Role Title Head of Marketing, Korea Role Information Role Type Pay Band Location Duration Reports to: Communications PB 7/F Seoul, Korea Indefinite Regional Senior Marketing Manager English / Director English Language Services Role purpose To develop, implement and evaluate an integrated marketing and communications strategy to meet agreed strategic and business objectives and more specifically to increase the number of enquiries for Teaching Centre products thereby enabling us to achieve our business growth targets. 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. Geopolitical/SBU/Function overview: There is a huge demand for English in Korea. Our target audiences see English as a way of improving their lives through both social and economic advancement. The British Council is constantly looking at ways to reach more learners and meet their needs by adapting our services in response to their changing lifestyles and preferences. British Council Korea currently operates in 6 locations in Seoul; City Hall, Euljiro, Mokdong, Seocho, Gangnam and Jamsil. We are one of the biggest among the global network with thousands of adult and young learner students at any one time. The centre operates 7 days a week, 46 weeks a year and currently has over 5,400 learners (2,600 YLs and 2,800 Adults) per teaching term on established on-site programmes. 1 Head of Marketing March 2018 British Council
Main Accountabilities: The role contributes to ambitious business growth plans for Korea, working as part of the management team on evolving the existing business including the expansion of the products and Young Learner and Adult centres across the country. Teaching Centre plans are aligned to East Asia regional objectives, such as Expand presence Focus on a culture of teaching, invest in people and quality to maintain and enhance brand and reputation Improve market messaging, content & delivery and parent/learner understanding Increase digital promotion and customer engagement Embed sales and customer relationship management mind set in customer service Optimise joint impact of grant provisional funds and Teaching The challenge for the team is to develop and implement strategy to tackle increasing competition in the Adult and Young Learner market; focussing on understanding and promoting to key target segments effectively, improving content and delivery to meet customer needs, maintaining our reputation for quality and ensuring efficient use of resources. Accountabilities, responsibilities and main duties The core responsibilities are to: Develop and implement marketing campaigns which include digital, web and social media as well as content marketing and more traditional offline elements so as to meet agreed student enquiry targets Track performance of marketing campaigns to understand their effectiveness and return on investment (ROI) Identify and monitor key competitors, demonstrating an understanding of their unique selling points (USPs) and using this information to inform our business and marketing strategies Build strong brand recognition and awareness as well as brand affinity in the market with effective marketing and PR campaigns Plan, monitor and reforecast the marketing budget and ensure expenditure is checked against monthly financial reports Feed into the annual business planning process Manage and work closely with the marketing agencies to ensure strong partnership and shared responsibility for common target objectives Work closely with the sales team to determine the best go-to-market strategies that are successful in driving lead generation 2 Head of Marketing March 2018 British Council
Motivate and manage the marketing team to ensure overall competency of the team to exceed set key performance indices (KPIs), including number of placement tests taken Cooperate and work with all key stakeholders to build strong teamwork Other duties are to: Ensure efficiency and productivity of resources in all marketing activities and procurement processes Work effectively with diversity as an integral part of daily work and consistently meet the British Council s Equality, Diversity and Inclusion policy and standards in carrying out all internal and external duties Demonstrate a commitment to reflective practice, professional and organisational development objectives, taking advantage of opportunities to enhance qualifications and or gain / share knowledge Key Relationships: Internal: Country Director, Director English Language Services, Regional Senior Marketing Manager, Head of Sales and Customer Management, Head of Academic, Branch Managers, Head of Communications External: Key customer groups, Press and media, Media agencies, Market Research agencies Role Requirements: Threshold requirements: Assessment stage Passport requirements/ Right to work in country Direct contact or managing staff working with children? Notes You must have the right to live and work in the country in which the role is based. N/A The nature of English marketing work means the post holder must be prepared to respond and work outside of normal office hours on occasions. The job will require some travel within the region. Shortlisting 3 Head of Marketing March 2018 British Council
Person Specification: Assessment stage Language requirements Minimum / essential Desirable Assessment Communications Skills Level 3 Outstanding speaking, reading, writing and listening skills (L3). Native-level (C2) fluency in written and spoken Korean and advanced (at least C1) written and spoken English and a proven ability to write accurate and appropriate communications materials in both languages Qualifications Minimum / essential Desirable Assessment University degree A relevant degree or relevant practical experience Role Specific Knowledge & Experience First Degree / Masters Relevant marketing / business qualification Shortlisting Minimum / essential Desirable Assessment Managing integrated marketing campaigns Experience of e-marketing and social media Line management of staff 8-10 years experience in a lead marketing role in Korea Previous background in adult or young learner education marketing would be an advantage Commissioning and coordinating customer and market research Planning, monitoring, and reforecasting budgets Academic or professional experience in one or more areas relevant to the work of teaching centre marketing 4 Head of Marketing March 2018 British Council
Role Specific Skills Market Analysis & Business Intelligence (Level 2) Establishes and implements systems to collect, analyse and disseminate market information. Identifies and understands market segments, applies this knowledge in anticipating and meeting client/customer/partner needs and generates a creative and successful offer in response. Monitors market trends and potential opportunities Assessment Marketing and Customer Service (Level 2) Comprehensive understanding of the nature, profile and demands of targeted customers British Council Core Skills Managing people (Level 3) Manages a team Provides full line management to a team where all members are working in a similar area of expertise or business. Scope includes planning, setting objectives, role modeling an inclusive culture, recruitment, development and performance management Assessment Communicating and influencing (Level 4) Uses influencing techniques Uses formal and informal negotiating and motivation techniques to influence others behaviour and persuade them to think and act differently, while respecting difference of view and culture Planning & organising (Level 3) Develops annual plans Develops and reviews the implementation of annual plans for a work group or function, taking account of business and customer requirements and reconciling competing demands Analysing data and problems (Level 2) - Uses data Reviews available data and identifies cause and effect, and then chooses the best solution from a range of known alternatives. Managing finances and resources (Level 5) Evaluates performance Evaluates resource allocation and use over time, to understand business and service performance and assess future opportunities and constraints Using technology (Level 2) Operates as an advanced user Identifies where new or improved technology could benefit business efficiency, the customer experience or market opportunities and makes evidence-based recommendations. 5 Head of Marketing March 2018 British Council
Managing accounts and partnerships (Level 2) - Works with stakeholders and partners Communicates regularly with diverse stakeholders, customers and/or partners to build mutual understanding and trust. British Council Behaviours Creating shared purpose (More demanding) Creating energy and clarity so that people want to work purposefully together. Assessment Being accountable (More demanding) Putting the needs of the team or British Council ahead of my own Connecting with Others- (More demanding) Actively appreciating the needs and concerns of myself and others Making it happen - (More demanding) Challenging myself and others to deliver and measure better results Shaping the future - (More Demanding) Looking for ways in which we can do things better Working together (More demanding) Ensuring that others benefit as well as me Prepared by: Date: Regional Senior Marketing Manager English 22 February 2018 6 Head of Marketing March 2018 British Council