12 months

Role Context

• 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

• To plan, develop and execute campaign content for Exams or IELTS in SSA, raising awareness, engagement with, and conversion of our Exams product portfolio.
• This role will support the marketing manager and regional head of exams on devising and delivering marketing campaigns for Exams with the ultimate goal of boosting conversion and retention.

Main accountabilities but not limited to the following:

• The postholder will support the Marketing manager and regional head to define the content vision and joined up campaign content strategy for the Exams or IELTS product portfolio, ensuring its alignment with the British Council brand values and social purpose.
• Support the creation of and maintain a year-round campaign content marketing strategy for Exams with a focus on SEO friendly content creation.
• Report on key campaign metrics and analyse data to identify areas for marketing campaign improvement and testing.
• Manage marketing platform governance
• Lead on marketing automation within the content team, working closely with the Head of Marketing Enablement in Marketing Operations to feedback on Exams needs and ensure the rollout of automation reflects this
• Serve as a functional content expert across Exams/IELTS, providing best-in-class guidance to colleagues to help them maximise campaign content.
• Report on campaign content performance and make and implement recommendations for improvement.

Role Specific Knowledge and Experience
The successful candidate will need to possess the following requirements:

• Degree or professional qualification in Marketing, Communications or Business or demonstrable level of equivalent experience
• Proven experience working in a content / digital marketing role within a large and complex organisation
• Stakeholder engagement and influencing
• Experience in optimisation of landing pages and user funnels
• Experience using conversion rate optimisation tools

Desirable Requirements:

• Postgraduate Degree in a relevant field, e.g. Marketing and Communications and Business Studies or demonstrable level of equivalent experience
• Experience of marketing technologies, data and lead generation marketing
• Experience within a global organisation
• Experience in the Education or Exams industry

Essential:

• Role holder must have pre-existing rights to live and work in the Country the role is based.