Download Role profile - Examinations Services Marketing Officer

Role Profile
Role Profile
Job Title
Examinations Services Marketing Officer
Directorate or Region
EU
Department/Country
Examinations Services / Czech
Republic
Location of post
Prague
Pay Band
H 100% (28 708,- CZK)
Reports to
Examinations
Services Manager
Duration of job
Definite, for the period of one
year. Contract may be extended
if successful.
Context and environment: The British Council is the UK’s Cultural Relations body, working in 110
countries worldwide to promote a good relationship between countries and the UK. Within the British
Council, the Examinations Services Department is dedicated to the secure administration of UK
international examinations, many of which are recognised worldwide.
The Examinations Services team in the Czech Republic consists of 8 staff. Current Exams work is
focused mainly on IELTS, and CELA (Cambridge English Language Assessment) qualifications, but we
also deliver services for several UK educational and professional bodies and the British Council´s own
product – Aptis.
Purpose of job: To develop, establish and implement marketing strategies to grow UK exams volume,
with a focus on the Czech Republic, but also partially involving Slovakia and Hungary (the 3 countries of
the British Council’s Central European Cluster), in particular for IELTS and Aptis tests.
Accountabilities, responsibilities and main duties: To raise Aptis and IELTS awareness and
recognition to support growth to agreed targets, and as a secondary goal raise and improve the British
Council brand awareness. To identify and build key relationships with stakeholders and potential clients
to identify opportunities for extended service and product delivery. To ensure regular communication with/
support to potential clients leading to successful business development.
In order to achieve the above, the post-holder will do:

Market research 15%: Conduct competitor analysis including focus groups, surveys, desktop
research, mystery shopping etc. and through these identify and prioritise target market segments.

Marketing Plans 15%: Participate in preparation and delivery of marketing plans. Recommend
changes to improve marketing and business development strategies based on analysis and feedback
through market research.

Campaigns and promotions 30%: Implement effective marketing offline and online campaigns with
the aim of increasing enquiries and the number of test takers. Analyse campaign effectiveness and
produce evaluation reports.

o
arrange and manage promotional events such as education exhibitions and deliver
presentations at events where required.
o
manage the production of promotional materials.
Digital 40%: Make good use of website and social media to implement marketing and promotion
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Resourcing team November 2010
objectives (e.g. eDMS, online banners, FB campaigns, video clips production etc.)
o
o
o
o
contribute to the social media strategy for the British Council Examination Services.
develop and manage digital marketing campaigns (Facebook, Google AdWords etc).
measure and report performance of all digital marketing campaigns, and assess against goals
(ROI and KPIs).
manage and improve the usability, design and content of the British Council Examination
Services website, including SEO.
Key relationships (include internal and external):

External: universities/ language schools/ state schools/ companies, partner centres across the CE
Cluster, business partners, vendors and suppliers, the media;

Internal: Directors and Exams managers in Prague, Budapest and Bratislava; members of the
Examinations Services team, Customer Services department and the CE Cluster marketing team.
Other important features or requirements of the job:
Flexible working scheme (core hours 10am – 4pm), attendance at events and other professional
demands will involve working occasional unsocial hours and weekends
Personal and professional development: To demonstrate a commitment to reflective practice,
professional and organisational development objectives, taking advantage of opportunities to enhance
qualifications and or gain/share knowledge. Make a positive contribution to team meetings and give
suggestions to management for improving Sales/Customer Management practices and procedures based
on customer feedback.
Please specify any passport/visa
and/or nationality requirement.
EU country citizen and/or CZ residency / work permit holder
Please indicate if any security or
legal checks are required
for this role.
Criminal record check
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Resourcing team November 2010
Person Specification
Essential
Behaviours
Desirable
Assessment stage
1) Creating Shared Purpose: I
gain the active support of other
people so they are fully engaged
and motivated to contribute
effectively. I do this by
communicating our purpose in a
way that others can understand
and that achieves shared clarity. I
help them understand the part
they play, so that our aims are
clear to all.
Essential level: Communicating
an engaging picture of how we
can work together.
Not used for
recruitment
2) Connecting with others: I find
common ground and build
relationships and connections to
support British Council goals. I do
this by building trust with others,
by paying attention to their
concerns and needs, and
showing that I understand their
interests. I achieve understanding
and trust in a culturally sensitive
way – whatever my role.
More demanding level: Actively
appreciating the needs and
concerns of myself and others.
Not used for
recruitment
Interview
3) Working together: Knowing
that we will achieve more with
other people than we can do
separately, by sharing goals and
resources to add more value, I
work towards common goals with
others. I do this by agreeing
effective and respectful ways of
sharing success. I generate
mutual support, shared benefits
and promote interdependence.
Essential level: Establishing a
genuinely common goal with
others.
4) Being accountable: I show
accountability and commitment to
the British Council and I
demonstrate resilience and
Interview
3 of 5
Resourcing team November 2010
determination. I hold myself and
others responsible for delivering
goals in line with the shared
purpose of the British Council. I
give and accept constructive
feedback to maximise high
performance and manage underperformance.
More demanding level: Putting
the needs of the team or British
Council ahead of my own.
5) Making it happen: I deliver
excellent results, achieve
challenging goals and develop
myself and others. I do this by
setting clear and demanding
objectives to deliver what is
required. I stay focused on
measurable outcomes, while
building longer-term capability. I
demonstrate standards of
excellence and deliver value for
money. I measure progress and
adapt plans when necessary.
More demanding level:
Challenging myself and others to
deliver and measure better
results.
Interview
6) Shaping the future: I achieve
better business, innovation and
growth by using my
professionalism, knowledge and
expertise to create a clear focus
on what I want to achieve. I spot
opportunities, plan appropriately
and create innovative solutions
that recognise ambiguity and
deliver business benefit.
More demanding level:
Exploring ways in which we can
add more value.
Skills and
Knowledge
Not used for
recruitment
Communication skills in both
Czech (native speaker) and
English (CEF level C1 or above)
Short listing
& Interview
Very good knowledge of MS
Office applications (MS Word,
Excel, Power Point, Outlook)
Interview
Interview
Presentation Skills
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Resourcing team November 2010
Marketing

Knowledge of principles and
methods for promoting
products or services including
marketing strategy and tactics

Understanding of social media
and current online marketing
concepts, strategy and best
practise

Creativity and innovative
thinking
Experience
Short listing
& Interview
Proven previous
experience in
marketing
(including temporary
jobs)
 proven
experience in
customer and
market research
Qualifications
Degree in business or
marketing or equivalent
professional qualification
Submitted by
Examinations Services Manager

experience in all
aspects of
developing and
managing
marketing
strategies

highly creative
with experience
in identifying
target audiences
and devising
offline and online
campaigns that
engage, inform
and motivate
Short listing
& Interview
Short listing
Date
5 of 5
15.4.2016
Resourcing team November 2010