Director Of Admissions And Marketing (Dam)

JOB PURPOSE

As Director of Admissions & Marketing (DAM), you’ll be a member of the school

Senior Leadership Team (SLT) and be responsible for working with the School

Principal, SLT, Regional MAC Team and School MAC team to create an

outstanding experience for parents and students throughout every stage of the

Parent Experience Journey (PEJ) from Awareness, Consideration, Purchase to

Advocacy. You’ll do this by ensuring families receive an exceptional experience

at each stage of their journey with our school - from awareness and

consideration, through to enrolment and advocacy. You will set all relevant

policies, procedures, quality and customer service standards and ensure their

delivery to all prospective families and influencers.

You will be an exceptional leader of people, coaching and develop your

Admissions, Marketing and Communications team members, influencing across

the school as a valued member of the School Senior Leadership Team and

acting as an ambassador for the school through external outreach.

As a DAM, you’ll also play a pivotal role in building the school community and

reputation.

KEY RESULTS AREA

PARENT EXPERIENCE JOURNEY

Adapt and implement the Parent Experience Journey for the

school.

Lead, develop and execute best practice throughout the entire

PEJ leveraging the global toolkit, framework emails 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 the design and delivery of all key touch-points for parents

and children throughout the entire PEJ, based on a deep

understanding of their needs so that families experience the

school’s story and promises in action.

PLANNING

You’ll use data and insights to ensure that MAC tactics are

helping to drive enrolment performance across the school

Focus activity on driving enquiries, and converting those

enquiries through to enrolment

Ensure that each year re-enrolment numbers are as good as

they can be, through proving a fantastic in-school MAC

experience to families

Analyse the wide raft of data at your disposal to test and learn

from the school’s brand, communications, enrolment, and

marketing activities, and use insights to inform decision-making

Use Salesforce (CRM) to efficiently manage your enrolment

pipeline, and ensure user adoption across your team

Track team performance through CRM and other KPI metrics to

identify opportunities

Be a key advisor to the school Senior Leadership Team on the

interpretation of relevant market research (brand equity, parent

satisfaction, mystery shop, and market share) and guide action

plans for whole school improvement

ADMISSIONS

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 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 across the school to systematically develop opportunities

for ‘magic moments’ to happen throughout the PEJ.

Lead team to develop an understanding of each family’s needs

and interests throughout the PEJ, using tools and templates to

help the team find and sell to each families’ sweet spot.

Drive conversion at each stage of the pipeline by coaching and

developing team to overcome objections, recognize buying

signals and close at each step of the process.

Oversee the admissions pipeline to ensure team are following

best practice in managing unresponsive leads and are closing

out appropriately.

Lead the re-enrolment process with the school SLT to optimise

retention and ensure the process of re-enrolment is as

straightforward as possible.

Lead the develop of school admissions procedures to adhere to

groups policies and local market regulations.

Participate in all elements of the admissions journey from

enquiry to tours to enrolment providing timely appreciative and

constructive feedback to team members.

Personally handle a number of families from initial lead through

to enrolment to always ‘walk the talk’ in delivering best-in-class

parent experiences.

Support the MAC team through attendance at school

recruitment events.

Lead the understanding of any local regulatory requirements

and potential future changes to policy that might have a bearing

on the Purchase stage of the Parent Experience Journey and

support decision-making in the school SLT with this knowledge.

PERSONAL SPECIFICATIONS

▪ Qualifications / Training

▪ Bachelor’s Degree ▪ Essential

▪ Experience / Knowledge / Skills

▪ Evidence of relevant sales and marketing experience / roles ▪ Essential

▪ 7-10 years of experience in a Sales / Marketing role with demonstrated ▪ Essential

success in growing / increasing sales in a competitive market

▪ Bilingual English + other language [as appropriate to school] ▪ Desirable

▪ Experience of high level networking to build creative and mutually beneficial ▪ Essential

relationships that positively impact on strategic and tactical business

development

▪ Understanding of and the ability to build strong customer advocacy and ▪ Essential

repeat client loyalty and retention

▪ Experience of having worked within a service delivery sector, education ▪ Desirable

sector experience a bonus

▪ Strong leadership skills and proven ability to manage a team to achieve and ▪ Essential

succeed desired outcomes

▪ Strong analytical skills and proven record of using data and research to ▪ Essential

support initiatives undertaken

▪ Ability to build, manage and motivate cross functional high performing teams ▪ Essential

▪ Experience of working with CRM systems and integration with the sales life ▪ Desirable

cycle

▪ Experience in monitoring competitor market activity ▪ Essential

▪ Experience in using digital and social media trends and tools to influence the ▪ Desirable

sales life cycle

PERSONAL ATTRIBUTES

• Commercially aware and results driven with good business acumen

• Curious and creative

• Self-motivated, flexible and adaptable to different tasks at hand

• Proactive and able to prompt others to ensure deadlines and targets are achieved, calm working

under pressure

• Uses evidence to support arguments or positions taken

• A strong sense of the ‘other’ and an ability to empathise

• Has gravitas that allows him / her to be accepted by other stakeholders in the school

• High level of integrity

• Excellent time management and organisational skills

• Excellent communicator both oral and written

• Excellent attention to detail

• Affinity with and interest in education