We are looking for a ASEAN Marketing and Events Executive to join our Asia Hub. The ASEAN Marketing and Events Executive is responsible for brief outline of duties.

Job purpose

The ASEAN Marketing & Events Executive is responsible for coordinating and implementing ABRSM’s events and localised marketing activity in the following ASEAN countries: Singapore, Malaysia, Thailand, Vietnam, Indonesia, Brunei and Philippines.

Key responsibilities include:

• Product and event marketing coordination including delivery of localised assets aimed at key audiences and relevant translations

• Monitoring of audience insight in ASEAN

• Supporting local representatives and consultants (RDEs) with local marketing activity

• To help coordinate the delivery of events for ABRSM in the region and to support other music education events taking place throughout the year

• Monitoring spend and budgets

• Overseas travel to ensure events run smoothly and relationships are developed and maintained

Job context and scope

This role reports to the Business Development Manager (ASEAN) with a dotted line into Marketing & Communications, working very closely with colleagues based in London responsible for marketing and events. The Asia Hub is a wholly owned subsidiary of ABRSM and is managed by ABRSM staff.

The Marketing and Communications Department is primarily responsible for devising and implementing our core customer engagement strategy, collaborating with colleagues as they develop new products and services, managing communications with ABRSM external stakeholders and customers and managing marketing activities internationally. An outward facing team, we work closely with colleagues- including partners- to tell our stories, support our business ambitions and corporate strategy.

Organisation

About ABRSM

ABRSM is The Associated Board of the Royal Schools of Music and a global music education charity. At the heart of everything we do is our belief that music enriches lives. Building on our heritage, we offer face-to-face and digital exams, sheet music, recordings, apps and courses for students and teachers across the world.

Duties and responsibilities

The main focus of this role will be to execute on events in the ASEAN region and to help promote those events through marketing.

ABRSM events

• • Working closely with colleagues based in London takes responsibility for logistics and delivery of ABRSM led events in ASEAN including: ticketing, liason with venues, caterers, AV providers, agencies, health and safety and security matters and marketing.

• Briefing event teams and attending events to ensure that they run smoothly, offering support and assistance to delegates and presenters as needed

• Supports ASEAN Reps on their programme of events with marketing and event materials

• Establish and maintain relationships with the Rep and Examiner teams in the UK to support- where needed- local events.

• Monitoring spend on events, including obtaining tenders from suppliers as appropriate
• Providing administrative support where necessary for events run through our Teacher Development programme including liaison with providers as needed; administration of the online learning platform; responding to queries from prospective candidates; processing payments from providers in the ASEAN region.

Third party events

• Coordinating ABRSM’s (brand) presence at relevant events in ASEAN

• Planning and liaising with marketing re: promotion and branding

• Carrying out horizon scanning for relevant external events, working with colleagues to identify opportunities.

Product and brand promotion

• To coordinate the development and implementaion of marketing campaigns, content and collateral where ASEAN counrties are a key target audience, including:

• Event marketing
• Assessment marketing
• Product launches
• Brand campaigns
• Reporting back on campaign metrics

Audience insight

• Within ASEAN markets- tracking audience trends that impact our marketing approach and activity
• Regular sharing of insight and data within these markets to the wider department and organisation
• Creation of content that speaks directly to target audiences in ASEAN informed by insight and data

Translations

• Management of marketing translation and relationship with agency- proofing where required
• Implementing and improving translation processes
• Input into translation strategies and approaches

Channels

• Horizon scanning around new platforms and approaches that ABRSM might want to consider

Local relationships

• Key contact point for representatives and consultants based in ASEAN
• Regular knowledege and information sharing between ABRSM HQ and local contacts
• Suporting with on the ground third party activity

Corporate sponsorship

• Maintaining relevant external relationships, booking space and packages in consultation with colleagues

Supplying materials and liaising with colleagues regarding promotion, design of materials and brand sign off

Nature and Purpose of Internal and External Contacts

Internal

• Business Development Manager (ASEAN)- line manager carrying out agreed work in line with regional strategy

• Director of Marketing & Communications –working closely with the Events Executive, to enable the post-holder’s contribution to the organisation’s overall marketing and communications goals.

• Colleagues across the commercial function , including Marketing & Communications team members and the Business Development team – to ensure aligned approach and close dialogue in shaping up content and planning.

• Marketing Manager - in relation to supporting and promoting marketing activity.

• Managers across ABRSM , especially Engagement and Teacher Development teams

• Regional Development Executives - as a source of on the ground intel around music education and our work

External

• External event organisations

• Schools and music education sector

• Our partners and Teacher Development contributors in relation to events and content development

• As appropriate, third-party suppliers

Typical problems escalated to line manager

• Concerns about higher than expected costs or quality standards of suppliers
• Problems with presenters/non-ABRSM workers or event delegates
• Issues of policy regarding ABRSM’s teacher support offer
• Suspected breaches of legislation
• Failure to meet target delegate numbers

Nature and range of impact

ABRSM marketing and events are a vital means of communicating our messaging to significant customer groups and of building solid and enduring relationships. It is therefore important that events and marketing activities run smoothly and are of excellent quality in all respects.

Allocation review and approval of work

• The job holder is responsible for organising and prioritising their own work on a day to day basis in line with agreed objectives and ‘business as usual’ tasks.

• The jobholder will meet with their line manager as required to give updates on progress of on-going objectives and work and to review priorities.

• Performance against objectives and competencies is assessed throughout the year in accordance with ABRSM’s performance management cycle.