Directorate or Region EU Europe Department Examinations. Reports to Head Exams, Germany Contract type 2-year fixed-term post

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1 Role Profile Job Title Exams Marketing & Networking Manager, Germany Directorate or Region EU Europe Department Examinations Location of post Berlin Pay Band/Salary range Local Grade G Reports to Head Exams, Germany Contract type 2-year fixed-term post Context and Environment In Germany the British Council has a long track record of delivering cultural relations through English language teaching and examinations delivery and draws on a reputation developed since 1959 for innovation, trust, shared values and an ability to promote the diversity and creativity of the United Kingdom to a German audience. Our examinations work in Germany plays a significant role within our English and Exams Strategic Business Unit. We currently administer the International English Language Testing System (IELTS) in Germany through 18 test venues across the country and partner with a number of German universities in offering IELTS test sessions for students on-site. We have integrated the new IELTS UKVI test, which supports visa applications to the United Kingdom, into our portfolio and are further diversifying our examinations portfolio through the sale of the British Council s Aptis test, which supports our work in English language teaching. Germany s contribution to examinations activity in Europe will be central to the success of the future of the British Council s work in EU Europe: delivering growth, managing reputation, reaching bigger audiences through partnerships, engaging effectively with compliance, digital / social media programmes and improving internal and external communications are all big priorities for our operation. British Council Germany is committed to putting the UK at the centre of our networks to create engagement and opportunity for British stakeholders with influencers across Germany, thereby building security and prosperity for the UK. It will win recognition, visibility, profile and income through access to influential people across a broad spectrum and will develop greater collaborative working within the British Council and with partners in Germany and the EU. We administer exams across Germany from our office in Berlin.

2 Purpose of post Reporting to Head Exams, the postholder will contribute to and implement the exams marketing plan for Germany to ensure planned growth, financial and impact targets in are achieved. This will involve: creative use of digital marketing tools / social media platforms / offline promotional tools to create maximum awareness of the British Council brand and those of the examinations we administer carrying out targeted research on main competitors to inform our marketing and business development activities intelligence-gathering on the growth of English taught degree programmes (EMI) in the HE sector in Germany to support objective of increasing our IELTS activities in this key emerging market managing a programme of networking and communications activities to support our engagement with existing / new exams partners collaboration across the Strategic Business Units in Germany and the European Union region to support exams product placement. Standards All relevant British Council policies, standards and regulations apply. Particularly important are those relating to: Codes of Conduct, Essential Finance, Audit requirements, Corporate IT, Brand Guidelines and policies relating to Child Protection, Equal Opportunity and Diversity and Information Management. ACCOUNTABILITIES, RESPONSIBILITIES AND MAIN DUTIES: Market insights - obtain and analyse intelligence on exams markets: researching and monitoring competitors products, services and strategies to assess opportunities and threats to our examinations business researching, monitoring and mapping growth of EMI courses in Germany on quarterly basis understanding and applying knowledge of market segments in market research using market insight toolkits and databases to assist with information gathering. Creating and implementing effective and inspiring operational marketing plans, ensuring that an effective marketing mix is created that supports online and offline marketing activities, involving: Digital promotional activities: understanding the advantages and disadvantages of using Search Engine Marketing (SEM) as an effective digital marketing tool applying knowledge of keyword techniques to obtain maximum results from SEO activities using corporate and commercial analytical tools effectively, e.g. Webtrends and Google Analytics, to track own rankings, run keyword research, optimise content and analyse competitor link profiles using generic promotional content from exams global marketing teams to ensure website visitors have engaging and relevant information to support the conversion rate of visitors to customers. Social media activities: using social media platforms such as Facebook, twitter, blog posts, You Tube and Instagram to promote exams promotional campaigns creating inspirational social media content / campaigns for promotion of the IELTS Award exploring opportunities to involve IELTS test-takers in Germany with the wider cultural relations work of the British Council across the country, through informative and creative postings on social media sites that link to British Council Germany events calendars.

