Marketing and Communications Coordinator

marketing and communications

1 SEPTEMBER 2017

1 / Marketing and Communications Coordinator | 1 September 2017 | The British Council
Role Information
Role Type / Pay Band / Location / Duration / Reports to:
Marketing and Communications Coordinator / Locally Appointed
Pay Band 4/H (full-time) / Yerevan / Indefinite / Exams and Business Development Manager, Armenia
Marketing and Communications Manager, South Caucasus
Role purpose
This post will be supporting the team in Armenia to ensure maximum cultural relations impact from the British Council Armenia operation by understanding and expanding audiences, markets, and channels of communication (especially digital), and by supporting the programme and examination services teams to develop new partnerships for our work in Armenia.
About us
The British Council is the UK’s international organisation for cultural relations and educational opportunities. We create friendly knowledge and understanding between the people of the UK and other countries. We do this by making a positive contribution to the UK and the countries we work with – changing lives by creating opportunities, building connections and engendering trust.
We work with over 100 countries across the world in the fields of arts and culture, English language, education and civil society. Each year we reach over 20 million people face-to-face and more than 500 million people online, via broadcasts and publications. Founded in 1934, we are a UK charity governed by Royal Charter and a UK public body.
British Council Armenia is an important country operation with diverse programmes in English, Arts, Education and Society. Our work in Armenia supports the people of this country, to live in stable, secure, prosperous and democratic countries through supporting their aspirations for international interaction in education and culture, and by building strong relations with the UK.
Geopolitical/SBU/Function overview:
We are building stronger relations for the UK by creating positive opportunities for young people through English learning, skills development, capacity building and cultural exchange that will help them build a better future. While doing that, the British Council in Armenia will be recognised as a leading provider for educational opportunities by promoting and benchmarking UK professional qualifications and standards, position the UK as a leading country of choice and inspiration in the arts and creativity.
We have gained trust, reputation and brand awareness in Armenia and engage with local audiences effectively. We have built sustainable cooperation with local and national media agencies to ensure visibility of our operation in Armenia. We want to understand our markets completely, engage with the right audiences and identify partners who share our vision and values. While the majority of our work is digitally implemented, we will work across mediums, online and traditional ones to implement our programmes, deliver donor funded contracts, offer advice and consultancy to governments, administer international exams and offer different ways that young people upskill their abilities and gain new experiences.
We want to achieve all this efficiently, avoid duplication and implementing new, innovative approaches and securing additional revenue streams.
Main opportunities/challenges for this role:

This role offers being a part of a professional and agile team in Armenia – on country level, as well as in South Caucasus – on sub-regional level, and Wider Europe Marketing and Communications network – on regional level.
The role requires market insights, digital and excellent communication skills, and track of effective working relations with media professionals, teamwork and adaptability.

