APPOINTMENT BRIEF AUGUST

Transcription

1 APPOINTMENT BRIEF AUGUST

2 ABOUT US The British Council was founded to create friendly knowledge and understanding between the people of the UK and the wider world. We call this work cultural relations. We work in more than 100 countries, connecting millions of people with the United Kingdom through programmes and services in the English language, the arts, education and society. We believe these are the most effective means of engaging with others, and we have been doing this work since Our work in English aims to bring high-quality language materials to every learner and teacher who wants them. In developing and post-conflict countries, we teach English and train teachers through radio, web and TV broadcasts. We offer more than three million UK examinations worldwide, helping people gain access to trusted qualifications to support their career and study prospects. Our work in education and society helps transform national education systems, builds more inclusive and open societies and increases young people s opportunities. We encourage international students to come and study in the UK, and British students to experience life abroad. We bring schools around the world together, so young people and teachers from different countries can learn from each other. Our work in the arts involves the very best British and international artistic talent. We help increase audiences for international work in the UK and for UK work globally. We bring artists together and support the development of skills and policy in the arts and creative industries. Through this work, we ensure that culture in its broadest sense plays a vital role in connecting with and understanding each other. 2 2

3 In these ways, the British Council builds links between UK people and institutions and those around the world, helping to create trust and lay foundations for prosperity and security around the world. Find out more in our video below: 3

4 STRATEGY AND LONG TERM PLANS DRIVE OUR VISION The English and Examinations Strategic Business Unit is one of three strategic business units in the British Council (the others being Arts and Education and Society) all of which have the remit to build trust for the people of the UK by building relationships through aspects of our language and culture. English and Examinations achieves this by enabling people across the world to access the life-changing education and work opportunities that are created by learning English or gaining valuable UK qualifications. Promoting the English language also provides a medium for communication, helping break down barriers of misunderstanding or mistrust between cultures. Not only is international competition for this service increasing rapidly, but its nature is also changing significantly. Technological innovations are changing the nature of learning. Today s international students are more technologically literate, have greater expectations and are more selective than their predecessors. The global opportunities available will attract many new players, public and private, international and national, with innovative and varied alliances and partnerships and new approaches to delivery. Ensuring English and Examinations can deliver an effective, coherent and consistent marketing and sales strategy will ensure we are able to realise The British Council s 2020 vision for English and Examinations to be the world authority in high quality English language teaching, learning and assessment, as well as the international distributor of choice for UK professional and school qualifications. 4 4

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6 Head of Communications Director British Council Schools ENGLISH AND EXAMINATIONS SENIOR LEADERSHIP TEAM ORGANISATION CHART Director English and Examinations EA to Director English and Examinations Director English Director Marketing and Sales Head of English and Examinations HR Head of Financial Planning and Analysis Director Exams Head of CRM Director of New Business Development 6 6

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8 JOB DESCRIPTION ROLE Director Marketing and Sales (English and Examinations) PAY BAND Senior Management band LOCATION London DURATION Indefinite Contract REPORTS TO Director English and Examinations Purpose of role To lead the development, implementation, monitoring and evaluation of strategy for the global marketing and sales function within the English and Examinations Strategic Business Unit, helping ensure the English and Examinations Strategic Business Unit delivers its quality, impact, market share, income and profitability objectives as defined by the overall English and Examinations Strategic Business Unit strategy. In the first instance this will include leading a team of experts in market insight, customer management, CRM, digital, pricing, communications and new product development, in partnership with the English and Examinations business heads. The British Council s 2020 vision for English and Examinations is to be the world authority in high quality English language teaching, learning and assessment, as well as the International distributor of choice for UK professional and school qualifications. Activities in English span a global English teaching centre network of 80 centres in 50 countries teaching 400,000 students each year; a portfolio of digital products and services (free and paid-for) reaching 120 million English learners or teachers annually, and a significant activity working with ministries of education worldwide to improve the quality of English teaching in education systems, benefiting millions of teachers and learners. In examinations, the portfolio spans English proficiency testing, including the world s leading English test IELTS which is taken by three million candidates worldwide each year, and the British Council s own Aptis test, as well as a wide range of UK school and professional qualifications. English and Examinations also oversees the British Council bi-lingual K12 School in Madrid and a project to expand this concept into a global network. 8 8