3 Offline promotional activities: producing creative and informative offline marketing content for educational fairs and other exams promotional events create range of marketing collaterals and competitions for use at promotional events. Brand awareness: creating materials that adhere to all brand guidelines, including visual style, correct use of logo, messaging and tone representing the British Council brand in all exams-related activities. Media relations: collaborating with colleagues in communications in Germany / EU region to develop and maintain databases of marketing and communication agencies to support PR efforts for exams promotional activities monitoring and dealing with press enquiries for IELTS and Aptis. Networking growth: exploring with existing partners ways of adding value to the IELTS partnership exploring and implementing strategies for building contacts in the HE sector in Germany that are emerging as key EMI markets increasing BC Germany presence at a range of HE fairs across the country to increase awareness of IELTS brand creating range of creative promotional collaterals for use at HE fairs in Germany. Supporting business planning: participating in annual business and tactical planning processes for exams in reporting to Head Exams quarterly on metrics for marketing and intelligence gathering activities to support the quarterly update of Germany s Planning Workbook. Financial management - reporting via SAP on monthly monitoring and management of agreed exams marketing budget for Evaluation and monitoring - monitoring and reporting on impact on range of exams activities, customer service standards and social media metrics through the Results and Evidence Framework in SAP. Human resources line manage 2 exams assistants. Key relationships: Internal Heads of Exams / Head of the SBUs in Germany Communications Coordinators in Germany and the EU region EU regional digital marketing and business development colleagues Regional and global lead for IELTS and Aptis. External B2C customers for IELTS in Germany B2B partners in the HE sectors in Germany and the UK for IELTS B2B partners in public sector institutions in Germany for Aptis Press and media contacts for Germany.

4 Other requirements of the post (e.g. travel / working unsocial hours / weekend work) Regular travel, some evening and weekend work within Germany and the wider EU region are requirements of the post for B2C and B2B networking events, visits to IELTS partner venues in Germany and for attendance at training and conference events. Please indicate if any security or legal matters. Applicants must have the right to live and work in the European Union. Child protection check (in the form of a self-assessment declaration) is required for all new staff. Person specification Essential Desirable Assessment stage Behaviours Making it Happen (more demanding) Challenging myself and others to deliver and measure better results. Assessed at Being accountable (more demanding) Putting the needs of the team or British Council ahead of my own. Shaping the Future (more demanding) Exploring ways in which we can add more value. Behaviours Working Together (essential) Establishing a genuinely common goal with others. Not assessed at Connecting with others (essential) Making regular opportunities to understand others better. Creating shared purpose (essential) Communicating an engaging picture of how we can work together.

5 Core Skills Communicating and Influencing (Level 2) Relates communications to circumstances Displays good listening, writing and speaking skills, setting out logical arguments clearly and adapting language and form of communication to meet the different needs of people / audiences. Managing accounts and partnerships (Level 2) Communicates regularly with diverse stakeholders, customers and / or partners to build mutual understanding and trust. Managing Finance and Resources (Level 3) Supports budget management Monitors and controls an agreed budget within a defined area, producing reports and analyses and contributing to planning. Developing business (Level 1) Reviews data Applies a range of standard analytical techniques to support business development e.g. pricing tools, revenue tracking, monitoring sales prospects, audience figures or profit margin. Using technology (Level 2) Operates as an advanced user Works as an advanced practitioner in the use of office software and / or British Council standard digital tools and social media platforms. Shortlisting

6 Knowledge Language German and English speaking and writing skills to C1 level, (CEFR). Interview (including English and German writing tests if relevant). Knowledge Knowledge of the German higher education sector. Knowledge of the higher education sector in the United Kingdom. Experience Track record of preparing and delivering presentations for promotional events. Shortlisting Qualifications Bachelor s degree in marketing or business development. Master s degree in marketing or business development. Shortlisting Submitted by Head Exams Date 21 June 2018