Main Accountabilities:
▪ Marketing and Communications Strategy: Work closely with Director Armenia, Director Marketing Wider Europe, Marketing and Communications Manager South Caucasus, and the country Exams and programme teams, design the marketing and communications strategy plan for Armenia and contribute to market insights, competitor and partner analysis, communications and content grid.
▪ Market research: With the help of the regional and South Caucasus Marketing and Communications teams, design market insight and analysis and ensure that the data is translated into useful information that is incorporated into marketing and business plans to generate growth in income, impact and reach. Follow the Armenia market trends through the open sources, white papers and reports and share the updates with the regional, SC and local teams.
▪ Development and implementation of marketing and communications strategy for country projects: Assist the management and programme teams with the development of the marketing and communication plans of country programmes and services , ensuring that British Council marketing approaches and principles are taken into consideration: market sizing, financial data, customer segmentation, competitor analysis, market data, business objectives and that they incorporate British Council brand positioning, messages and values.
▪ Marketing as a vital business function: Take an active role in the business planning cycle and ensure that (a) marketing insight is embedded in English, Exams, and Arts plans, (b) the proper marketing and communication plan is developed for promotion and positioning of the British Council for Business opportunities, and (c) necessary support is provided to colleagues to meet business targets and objectives.
▪ Digital: Coordinate our presence across various digital channels in Armenia, from the country websites to social media and achieve not only the agreed digital targets but also meaningful engagement with our target audiences through online comments, likes, shares, discussions and usage of global websites. Work closely with the regional and cluster marketing team in designing and implementing various digital campaigns, contents and initiatives for our flagship programmes in Armenia.
▪ Brand: To protect our brand in Armenia and ensure all products and services are on brand and meet our global standards. Work closely with the Marketing Manager South Caucasus and the Brand team to ensure all of our marketing collaterals, online and traditional ones, are on brand, that our programme and business messaging is unified and within our brand framework.
▪ Telling our Story: Prepare British Council stories to be shared regionally and published through local media outlets. Prepare press-releases for the events in line with corporate and media standards.
▪ Regional and global working: Be an active member of the South Caucasus team and actively engage with the regional and global Marketing and Communications teams, participating in regular meetings and training events and contributing to regional and global marketing and communications strategies.
▪ Monitoring and evaluation: Support the country team with Results and Evidence Framework (audience planning, re-planning and reporting). Ensure the programme team receive necessary support to effectively record audience numbers in system. In close coordination with the Regional Marketing and Communications team, present the audience quarterly reports to the country leadership team for revision and discussion and provide advice and support for reaching the targets.
▪ Media relations: Strengthen and expand our media partnerships and the British Council public visibility and ensure our programmes and projects are visible and widely communicated in Armenia. Work closely with the regional Communications Manager to share success stories about our work in Armenia with the audiences in the UK.
▪ Compliance with values and policies: Ensure that country marketing and communications is in line with the British Council codes of practice, regulations and policies including but not limited to our policies on Child Protection, Equality, Diversity and Inclusion, and Environment.
▪ Child Protection: design and monitor the delivery of the Child Protection Country Action plan based on the regional plan, ensure that all the staff is aware and follows the necessary requirements and contributes to the delivery of the country action plan.
▪ Translation: Ensure proper translation of the web / online content and preparation of all the internal documents in Armenian and English. Provide translation during the meetings as requested.
Key Relationships:
Internal

Director Armenia
Director Marketing, Digital and Communications Wider Europe
Marketing and Communications Manager South Caucasus
Programme leads / Exams team in Armenia
South Caucasus and Wider Europe marketing, digital and communications team

External

The British Embassy in Armenia
Partnership organisations in Armenia
Media organisations in Armenia
Marketing and PR organisations and agencies in Armenia and region

Role Requirements:
Threshold requirements: / Assessment stage
Passport requirements/ Right to work in country / Republic of Armenia / Shortlisting
Notes
Person Specification: / Assessment stage
Language requirements
Minimum / essential / Desirable / Assessment Stage

Fluent written and spoken English and Armenian (Eastern)

/ Fluent written and spoken Russian / Shortlisting, interview and a written test
Qualifications
Minimum / essential / Desirable / Assessment Stage

Relevant degree or professional qualification in marketing, communications or related field.

/ Postgraduate degree in a relevant field e.g. marketing and communications and business studies. / Shortlisting and interview
Role Specific Knowledge & Experience
Minimum / essential / Desirable / Assessment Stage

At least three years’ experience in organisational Marketing and Communications role in public or private sector.
Evidence of success in delivering large scale marketing and communications campaigns that deliver results.

At least two years’ experience in organisational Marketing and Communications role in an international organisation.

/ Shortlisting
British Council Core Skills / Assessment Stage
Communicating and influencing (Level 2). Relates communications to circumstances
Displays good listening, writing and speaking skills, setting out logical arguments clearly and adapting language and form of communication to meet the needs of different people / audiences
Commercial and business development (Level 1)
Applies a range of standard analytical techniques to support business development – e.g. pricing tools, revenue tracking, monitoring sales prospects, audience figures or profit margin.
Analysing data and problems (Level 1)
Breaks down problems into a list of tasks to be done and decides on appropriate action
C1 level in English (European Common Languages Framework) / Shortlisting and interview
British Council Behaviours / Assessment Stage
Shaping the future (essential)
Look for ways in which we can do things better.
Making it happen ( essential)
Deliver clear results for the British Council.
Working together ( essential)
Establish a genuinely common goal with others.
Creating shared purpose (essential)
Communicate an engaging picture of how we can work together.

Connecting with others ( essential)
Make regular opportunities to understand others better.
Being accountable (essential)
Delivering my best work in order to meet my commitments / Interview
Interview
Shortlisting
Interview
1 / Marketing and Communications Coordinator | 1 September 2017 | The British Council