9 Main opportunities and challenges for this role As a member of the global senior marketing team ensuring alignment of marketing across Strategic Business Units/regions, driving global marketing excellence and contributing more broadly to the marketing community of practice within the British Council. Lead the British Council s English and Examinations business to become more market-facing, basing strategic and operational decision-making on robust market and customer insight. Lead a shift in strategy towards a focus on audiences and market segmentation. Bring together the existing areas of CRM, customer management, pricing, product development and digital with the newly created insight function into a cohesive and aligned capability. Develop an enhanced audience-led marketing and sales model and capability that helps raise professional standards globally, and through which the regions and countries are held to account for business performance. Ensure that the marketing and sales function for English and Examinations is well connected and represented throughout The British Council, contributing to and being informed by the overall marketing strategy for The British Council. As part of the English and Examinations senior global leadership team, contribute to and influence the overall Strategic Business Unit strategy. Main accountabilities Strategy and planning Working with the English and Examinations business heads, sets and implements a market and customer based global marketing and sales strategy and plan, ensuring delivery of the required impact, income, and profitability targets as set-out in the corporate and Strategic Business Unit plans. Develop an aligned English and Examinations market and customer insight programme and capability that underpins the business strategy. Own the English and Examinations marketing and sales strategy, embracing segmentation, brand and product competitive differentiation, and the determination of the routes to market. Works closely with the English and Examinations business heads to negotiate and agree realistic targets for the contribution of sales and marketing to wider corporate performance targets, based on robust market and financial trend analysis/projections. Liaises effectively with overseas regional colleagues to translate corporate sales and marketing targets into local targets and plans that deliver required profitability, volume, turnover and impact returns. With the English and Examinations business heads, take accountability for lead generation, customer acquisition and revenue generation. As the B2C business owner develop an effective and efficient globally coordinated approach to enabling and supporting functions, including CRM and contact management. 9

10 Leadership and management Guides and coordinates the global and regional English and Examinations marketing and sales teams, building on good practice, to raise professionalism in and bring consistency to our marketing and sales programmes. Sets the vision and provides both professional/ people leadership for the English and Examinations marketing and sales function. This includes direct and formal line management of a dedicated team and matrix management of an overseas regional/country-based staff (which is shared with Regional Directors). Establishes cultural and behavioural norms for the function and inspires confidence in/ commitment to the corporate and functional direction. Responsible for medium-term workforce planning for the marketing and sales function within English and Examinations. As part of the Strategic Business Unit management team, contributes to the development of annual and longer-term Strategic Business Unit strategies and plans. Innovation, research and development Reviews and synthesises complex, multiregional/market/competitor analysis to help determine a programme of appropriate investment and R&D that enables the development and implementation of new, high quality, market-focused and profitable products/programmes/services, which maintain the British Council s competitive edge in the medium-term. This working in partnership with the English and Examinations business heads

