Role Profile
Job Description
Job Title
Regional Marketing and Communications Manager, Services for International
Education Marketing (SIEM), South Asia
Directorate or Region
South Asia
Department/Country
South Asia
Location of post
Will be based in
one of our offices
in the SA Region.
Pay Band
PB7/Grade F
Reports to
Director, SIEM,
South Asia
Duration of job
2 Years Fixed Term Contract
Purpose of job:
This role will provide regional management of all our SIEM marketing and communications efforts across
South Asia ensuring the British Council meets its overall strategic objectives and sales targets across the
region.
Background information
British Council SIEM provides a comprehensive set of solutions, tailored to cater to UK educational
institutions’ diverse international marketing needs in South Asia. This role will support the delivery of
these solutions from South Asia.
This role has a regional remit and will be involved in providing direction, solutions and support to teams
across the region (currently there are 26 staff delivering SIEM in 5 countries in South Asia). This role will
be responsible for managing all marketing and communications (internally and externally) of our services
to ensure we remain competitive, provide excellent customer service from point of contact right through to
post delivery evaluation, increase our repeat business, improve our digital presence, improve our
customer segmentation mechanisms in order to provide more targeted and relevant messages and
continue to grow our visibility to internal and external audiences.
Who delivers the services?
The services are delivered through experienced overseas teams at country level, led by specialist
Regional Directors in five regions who ensure that the right people, process and approach are employed
to meet UK institutions’ needs.
Why UK institutions use Services for International Education Marketing?
We provide services to the UK education sector and are committed to the growth and prosperity of UK
education providers. Our services include:
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A comprehensive service to help UK institutions take advantage of the growing international
education market
Flexible and creative solutions tailored for institutions in response to changing market
demands around the world
Access to knowledgeable and expert staff with in-country experience and presence
Opportunities to boost international student recruitment numbers
Development of partnership opportunities
Promotion of individual institutions in key international education markets
Access to cutting edge research
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South Asia Region: The region is of high priority for the UK covering both high-growth economies
(notably India, with a population of 1.2bn) and other countries important to the UK from a security
perspective, principally Pakistan and Afghanistan. The region comprises India, Pakistan, Bangladesh,
Afghanistan, Sri Lanka, Iran (non-represented) and Nepal. Programme priority areas are English, where
there is a need to develop a stronger product offer for teachers and learners; Higher Education (with large
opportunities in market intelligence and knowledge transfer) and the Arts.
Accountabilities, responsibilities and main duties:
(including people management and finance)
Strategic Planning:
Develop and deliver the regional marketing plan and strategy for our services in South Asia to ensure
income and impact targets are achieved; evaluate and review thereafter in consultation with the Director,
SIEM, South Asia to ensure that it delivers maximum impact and return for British Council SIEM.
Analyse SIEM market segments (Local and UK Audiences) and ensure appropriate messaging and
marketing solutions are in place leading to an increase in the breadth and depth of our customer
engagement
Planning - marketing activity:
Work with each of the Country teams to develop and implement annual marketing & communication plans
for the region that link to our longer term strategic plans and ensure that our business development
targets are met
Create, and enable thought leadership opportunities for British Council SIEM across media channels to
raise the profile of our work and open opportunities for new business
Develop key messages and content for various channels and newsletters to enhance the profile and
positioning of British Council SIEM (UK and Local audiences)
Ensure the latest marketing tools and techniques are used to achieve agreed marketing outputs and
financial targets
Planning - Internal Communications
To develop and deploy a South Asia SIEM internal communications strategy across a mix of channels, to
ensure timely and accurate flow of communication following communication and EO&D guidelines.
To design and drive systems, procedures and vehicles to support internal communications initiatives. To
work with Senior Managers in all SIEM countries to drive a regional coherent and consistent internal
communications plan.
Networks & Relationship building:
To lead on identification of key strategic relationships and business development opportunities and the
management of these relationships where appropriate.
To work with Regional and Global Communications, Digital teams to support specific initiatives.
Leading and developing team:
To provide leadership, advice and support to SIEM marketing teams & designated initiatives throughout
South Asia.
To develop best practice materials, toolkits, and training materials for staff with Marcoms responsibility in
SIEM teams across South Asia.
Financial control: Ensure optimal planning and utilisation of the Regional SIEM marketing budget and
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ensure the successful delivery of various marketing initiatives within budget
Key relationships: (include internal and external)
Internal: SIEM South Asia Heads, SIEM South Asia Senior Management team, Strategic Business Unit
(SBU) Head Programme, location Head Programmes, SBU Assistant Directors, Specialist roles based in
different geography , Regional SBU leadership teams, UK SIEM teams, Education UK teams, GREAT
team, Digital Marcomms teams, PR team, web/intranet teams
External: Sector specific partner organisations (e.g. schools, universities, arts organisations etc),
Delivery partnership organisations, media houses, digital partners
Other important features or requirements of the job : some travel within the region and
unsocial/evening hours at times
Please specify any
Post holder will need legal right to work in that country.
passport/visa and/or nationality
requirement.
Please indicate if any security
Reference Checks as per British Council HR policy
or legal checks are required
for this role.
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Person Specification
Essential
Behaviours
Desirable
Assessment stage
Working together (Most
demanding)
Interview
Being Accountable (More
demanding)
Making it happen (Most
demanding)
Shaping the Future (More
demanding)
Connecting with Others (More
demanding)
These behaviours will
be needed to be
successfully carried
out for the role, but will
not be assessed for
recruitment purposes
Creating a shared Purpose (More
demanding)
Skills and
Knowledge
Marketing and Customer
Service (Level 3)
Business Management and
Development (Level 2)
Communications Skills (Level 3)
Financial Planning
and Management
(level 2)
Short listing
& Interview
Business
Management and
Development (Level
3)
Test: IELTS 7.5 /
CEFR level C1 (Aptis)
Experience
Minimum five year’s experience in
marketing including development
and delivery of strategy
Experience of
working in/with UK
education sector
Short listing
& Interview
Qualifications
Graduate with relevant qualification
Post-graduate in
marketing related
subject
Short listing
Submitted by
Director, SIEM, South Asia
Date
12 June 2014
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