B2C Marketing Manager, Exams, China

Date: 24-Jun-2022

Location: Beijing, East Asia, CN Shanghai, East Asia, CN Shanghai, East Asia, CN Beijing, East Asia, CN Nanjing, East Asia, CN Chongqing, East Asia, CN Beijing, East Asia, CN Nanjing, East Asia, CN Guangzhou, East Asia, CN Chongqing, East Asia, CN London, UKM, GB Guangzhou, East Asia, CN

Company: British Council

The British Council builds connections, understanding and trust between people in the UK and other countries through arts and culture, education and the English language. We work in two ways – directly with individuals to transform their lives, and with governments and partners to make a bigger difference for the longer term, creating benefit for millions of people all over the world. We help young people to gain the skills, confidence and connections they are looking for to realise their potential and to participate in strong and inclusive communities. We support them to learn English, to get a high-quality education and to gain internationally recognised qualifications. Our work in arts and culture stimulates creative expression and exchange and nurtures creative enterprise. We connect the best of the UK with the world and the best of the world with the UK. These connections lead to an understanding of each other's strengths and of the challenges and values that we share. This builds trust between people in the UK and other nations which endures even when official relations may be strained. We work on the ground in more than 100 countries. In 2019-20 we connected with 80 million people directly and with 791 million overall, including online and through our broadcasts and publications.

B2C Marketing Manager, Exams, China 

Pay band: 6
Beijing preferred, (Shanghai, Guangzhou, Chongqing, Considered)
Department: Business, Partnership and Programme Development
Contract type:  Indefinite Contract 
Closing Date: 07th July 2022 at 23:59 UK Time. 


The Context:


The British Council Exams team specialises in providing high-quality, internationally recognised exams and assessment services. Our work in Exams creates life changing opportunities for individuals in study, work, and life, as well as setting the international standard when it comes to exams integrity and security. 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.

The Exams portfolio spans English proficiency testing, including the world’s leading English test, IELTS and the British Council’s own Aptis test, as well as a wide range of UK schools and professional qualifications. Our work promoting and delivering exams underpins the international higher education student market in the UK. 


The Opportunity
Role Purpose:


To support the B2C Senior Marketing Manager, 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.




Strategy and Planning

Consultancy, analysis & problem-solving

  • Applies professional marketing expertise to develop and enhance Exams marketing strategies, plans and approaches for China
  • Applies core technical and professional knowledge to identify and assess current state of Exams marketing, suggests opportunities for improvement and supports the development of new or improved practice to drive business growth, customer satisfaction and reduce duplication.
  • Presents information clearly supported as needed to tailor the presentation of findings to meet the differing needs of stakeholders in the cluster/country.
  • Supports others in understanding of the context, opportunities and challenges for Exams marketing functions and teams
  • Makes appropriate linkages to issues in the Exams SBU and region, to help ensure that the development of China Exams marketing strategies and plans is based on informed business insight and joined-up thinking.
  • Proactively seeks colleagues and other feedback to monitor satisfaction with the provision of marketing for Exams and specialist advice and support, enabling improvements to be made where issues are identified.

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


Subject/Sector expertise

  • Provides proactive professional advice and support to colleagues to ensure local Exams specific requirements are compliant with marketing policy, process, and governance.
  • Ensure the development of high quality and effective Exams marketing plans and solutions based on consumer insight and competitive market response.
  • Improve customer satisfaction by responding quickly and effectively to feedback and insight.
  • 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, 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.


Relationship and stakeholder management

  • Proactively participates in the Marketing Community of Practice and network of marketing professionals developing good working relationships with colleagues across the organisation and the business & operational teams across the cluster they support.
  • 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.


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 Cluster Marketing Lead in identifying/developing new ways in which marketing could positively impact upon the British Council’s operational efficiency and effectiveness.

Requirements of the role:


  • 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      


Closing Date:   Applications will close at 23:59 on 07th July 2022 UK Time. 
Interviews will be held mid July.


Proof of Identity requirements/right to work in country

Candidates are expected to have researched whether they have the right to live and work in the country in which the role is based. Given that our offices have different legal status depending on the work we do in those countries, we recommend that you contact HR in country for additional information on the likelihood of securing a visa. Only at its discretion will the British Council provide support so please check first whether visa support is offered.



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


Equality , Diversity, and Inclusion (EDI) Statement


The British Council is committed to policies and practices of equality, diversity and inclusion across everything we do. We support all staff to make sure their behaviour is consistent with this commitment.  We want to address under representation and encourage applicants from under-represented groups, in particular, but not exclusively, on grounds of ethnicity and disability.  All disabled applicants who meet the essential criteria are guaranteed an interview and we have Disability Confident Employer Status. We welcome discussions about specific requirements or adjustments to enable participation and engagement in our work and activities.


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) 1989.


Appointment to positions where there is direct involvement with vulnerable groups will be dependent on thorough checks being completed; these will include qualification checks, reference checks, identity & criminal record checks in line with legal requirements and with the British Council’s Safeguarding policies for Adults and Children.


If you have any problems with your application please email askhr@britishcouncil.org


Please note: Applications to this role can only be considered when made through the Apply section of our careers website. Our ‘ASK HR’ email is only to be used in case of a technical issue encountered when applying through the careers website. Emails with supporting statements and CV/Resumes sent to this email address will not be reviewed and will be deleted.