We support peace and prosperity by building connections, understanding and trust between people in the UK and countries worldwide. For 90 years we have shaped brighter futures through education, arts, culture, language, and creativity. Working with people in over 200 countries and territories, we are on the ground in more than 100 countries. **We connect. We inspire** **Role Purpose:** To support the development and delivery of the country marketing strategy and plans for English \& Exams (E\&E), ensuring alignment with the British Council’s global marketing strategy, brand standards and business priorities. Working in close partnership with E\&E stakeholders, the role translates market insight, customer understanding and organisational objectives into effective marketing programmes that drive awareness, engagement, customer acquisition and retention. The role is responsible for planning and executing integrated marketing activities that strengthen the British Council’s brand, promote its products and services, and support the achievement of agreed business growth targets. Through the effective use of market intelligence, audience insights and performance data, the role helps identify opportunities to optimise marketing effectiveness, enhance customer experiences and maximise return on investment. As part of the Marketing and Communications function, the role contributes to building the British Council’s reputation and impact by delivering compelling campaigns and communications that connect diverse audiences with life\-changing opportunities to learn English, gain internationally recognised qualifications and develop valuable skills. By helping to increase awareness, engagement and access to British Council products and services, the role supports the organisation’s broader mission of building trust and understanding between the UK and countries around the world. **Main Accountabilities:** **Strategy and Planning** The role is responsible for developing, implementing, and evaluating marketing strategies for the English and Exams (E\&E) business within the country, ensuring alignment with global marketing objectives, commercial priorities, agreed budgets, and available resources. The postholder develops annual marketing plans and integrated multi\-channel campaigns that support lead generation, customer acquisition, engagement, retention, and revenue growth while ensuring compliance with brand standards, policies, and governance requirements. The role provides marketing insight and recommendations to support product development and business growth, contributing to the localisation and enhancement of customer value propositions, products, and services to meet market needs. The postholder uses customer, competitor, and market intelligence to shape marketing activities, ensuring messaging, content, and creative assets are relevant, engaging, and tailored to different audience segments, channels, and contexts. The role also develops and implements partnership and channel marketing initiatives that strengthen customer engagement and support the achievement of business objectives. The postholder promotes a customer\-centred and insight\-driven approach by driving the collection, analysis, and sharing of market and customer intelligence in collaboration with wider marketing and insights teams. The role regularly monitors, evaluates, and reports on marketing performance to ensure activities deliver measurable outcomes and contribute to strategic goals. **Consultancy, Analysis \& Problem\-Solving** The role develops a comprehensive understanding of the local operating environment, customer needs, market opportunities, and business challenges to provide informed marketing advice and recommendations. The postholder uses data, research, analytics, and stakeholder feedback to identify opportunities for improvement, optimise marketing effectiveness, and support decision\-making. The role analyses marketing performance and customer engagement trends, presenting complex information and insights clearly and effectively to marketing teams, business leaders, and other stakeholders. The postholder leverages digital analytics, social listening, and performance measurement tools to monitor market sentiment, strengthen brand reputation, improve customer engagement, and drive continuous improvement across marketing activities. **Commercial and Financial Management** The role is responsible for planning, managing, and monitoring marketing budgets using approved corporate systems, processes, and controls. The postholder ensures marketing investments are aligned with strategic priorities and deliver value for money while maximising business impact and commercial outcomes. The role monitors expenditure and performance against budget, providing regular financial reporting and ensuring that risks, issues, and variances are identified and managed appropriately. The postholder demonstrates strong commercial awareness, balancing creativity