Director of Marketing and Admissions

Key Result Area

PLANNING

You’ll understand the importance of having a great MAC (Marketing, Admissions and Communications) plan - it’s integral to what we do - but you’ll see the value in being flexible, to adapt and pivot to meet school needs.

You’ll:

• Work with your Senior Leadership and Regional Office colleagues to set the strategic MAC direction for the school, covering admissions, brand, communications, digital, marketing and research requirements
• Manage your MAC budget to deliver maximum value
• Maintain up-to-date knowledge of your market, competitors, and audiences, to give your school a commercial advantage
• Oversee data integrity through CRM and compliance with group data rules, so school and group forecasting is built on a rock-solid foundation
• Ensure accurate forecasting for the year(s) ahead, using all the data available to you and keeping in regular contact with pipeline contacts
• Stay up to date with new trends and developments in sales, marketing and communications to keep innovating
• Develop your school’s brand positioning, to ensure that your offering is differentiated in market to drive greatest enrolment

EXECUTION

Reflecting a ‘first class, every time’ focus on delivery and leadership of often complex projects

You’ll:

• Lead the development and execution of best practice throughout the entire Family Experience Journey, and work collaboratively with teachers, administrative staff and other colleagues to ensure the whole school embraces the need for a world-class experience, every single day
• Ensure every family receives a highly personalised visit experience – physically and/or virtually
• Ensure a seamless digital experience for families, working closely with regional and central digital colleagues
• Recruit and develop a school MAC team, coaching them to aim for execution to the highest standards of every aspect of the school’s admissions, brand, communications, digital, marketing and research tactics
• Put creativity at the heart of your MAC activities, to develop a successful commercial approach within your market

Ensure that every aspect of the school adheres to school Visual Identity and Tone of Voice guidelines – and that it emulates key messaging

BUILDING REPUTATION

Providing an outstanding mix of judgement and delivery skills to strengthen our reputation

You’ll:

• Be a key voice in defining a distinctive and consistent brand for the school, one which will resonate across your market and target audiences
• Bring the school’s story to life. Working with your Regional and Central MAC colleagues, you will lead the development and execution of the school’s brand framework, visual identity and tone of voice across all media.
• Lead the development of, and compliance with, school MAC procedures which adhere to group policies and local regulatory requirements (e.g. admissions guidelines, marketing consents, etc.)
• Create and oversee improvements in parent, staff and other stakeholder communication and get involved in crisis and issues communications, to helping your Principal make the right decisions on stakeholder communications
• Develop external networks (feeder schools, embassies, agents, etc.) to build awareness of the school and target new enrolment opportunities.

OWNING YOUR OWN DEVELOPMENT

You’ll own your career at Nord Anglia, starting with being a lifelong learner for your own professional development.

• Find new ways to develop your skills for your job, but you’ll also learn more about our other MAC functions too
• You’ll make sure you’re always working across the MAC and wider teams to share insights, offer advice and support and ultimately drive a collaborative way of working
• You’ll share what you learn with your team-mates too, so you’re always passing your knowledge on.

Personal Specifications – Skills, Knowledge and Experience

As an expert, here’s what we expect:

• You’ll be degree educated and have at least seven years’ demonstrable experience in brand-building, sales and/or marketing roles, ideally in service delivery roles.
• Strong leadership skills and a proven ability to manage and coach a team to achieve business objectives will be part of your repertoire
• You’ve got superb project management skills and know-how to mobilise efforts to launch successful initiatives
• You’ll be a natural communicator, adept at building relationships and influencing outcomes at all levels, both inside and outside our organisation
• You’ll be able to prove you love data, with experience of capturing and analysing it, and using it to come up with actionable insights
• You’ll be digitally savvy, able to make a positive contribution to the school’s digital’s footprint of owned, earned and paid media

PERSONAL ATTRIBUTES

As our teammate, here’s what we expect:

• You love being part of a team – it’s what gets you up in the morning
• You’re commercial – you’ll love using your ideas to help us grow even faster
• You run it like you own it – always driving for results and building great relationships across the school and group
• You get the job done – every time and always to the deadline, and it’s always excellent
• You’re entrepreneurial – you’re agile and always finding opportunities to do things differently and better
• You’re resilient – you’ll speak up and speak the truth as a trusted advisor
• You’re humble – you’ll know what you’re great at, and where you’re not quite so strong
• You’re a listener – so you really understand what’s being said
• You’re calm under pressure – you’ll keep cool when the going gets tough and know when to slow down your thinking