. HEAD OF MARKETING AND COMMUNICATIONS WESTERN BALKANS MARKETING AND COMMUNICATIONS WIDER EUROPE DECEMBER 2017 www.britishcouncil.org 1 Head of MARKETING AND COMMUNICATIONS Western Balkans December 2017 The British Council
Role Information Role Type Pay Band Location Duration Reports to: Head of Marketing and Communications 7/F Belgrade, Serbia Indefinite contract Director Marketing Wider Europe Role purpose To own and lead on our marketing and communications strategy in the Western Balkans and its implementation across all activity areas and working directly with the Western Balkans Leadership team ensuring our KPIs and impact targets are met or exceeded. This post will lead a team of marketing professionals that provide a world-class support to our programme and business leads by providing market insights and trends so that our activities are planned in such a way that they are innovative and relevant to the right audiences across the right channels in this market. Head of Marketing and Communications will oversee and manage the marketing implementation making sure our evaluation is embedded from the start and that we can clearly capture and present our impact and how it contributes to our country, regional and corporate goals. As a part of our regional marketing network, Head of Marketing and Communications is one of our creative leaders and innovators that enable us not to follow the trends but create them positioning our organisation as a preferred, first-choice partner in in the Western Balkans. About us The British Council is the UK s international organisation for cultural relations and educational opportunities. We create friendly knowledge and understanding between the people of the UK and other countries. We do this by making a positive contribution to the UK and the countries we work with changing lives by creating opportunities, building connections and engendering trust. We work with over 100 countries across the world in the fields of arts and culture, English language, education and civil society. Each year we reach over 20 million people face-to-face and more than 500 million people online, via broadcasts and publications. Founded in 1934, we are a UK charity governed by Royal Charter and a UK public body. Our organisation is structured as a matrix of eight geographical Regions and three Strategic Business Units (SBU) of English and Examinations, Education and Society, and Arts, supported by professional business services including Marketing and Communications, HR, Finance, risk management and infrastructure services. Geopolitical overview: 2 Head of MARKETING AND COMMUNICATIONS Western Balkans December 2017 The British Council
The British Council in the Western Balkans is part of the Wider Europe region of fifteen countries which borders the Middle East to the south, Asia to the east and EU Europe to the west. The region s population, currently around 335 million, will be two billion people by 2050, with the majority living in an urban environment. In the Western Balkans we create friendly knowledge and understanding between the people of the UK and other countries. We have more than 75 years of experience in the Western Balkans and six offices across the region (Albania, Bosnia and Herzegovina, Kosovo, Macedonia, Montenegro and Serbia). We work with local, UK and international partners. We design and implement programmes, deliver donor funded contracts, offer advice and consultancy to governments, deliver training programmes, administer international exams, teach English and run English testing for organisations and institutions, advise UK companies on market opportunities and provide information about the UK. To help ensure a secure and prosperous future for the people of the Western Balkans, we work with governments, international organisations, businesses and other partners on institutional reform and capacity building. We enable professionals and young people to gain international skills and qualifications that will help them prosper and build a better future. Our key area of focus is on vocational education, entrepreneurship and core skills, with English as a key skill which supports this objective. We work in visual arts, film and music to build trust and understanding between people in the UK and the Western Balkans. Through our digital platforms, over two million people each year discover more about UK culture and education. Main opportunities/challenges for this role: Lead and manage our marketing, communications and digital strategy in the Western Balkans so that understand our markets completely, engage with the right audiences and identify partners who share our vision and values. Be an active part of our wider marketing network as a creative leader, an innovator that positions the British Council in the Western Balkans as a forward-looking, preferred partner and a first-choice organisation for local organisations, businesses and institutions. Establish, understand and expand the key audiences and markets for the British Council s existing and planned cultural relations work in the Western Balkans and evaluate the impact of our work with these audiences and markets. Support programme teams in establishing new partnerships for the British Council in the Western Balkans. Main Accountabilities: Marketing and Communications Strategy Working closely with Director Western Balkans and the leadership team, develop a marketing and communications strategy for our commercial and grant activities making sure that impact and quality targets for the Western Balkans are met. Lead the marketing planning process, ensuring that our marketing strategies are based on: market sizing, financial data, customer segmentation, competitor analysis, market data, business objectives and that they incorporate British 3 Head of MARKETING AND COMMUNICATIONS Western Balkans December 2017 The British Council
