British Council
Head of B2C Proposition Development
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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
This is a chance to lead the next stage of growth for the British Council’s adult consumer English learning and assessment offer for work. We are looking for someone who can turn learner insight, commercial opportunity and digital product thinking into compelling consumer propositions. You will shape distinctive, scalable experiences that meet real learner needs and drive growth across new digital products and face-to-face through our global language school network. We are particularly interested in candidates who bring strong commercial judgement, experience growing digital consumer products, and the pace and focus of a successful edtech business.
Main Accountabilities
Leadership & Management
The role is responsible for building, leading, and developing a high-performing proposition development team, creating an environment that encourages innovation, accountability, collaboration, and continuous improvement. The postholder defines and oversees the end-to-end proposition development strategy for learners and test takers, ensuring that propositions support organisational priorities, customer needs, and business objectives. The role leads cross-functional teams in the design, development, enhancement, and delivery of propositions, ensuring they remain relevant, competitive, and aligned with evolving market trends and customer expectations.
Strategy and Planning
The role translates strategic priorities, market intelligence, and customer insights into compelling and integrated propositions that deliver value to learners, test takers, clients, and other stakeholders. The postholder leads the full proposition lifecycle, from concept and development through evolution, optimisation, and retirement, working closely with Product, Marketing, Sales, Operations, and Customer Service teams. The role defines the value proposition, customer journey, and desired experience for key customer segments, ensuring a clear and differentiated market offering that supports customer engagement, growth, and retention.
Relationship and Stakeholder Management
The role works collaboratively across multiple functions to ensure the successful development and delivery of propositions. The postholder aligns inputs from Product, Pricing, Marketing, Brand, Sales, Operations, and Customer Support teams to create cohesive and customer-focused propositions that can be effectively delivered at scale. The role builds strong relationships with key stakeholders, ensuring alignment on priorities, objectives, and expected outcomes throughout the proposition lifecycle.
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Service Improvement and Performance Measurement
The role establishes and monitors key performance indicators to measure proposition effectiveness, including customer satisfaction, adoption, reach, impact, retention, profitability, and overall business performance. The postholder uses performance insights, customer feedback, and business data to evaluate proposition success, identify opportunities for improvement, and drive continuous enhancement of products, services, and customer experiences.
Commercial and Financial Management
The role develops robust business cases and investment proposals that demonstrate commercial viability, customer value, and strategic impact. The postholder secures stakeholder support, resources, and investment for proposition development initiatives, ensuring that business decisions are informed by evidence, market opportunity, financial considerations, and organisational priorities.
Customer and Market Insight
The role leverages customer research, market analysis, competitive intelligence, and performance data to inform proposition design and strategic decision-making. The postholder maintains a strong understanding of customer needs, market dynamics, and industry trends, ensuring that propositions remain relevant, differentiated, and responsive to changing customer and commercial requirements.
Product Development
The role works closely with digital product teams to translate proposition requirements into clear product, feature, and functionality specifications that support customer and business outcomes. The postholder provides strategic input into product development priorities, ensuring feature development and experimentation activities are aligned with customer needs and focused on driving growth, engagement, retention, and conversion. Through close collaboration with product stakeholders, the role ensures that new capabilities effectively support the overall proposition strategy and customer experience.
British Council core competencies (sometimes referred to as Core Skills)
- Managing projects: 5
- Communicating & Influencing: 5
- Planning & Organising: 4
- Analysing data & Problems: 4
- Finance & resource management: 5
- Using technology: 4
Role Specific Skills
- Innovative proposition development and enhancement
- Analysing and delivering against customer expectations
- Identification of new propositions and formulation of appropriate business models
- Business case development
- Benefits realisation
- Senior stakeholder influencing skills
- Project Management
Knowledge & Experience
Minimum / Essential:
- Relevant experience of working in a global business
- At least 5 years' experience in B2C digital proposition in an education or assessment business
- Deep knowledge of global educational technology
- Understanding of B2C marketing and acquisition journeys for digital products
- Knowledge and experience of product development and/or management
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Desirable
- Understanding of AI and its applications in learning and assessment technology
Language Requirements
The British Council systems and global processes operate in English. Written and verbal proficiency in English is required
Closing Date
Applications will close at 21:59 UK Summer time on Sunday, 13 September 2026
Please note that candidates must have the pre-existing, legal right to work in UK, at the time of application. Mobility / relocation / visa sponsoring support will not be provided.
Important Information
- Department: English&Exams
- Contract type: Indefinite (Permanent)
- Contract Hours: Full time - 36 hours per week, Monday to Friday.
- Pay band: SMPL
- Salary: £62,855 - £80,000 (Plus an additional £3,300 per annum London Market Allowance if you are based in the London area only).
- Location of the role: UK - London
Benefits for the UK include, but are not limited to:
- 32 days annual leave, in addition to public holidays
- 3 days volunteering leave
- Career average defined benefit pension scheme
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
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