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Head of Content & Digital Marketing
Country / Territory
English & Exams
Job Category
Pay Band
Senior Leadership Band
Vacancy Description
Payband: SMP Location: London Contract type: Indefinite contract Department: Strategy and Engagement Candidates must have the right to in the UK to be considered for the role.

Please note that in December 2020, the British Council will relocate its new global headquarters to: International Quarter, Stratford, London E20





The British Council is the UK’s international organisation for cultural relations and educational opportunities. We create friendly knowledge and understanding between the people of the UK and other countries. We do this by making a positive contribution to the UK and the countries we work with – changing lives by creating opportunities, building connections and engendering trust.

We work with over 100 countries across the world in the fields of arts and culture, English language, education and civil society. Each year we reach over 20 million people face-to-face and more than 500 million people online, via broadcasts and publications. Founded in 1934, we are a UK charity governed by Royal Charter and a UK public body



The Head of Content & Digital Marketing for English & Exams will work closely with the Core Digital team and act as the principal channel of liaison for all matters of strategy, delivery and policy, thereby ensuring the SBU’s needs and requirements are effectively represented and addressed.

The role is responsible for developing the English & Exams digital marketing approach, in conjunction with internal marketing teams and business leaders across English and Exams  and regions to:

  • Make it easy for customers to discover and purchase British Council’s paid-for products and services online
  • Ensure that the British Council delivers a digital user experience that meets or exceeds external customer expectations and needs
  • Ensure that digital marketing best practices are followed by the country and regional marketing teams
  • Convert customers’ interest into measurable conversion  on our owned and operated channels 
  • Drive a deeper brand engagement
Main opportunities/challenges for this role:

  •  Educating the regional and country marketing teams  on the value of leveraging data and insights and of adopting an outside in/customer centric view to inform digital marketing decisions for English and Exams 
  • Rationalising the current, fragmented British Council English & Exams digital marketing estate to improve the user experience and digital marketing performance 
  • Redesigning from scratch the digital marketing estate for mobile
  • Optimising English & Exams site content and user journeys to improve conversion
  • Maximising SEO visibility across all  English & Exams British Council websites (130) 

About you:

  • Experience in multi-territory campaign management
  • Experience in optimization of landing pages and user funnels
  • Experience of using conversion rate optimization tools e.g. Optimizely
  • Solid knowledge of website analytics (Google Analytics, Adsence, Webtrends, etc.)
  • Demonstrable experience of leading and managing SEO/SEM, search engine marketing, digital display campaigns,  email channels and social media marketing
  • Ability to manage multiple workstreams
  • Knowledge of pan-regional experience in Europe, South Asia, East Asia, The Americas in  digital and social media


For further information, please see the documents below.

Role Profile.doc

core skills.doc
British Council Behaviours.pdf

Our Equality Commitment:


Valuing diversity is essential to the British Council’s work. We aim to abide by and promote equality legislation by following both the letter and the spirit of it to avoid unjustified discrimination, recognising discrimination as a barrier to equality of opportunity, inclusion and human rights. All staff worldwide are required to ensure their behaviour is consistent with our policies.    The British Council is committed to a policy of equal opportunity and is keen to reflect the diversity of UK society at every level within the organisation.