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Digital Marketing Director

4 months ago

Oxford Oxfordshire, United Kingdom Nord Anglia Education Group Full time

As Director of Admissions & Marketing (DAM), you’ll be the member of the school Senior Leadership Team (SLT) with prime responsibility for driving student enrolment.
We call this our Family Experience Journey, and everything we do in MAC (Marketing, Admissions and Communications) evolves around this.
As an exceptional leader of people, you’ll coach and develop the commercial, creative, and customer-orientated skills of your team, and be a consummate ambassador for the school brand.
As a DAM, you’ll also play a pivotal role in building the school community and reputation.
You’ll understand the importance of having a great plan, its integral to what we do, but you’ll see the value in being flexible so adapt and pivot to meet the organisation’s needs.
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
• 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
You’ll use data and insights to ensure that MAC tactics are helping to drive enrolment performance across the school
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
Reflecting a ‘first class, every time’ focus on delivery and leadership of often complex projects
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
• Be a key voice in defining a distinctive and consistent brand for the school, one which will resonate across your market and target audiences
• 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.) You’ll own your career at Nord Anglia, starting with being a lifelong learner for your own professional development.
• You’ll make sure you’re always working across the MAC team so you’re able to identify which admissions, communications, CRM, digital and research opportunity can make our campaigns even more successful
• 5 years’ experience of brand-building, sales and/or marketing roles, ideally in service delivery roles.
High level of networking and relationship building skills
Sales/customer experience in education sector
Salesforce reporting and administration
Hold a current Enhanced Criminal Records Bureau Disclosure or equivalent for countries lived in outside of the UK. Compliance with visa requirements for working in the UK.
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