Senior Marketing Manager, Exams Content and Channels, China

Date: 30-Jun-2022

Location: Beijing, East Asia, CN Guangzhou, East Asia, CN Shanghai, East Asia, CN Chongqing, 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.


Contract: Indefinite
Location: Beijing is preferred; Shanghai, Guangzhou or Chongqing can be considered
Salary: Pay Band 7
Start Date: ASAP
Closing Date: 13 July 2022 - 23:59 China Time (GMT +8)

Role Purpose

To lead the development and execution of the content and channel strategy and plans in a way that brings our brand to life and helps drive commercial growth objectives, ensuring alignment to the regional and global marketing strategy. This includes the planning, delivery, and evaluation for all stages of the customer journey and across all channels for all Exams products, e.g., official owned platforms, SEO/SMO, referral programmes, social media, websites, events etc. The Senior Marketing Content and Channels Manager will work with the Exams Strategic Business Unit (SBU) and China and regional Marketing teams to ensure brand excellence, performance efficiencies and the enablement of required business targets. They oversee the end-to-end multi-channel content adaptation or creation process and are accountable for content marketing initiatives and channel campaigns to drive engagement, traffic and leads that ultimately deliver sale and promotes customer retention


Role 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, effective and innovative 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.

Main accountabilities but not limited to the following: 
Consultancy, analysis and problem-solving
•    Leads the development and execution of Exams marketing content and channel strategy and plans in China ensuring alignment to the regional and global marketing strategy.
•    Applies core technical and professional knowledge to identify and assess current state of marketing content and channels, define opportunities for improvement and design and develop new or improved practice to drive performance improvement, marketing integration and business growth.
•    Oversees the adaptation and creation of content and campaigns across multiple platforms and formats that tells our story to drive sales, engagement, retention and leads. 
•    Works closely with China, regional and global marketing teams to identify the most effective ways for assets and marketing channels based on data and insights in order to maximise effectiveness and efficiency
•    Makes recommendations to the regional and global teams on improvements to campaigns and content going forward based on data and insight. 
•    Drives and oversees content and marketing channel testing and iterations to gauge effectiveness and implements improvements based on results. 
•    Define, monitor and reports on agreed marketing KPIs.
•    Works with China and regional marketing teams to commission and gather data and insight that supports the identification of growth opportunities.
•    Proactively seeks internal customer and other stakeholder feedback to monitor satisfaction with the provision of marketing services and specialist advice & support, enabling improvements to be made where opportunities are identified. 

Brand and market positioning 
•    Proactively seeks feedback from China marketing teams on content, campaigns and marketing channels, making amendments or providing constructive feedback where necessary. 
•    Drives a standardised approach to content, taking the lead from the global content teams, whilst making sure content still meets regional and local needs. 

Subject/Sector Expertise 
•    Provides expert advice to regional and country teams on content assets, campaigns and marketing channels, making recommendations for improvements. 
•    Leads on China content plan and marketing channel strategy, working with the China marketing teams and content and campaign roles in the regional and global SBU marketing teams and ensuring alignment with global content strategy. Includes detail on segmentation, channels, and content calendar. 
•    Ensures all content is on brand, consistent in terms of style, quality and tone of voice and optimised for search and user experience for all channels. 
•    Maximise the integration, synergy and efficiency across channels and across products
•    Keeps up to date on the latest trends and best practices in content, campaigns and marketing channels.
•    Builds an in-depth understanding of the operational context, opportunities and challenges for content, campaigns and marketing channels in China, making appropriate linkages to issues across the broader organisation to ensure that content planning, management and delivery is based on informed business insight and joined-up thinking and aligned to global strategy.  

Commercial and financial management 
•    Using agreed corporate systems and processes, plans and manages the budget for China with regards to marketing plans and programmes. 
•    Where needed, manages agencies to provide additional expertise and/or capacity in China. 
•    Shows an understanding of value for money and cost effectiveness in the advice, recommendations and service support they provide to colleagues in the business teams supporting them to achieve return on investment (ROI) for the marketing budget. 

Relationship and stakeholder management 
•    Works closely with the China marketing leads and teams, understanding their needs around content, campaigns and marketing channels, making recommendations, managing expectations and provide constructive feedback based on expert knowledge. 
•    Builds collaborative relationships with counterparts in the regional marketing hub and the global SBU marketing teams to drive brand excellence and creative efficiencies, reduce duplication and ensure alignment.  
•    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 and management 
•    Plans and prioritises work activities to ensure effective delivery of marketing activities over a quarterly to annual time horizon. 
•    Guides, manages and coordinates the China marketing content and channels team, ensuring prioritisation and all work is delivered on time and to budget.

•    Degree or professional qualification in marketing, communications or business or demonstrable level of equivalent experience


Role specific knowledge and experience:
•    Experience of managing a content marketing and campaigns team in a marketing role within a large and complex organisation  
•    Stakeholder engagement and influencing 
•    Experience in optimisation of content and landing pages 
•    Experience using conversion rate optimisation tools  
•    Demonstrable experience of managing SEO/SEM/SMO, search engine marketing, digital display campaigns, email channels, social media marketing and events.
•    Experience in a global organisation
•    Evidence of successful line management of a small team remotely 
•    Experience of marketing technologies, data and lead generation marketing  

•    Annual leave and public holidays
•    Statutory benefits
•    Commercial insurance package including accidental insurance, life insurance, and supplementary medical insurance Provident Fund – if applicable
•    Professional development opportunities – we offer a broad range of professional courses to large corporations and that is available for our staff members too! 

Additional Information
•    Job holder must have the right to live and work in China. 


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


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