What role do you play in promoting the English language abroad?
We play a major role, but it's by no means the only aspect of Britain we market. We promote the arts, culture, science and the British education system. We target consumers rather than just movers and shakers. This approach reflects the fact that people today are mobile and have more options about what they do with their lives.
Does your work take you abroad?
The amount you travel can depend on your role. I usually travel about once a month for three or four days at a time. The British Council has offices in 110 countries. Many of the trips have been in Europe but sometimes we go further afield, such as to China or India. Although the trips are short it gives you enough time to assess the local market. The only downside is that sometimes you don't get enough time to explore.
Is it common for marketers to work overseas for a couple of years?
Some of our marketers started at the British Council in the UK and then transferred with us abroad. However, it's very competitive and the transition isn't always easy - people like to carve out a career within the British Council and we have a very low staff turnover.
What is the main marketing challenge you face?
The breadth of the services we offer and the diversity of the …