Job Purpose

As Director of Admissions & Marketing (DAM) and member of the Senior Leadership Team (SLT), you are responsible for driving student enrolment by ensuring families experience an outstanding journey from initial awareness to enrolment and advocacy. You will lead the Marketing, Admissions and Communications (MAC) strategy, collaborate across the school to deliver an exceptional family experience, develop and coach the MAC team, and act as a key ambassador for the school’s brand and reputation.

Reporting to
The Principal, with a dotted line to the Regional Director of Admissions & Marketing.

Other Key Relationships

Internal: Senior Leadership Team (SLT), Academic Faculty, Regional Director of Admissions & Marketing and Regional MAC colleagues, Central MAC Team in London, and other global MAC team members.

External: Parents and students, relocation agents, embassies, chambers, education agents, feeder schools, employers and key accounts, marketing agencies, press and media contacts, and marketing service suppliers.

Key Responsibilities

A. Planning

• Work with the Senior Leadership Team and Regional Office colleagues to set the strategic MAC direction for the school, covering admissions, brand, communications, digital marketing, and research requirements.
• Manage the MAC budget to deliver maximum value and ensure effective use of resources.
• Maintain up-to-date knowledge of the market, competitors, and target audiences to provide the school with a commercial advantage.
• Oversee data integrity through the CRM and ensure compliance with group data policies to support reliable forecasting.
• Ensure accurate forecasting for the year(s) ahead by analysing all available data and maintaining regular contact with pipeline prospects.
• Stay up to date with emerging trends and developments in sales, marketing, and communications to drive innovation.
• Develop and strengthen the school’s brand positioning to ensure the offering is clearly differentiated in the market and supports enrolment growth.

B. Driving Performance

• Use data and insights to ensure MAC strategies effectively support enrolment growth across the school.
• Focus activities on generating enquiries and converting those enquiries into enrolments.
• Ensure strong annual re-enrolment rates by delivering an outstanding in-school MAC experience for families.
• Analyse a wide range of data related to brand performance, communications, enrolment trends, and marketing activities to inform decision-making.
• Use Salesforce (CRM) to effectively manage the enrolment pipeline and ensure strong user adoption across the team.
• Monitor team performance through CRM and KPI metrics to identify improvement opportunities.
• Act as a key advisor to the Senior Leadership Team in interpreting relevant market research including brand equity, parent satisfaction, mystery shop results, and market share, and guide action plans for school improvemen

Additional Key Responsibilities

C. Execution

• Lead the development and execution of best practices across the entire Family Experience Journey.
• Work collaboratively with teachers, administrative staff, and colleagues to ensure the school delivers a world class family experience every day.
• Ensure every family receives a highly personalised visit experience either physically or virtually.
• Ensure a seamless digital experience for families by working closely with regional and central digital colleagues.
• Recruit, develop, and coach the school’s MAC team to achieve the highest standards across admissions, brand, communications, digital marketing, and research activities.
• Encourage creativity and innovation in MAC activities to develop a strong commercial approach within the school’s market.
• Ensure all communications and marketing materials adhere to the school’s Visual Identity and Tone of Voice guidelines and reflect the school’s key messaging.

D. Building Reputation

• Play a key role in defining and maintaining a distinctive and consistent school brand that resonates with the market and target audiences.
• Bring the school’s story to life by working with regional and central MAC colleagues to implement the brand framework, visual identity, and tone of voice across all media channels.
• Lead the development and compliance of school MAC procedures aligned with group policies and local regulatory requirements including admissions guidelines and marketing consent processes.
• Strengthen communication with parents, staff, and stakeholders and support the Principal with crisis and issue communications when required.
• Develop and strengthen external networks including feeder schools, embassies, relocation agents, education agents, employers, and other partners to increase brand awareness and attract new enrolment opportunities.

E. Owning Your Own Development

• Take ownership of your professional development as part of Nord Anglia’s culture of lifelong learning.
• Continuously develop your professional skills while also expanding your knowledge of other MAC functions.
• Work collaboratively across the MAC and wider school teams to share insights, provide support, and encourage a collaborative way of working.
• Share learning and best practices with colleagues to strengthen the team’s collective knowledge and capabilities.

Personal Specifications – Skills, Knowledge and Experience

Personal Specifications – Skills, Knowledge and Experience

• A university degree and at least seven years of demonstrable experience in brand building, sales, or marketing roles, ideally within service-oriented organisations.
• Strong leadership skills with proven experience managing and coaching teams to achieve business objectives.
• Excellent project management skills and the ability to mobilise teams to successfully deliver initiatives.
• Strong communication and relationship building skills with the ability to influence stakeholders at all levels inside and outside the organisation.
• Strong analytical skills and experience collecting, analysing, and interpreting data to generate actionable insights.
• High digital literacy and the ability to contribute positively to the school’s digital presence across owned, earned, and paid media channels.

Personal Attributes

• A strong team oriented mindset and enthusiasm for collaboration.
• A commercial mindset with a focus on growth and opportunity.
• A sense of ownership and accountability for delivering results.
• Consistent delivery of high quality work within agreed timelines.
• Entrepreneurial thinking and agility to identify opportunities to improve processes and outcomes.
• Resilience and the confidence to provide honest advice as a trusted advisor.
• Humility and self awareness of strengths and areas for development.
• Strong listening skills to fully understand different perspectives.
• The ability to remain calm, focused, and thoughtful under pressure.

Create Your Future

Nord Anglia Education is the world’s largest premium international schools organisation. Every day, our teachers help more than 70,000 students achieve more than they ever imagined possible.

By joining Nord Anglia’s Marketing Admissions and Communications team, you will become part of a global community of talented and creative professionals working together to support a fast growing premium international education brand.