11 Brand and market positioning Owns the English and Examinations marketing and sales strategy embracing segmentation, brand and product competitive differentiation, and the determination of the routes to market. Leads the identification and implementation of effective strategies for developing new (or extending existing) markets across the globe. Works with Regional and Country Directors to agree specialised strategies and plans to support effective marketing and sales delivery in politically/socially complex or high-risk markets. Defines the branding and marketing strategy for the product/programme/service-line, and ensures regional/country-based plans are fully compliant with this, to ensure brand consistency and quality across multiple markets. Relationship, stakeholder and key account management Identifies, cultivates and manages high-level, strategic alliances with key partners/customers to facilitate the achievement of Strategic Business Unit and corporate objectives. Leads the planning, coordination and delegation of appropriate account management responsibilities/targets to colleagues across the Strategic Business Unit and/or network, in order to support effective business development, pipeline planning and income generation within the sales and marketing function for English and Examinations. Monitors and evaluates effectiveness of such activities and recommends appropriate remedial action to account managers, where necessary. Proactively builds and maintains excellent relationships with internal partners and stakeholders, particularly overseas, to ensure effective, integrated and joined-up delivery of collective goals across the matrix. Through a specialist communications team, leads development of effective internal and external communications strategies and programmes that support the English and Examinations Strategic Business Unit strategic aims. Commercial and financial management Ensures the English and Examinations Strategic Business Unit commits to and provides sufficient resources and investment for the marketing and sales function to achieve both its annual and medium-term commercial and cultural relations objectives. Liaises with Strategic Business Unit and regional colleagues to determine priorities for resource allocation and deployment to enable effective and profitable achievement of commercial and impact targets globally. Works closely with Regional Directors to hold staff across the network to account for delivering defined volume/profitability/impact and turnover targets. In conjunction with Regional Directors, researches and makes recommendations on optimum operating models to achieve required corporate impact and commercial targets. Key relationships Director, English Director, Exams Head of FPA, English and Examinations Head of HR, English and Examinations Director Strategy and Engagement Regional Directors Regional Exams Directors Regional English Directors 11

12 PERSON SPECIFICATION E = Essential D = Desirable Qualifications Qualified to degree level or equivalent by experience. E Higher degree and a management qualification. D CIM Diploma or equivalent preferred. D Role Specific Skills, Knowledge and Experience Previous track record of developing marketing and sales strategies with demonstrable benefits. E Experience of digital marketing and digital businesses. E Consultancy skills able to work with colleagues to identify and solve marketing and sales challenges and support the implementation of solutions. E A collaborative leader able to develop programmes of activity that are compelling and effective, engaging and securing buy-in from others across the globe. E Experience of successfully leading a multifunction professional marketing, sales and communications team, which has the customer journey as a primary driver across the globe. E Significant experience of building effective networks across organisation boundaries. E Experience of managing marketing and external communications for a complex organisation. E Experience of developing and delivering comprehensive approaches to staff communication across a complex organisation. E Ability to manage large projects and/or complex operations successfully. E Exposure to the education market. D Understanding of the Education sector. D Experience with B2B market. D 12 12

13 British Council Core Skills Communicating and influencing Influences and manages relationships at the highest levels to build mutual understanding, shapes perceptions of the British Council and creates positive change over the medium term (Level 5) Managing finances and resources Evaluates performance, evaluates resource allocation and use over time, to understand business and service performance and assess future opportunities and constraints (Level 5) Managing risk Has track record of analysing potential risks, promoting risk awareness, and holding others to account for their practices (Level 4) Developing business Shapes business and market development. Uses a range of market analysis, research and business intelligence to develop and implement across a group of diverse products/programmes/services and markets to meet British Council objectives. (Level 5) Managing accounts and partnerships Shapes strategic relationships. Sets overall direction for the formation and management of strategic relationships, collaborations and contracts with stakeholder, customers and partners in a significant market (Level 5) British Council Behaviours Creating shared purpose (MOST DEMANDING): Inspiring others to want to take a specific role as part of a shared purpose Working together (MOST DEMANDING): Creating the environment in which others who have different aims can work together Being accountable (MOST DEMANDING): Showing real dedication to the long term mission of the British Council or the team Making it happen (MOST DEMANDING): Achieving stretching results when faced by change, uncertainty or major obstacles The British Council celebrates its diversity and is committed to being aware of cultural sensitivities; the individual must be flexible and committed to working with colleagues in different parts of the world. 13

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15 HOW TO APPLY Recruitment timetable Advert 9-23 August 2016 First stage interviews Thursday 8 September 2016 Second stage interviews Tuesday 13 September

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