role_profile-senior_comms_manager.doc

Job Description Ref no:Role ProfileJob TitleIELTS Senior Communications ManagerDirectorate or RegionEast AsiaDepartment/CountryChinaLocation of postBeijing Pay Band7Reports toIELTS National Product ManagerDuration of jobIndefinitePurpose of job: To develop a communication strategy and lead on implementation of communication activities to build and reinforce IELTS brand equity among target audience, leading to the continued growth of the IELTS test in China. Context and environment: (e.g. dept description, region description, organogram) This post will be the lead of the communications strand within the China IELTS Marketing team. The post will develop and lead on implementation of communication activities including but not limited to managing official communication platforms, building positive and strong voice of IELTS through digital, PR and other media vehicles in China. IELTS is the worlds proven English test. Over 1.7 million candidates take the test every year to start their journeys into international education and employment. IELTS is recognised by more than 6,000 in over 135 countries. For more information please visit . Responsibilities and main duties: (including people management and finance) Developing IELTS communication strategy to support marketing objectives- understanding target audience needs, insights and behaviours- developing communication messages and creative - identifying communication channels/media to effectively reach target audience- developing communication activities Leading the IELTS communications strand on implementation of communications activities including but not limited to - operating and promoting IELTS official communication platforms i.e. webpage and SNS accounts- working with external agencies to understand Internet Word of Mouth for IELTS, competing products and wider overseas study market, and develop/execute plans to enhance IELTS position on IWOM- identifying media partners and develop cooperation plans- SEM and other advertising - Developing advertorial materials- Evaluation of communications activities Working closely with the account manager under the British Council communications team on press release, PR/Media events; identifying cross team communication opportunities and maintain media relations Proposing and managing a budget Key relationships: (include internal and external) InternalChina Exams senior management team especially China Exams Director, Head of Exams Marketing, IELTS national product manager; wider exams marketing teamBC China Marcomms teamBC global IELTS marketing teamExternalAgencies; key media contacts Other important features or requirements of the job (e.g. travel, unsocial/evening hours, restrictions on employment etc) Working hours would be normal office hours with occasional evening and weekend work There will be a need for some travel across China. Please specify any passport/visa and/or nationality requirement.n/aPlease indicate if any security or legal checks are required for this role.n/a Person SpecificationEssential Desirable Assessment stageBehaviours Making it happen (more demanding) Challenging myself and others to deliver and measure better results Being accountable (more demanding) Putting the needs of the team or British Council ahead of my own Shaping the future (more demanding) Exploring ways in which we can add more value Working together (more demanding) Ensuring that others benefit as well as me Creating shared purpose(more demanding) Creating energy and clarity so that people want to work purposefully together Connecting with others (more demanding) Actively appreciating the needs and concerns of myself and othersShort listing and Interview* Items in bold shall be used for recruitmentSkills and Knowledge Communications and PR skills Marketing planning Chinese native speaker competence and excellent English skills - an IELTS score of 6.5 and above or its equivalence Budget managementMarket research and analysis Chinese native e speakerShort listing and Interview English level to be tested in absence of a score of an acceptable testExperience A minimum of 5 years experience working in marketing function with a proven track record in marketing communication in particular digital marketing Experience of managing a team Short listing and InterviewQualifications A recognised degree-le