Date: 02-Apr-2022

Location: London, UKM, GB Manchester, UKM, GB Belfast, UKM, GB Edinburgh, UKM, GB Cardiff, UKM, GB

Company: British Council

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The British Council builds connections, understanding and trust between people in the UK and other countries through arts and culture, education and the English language.

We work in two ways – directly with individuals to transform their lives, and with governments and partners to make a bigger difference for the longer term, creating benefit for millions of people all over the world. We help young people to gain the skills, confidence and connections they are looking for to realise their potential and to participate in strong and inclusive communities. We support them to learn English, to get a high-quality education and to gain internationally recognised qualifications. Our work in arts and culture stimulates creative expression and exchange and nurtures creative enterprise. We connect the best of the UK with the world and the best of the world with the UK.

These connections lead to an understanding of each other’s strengths and of the challenges and values that we share. This builds trust between people in the UK and other nations which endures even when official relations may be strained. We work on the ground in more than 100 countries. In 2019-20 we connected with 80 million people directly and with 791 million overall, including online and through our broadcasts and publications.

Role Purpose

Marketing and Communications at the British Council is a strategic function which drives awareness, understanding and engagement with us across our diverse audiences. We use insight, knowledge and analysis of our market and our customers to engage them with our work and our products and services in the most impactful and effective way. We lead the development of our brand and use our expertise to tell inspiring stories to enhance our global reputation, build lifelong relationships, engage our staff and demonstrate our impact.

Cultural Engagement brings together our work in Arts, English and Education in a globally connected and sustainable way, sharing skills, knowledge and expertise to provide more joined up responses to key global challenges, and increasing our impact with audiences, partners and beneficiaries around the world.

Working with the Senior Marketing Manager, Arts, and the Digital Marketing Manager, the purpose of this role is to commission compelling digital content about the British Council’s Arts programme, and wider UK arts sector, for a global audience, working to develop: innovative approaches to content; new ways of working; and potential media partnerships.

Main accountabilities but not limited to the following:

Strategy and Planning

  • Ensures that all content marketing is aligned to the wider Marketing and Arts strategies.
  • Provides strategic support and recommendations to Arts marketing managers and the Arts global network to integrate content marketing into their planning and activity.
  • Identifies opportunities and develops innovative content initiatives around global campaigns.

Subject/Sector expertise

  • Oversees the commissioning process for content, working with internal teams and suppliers as appropriate.
  • Ensures the British Council brand and reputation are preserved and improved, particularly on partner platforms and channels.
  • Provides expert advice, support and challenge on content marketing to internal stakeholders, including intellectual property rights and partnership agreements.
  • Keeps abreast of the latest developments and trends in content and digital marketing, and in the wider Arts sector.
  • Proactively pursues an annual cycle of formally recognised Continuing Professional Development to maintain and deepen their professional expertise.

Consultancy, analysis and problem-solving

  • Ensures the successful impact and effectiveness of digital content through evidence and evaluation and makes recommendations for improvement based on key audience insights.
  • Applies analytical approaches to identify and assess new opportunities for content and digital marketing activity.
  • Contributes to the analysis of existing and potential audiences to better inform the Arts content strategy and the wider global Arts portfolio.
  • Benchmarks content performance against industry comparators.
  • Distils complex concepts and analysis into cogent and persuasive presentations, which convincingly influence decision-makers about the case for significant changes to policy, practice or approach.

Project Management

  • Ensure content marketing strategy is aligned with the Arts SBU and global marketing strategies.
  • Act as a point of contact between Arts Marketing and the Core Digital team, providing business context to inform key platform developments and to negotiate resource needed for content marketing.
  • Makes appropriate links to issues across the broader organisation, to ensure that the development of Arts content is based on informed business insight and joined-up thinking.
  • Consults closely with internal and external stakeholders to understand current and future opportunities for content and digital marketing activity.

Commercial and financial management

  • Using agreed corporate systems and processes, plans and manages the budget for Arts content marketing.
  • Conducts monthly and year-end reporting on progress against plan and deliverables, budget, and management of issues and risks.
  • Actively applies learning from this process to improve financial planning, management and performance within their area.

Relationship and stakeholder management

  • Creates and manages partnerships with UK and international artists, creative organisations, and strategic digital media platforms to amplify existing content and to deliver new types of content online.
  • Promotes and champions best practice content marketing through the global Marketing Community of Practice and the global network of marketing professionals.
  • Develops peer/personal networks within and outside Marketing and Digital to enhance own knowledge and expertise.
  • Proactively builds and maintains excellent relationships with internal partners and stakeholders to ensure integrated, joined up and future-proofed approaches and solutions.

Leadership and management

  • Plans and prioritises own work activities to ensure effective delivery of diverse responsibilities and deliverables over a quarterly to annual time horizon.
  • Determines work plans and coordinates input from others (who may be outside the direct management line) to meet specific objectives.
  • Shares intelligence and ideas to support senior managers in identifying/ developing new ways in which Marketing could positively impact upon the British Council’s operational efficiency and effectiveness.


  • Degree or professional qualification in marketing, communications or business or demonstrable level of equivalent experience
  • Proven working experience in digital marketing or content production/commissioning
  • Demonstrable experience of leading the development, commissioning, and management of digital content, including management of agencies
  • Experience in managing content and/or digital marketing for art institutions or equivalent cultural organisation
  • Experience in a content and/or digital marketing management role within a large and complex organisation.
  • Experience of engaging audiences with a breadth of content types (e.g. video, audio, blog)
  • Experience of conceiving and implementing multi-platform content and how they integrate with digital marketing campaigns
  • Experience of developing and delivering digital solutions with suppliers and partners in an arts or creative economy context
  • Ability to manage multiple workstreams and stakeholders
  • Experience of managing and negotiating intellectual property rights/partnership agreements

Further Information

Pay Band –  7 £26,934-£30,354 plus London Weighting £3,000

Contract Type – Indefinite Contract

Location –  London Manchester Cardiff Belfast Edinburgh 

Requirements –  Must have legal right to work in UK

Closing Date – 18th April 2022 11.59 UK time

A connected and trusted UK in a more connected and trusted world.

Equality , Diversity, and Inclusion (EDI) Statement

The British Council is committed to policies and practices of equality, diversity and inclusion across everything we do. We support all staff to make sure their behaviour is consistent with this commitment.  We want to address under representation and encourage applicants from under-represented groups, in particular, but not exclusively, on grounds of ethnicity and disability.  All disabled applicants who meet the essential criteria are guaranteed an interview and we have Disability Confident Employer Status. We welcome discussions about specific requirements or adjustments to enable participation and engagement in our work and activities.

The British Council is committed to safeguarding children, young people and adults who we work with.

We believe that all children and adults everywhere in the world deserve to live in safe environments and have the right to be protected from all forms of abuse, maltreatment and exploitation as set out in article 19, UNCRC (United Nations Convention on the Rights of the Child) 1989.

Appointment to positions where there is direct involvement with vulnerable groups will be dependent on thorough checks being completed; these will include qualification checks, reference checks, identity & criminal record checks in line with legal requirements and with the British Council’s Safeguarding policies for Adults and Children.

If you have any problems with your application please email

Please note: Applications to this role can only be considered when made through the Apply section of our careers website. Our ‘ASK HR’ email is only to be used in case of a technical issue encountered when applying through the careers website. Emails with supporting statements and CV/Resumes sent to this email address will not be reviewed and will be deleted.