Digital Marketing Project Lead

As a valued employee of the British Council, you already help us deliver our mission to support peace and prosperity by building connections, understanding and trust between people in the UK and countries worldwide. For over 90 years we have shaped brighter futures through education, arts, culture, language, and creativity.

You are part of our organisation in over 200 countries and territories and where we are on the ground in more than 100 countries.

We connect. We inspire.

British Council Payband 8

Contract Type: 2 years Fixed-term Contract

Location:  Beijing, Shanghai, Guangzhou, Chongqing

Closing Date: 22th June 2025

You must have the legal right to work in China at the time of application.
There is no relocation or sponsorship support.

Role Purpose:

The Digital Marketing Project Lead is responsible for delivering a growth marketing strategy to drive customer acquisition, engagement, and retention through marketing automation and wider digital marketing strategies. The Digital Marketing Project Lead will encompass the design, implementation and optimisation of the marketing automation programme, conversion funnels, and data analytics to scale business growth. This will include enhancing customer experiences across all digital touchpoints in order to maximise revenue across B2B, B2C, and B2B2C models in China.

Accountabilities/Responsibilities: 

Sector/subject expertise

• Develops a strong marketing automation strategy and private domain growth strategy that will drive improvements in the customer experience through lifecycle management and positively maximise revenue opportunities across B2B, B2C and B2B2C via expert knowledge of marketing automation (e.g., WeChat, RedNote, email marketing) to design targeted, omnichannel strategies that drive engagement, conversion, and long-term customer value.
• Provides expert advice, hands-on knowledge and leads on marketing automation activities and private domain management from plan, campaign execution, journey orchestration/mapping, content development, incentive schemes, lead scoring, and integrations, ensuring they align with brand voice, business objectives and cost-efficiency targets.
• Utilizes marketing automation tools to enhance customer journey, conversion rates, and engagement
• Develops and executes innovative growth strategies to drive user acquisition, engagement, and retention across digital platforms, including user segmentation, membership, and cross-channel traffic conversion.
• Leverages data analytics and A/B testing to optimise measurable improvements in ROI.
• Tracks and analyses customer insights and market trends to identify new growth opportunities.

Strategy and Planning

• Defines and leads the growth marketing roadmap, integrating marketing automation and private domain strategies, aligning it with business objectives, revenue goals and cross-departmental KPIs.
• Establishes KPIs to measure campaign effectiveness and continuously refines strategies.
• Builds a robust digital ecosystem that integrates CRM, marketing automation, and analytics platforms for improved targeting and personalization.
• Implements best practices in digital attribution modelling and multi-touchpoint analysis.
• Works closely with product, BD, customer service and IT teams to create seamless customer experiences and conversion efficiency

Relationship and stakeholder management

• Communicates and develops excellent relationships with a diverse range of stakeholders as part of the marketing automation programme ensuring colleagues are engaged, consulted and informed on progress throughout the programme.
• Champions the continuous advancement and governance of the Marketing function’s technology stack and capabilities.
• Develops peer/personal networks within and outside of Marketing to enhance own knowledge and expertise and share learning and experience.

Consultancy, analysis and problem solving

• Applies core technical/professional knowledge, best practice approaches and insight from experience to develop marketing strategies and plans and resolve issues and risks.
• Distils complex concepts into clear and persuasive presentations that can be used to influence key decision makers (including those outside of Marketing) and make the case for continuous improvements.
• Gathers insight and collaborates with cross-functional teams in order to execute initiatives that improve upon existing marketing processes and results.
• Works effectively with functions and suppliers to trouble shoot and resolve any issues or risks affecting the roll out and deployment of marketing automation.

Commercial and finance management

• Using agreed corporate systems and processes, plans and manages the budget for growth marketing activities, and conducts monthly and year-end reporting on income and expenditure, profitability and risk.
• Manages budgets effectively, ensuring investments yield high returns.

Leadership and Management

• Sets the direction and plan to ensure that business objectives are realised in accordance with overarching British Council strategy and China business operations.
• Provides direction, advice and support to China marketing teams on marketing automation strategies, private domain strategies, lifecycle management and cross-channel integration, aligning plans and activities with business goals
• Encourages a culture of continuous learning and experimentation, keeping the team updated on industry trends and best practices.

Role specific knowledge and experience: 

Minimum / Essential Requirements

• Significant experience of a leading role in marketing technologies, data and lead generation marketing
• Deep and thorough understanding of marketing automation platforms, integrations and CRM, as well as wider digital ecosystems including e-commerce
• Experience of leading private domain strategy development and execution (e.g., WeChat, RedNote, email marketing)
• Deep and thorough understanding of the processes and tools that enable effective digital marketing including industry trends and best practice
• Experience in delivering financial performance targets through demonstrating effective marketing programmes and processes
• Stakeholder management
• Team management

Desirable Requirements

• Experience within a global organisation
• Experience of B2C, B2B and B2B2C marketing
• Commercial experience of the exams or education market
• Proficiency in core digital marketing functions (e.g., content marketing, SEO, SEM, social media marketing), including strategy development and execution

Education and Qualification

• Degree or professional qualification in marketing, communications or business or demonstrable level of equivalent experience 
• Postgraduate degree in a relevant field, e.g., marketing and communications and business studies or demonstrable level of equivalent experience (Desirable)

Language Requirement:

• The British Council systems and global processes operate in English. Written and verbal proficiency in English (C1) is required.
• Candidates must show the ability to communicate fluently in Mandarin, both in written and spoken.

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

Equality, Diversity and Inclusion Statement

We are committed to equality, diversity and inclusion and welcome applications from all sections of the community as we believe that a diverse workforce gives added depth to our work. The British Council is a Disability Confident Employer. The Disability Confident scheme helps challenge attitudes, increase understanding of disability and ensure staff are drawn from the widest possible pool of talent. We guarantee an interview for disabled applicants who meet the minimum role requirements. We welcome discussions about specific requirements or adjustments to enable participation and engagement in our work and activities.

Safeguarding Statement

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 in line with legal requirements and with the British Council’s Safeguarding policies for Adults and Children.

If you experience any difficulties with submitting your application, please email askhr@britishcouncil.org