Head of UK Marketing, Admissions and Communications

Location
London (West), London (Greater)
Salary
Starting at £42,000 per annum, with benefits commensurate with the responsibilities of the post
Posted
24 Nov 2016
Closes
11 Dec 2016
Discipline
Marketing
Specialism
Brand Management
Sector
Education
Business Type
Brand / In-house
Contract Type
Permanent
Hours
Full-Time

Head of UK Marketing, Admissions and Communications

Reports to: Director of ISL UK Schools

Direct reports: 6

Overall Role Purpose

  • To develop and direct the marketing strategy for the two UK schools: one, a successful established school based in West London; the second, a new acquisition based in Surrey that is working to establish itself. The role is to define strategic marketing plans that deliver coherent and focused customer strategies for both.
  • To lead the UK schools cross-segment, multi-channel marketing services, including student admissions, with a strong emphasis on brand salience and reputation.
  • To build significant awareness, drive response and interaction with the UK schools.

Job Summary

The Head of UK Marketing, Admissions and Communications will be responsible for planning, developing, and leading the implementation of the brand in the UK, and the two UK schools’ marketing strategies, communications, and public relations activities, externally and internally, to support their growth and development.

Leading a team of six, you will direct the efforts of the marketing, design, alumni, admissions, communications and public relations staff, and coordinate all the strategic and tactical interactions with the other functions within the school in terms of marketing and development.

Primary Relationships

The post-holder will report on day-to-day matters to the ISL UK Schools Director and will serve as a member of the senior leadership team and work with the Director of ISL UK Schools, three Campus Principals and other senior staff in charting the direction of the school, assuring its accountability to all constituencies, and ensuring the schools’ effective operation.

There is a dotted line responsibility to the Managing Director of the ISL Schools Group to ensure best marketing and admissions practice is carried out across the ISL group.

Principle Accountabilities

Marketing, communications and public relations

  • Responsible for leading the teams that create and implement:
  • brand development activities
  • marketing communications including social media
  • event management and public relations programmes that will enhance the schools’ salience, image, reputation and position within the marketplace
  • design a strategy and approach to increase schools’ enrolment
  • Create internal and external communications which will result in increased enrolment and enhanced reputation. Responsible for all marketing, communications and public relations activities material e.g.: publications, digital presence, media relations, client/student acquisition are included
  • Ensure the consistent articulation and communication of the schools’ desired image, reputation and position both internally and externally, supported by the appropriate marketing strategies and processes, to ensure that the schools’ philosophy, mission and vision are widely understood
  • Responsible for editorial direction, design, production and distribution of both schools’ physical and digital publications
  • Ensure the website(s) rebuild is delivered and that social media is working effectively, kept updated and measured for effectiveness
  • Coordinate media interest in the schools and ensure regular contact with target media and appropriate response to media requests
  • Ensure visual brand identity and guidelines are adhered to through all channels, including print and electronic materials such as letterhead, use of logo, brochures, website, parent portal, website, social media etc.
  • Ensure marketing and admissions work closely together and develop student recruitment and retention strategies and new channels to market and support school growth
  • Develop a robust and evolving alumni programme
  • Produce, keep up-to-date and report back a monthly dashboard which evaluates and measures the effectiveness of all marketing and admissions activity for the UK to the Managing Director, Schools Director and Principals
  • Co-ordinate and conduct relevant market research to monitor competitive set changes, consumer changes, economic changes which will impact recruitment and trends in education recruitment

Planning and Business

  • Recommend tactical and long-term school marketing goals and objectives to the Schools Director
  • Develop a three-year development plan outlining the strategies and implementation for marketing and admissions based upon the schools’ business development strategy
  • Develop, implement and monitor systems and procedures necessary to smooth

the operation of the function

  • Budget responsibility and fiscal reporting in terms of budget allocation and ROI
  • Keep informed of developments in the fields of marketing, governance and related fields, including school development and education in general and use this information to help the school operate with initiative and innovation

Managing

  • Maintain a climate that attracts, retains and motivates top quality personnel
  • Strong leadership and people management skills and expertise
  • Recruit, train, appraise, supervise, support, develop, promote and guide qualified personnel, to support the schools’ growth and reputation ambitions
  • Ensure effective management and cohesion across the admissions, marketing, communications and public relations functions to ensure unity of vision and success

Experience Required

  • Ability to devise and gain support for ambitious and innovative marketing strategies where marketing spend is a critical element of the business agenda and plan
  • Proven capability in ‘end-to-end’ (strategy, planning, implementation and evaluation) marketing and communications activity including ATL, BTL and online
  • Strong multi-channel and consumer-centric brand and marketing expertise (B2B and B2C)
  • Proven appreciation of customer and market segmentation, and application of segmentation for marketing and communications
  • Significant expertise and application skills in successful digital and social media strategies, and in leveraging and measuring the effectiveness of digital marketing and new technologies
  • Strong creative, strategic, analytical, organizational and personal marketing skills
  • Experience in developing and managing budgets, people and agencies
  • Experience in writing press releases, making presentations and developing relationships with press and multiple stakeholders
  • Experience overseeing the design and production of print materials, websites and other digital channels
  • Computer literacy in word processing, database management and page layout
  • Commitment to working with shared leadership and in cross-functional teams
  • Strong oral and written communications skills
  • Ability to manage multiple projects at a time

Qualifications Required

  • Minimum of 10 years’ experience in marketing, communications or public relations with demonstrable success
  • Bachelor’s degree in journalism, marketing, or public relations, or marketing qualification preferred. Post Graduate degree in a related field is desirable
  • Strong leadership and people management skills and expertise
  • Commercial acumen, advanced stakeholder and influencing skills
  • Numerate and able to manage and interpret data and analytics
  • Membership of appropriate marketing organisations desirable
  • Previous experience of marketing within a school environment would be advantage, though not essential