DIRECTOR OF ADMISSIONS AND MARKETING

DIRECTOR OF ADMISSIONS AND MARKETING (DAM)

Overall purpose of the position

As Director of Admissions and Marketing (DAM), you will be a member of Móbile School's Senior Leadership Team. The DAM's primary responsibility is to drive student enrollment.

You will do this by ensuring that families receive a differentiated experience at every stage of their journey with the school — from awareness and consideration to enrollment and subsequent advocacy for the Móbile School brand. This process is called the Family Experience Journey, and everything done in Marketing, Admissions, and Communications (MAC) revolves around it.

To deliver a rich and relevant experience for Móbile families, you will need to build strong relationships with colleagues across the school, ensuring everyone works together to achieve our goals.

As a key people leader, your role will be to inspire, empower, and develop the skills of your team, as well as being an exemplary ambassador for the Móbile School brand.

As DAM, you will also play a key role in building the idea of the Móbile community and the school's reputation.

Subordination

• Directorate-General (DG) of Móbile;
• Directorate of Operations and Finance of Móbile;
• Regional Directorate of Admissions and Marketing of Nord Anglia.

Direct reports

• Marketing Coordination;
• Communication Coordination;
• Admissions Coordination;
• Creative Department.

Other key relationships

Internal:

• Pedagogical Directorates and Vice-Directorates of Móbile;
• Educational and Pedagogical Coordination of Móbile;
• Regional Admissions and Marketing Directorate and other regional MAC colleagues of Nord Anglia;
• Central MAC Team of Nord Anglia in London;
• Other Global MAC Members of Nord Anglia.

External:

• Families and students;
• External network, including educational agents, schools of origin of interested students, employers, strategic accounts, Public Relations, embassies, etc.;
• Marketing agencies and service providers;
• Press and other media.

Key result areas

Planning

• Excellent MAC planning — with the necessary flexibility required by the school and the market — will be essential to your work.

Your responsibilities:

• Work with the DG, the Operations and Finance Department, and Móbile’s Pedagogical Departments and Vice-Departments and regional colleagues to define MAC's strategic direction for the school (admissions, branding, digital communication, marketing, and research);
• Manage MAC's budget to ensure excellent results;
• Maintain up-to-date knowledge of the market, competition, and audiences in order to give the school a competitive advantage;
• Oversee data integrity via CRM and ensure compliance with group data rules;
• Ensure accurate forecasts for the following year(s) by using all available data and maintaining contact with leads in the enrollment funnel;
• Keep up with new trends in marketing and communication to continuously innovate;
• Maintain the positioning of the Móbile School brand, differentiating it in the private school market in São Paulo to maximize enrollment and attract our families.

Performance measurements

• Execution and results in relation to the school's MAC plans;
• Feedback from Móbile's management and Nord Anglia's regional office;
• Campaign metrics;
• Salesforce (or similar)/CRM data.

Driving performance

• You will use data and insights to ensure that MAC tactics help drive enrollment across the school.

Your responsibilities:

• Focus on generating new leads and converting them into enrollments;
• Ensure that re-enrollments are maximized by offering a relevant MAC experience for families;
• Analyze data on branding, communication, enrollment, and marketing to inform decisions;
• Use Salesforce (CRM) − or similar − to efficiently manage the enrollment funnel and ensure adoption by the team;
• Monitor team performance via CRM and KPIs;
• Act as a key advisor to the DG, Operations and Finance Department, and Móbile's pedagogical departments and vice-departments in interpreting relevant market research (brand equity, family satisfaction, market share) and proposing action plans.

Performance measurements

• Lead volume;
• Conversion rates (leads → enrollments);
• Re-enrollment rates;
• Execution and results in relation to the school's MAC plans;
• Feedback from Móbile's Directors and Nord Anglia's regional office;
• Campaign metrics;
• Training feedback.

Execution

• You will lead complex projects, always focusing on excellence.

Your responsibilities:

• Lead and monitor the development and execution of best practices throughout the Family Experience Journey;
• Ensure that each family receives a highly personalized visit – in person and/or virtual;
• Assure a friendly and fluid digital experience, in collaboration with regional and central teams;
• Recruit and develop the MAC team, raising execution to standards of excellence in admissions, branding, digital communication, marketing, and research;
• Place creativity (and productivity) at the center of MAC actions;
• Ensure adherence to Móbile's visual identity and tone of voice guidelines.

Performance measurements

• Execution and results in relation to MAC plans;
• Feedback from Móbile's management and Nord Anglia's regional office;
• Campaign metrics;
• Salesforce (or similar) data.

Building reputation

• You will be one of the people responsible for maintaining and strengthening Móbile School's reputation.

Your responsibilities:

• Be a key voice in maintaining a consistent brand, always in line with the DG;
• Bringing Móbile's story to life in all media, in alignment with Móbile’s DG and with regional and central colleagues at Nord Anglia;
• Leading the development of MAC procedures in accordance with Móbile’s and Nord Anglia’s policies and Brazilian regulatory requirements;
• Continuously improve Móbile's communication with families, teams, and other stakeholders, supporting management in communication decisions in crisis situations or sensitive issues;
• Develop external networks (with schools of origin, embassies, etc.) to increase Móbile's visibility and create new enrollment opportunities.

Performance measurements

• Feedback from Móbile management and the Nord Anglia regional office;
• Analysis of the reach of the Móbile School brand;
• Evaluation of MAC assets;
• Family and employee satisfaction (with regard to communication);
• Key account management metrics.

Personal development

• As a professional, you are expected to take responsibility for your career at Móbile and Nord Anglia, committing to continuous learning.

Your responsibilities:

• Seek new ways to develop your skills;
• Collaborate with different areas of MAC and broader teams;
• Share knowledge with colleagues, promoting collective learning.

Performance measurements

• Positive performance evaluation.

Personal specifications – skills, knowledge, and experience

• Bachelor's degree, preferably in Marketing and/or Business Administration or similar;
• Minimum of 7 years of proven experience in brand building, sales, and/or marketing, ideally in service provision roles;
• Strong leadership skills, with experience in team management and development;
• Excellent project management skills;
• Strong communication, relationship, and influence skills at all levels;
• Experience with data: collection, analysis, and generation of applicable insights;
• Consistent digital knowledge, contributing to the school's online presence (owned, earned, and paid media).

Personal attributes

• Team spirit – motivated by collaborative work;
• Commercial profile, but one that considers the specific nature of the service to be provided (education);
• Mindset focused on results and quality relationships;
• Rigorous execution – delivering excellence and on time;
• Entrepreneurial spirit – agile, innovative, always seeking improvement;
• Resilience – reliable, direct, and assertive advisor;
• Humility – awareness of strengths and weaknesses;
• Active listening – genuine understanding of what is said;
• Serenity under pressure – ability to remain calm in challenging scenarios.