UK/Germany 2018 Marketing and Communications Manager. Duration of job Fixed term to 31 Jan 2019

Transcription

1 Role Profile Job Title UK/Germany 2018 Marketing and Communications Manager Directorate or Region Europe Department/Country Germany Location of post Berlin Pay Band Local F Reports to Purpose of job: Head Programmes Germany Duration of job Fixed term to 31 Jan 2019 To lead and implement marketing and communications strategy and activities for UK/Germany 2018, and to support the British Council business objectives and deliverables alongside the British Council Germany business plan. Context and environment: Background While the UK negotiates its exit from the European Union between March 2017 and 2019, the British Council is committed to demonstrating how art and culture will continue to create connections between people in the UK and Germany and between the UK and Europe. The arts sector in the UK and Germany have made it clear through various channels, including the EU- UK Series of Conferences in 2017, that maintaining the deep relationships existing between our two countries as well as the for the good of cultural exchange and cultural relations is a top priority. Therefore the British Council will programme a year of Arts and Culture in Europe for the first time, called UK/Germany Aims UK/Germany 2018 will take place in Germany (mainly) and the UK from January 2018 to December The purpose of UK/Germany 2018 is to - Visibly celebrate UK-German partnerships in the art and cultural sectors both existing ones and creating new ones. This will encourage institutions not yet working together to do so in the years that follow to foster sustainability. - Create further engagement between young people in Germany and the UK and encourage them to learn about each other s culture, language and history. Building on the announcement by British and German Foreign Secretaries Boris Johnson and Sigmar Gabriel in July 2017 to double the funding for UK-German Connection (UKGC), the UK/Germany 2018 will enhance and expand this work and allow young people in both countries to participate in cultural, bilateral activities. The Programme The UK/Germany 2018 programme has two strands: a series of 12 art and cultural activities taking place throughout 2018 and alongside this, a series of public dialogue events that will provide opportunities for discussion, debate and reflection on the themes of cross-cultural collaboration, the future of the bilateral relationship between Germany and the UK and cultural heritage. The programme has been pulled together with a mix of existing and new elements and partnerships from a range of partners in cultural and educational institutions in Germany and the UK. The British Council will manage the overall programme and curate the synthesis between the cultural and 1

2 dialogue events. The cultural events themselves, will, for the most part, be managed and delivered by the partners in Germany. Geographical focus We will focus primarily on 4 federal states/city states: Bavaria, Sachsen, Berlin and Hamburg. This gives us reach in the south, north and east of the country and includes cities where we already have contacts and planned activity so there is potential for growth. Cities will also include: Munich (and possibly Nürnberg and Regensburg), Dresden, Leipzig and Chemnitz. In the UK: this is to be confirmed with Goethe and British Council UK offices. Challenges and risks - Federal nature of Germany means that a coordinated arts season is more challenging to achieve. - The bottom-up approach of building the programme makes the marketing of UK/Germany 2018 challenging. A coherent message will be tricky to achieve where the themes are diverse. - Creating sustainability ensuring that this is not a firework display, but creates long term impact - Ensuring that we are show casing and celebrating what German partners really want Accountabilities, responsibilities and main duties: Strategy development: - Develop and execute UK/Germany 2018 marketing campaigns for Germany and UK markets (as specified above) with the aim of increasing audiences reached. - To ensure all stakeholders are updated on planning and progress, exchange information and ideas to ensure that content and promotional opportunities are maximised across press, social media and digital channels - Contribute to marketing campaigns and activities to increase the relevance and performance of UK/Germany Develop successful online strategies and evaluate online campaigns using web analytics tools relating to the UK/Germany 2018 programme. - Initiate and explore new partnerships opportunities for e-marketing campaigns. Marketing and Communications: - Collaborate and manage day to day relations with marketing and communications agencies working on the festival - Work with British Council Europe Communications colleagues, and with external communications leads to develop communications objectives for specific activities - Be the main point of contact for Media enquiries, and manage ongoing media relations, in coordination with appointed agencies. - Ensure that projects are marketed to the highest standards in print (press, publications), digitally (websites, social media, TV, radio) and at events (performances, exhibitions, conferences workshops and meetings). - In liaison with the Germany Communications Coordinator ensure that UK/Germany 2018 activities are well represented on the Germany website and manage the content in English and German. - Take ownership of the UK/Germany 2018 website relating to the UK/Germany 2018 programme 2

