Senior Digital Marketing Manager Exams

Senior Digital Marketing Manager Exams
**Date**:
24-May-2023
**Location**:
Johannesburg, Sub Saharan Africa, ZA
**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 recognised qualifications.
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.
**Senior Digital Marketing Manager Exams**
**Role Purpose**
To plan, develop and execute campaign content for Exams or IELTS in SSA, raising awareness, engagement with, and conversion of our Exams product portfolio. This role will support the marketing manager and regional head of exams in devising and delivering marketing campaigns for Exams with the ultimate goal of boosting conversion and retention. The Digital Marketing Manager will manage content and resource (planning, delivery, and improvement) producing material that can be shared in the country. The content they develop will be designed to drive acquisition and retention. They will also hold responsibility for areas including paid media assets, marketing platform governance, and marketing automation within the Exams marketing team.
**Main accountabilities but not limited to the following**:
Subject/Sector expertise
- Support the Marketing manager and regional head to define the content vision and joined up campaign content strategy for the Exams or IELTS product portfolio, ensuring its alignment with the British Council brand values and social purpose.
- Support the creation of and maintain a year-round campaign content marketing strategy for Exams with a focus on SEO-friendly content creation.
- Produce and manage quality campaign content across the relevant product portfolio to increase customer engagement and retention and publish across relevant internal and external channels in a timely manner.
- Collaborate closely with the wider Exams Content and colleagues in a team such as Brand to drive and launch new content ideas.
- Collaborate closely with a wider team, to ensure seamless integration and alignment of all marketing plans (campaign, content &
social).
- Contribute to an integrated brand experience and user journey across our Exams or IELTS products.
- Ensure all content is on brand, consistent in terms of style, quality, and tone of voice, and optimized for search and user experience for all channels.
Consultancy, analysis, and problem-solving
- Report on key campaign metrics and analyze data to identify areas for marketing campaign improvement and testing.
- Manage marketing platform governance
- Lead on marketing automation within the content team, working closely with the Head of Marketing Enablement in Marketing Operations to feedback on Exams needs and ensure the rollout of automation reflects this
- Manage paid media assets to generate leads and collaborate closely with the rest of the Content team where paid campaigns are linked to social media channels
- Where needed, manage agencies or freelancers supporting areas including;
asset design campaigns,video production, pay-per-click, programmatic and more.
- Drive a focus on SEO-friendly content creation
Relationship and Stakeholder Management
- Serve as a functional content expert across Exams/IELTS, providing best-in-class guidance to colleagues to help them maximize campaign content.
- Provide routine and accurate updates and advice to the wider marketing team ensuring we keep pace with the latest digital developments and emerging trends.
Service improvement
- Report on campaign content performance and make and implement recommendations for improvement.
- Conduct ongoing testing to gauge content effectiveness and implements improvements based on results.
- Use customer insight to shape current and future marketing campaigns.
**Role-specific knowledge and experience**:
**Essential requirements**:
- Degree or professional qualification in marketing, communications or business or demonstrable level of equivalent experience
- Proven experience working in a content/digital marketing role within a large and complex organisation
- Stakeholder engagement and influencing
- Experience in optimization of landing pages and user funnels
- Experience using conversion rate optimization tools
- Experience with Marketing platform governance
**Desirable**:
- Postgraduate degree in a relevant field, e.G. marketing and communications and business studies or demonstrable level of equivalent experience
- Min. 5 years experience in Digital Marketing Management role in an international organization with e-commerce platforms
- Experience in market