Regional Senior Marketing Manager English

Date: 11-May-2022

Location: Madrid, European Union, ES

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.



Regional Senior Marketing, English




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.

Our English business unit promotes high-quality English teaching and learning, supporting the UK’s English language teaching sector. We provide high-quality English teaching through our network of teaching centres and online and through blended learning. And we connect English teachers throughout the world with through our trusted networks and access to resources to support their work.




To provide professional marketing expertise to the English SBU within the region, to share relevant knowledge and expertise with other marketing professionals within the region and to help ensure alignment with marketing strategy across the British Council. This will include the planning, delivery and evaluation of regional marketing strategies across teaching products and teaching centres within the region. The Regional Senior Marketing Manager, English will play a proactive role in the development of English within the region, including business planning, and work closely with their colleagues in English Marketing across the wider region to ensure alignment.



Challenges & Accountabilities:


Strategy and Planning

Develops and manages regional marketing strategy for English, ensuring alignment to global SBU marketing strategies and plans, regional objectives and the overarching global marketing strategy for the British Council.

Plans, delivers and evaluates regional marketing strategies and activities for English.

Manages the planning and execution of digital campaigns, ensuring co-ordination across the region and alignment to global digital communications policies and standards.

Provides appropriate input to product development.

Ensures monitoring of marketing performance for English at regional and country levels.

Ensures solid and beneficial relationships with counterparts in wider regional English Marketing team.

Champions a cross audience focus.

Champions the capture and sharing of insight and analytics across English marketing in the region, working together with the Regional Insights Lead.


Consultancy, analysis & problem-solving

Applies core technical/professional knowledge, recognised best practice approaches and insight from previous experience to develop marketing strategies and plans and resolve issues and risks.

Conducts analysis based on insights and research and external trend/ market analysis to provide high quality and evidence-based marketing advice, recommendations and plans.

Presents complex information clearly, tailoring the presentation of findings to meet the differing needs of both marketing and regional leadership audiences appropriately, as required.

Builds an in-depth understanding of the specific operational context, opportunities and challenges for English and the region to ensure the provision of marketing advice and plans is based on informed business insight.

Proactively seeks internal customer and other stakeholder feedback to monitor satisfaction with the standard of marketing advice and business provided, enabling improvements to be made where issues are identified.


Business Development

Identifies opportunities for improvements to marketing for English teaching products and teaching centres and determines how to progress these, working collaboratively with the SBU global marketing team where appropriate to ensure alignment to global marketing approaches and enable ideas and innovations to be shared.

Demonstrates awareness of relevant governance arrangements that relate to the development of regional marketing strategies, plans and approaches for English teaching products and teaching centres.

Makes recommendations to resolve specific / regional issues but also offers ideas which contribute to the development of wider solutions to broader business challenges and problems.

Explains to country marketing teams the need for compliance with agreed corporate procedures relevant to their area. Collates required compliance data within standard monitoring and reporting systems.

Subject/Sector Expertise

Provides proactive professional marketing advice and support to internal customers to ensure regional marketing for English teaching products and teaching centres is high quality, effective and compliant with relevant corporate policies.

Completes an annual cycle of formally recognised Continuing Professional Development (CPD) to maintain and deepen their professional expertise.

Uses a variety of information resources and professional networks to maintain up-to-date knowledge of developments in external policy, practice and regulation within their professional discipline.

Commercial and financial management

Using agreed corporate systems and processes, plans and manages the regional budget for English marketing activities, and conducts monthly and year-end reporting on income and expenditure, profitability and risk.

Shows an understanding of value for money/cost effectiveness in the regional marketing strategies, plans and activities delivered for English teaching products and teaching centres.

Relationship and stakeholder management

Actively participates in and contributes to the Marketing Community of Practice and network of marketing professionals. 

Builds a network of with external suppliers/providers/contacts to support effective service provision and knowledge exchange.

Leadership and management

Plans and prioritises own work activities to ensure effective delivery of diverse responsibilities and internal customer deliverables over a monthly to quarterly time horizon.

Provides direction, advice and support to teams on marketing strategies, plans and activities for English teaching products and teaching centres.


Role specific knowledge and experience


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

Considerable experience in developing marketing strategies and plans within a large and complex organisation

Experience in the design and delivery of plans to support programmes / products

Experience in effectively negotiating budgets and resources with senior stakeholders

Experience in a global organisation

Experience in the English teaching market/sector

English language skills to the C1 CEF level

Desirable to speak the local language


Further Information


Payband: F

Department: Business, Partnership and Programme Development

Contract type: Permanent

Location: Spain, Italy, Romania and Poland

Start date: 1st July


ClosingDate:      applications will close on 22/05/2022 at 23:00 


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.