Role Purpose
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. He/She 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 insight
• 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 teaching centres

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 professional discipline

Business Development

• 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 English
• 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
  

Requirements:

• 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)
  

Role specific knowledge and experience:
Minimum/essential

• 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 to support programmes and products
• Experience in providing direction, oversight and coaching on the delivery of marketing plans and activities
• Experience in effectively negotiating budgets and resources with senior stakeholders

Desirable

• Substantial marketing/ sales experience
• Experience in a global organisation
• Knowledge of and experience in the education industry