Digital Marketing Project Manager

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 6

Contract Type: 2 years Fixed-term Contract

Location:  Beijing, Shanghai, Guangzhou, Chongqing

Closing Date: 29th 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 Manager focuses on creating, adapting, and optimising user journey and content for Marketing automation, leads generation, nuture, conversion and retention across B2B, B2C and B2B2C channels. Reporting to the Head of Digital Marketing Project Lead, the Digital Marketing Project Manager will work closely with the marketing teams, ensuring all content drives engagement, traffic, and leads that ultimately deliver sales and foster customer retention.

Accountabilities/Responsibilities: 

Product, Programme Content Development

• Design targeted user journey touchpoints and content to drive traffic, engagement, conversion, retention, and advocacy within private domain ecosystems (e.g. WeChat, RedNote and email marketing). Analyze user behavior to create seamless interaction paths that foster continuous engagement
• Develops and optimises the content to support marketing automation, engaging prospects at different stages of the customer journey, driving traffic, engagement, conversion, retention and advocacy across multiple formats and B2B, B2C and B2B2C channels.
• Localises and adapts global and regional marketing content to align with China market-specific communication channels and audience needs.
• Develops and delivers content packs for marketing automation teams, including private domain-specific assets (e.g. promotional materials, incentive schemes, user educational content, interactive campaigns) to support private domain growth initiatives.
• Track private domain conversion metrics (e.g., private domain user conversion rate, retention rate, CLV) through data analytics. Provide actionable insights to optimize lead nurture and content effectiveness in private channels.
• Conducts A/B testing on content and engagement tactics to measure effectiveness and refine approaches.
• Monitors and reports on marketing KPIs related to content performance, lead nurturing, and conversion metrics.

Consultancy, analysis and problem solving

• Seeks feedback from marketing teams and China business teams on private domain conversion mechanism and performance, making amendments based on this.
• Identifies and iterates marketing content and formats to effectively engage target audiences and drive conversions
• Ensures the content is up-to-date, relevant and continually optimised to reflect value propositions and enhance user experience

Sector/subject expertise

• Manage private domain operations, including plan execution, team coordination, and performance management, to drive user growth, engagement, and long-term loyalty.
• Provides advice to regional, cluster and country teams on content and campaign assets, making recommendations for improvements.
• Ensures all contents are on brand, consistent in terms of style, quality and tone of voice and optimised for search and user experience for all channels.
• Keeps up to date on the latest trends and best practices in private domain management and marketing automation, e.g. content format and production, engagement mechanism, and technology
• Builds an in-depth understanding of the context, opportunities and challenges for private domain ecosystem in China, to ensure that planning, management and delivery is based on insight and joined-up thinking and aligned to business strategies.

Relationship and stakeholder management

• Works closely with the China marketing teams and China business teams, understanding their needs around private domain operation, marketing automation and leads nurture, making recommendations and managing expectations. 
• Builds collaborative relationships with counterparts in other marketing teams to reduce duplication and ensure alignment.  

Commercial and finance management

• Where needed on occasion, supports the management of agencies, ensuring deliverables meet quality standards and align with conversion goals.
• Propose budget allocations for private domain projects, prioritizing cost-effective initiatives (e.g., user referral incentives, community management tools).
• Manage, monitor and track the owned budget to make sure that the contents/projects are delivered with agreed budget and key milestones are met throughout the year

Role specific knowledge and experience: 

Minimum / Essential Requirements

• Experience of creating and optimising user journey, marketing content, and engagement mechanism for marketing automation and private domain (e.g. WeChat, Red Note, email marketing) within a large and complex organisation  
• Experience in marketing automation data analytics and private domain conversion metrics; Stakeholder engagement and Agency management

Desirable Requirements

• Experience within a global organisation
• Commercial experience of the exams or education market  
• Familiar with marketing automation platforms and private domain operation vendors suitable for the Chinese market
• Experience of private domain operations, including strategy development, team coordination, and performance management
• Ability to collaborate with cross - functional teams
• Experience of content development for social media marketing and product marketing

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