British Council - Head - Marketing

About Us:

British Council Examinations and English Services Pvt Ltd (BCEESIPL) is an Indian commercial entity wholly owned by the British Council, UK. Governed by a Managing Director and Board, BCEESIPL provides a range of services to BC UK in the areas of Examinations and English. In 2018/19 BCEESIPL will deliver 700,000 Examinations in English Language assessment and professional qualifications in 45 cities and 70 venues across India as well as providing B2C Digital Learning courses, corporate ELT training services and two major employability skills and assessment projects with State Governments in Kerala and Andhra Pradesh. BCEESIPL employs 350 staff in 4 offices in Gurgaon, Mumbai, Chennai and Kolkata.

Title: Marketing Head

Location: Gurgaon/ Chennai

Experience: 7-15 Years

Responsibilities:

- Strong experience in Brand Strategy and Campaign Planning along with execution, monitoring & Evaluation

- Digital Campaigns, from Content to Execution and Analytics/Monitoring

- To ensure that the English commercial business, and particularly the online English offer (with the flagship online blended courses under the myEnglish umbrella), elevates its presence in India through professional marketing expertise so as to build and enhance our insight led business strategy; develop campaigns to meet the targets and ensure our brand and profile is understood and expanded in all our relationships.

- To ensure that customers (people whom we engage with internally or externally e.g. colleagues, clients etc.) are put at the center of delivering focused products and services at the right time, in the right place and in the most appropriate way.

- Responsible for providing strategic leadership for the development of a marketing strategy and its execution through campaigns, with the most optimal contact point strategy both online and offline

- Ensure the India English business has a professional, insight-led go to market strategy that enhances the impact, market share, income and profitability objectives as defined by Business unit strategies

- Work collaboratively with business leads and wider marketing teams to set, agree and monitor targets.

- The requirement to deliver long-term sustainable growth for the returns on marketing campaign spend and with increasing levels of accountability.

- Ensure information about the country and its markets is available to support country plans and strategies and inform Regional and SBU decision making

- Be a champion locally of customer led planning and decision making

- Own and be responsible for the operational marketing plan and its implementation

- Responsible for undertaking and maintaining market audits to inform decision making

- Forecast sales and set objectives and identify the activity and resources needed to deliver these

- Communicate the brand and strategy to key stakeholders, including briefs for communications

- Take responsibility for promoting the role of marketing and the value of customer led planning amongst colleagues

- Take positive steps to ensure insights and understanding of this market increases over time.

- Along with operations, responsible for ensuring implementation of and improvements in online customer journey and user experience of our customers, with the aim to improve marketing optimization, analytics, customer relationship management (CRM) and thereby improved online sales conversions and business growth.

- Develop insight and knowledge of the online ELT market and ecommerce and provide input to the business unit on product, customer and client expectations and best practices, and lead on or contribute to projects as necessary.

- Work with the brand team and local managers to agree the brand objectives for this business and provide umbrella strategies for British Council's profile in the Region and its key markets

- To use centrally generated campaigns and activity to generate communications calendar and ensure communications activities are integrated

- Develop a media strategy that maximizes the value for money deciding the frequency of exposure

- Prepare an integrated media (Digital/mobile and traditional) plan in line with an agreed media strategy

- Proactively participates in the Marketing Community of Practice and network of marketing professionals developing good working relationships with marketing 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 and solutions

- Using agreed corporate systems and processes, plans and manages the budget for the country they support about country 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 service support they provide to colleagues in the business teams supporting them to achieve the best results from their projects, products and services.

- Conduct quarterly reviews of strategies and plans with business leads and Marketing Director, identifies risks and develops mitigation plans