B2C Marketing Manager, Exams, China

We support peace and prosperity by building connections, understanding and trust between people in the UK and countries worldwide. For 90 years we have shaped brighter futures through education, arts, culture, language, and creativity.

Working with people in over 200 countries and territories, we are on the ground in more than 100 countries.

We connect. We inspire.

British Council Payband 6

Contract Type: Indefinite contract

Location: Shanghai, China

You must have the legal right to work in China at the time of application.
There is no relocation or sponsorship support.

Role Purpose:

• To support the B2C Marketing Head, Exams, China in the development and implementation of China Exams marketing strategy and plans to reflect customer needs and market demand, ensuring alignment to the regional and global marketing strategy and brand, and to work in partnership with the Exams SBU to ensure that marketing programmes enable required business targets.

Accountabilities/Responsibilities: 

Strategy and Planning 

• Supports B2C Marketing Head to develop actionable insight-driven B2C marketing and business development strategy and plans for Exams China, ensuring they drive and support China exams business strategic objectives in a flexible, cost-effective way.
• Plans and executes B2C go to market plans based on insight and data and manage budgets and resources effectively.
• Develops new products B2C marketing plan to drive business growth.
• Develops and executes campaigns to support a variety of routes to market and maximise impact, share of voice and income generation.
• Optimize customer test journeys to enhance customer satisfactory, brand preference and loyalty, and marketing funnel effectiveness and efficiency.
• Supports the implementation of B2C digital marketing initiatives, adjusting and optimising campaigns and plans based on performance results to maximise the effectiveness and efficiency of customer acquisition and loyalty enhancement through social media, CMS, marketing automation etc.
• Deploys the British Council brand architecture in line with brand management standards.
• Ensures that clear and consistent marketing processes are deployed for cluster/country Exams aligned to agreed global marketing processes.
• Monitors and reports on agreed marketing KPIs.
• Manage budgets and resource effectively.

Business Development

• Supports the implementation of new Exams marketing approaches and/or techniques which enhance efficiency and wider business impact, ensuring alignment across the cluster and to the regional Exams marketing strategy.
• Drives a clear focus on audiences and market segmentation.
• Explains to customers and colleagues within the cluster/country 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 non-compliance

Commercial and financial management 

• Using agreed corporate systems and processes, supports budget management for the cluster/country regarding Exams marketing plans and programmes
• Conducts monthly and year-end reporting on progress against plan and deliverables, budget, and management of issues and risks.
• Shows an understanding of value for money/cost effectiveness in the advice, recommendations and support they provide to colleagues in the business teams supporting them to achieve the best results from their projects, products and services.

Role specific knowledge and experience: 

Minimum / Essential Requirements

• 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 brand marketing, product marketing and digital marketing
• Demonstrable experience in managing supplier relationships
• Stakeholder engagement and management

Desirable Requirements

• Experience in a global organisation
• Experience in a relevant sector or industry e.g. education, Exams, consumer brands

Education and Qualification

• 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)

Language Requirement: 

• The British Council systems and global processes operate in English. Written and verbal proficiency in English is required.

A connected and trusted UK in a more connected and trusted world.

Equality, Diversity and Inclusion Statement

We are committed to equality, diversity and inclusion and welcome applications from all sections of the community as we believe that a diverse workforce gives added depth to our work. The British Council is a Disability Confident Employer. The Disability Confident scheme helps challenge attitudes, increase understanding of disability and ensure staff are drawn from the widest possible pool of talent. We guarantee an interview for disabled applicants who meet the minimum role requirements. We welcome discussions about specific requirements or adjustments to enable participation and engagement in our work and activities.

Safeguarding Statement

The British Council is committed to safeguarding children, young people and adults who we work with. We believe that all children and adults everywhere in the world deserve to live in safe environments and have the right to be protected from all forms of abuse, maltreatment and exploitation as set out in article 19, UNCRC (United Nations Convention on the Rights of the Child Appointment to positions where there is direct involvement with vulnerable groups will be dependent on thorough checks being completed in line with legal requirements and with the British Council's Safeguarding policies for Adults and Children.

If you experience any difficulties with submitting your application, please email