Council brand positioning, messages and values. Working closely with the leadership team in the Western Balkans, develop marketing and communication strategies and action plans for the identified key projects. Lead on marketing performance, monitoring and evaluation by identifying key country projects that are presented and shared with the right stakeholders and partners. Own our evaluation process so that our marketing performance is tracked, measured and analysed resulting in high ROI and meeting or exceeding relevant cluster, regional and corporate KPIs. Brand Champion To own our brand in the Western Balkans and oversee the development of our brand identity and awareness in line with regional and global standards. Work with the Director and the leadership team in the Western Balkans to apply our brand standards to partnership initiatives and activities. Partnership Development Digital Working closely with Director Western Balkans and the leadership team, support the development of a partnership development strategy including templates, research, data management and development of key partnership proposals, followed by closer partner analyses and risk assessments. Be an active member of the leadership team and contributing to our partnership intensity in the Western Balkans. Own our presence across various digital channels, its impact and scale for the Western Balkans. Lead on our digital strategy so that our digital impact is recognised, strong and seen as innovative and creative by our stakeholders and partners. Work with the local and regional parts of the team in achieving genuine interaction and engagement online by creating and implementing different strategies and innovative approaches in our digital communication with target audiences. Marketing as a Vital Business Function Take an active role in the business planning cycle and ensure that marketing insight is embedded in our Teaching and Examinations business plans. Act as a business partner to colleagues in the programme teams and businesses, supporting them to achieve the best results from their projects, products and services and ensuring that they meet their business objectives. Lead on and manage our marketing supplier procurement process focusing on high quality and efficiency. Leads our marketing and communications team in the Western Balkans which is seen as an integral part of all of our programme and business areas. Customer Management Own, manage and develop customer management strategy in the Western Balkans, including the management of Customer Management teams in the Western Balkans Regional and Global Working 4 Head of MARKETING AND COMMUNICATIONS Western Balkans December 2017 The British Council
Be an active member of the regional and global Marketing and Communications team, participating in regular meetings and training events and contributing to regional and global marketing and communications strategies. Leadership and management Develop, motivate and manage the performance of the Western Balkans Marketing and Communication and Customer Services teams across countries, to ensure it creates the right climate to achieve its objectives. Articulate a clear and compelling vision for marketing and communications work in the Western Balkans, to ensure that all team members understand mediumterm strategy and direction, and are committed to achieving a set of shared goals. Values and Policies Comply with all relevant codes of practice, industry regulations, legislation, the British Council s ethical code and policies including but not limited to our policies for: child protection, equal opportunity and inclusion, environment and our brand guidelines. Key Relationships: Key relationships: Internal: Director Western Balkans Country Directors across the Western Balkans Leadership team in the Western Balkans Marketing and Communications Co-ordinator Western Balkans Marketing and Communications Assistants Western Balkans Customer Service teams in the Western Balkans Programme and business teams in the Western Balkans Regional Marketing and Communications team External: British Embassies in the Western Balkans Market research institutions and consultants External advertising, marketing and PR agencies Relevant media (TV, radio, on-line, social media) Role Requirements: Threshold requirements: Passport requirements/ Right to work in country Applicants must already have the right to live and work in Serbia stage Notes Person Specification: Language requirements stage 5 Head of MARKETING AND COMMUNICATIONS Western Balkans December 2017 The British Council
Minimum / essential Desirable Native language proficiency in one of the languages spoken in the Western Balkans. Fluent written and spoken English (C1 or C2 CEFR level of English). A proven ability to write communications materials in English to recognised professional standards., interview and a task / test. Qualifications Minimum / essential Desirable Professional qualification in marketing and communications or a matching professional experience in the field Postgraduate degree in a relevant field, eg marketing and communications and business studies Role Specific Knowledge & Experience Minimum / essential Desirable Minimum of five years experience in an international marketing environment. Evidence of success in delivering large-scale marketing and communications campaigns that deliver results. Proven experience of managing a team to meet demanding targets. Excellent writing and communication skills Proven track record in strategic marketing in an organisation or a company with dispersed teams and Interview British Council Core Skills Communicating and Influencing (Level 3) - Is creative and adaptable in communications: Able to use a range of non- standard and creative approaches to inform, and persuade others, extending beyond logical argument to influence decisions and actions in a way which is inclusive and interview 6 Head of MARKETING AND COMMUNICATIONS Western Balkans December 2017 The British Council
and engaging. Commercial and business development (Level 3) - Develops viable business: Defines and develops products/programs/services which deliver British Council goals on impact, income and surplus within a defined area of business that responds to market opportunities and aligns to wider corporate strategies. Managing projects (Level 3) - Leads smaller projects: Analyses requirements with the sponsor/stakeholders, defining the specification with awareness of equality and diversity impact, planning, revising, implementing and evaluating on small-to-medium scale and/or low risk projects. Managing risks (Level 2) - Supports a risk management culture: Has track record of identifying and highlighting risks and suggesting mitigating actions. Analysing data and problems (level 3) - Analyses patterns: Seeks out and examines a range of information to identify patterns, trends and options, to solve multifaceted and complex problems. Planning and organising (level 2) - Plans ahead: Organizes own work over weeks and months, or plans ahead for others, taking account of priorities and the impact on other people. British Council Behaviours Shaping the future (most demanding) Changing the nature of what we do and the benefits we gain by thinking and planning with creativity Interview Making it happen (most demanding) Achieving stretching results when faced by change, uncertainty or major obstacles Working together (more demanding) Ensuring that others benefit as well as me Creating shared purpose (more demanding) Creating energy and clarity so that people want to work purposefully together 7 Head of MARKETING AND COMMUNICATIONS Western Balkans December 2017 The British Council