Director of Admissions and Marketing

About the role

We are looking for a highly experienced commercial leader to join one of our most esteemed international schools. This is an excellent opportunity for someone looking to fast-track their marketing and sales career in a leading global organisation. A full relocation package is available together with the opportunity for exciting future global career options within the Nord Anglia network of over 80 schools, following a successful 3-year period in role.

Working with the School Principal, Senior Leadership Team (SLT), and Marketing, Admissions and Communications (MAC) teams (school, region, and global) you will create an outstanding experience for parents and students throughout every stage of the Family Experience Journey (FEJ) from Awareness, Consideration, Purchase to Advocacy.

You will set all relevant policies, procedures, quality and customer service standards, and ensure delivery to all prospective families and influencers. You will be an exceptional leader of people, able to coach and develop your team members whilst influencing across the school. You will be a valued member of the School Senior Leadership Team (SLT) and act as an ambassador for the school through external outreach.

Expectations on Skills, Knowledge, and Attitudes

Tasked with meeting challenging performance indicators, the Director of Admissions and Marketing (DAM) will have a proven track record in achieving commercial outcomes, and have experience of strategic marketing and recruitment, and in customer relationship management.  Proactivity, energy and an efficient way of working will be key to this role, as will be personal warmth, emotional intelligence and an ability to inspire confidence and respect. You will have significant leadership experience within a complex environment and possess the ability to build credible and long-term relationships with all stakeholders, students and partners.

You will need an appropriate level of qualification, the leadership skills and experience necessary to lead and develop the department, together with an understanding of the character and mission of the school.

The ideal candidate will have:

• Higher education.
• 7-10 years’ experience in a commercial role (sales/marketing) role with demonstrated success in growing/increasing sales in a competitive market.
• Experience of having worked within a service delivery sector.
• Education or hospitality sector experience would be a bonus.
• Experience of high-level networking to build creative and mutually beneficial relationships that positively impact on strategic and tactical business development.
• Understanding of and ability to build strong customer advocacy and repeat client loyalty and retention.
• Strong analytical skills and proven record of using data and research to support initiatives undertaken.
• Ability to build, manage, and motivate cross functional high performing teams.
• Experience of working with CRM systems and integration with the sales life cycle.
• Experience in monitoring competitor market activity.
• Experience in using digital and social media trends and tools to influence the sales life cycle.
• Being bilingual (English + Russian) is an advantage.

Key Responsibilities

Adapt and implement the Family Experience Journey for the school.

• Lead the design and delivery of all key touchpoints for parents and children throughout the entire FEJ, based on a deep understanding of their needs so that families experience the school’s story and promises in action.
• Lead, develop and execute best practice throughout the entire FEJ leveraging the global toolkit, framework communications and striving for outstanding standards.
• Lead the implementation of our Nord Anglia Admissions Signatures leveraging the global toolkit and group examples of best practice.

Lead, coach and guide the Admissions team to deliver annual enrolment targets.

• Develop, execute and regularly monitor marketing, retention and admissions plans.
• Lead and drive strategies to generate enquiries through both online and offline campaigns.
• Develop key processes and lead a team to guide parents and students through the admissions process, making the experience positive, straightforward and engaging throughout.
• Oversee all parent communication to ensure responsiveness (24-hour response times during working week), quality (written and verbal language, structure and attention to detail) and attitude (team warmth and enthusiasm).

     Lead, coach and develop the team to maintain accurate data in school systems, enabling responsive decision making through the enrolment process and accurate forecasting during annual planning.

• Oversee data capture and lead management through iSAMs currently and CRM when it launches and ensure that the team adheres to NAE business rules in relation to data capture and management.
• Lead the review of school enrolment data to identify opportunities and risks and develop plans to unlock and mitigate.

Lead, coach and guide the Marketing & Communications team to understand the needs of internal and external stakeholders and develop marketing and communications strategies and activities which deliver the key school messages in a timely, relevant and engaging way.
 

• Together with the Marketing Manager and Regional Director of Admissions & Marketing, develop the school brand equity and USP within local market parent and competitor context and aligned to the Nord Anglia brand position, together with the school message house and brand style guide.
• Oversee the implementation of the school brand style guide to ensure consistency and quality of positioning and visual identity in all school collateral including core Nord Anglia brand and marketing campaigns such as Juilliard, MIT, UNICEF and Global Campus.

Provide appropriate leadership, coaching and best practice sharing to the MAC team, the Principal, SLT, academic faculty and regional / global MAC team.

• Lead, coach and develop school Marketing, Admissions and Communications team members to deliver against targets.
• Support the Principal to develop a culture where the school engages as one and works to ensure admissions is a whole school responsibility.

What we offer:

As a member of Nord Anglia Education, you join a global family of schools, and will be a part of an admissions and marketing network where ideas, learning and best practice are shared. This vibrant cross border exchange and collaboration is encouraged and supported at every level and is exciting to be a part of. The role offers a challenging and diverse full-time position in a dynamic and growing school.

Competitive salary and relocation package available.

Opportunity to further career across the Nord Anglia network after three years.