Marketing Channels Manager, Exams, China

Date: 24-Jun-2022

Location: Beijing, 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.

Marketing Channels 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 Opportunity
Role Purpose:


To develop marketing campaigns and manage marketing channel for China Exams Marketing teams that brings our brand to life and helps drive commercial growth objectives. This includes the development, adaptation, and design of campaigns for all stages of the customer journey and across all channels for all Exams products. e.g. official owned platforms, social media, SMO, referral programmes, websites, events etc. The Marketing Channels Manager will report to Senior Marketing Manager Content and Channels and will work closely with China marketing teams to understand and respond to customer’s needs, ensuring all channel campaigns and contents drive traffic, engagement and leads that ultimately deliver sales and promote customer retention and reflects value propositions to customers.




Product, Programme Campaign Development

  • Adapts and develops campaigns and channel/media plans for China Exams across multiple channels includes e.g. official owned platforms, social media, SMO (Search media optimization), campaigns, referral programmes, websites, events etc, to tells our story to drive traffic, engagement and leads.
  • Realizes the localisation of campaigns designed from the regional and global marketing hubs and enables to fit into communication channels in China market. 
  • Identifies communication channels/media to effectively reach and engage target audiences
  • Creates campaign packs for regional, cluster and country marketing teams and shares these with teams for campaign delivery.
  • Makes recommendations to line manager on improvements to campaigns going forward based on data and insights.
  • Iterates campaigns as required based on regional and country specific needs.
  • Tests campaigns to gauge effectiveness and implements improvements based on results.
  • Monitor and reports on agreed marketing KPIs.


Consultancy, analysis, and problem solving

  • Seeks feedback from cluster and country marketing teams on campaigns, making amendments based on this. 
  • Promotes a standardised approach to campaigns, taking the lead from the Senior Content and Channel Marketing Manager whilst still making sure regional and local needs are met.


Sector/subject expertise

  • Provides advice to regional, cluster and country teams on campaign assets, making recommendations for improvements
  • Ensures all campaigns are on brand, consistent in terms of style, quality and tone of voice and optimised for search and user experience for all channels.
  • Keeps up to date on the latest trends and best practices in campaigns.
  • Builds an in-depth understanding of the context, opportunities, and challenges for campaigns in China, to ensure that planning, management, and delivery is based on insight and joined-up thinking and aligned to cross-region.


Relationship and stakeholder management

  • Works closely with the regional SBU marketing leads and teams, understanding their needs, making recommendations, and managing expectations. 
  • Collaborates with the content and channel teams in the global SBU marketing teams to define, measure and improve approaches and with the Brand Team to drive brand excellence and creative efficiencies.
  • Builds collaborative relationships with counterparts in other regional marketing hubs to reduce duplication and ensure alignment.   


Commercial and finance management

  • Where needed on occasion, supports the management of agencies, ensuring all content delivered is on brand and to time.
  • Propose budget allocation to planned marketing channels/projects with an understanding of value for money/cost effectiveness.
  • Manage, monitor, and track the owned budget to make sure the projects are delivered with agreed budget and key milestones are met throughout the year

Requirements of the role:


  • Experience of creating marketing campaigns within a large and complex organisation   
  • Experience in optimisation of campaigns
  • Experience using conversion rate optimisation tools   
  • Demonstrable experience of managing SEO/SEM/SMO, search engine marketing, digital display campaigns, email channels and social media marketing      


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


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


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.