Growth Cluster Marketing Lead, English, Vietnam
Date: 11 Aug 2023
Location: Ho Chi Minh City, East Asia, VN
Company: British Council
We support peace and prosperity by building connections, understanding and
trust between people in the UK and countries worldwide.
We work directly with individuals to help them gain the skills, confidence and
connections to transform their lives and shape a better world in partnership
with the UK. We support them to build networks and explore creative ideas, to
learn English, to get a high-quality education and to gain internationally
Working with people in over 200 countries and territories, we are on the
ground in more than 100 countries. In 2021–22 we reached 650 million people.
The purpose of this role is to lead the development and implementation of the
Cluster English marketing strategy and plans, ensuring alignment to regional &
global marketing strategy. The Cluster Marketing Lead, English, Vietnam will
work with the regional and Vietnam country organization teams to ensure that
marketing programmes deliver planned business targets. The person hired will
also provide professional marketing expertise to the English SBU within the
region, sharing relevant knowledge and expertise, and helping to ensure
alignment with marketing strategy across the British Council.
Main accountabilities but not limited to the following :
Consultancy, analysis & problem-solving
Applies core technical/professional knowledge, recognised best practice
approaches and insight to develop marketing strategies and plans and
resolve issues and risks.
Conducts analysis based on insights and research and external trend/
market analysis to provide high quality and evidence-based marketing
advice, recommendations and plans.
Presents complex information clearly, tailoring the presentation of
findings to meet the needs of both British Council country and regional
leadership. audiences appropriately, as required.
Builds an in-depth understanding of the specific operational context,
opportunities and challenges for English in the region to ensure the
provision of marketing advice and plans is based on informed business
Proactively seeks colleagues' feedback to monitor satisfaction with the
standard of marketing advice and business support provided, enabling
improvements to be made.
Leadership & management
Plans and prioritises own work activities to ensure effective delivery of
diverse responsibilities and internal customer deliverables over a monthly
to quarterly time horizon.
Provides direction, advice and support to the regional marketing team on
marketing strategies, plans and activities for English teaching brands and
Subject and Sector Expertise
Develops and manages the cluster marketing strategy for English and
Teaching centres, ensuring alignment to global marketing strategies and
plans, cluster objectives and financial and business development targets
and overarching global marketing strategy.
Plans, delivers and evaluates cluster marketing strategies and activities
across English teaching brands and teaching centres which are led by
demand / lead generation campaigns and activities to drive conversions
from leads to sales to meet SBU targets.
Ensures monitoring of marketing performance for teaching and teaching
centres at regional and country levels.
Champions the capture and sharing of insight and analytics across
marketing teams in the region, working together with the Regional Head of
Insights and the Hub.
Provides proactive professional marketing advice and support to colleagues
to ensure marketing for English is high quality, effective and compliant
with relevant policies.
Completes an annual cycle of formally recognised Continuing Professional
Development (CPD) to maintain and deepen their professional expertise.
Uses a variety of resources and networks to maintain knowledge of
developments in external policy, practice and regulation within their
Identifies opportunities for improvements to marketing for English and
determines how to progress these, working collaboratively with the country
sales and academic teams, English global marketing team and others where
appropriate to ensure alignment and enable ideas, business opportunities
and innovations to be shared.
Demonstrates awareness of relevant governance arrangements that relate to
the development of regional marketing strategies, plans and approaches for
Makes recommendations to resolve specific issues but also offers ideas
which contribute to the development of wider solutions to broader business
challenges and problems.
Oversees tracking of KPIs on a monthly and quarterly basis including CPA,
CPE, budgets and conversions to sales.
Commercial and financial management
Using agreed corporate systems and processes, plans and manages the
Cluster budget for English marketing activities, and conducts monthly and
year-end reporting on income and expenditure, profitability and risk.
Shows an understanding of value for money/cost effectiveness in the
regional marketing strategies, plans and activities delivered for English
teaching brands and teaching centres.
Sustains effective Cost per Acquisition (CPA) of new sales against
marketing spend and improves ROI.
Relationship and stakeholder management
Actively participates in and contributes to the Marketing Community of
Practice and network of marketing professionals.
Builds a network of with external suppliers/providers/contacts to support
effective service provision and knowledge exchange.
• Develop and initiate growth initiatives together with APAC new business
• Analyse market, customer, competitor trend and support for business case
Role specific knowledge and experience :
Considerable experience in developing marketing strategies and plans
within a large and complex organisation.
People management experience leading large teams.
Experience in the design and delivery of digital media plans.
Substantial marketing/ sales experience.
Experience in a global organisation. (Desirable)
Knowledge of and experience in the education industry. (Desirable)
Occasional domestic/international travel
Pay Band: 7/F
Contract Type: Indefinite
Location: Hochiminh, Vietnam
Fluency in written and spoken English and Vietnamese
Degree or professional qualification in marketing and communications or business or demonstrable level of equivalent experience.
Postgraduate degree in a relevant field (e.g. marketing and communications and business studies or demonstrable level of equivalent experience). (Desirable)
Conditions of Employment: Local Direct Hire
Applications are welcomed from candidates currently in this location with a natural right to work.
Applications are also welcomed from candidates currently based in other British Council country offices. However, please note candidates must have a natural right to work in the country, on a permanent basis, as immigration clearance and/or on-going visa support is not provided by the British Council for this role. Relocation support is also not provided.
Closing Date: October 1, 2023 11:59 PM Philippines Time (GMT+8)
A connected and trusted UK in a more connected and trusted world.
Equality , Diversity, and Inclusion (EDI) Statement
The British Council is committed to policies and practices of equality,
diversity and inclusion across everything we do. We support all staff to make
sure their behaviour is consistent with this commitment. We want to address
under representation and encourage applicants from under-represented groups,
in particular, but not exclusively, on grounds of ethnicity and disability.
All disabled applicants who meet the essential criteria are guaranteed an
interview and we have Disability Confident Employer Status. We welcome
discussions about specific requirements or adjustments to enable participation
and engagement in our work and activities.
The British Council is committed to safeguarding children, young people and
adults who we work with.
We believe that all children and adults everywhere in the world deserve to
live in safe environments and have the right to be protected from all forms of
abuse, maltreatment and exploitation as set out in article 19, UNCRC (United
Nations Convention on the Rights of the Child) 1989.
Appointment to positions where there is direct involvement with vulnerable
groups will be dependent on thorough checks being completed; these will
include qualification checks, reference checks, identity & criminal record
checks in line with legal requirements and with the British Council's
Safeguarding policies for Adults and Children.
If you have any problems with your application please email
Please note: Applications to this role can only be considered when made
through the Apply section of our careers website. Our ‘ASK HR' email is only
to be used in case of a technical issue encountered when applying through the
careers website. Emails with supporting statements and CV/Resumes sent to this
email address will not be reviewed and will be deleted.