Purpose of job:
To contribute to the British Council's Cultural Relations mission through leading on the creation, planning, delivery and evaluation of marketing and communication strategies and activities across the Teaching Centres, Exams and English Language Teaching Products in Egypt, in line with business growth and impact targets.
Accountabilities, responsibilities and main duties: (including people management and finance)
Research, Monitoring and Analysis
1. Develop and manage internal and external market research for English on existing & potential customers, market trends, opportunities and competition, ensuring findings feed into strategy and planning.
2. Liaise with Head of Customer Services to analyse current customer data and evaluate customer journey and accordingly develop strategies that address customer issues and enhance customer experience.
3. Develop market segmentation with current and potential customer base to identify actionable segments, and address opportunities and challenges for penetration, product development and market development.
4. Monitor and evaluate competitor positioning and activity, and accordingly generate annual competitor analysis with mid-year update.
5. Monitor and analyse marketing spend against business and sales objectives and by product and segments.
Marketing and Communications Planning and Activation
1. Develop marketing and communications strategies and plans to achieve English Teaching, Exams business targets, with a strong emphasis on the use of digital media to deliver strategy. Allocate and manage marketing budget against activity and ROI.
2. Responsible for financial planning and monitoring marketing budget and mapping it to business and marketing objectives.
3. Collaborate with business managers during the planning cycle to inform and influence the business plans and ensure they are aligned with market requirements and potential.
4. Develop marketing strategies that deliver an integrated approach across the three English products (Teaching Centres, Exams, and English for the Future), capitalising on common customer base, promoting synergies and economies of scale, and delivering maximum impact and business returns.
5. Lead on the development of British Council marcomms collateral that supports marketing and communications activity, including but not limited to brochures, booklets, banners, websites, e-newsletters, press releases, features and media opportunities and ensure that they meet agreed corporate brand and Equal Opportunity and Diversity (EO&D) requirements.
6. Track performance of marketing campaigns through measurement and analysis to understand effectiveness and ROI.
7. Conduct quarterly reviews of strategies and plans with English business leads and Regional Head, ESBU Marketing and Communications.
8. Lead internal stakeholders and external marketing, PR and digital agencies on all English marketing and communication efforts, ensuring all campaigns are based on sound briefs that support business and brand objectives, are customer-focused, closely adhere to brand guidelines and are produced to British Council standards.
9. Lead on brand management across all British Council centres and partner premises where British Council English products and services are offered, including style of communication and British Council branding, and identity standards of the premises.
10. Develop web and social media strategies to build British Council English online reputation and produce quarterly progress reports using metrics prescribed by Regional Digital team, or agreed with Regional ESBU Marcomms Head.
Job Details
| Date Posted: | 2013-03-27 |
| Job Location: | Cairo, Egypt |
| Job Role: | Marketing/PR |
| Company Industry: | Education, Training, and Library |
Preferred Candidate
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