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Digital Advertising Manager

Date: 15-Sep-2021

Location: Wider Europe, RS, 11000

Company: British Council

Digital Advertising Manager Marketing and Communications Wider Europe


Date: 15-September-2021

Location:  Belgrade, Serbia or Turkey

Company: British Council

The British Council is the UK’s international organization for cultural relations and educational opportunities. We create friendly knowledge and understanding between the people of the UK and other countries. We do this by making a positive contribution to the UK and the countries we work with – changing lives by creating opportunities, building connections and engendering trust.


We work with over 100 countries across the world in the fields of arts and culture, English language, education and civil society. Each year we reach over 20 million people face-to-face and more than 500 million people online, via broadcasts and publications. Founded in 1934, we are a UK charity governed by Royal Charter and a UK public body 


Contract type: Fixed term six months, with a possibility to extend to indefinite



Pay band: PB6/G


Role Purpose


The overall purpose of this role is implementing, monitoring and evaluating digital campaigns on social media and other digital channels, identifying adequate content within the organisation and share it with respective colleagues in the region. They will monitor all regional social media channel engagement rates and produce relevant reports and action points in line with the regional digital strategy.

This post takes a special focus on our digital initiatives, making sure they are completely aligned with our regional and corporate strategy, achieves meaningful engagement with our target audiences using various channels and sets our digital and digital partnership strategies working with other team members.


Context and environment

In the region we call Wider Europe, we have presence in Albania, Armenia, Azerbaijan, Bosnia and Herzegovina, Georgia, Israel, Kazakhstan, Kosovo, Macedonia, Montenegro, Russia, Serbia, Turkey, Ukraine and Uzbekistan. What we want to achieve in Wider Europe is strengthening our digital presence to support our commercial and programme activities. We intend to engage with more people via relevant social media channels and reach ambitious targets across the region.

Digital Advertising Manager will work within the regional marketing team and implement various campaigns on social media and other digital channels. This includes posting ads on Facebook, Google ad network, LinkedIn, Twitter and other digital channels. This post will monitor and adjust the campaigns details based on their performance and evaluate them after they are implemented. Focus of this post will be predominantly on examinations (70 per cent) as one of the main income generating streams in the region.



Main accountabilities for this role:


Market Insights

  • Actively manages regional and corporate set of market digital insights, identifying areas that need to be additionally updated, especially in B2B and B2G areas.
  • Ensures that market insights are fed into the planning process and respond to customer needs.
  • Sets up market-led activities like digital competitor watching, customer perceptions, market shifts and other relevant data that contribute to our overall marketing strategy in especially for our business services like Examinations and Teaching.


Marketing and Communications Strategy

  • Working closely with Director Marketing, Head of Exams Marketing, Head of Communications, Head of Insights and Performance and programme teams, contributes to the development and implementation of our digital marketing strategy for our commercial and grant activities making sure that financial, impact and quality targets for are met.
  • Manage the digital advertising initiatives, ensuring that they are aligned with marketing strategies and based on: market sizing, financial data, customer segmentation, competitor analysis, market data, business objectives and that they incorporate British Council brand positioning, messages and values.
  • Working closely with the programme area leads in the region, implements marketing strategies and action plans for the identified key projects.
  • Regularly checks our marketing performance and manages our evaluation process implementing changes and improvements that result in high ROI and meeting or exceeding relevant country, regional and corporate KPIs.


Brand Champion

  • Leads on brand management for ensuring that all of our online marketing collaterals, are on-brand, and that our programme and business messaging is unified and consistent with our brand framework.



  • Working with other team members, implements various campaigns across various digital channels, from the country websites to social media and achieve not only agreed digital targets but also meaningful engagement with our target audiences through online comments, likes, shares, discussions and the usage of global websites.
  • Design and implement innovative digital campaigns that will drive mass audiences to our digital assets, encourage engagement, cross-selling and maintain a vibrant community of people interested in our programmes and services.
  • Identify market opportunities through country and customer insights; position our future digital campaigns in relation to the impact that is measurable and evident.
  • Manage our customer data and other insights so that our digital impact is recognised, strong and seen as innovative and creative by our stakeholders and partners.
  • Owns all things digital, making sure we comply to all organisational and business standards, actively protects our brand and proposes creative and innovative ways of having digital-first initiatives and programmes.



Marketing as a Vital Business Function

  • Take an active role in the business planning cycle and ensure that marketing insight is embedded in our Teaching and Examinations business plans.
  • Plan, setup, implement and optimize digital paid ads to achieve sales, conversions for our exams and teaching products meeting agreed targets.
  • Actively manage and support the development of our customer-focusing activities, identifying and using important customer insights, purchasing patterns and other relevant marketing data that are used in our planning processes.


Regional and Global Working

  • Be an active member of the regional and global Marketing and Communications team, participating in regular meetings and training events and contributing to regional and global marketing and communications strategies.


Values and Policies

  • Comply with all relevant codes of practice, industry regulations, legislation, the British Council’s ethical code and policies including but not limited to our policies for: child protection, equal opportunity and inclusion, environment and our brand guidelines.





Applicants must already have the right to live and work in Serbia or Turkey.


Native Serbian or Turkish language proficiency.


Fluent written and spoken English at C1 Level (European Common Languages Framework)


Native or near-native level of English (desirable).


A proven ability to write communications materials in English to recognised professional standards.


Degree or professional qualification


Professional qualification in marketing and communications or a matching professional experience in the field


Postgraduate degree in a relevant field, e.g. marketing and communications and business studies (desirable).


Minimum of three years’ experience in a digital marketing environment.


Proven track record of creating and successfully implementing effective digital marketing campaigns. (desirable)


Proven experience of managing digital campaigns


Excellent writing and communication skills


Closing Date for applications: 29 September 2021  (23:59 UK time / 01:59 Central European Time)


Equality Statement

The British Council is committed to a policy of equality and to valuing diversity and is keen to reflect the diversity of the societies in which we work at every level within the organisation. We welcome applications from all sections of the community. We aim to abide by and promote equality legislation by following both the letter and the spirit of it to avoid unjustified discrimination, recognising discrimination as a barrier to equality of opportunity, inclusion and human rights. All staff worldwide are required to ensure their behaviour is consistent with our policies. 
The British Council has Disability Confident Employer Status. We offer a guaranteed interview scheme for disabled applicants who meet the essential criteria for the role. Applicants are encouraged to highlight any specific requirements or adjustments needed to enable participation in the recruitment process.

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 technical problems please email askhr@britishcouncil.org