3 and ensure all information is up-to-date and relevant to online audiences, working with Core UK Digital and Regional Digital colleagues. - Build impactful social influencer marketing programmes to drive inquiries and loyalty among the online communities and promoting our digital presence. - Develop editorial content in both English and German for online, social and print media Planning, monitoring and reporting: - Plan, monitor and reforecast the UK/Germany 2018 marketing budget and check expenses against monthly financial reports. - Put in place systems to monitor ROI for marketing spend. - Supervise consistency of end-to-end online marketing strategies for the UK/Germany 2018 programme with corporate digital initiatives. - Feed into the UK/Germany 2018 business planning process and marketing plan development. - Monitor, report, and complete periodic tracking as requested by the line manager, on the performance of all traditional and online initiatives, using tracking tools recommended by the EU Regional Digital team (for instance Google Analytics, Webtrends and internal tools). - Provide overview and updates on local digital development and propose how to capitalise on the trend. - Ensure digital audiences and media mentions for the UK/Germany 2018 programme are accurately planned, monitored and reported. Budget management: - Manage project budgets to corporate standards and be responsible for the procurement of external suppliers and partners. - Be accountable for cost effective procurement of services, demonstrated by positive feedback from end user of services - Plan, monitor and reforecast UK/Germany 2018 marketing budget and check expenses against monthly financial reports Other administrative work: as required. Key relationships: Internal: Country Director Germany, Programme Manager UK/Germany 2018, Head Arts Germany, EU regional Communications Manager, Senior Regional Comms Manager, Germany Communications Coordinator, Head of Digital EU Region, UK Digital team, UK Festivals & Seasons team, Brand team, Arts Group Communications External: On-line media agency Meltwater, PR Agency, Advertising agency, BC web editors, Market research agency, Key members of formal networks/ communities of identified target segments Other important features or requirements of the job: 3

4 Occasional unsocialable hours in the evenings and weekends if required to attend events. Occasional international and national travel will be required. Please specify any passport/visa and/or nationality requirement. Please indicate if any security or legal checks are required for this role. Post holder must be eligible to work in the EU. As per Local Law requirements The British Council believes that all children have potential and that every child matters everywhere in the world. The British Council affirms the position that all children have the right to be protected from all forms of abuse as set out in article 19, UNCRC

5 Person Specification Essential Desirable Assessment stage Behaviours Making it Happen (More Demanding) Deliver excellent results, achieve challenging goals and develop self and others Being Accountable (More Demanding) Show accountability and commitment to the British Council and I demonstrate resilience and determination Interview Shaping the Future (More Demanding) Exploring ways in which we can add more value Skills and Knowledge Good understanding and experience in: i. execution of marketing strategies. ii. content marketing and content editorial iii. online media (display ads and search engine ads) Good analytical skills. Knowledge of web analytics. Able to comprehend data and identify key issues, cause and effect and prioritise actions. Excellent communication skills in German and English, including fluency in speaking and writing. Proficient in MS Office application Excellent editorial and copywriting abilities English Sound understanding of digital marketing and digital production. Strong interest in web trends and technologies. Managing Projects (Level 4) Leads larger projects. Communicating & Influencing (Level 3) Is creative and German and English editorial ability desirable Short listing and/or Interview 5

6 adaptable in communications. Planning & Organising (Level 3) - Develops annual plans. Analysing Data & Problem (Level 4) Solves complex problems. Managing Finances and Resources-(Level 3) Supports budget management. Using Technology (Level 4) Manages programes. Managing Risk (Level 2) Supports a risk management culture. Developing Business (Level 3) - Develops viable business. Managing accounts and partnerships (Level 2) Works with stakeholders and partners. Experience A minimum of five-years working experience in a marketing/pr related role, and track record of managing, developing, delivering and evaluating successful online and digital marketing campaigns as well as search engine marketing campaigns Experience in developing and coordinating promotion campaigns on social media platforms Experience in coordinating with external suppliers and media agencies to deliver positive results on campaigns and projects Experience in developing/ managing digital/web content Experience in developing partnerships with corporate clients for online campaigns Experience in managing online registration for events Event and festival marketing/co mmunications experience desirable Knowledge and experience of the German cultural and arts sector desirable Short listing and/or Interview 6

7 Qualifications Relevant qualification, Diploma/ Degree Qualification in PR/Communications Information / Marketing Fluent English and German (both written and spoken) at a business level. Non-native speakers of either language should demonstrate a C1 level /Band 7 IELTS in both languages Short listing and/or interview Submitted by Rachel Launay Date 23 August