British International School of Chicago, South Loop
Location: Chicago, Illinois
Type: Full Time
Salary: $90,000.00 per year
Employee assistance program
Monday to Friday
4 Year Degree
JOB PURPOSE The Director of Marketing, Admissions & Communication (MAC) will be responsible for working with the School Principal, Senior Leadership Team (SLT), Regional MAC Team and School MAC team to 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 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.
REPORTING TO School Principal
DIRECT REPORTS Admissions Manager, Marketing Manager, Admissions Officer, Admissions Administrator, Front Desk Receptionists.
OTHER KEY RELATIONSHIPSFaculty, parents, students, Regional MAC team, Global MAC team, externalrecruitment and marketing agencies, press and media contacts, feeder schools and employers.
FAMILY EXPERIENCE JOURNEY
Create and implement the Family Experience Journey for the school
Lead, develop and execute best practice throughout the entire FEJ 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 FEJ, based on a deep understanding of their needs so that families experience the school’s story and promises in action.
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 FEJ.
Lead team to develop an understanding of each family’s needs and interests throughout the FEJ, 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-enrollment process with the school SLT to optimize retention and ensure the process of re-enrollment 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 inquiry to tours to enrolment providing timely appreciative and constructive feedback to team members.
Personally handle a number of families from initial lead through to enrollment to always ‘walk the talk’ in delivering best-in-class family 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 Family
Experience Journey and support decision-making in the school SLT with this knowledge.
REPORTING & DATA ANALYSIS
Lead, coach and develop the team to maintain accurate data in school systems, enabling responsive decision making through the enrollment process and accurate forecasting during annual planning.
Oversee data capture and lead management through iSAMs currently and CRM when it launches and ensure that team adhere to NAE business rules in relation to data capture and management.
Lead the review of school enrollment data to identify opportunities and risks and develop plans to unlock and mitigate.
Lead all relevant analytics (lead velocity, conversation rates, performance against regional benchmarks, changes in lead sources, nationalities, industries and age groups) to best target future growth opportunities.
Lead the deployment of a school enrollment forecast model aligned to regional and global processes to facilitate forecast discussions with key stakeholders in the school and at regional and central levels.
Lead the implementation and execution of relevant management information and CRM systems planning and deployment working with regional and central teams.
Utilize and oversee data management/Admissions CRM system
MARKETING & COMMUNICATIONS
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 Head of 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.
Work with the Marketing & Communications Manager in website development and paid media to demonstrate leadership for the school at every stage of the parent online research journey
Work with the Marketing & Communications Manager to develop the PR and media strategy for the school, stepping in to support media enquiries and crisis communications as appropriate.
Lead the development of the annual marketing plan for the school.
Oversee the development a content strategy for the school and work with the Marketing & Communications Manager to develop an ongoing pipeline of content that can be used year-round to inspire, engage and inform all relevant internal and external stakeholders including parents, students, staff and alumni.
Oversee the execution of the school content strategy across all school communication channels including News & Blogs and social media.
Work with the Marketing & Communications Manager to respond to all social media questions and comments directed at the school within 24 hours during the working week
Oversee the development of a Communications policy for the school and all parent newsletters and MAC communications.
Work with the Marketing & Communications Manager to oversee the breadth of parent communications, and keep a finger on the pulse to understand from parents what is working and not working. Provide clear feedback to the academic team to enable improvement.
Ensure all photographic and videography is based on global guidelines, is of a high aesthetic quality, brand fit and aligned to parental usage rights.
Oversee Parent Portal communications and content calendar to provide useful and time-sensitive information to parents.
Oversee the Marketing and Communications budget and the ROI of marketing activities carried out.
Oversee the development and execution of the school event calendar to bring to life the unique identity of the school and showcase the school in the best light possible.
Review and sign off the annual event calendar and schedule for the school, aligning the Principal and school SLT as appropriate, ensuring that as many events as possible are optimized for parent recruitment.
Oversee the development and execution of event management procedures to ensure all events are executed efficiently and effectively.
Oversee event planning; develop and execute creative themes for major events that bring to life the unique identity of the school.
Oversee the Parent Representatives across the school and maintain communications between Reps and school SLT
Devise and lead an outreach program to energize the external network of the school and to position the school as the first choice within the market.
Position the school as a thought leader in the community through hosted events, earned media and speaking opportunities.
Ensure that the school has an outreach programme that widens the school’s network, positive relationships and reputation with the community.
Develop and maintain relationships with key account holders including but not limited to relocation agents, embassies, chambers, education agents, feeder schools and employers, with the intent to build brand awareness and generate enquiries.
Develop the stakeholder map and contact strategy for the school, bringing in other senior leaders as appropriate and develop all communications materials to be used with the external network.
Work with other school or the regional office on opportunities that go beyond the school local community.
LEADERSHIP, COACHING & TRAINING
Provide appropriate leadership, coaching and best practice sharing to 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.
Contribute regularly to leadership team discussions about retention and student enrollment numbers and discuss how to evolve the processes by which we encourage both to improve.
Act as a role-model within the SLT and across the academic faculty, providing timely appreciative and constructive feedback and engaging as appropriate to ensure that every member of staff in school is aware of and actively engaged in their role in the family experience: attracting, converting and retaining students.
Contribute to the wider business through sharing and application of best practice in admissions, marketing and communications.
Share best practice and learn & reapply from others.
Lead, drive and support business development opportunities
Take a proactive approach to personal development planning using company toolkits and procedures as appropriate.
Take ownership for personal development and works with Principal to develop and implement a focused and straightforward Personal Development Plan.
Take ownership for requesting feedback from others in a timely fashion.
Provide both constructive and appreciative feedback both unprompted and when asked.
PHILOSOPHY & VALUES
We are ambitious for our students, our people and our family of schools. We believe that:
There is no limit to what every person can achieve.
Creativity and challenge help us get better every day.
Learning should be personalized.
Unique global opportunities enhance the learning experience.
Promote and adhere to the Company Vision and Values:
Opportunity - For us, opportunities need to be meaningful, about achieving potential and making progress.
Impact - For us, impact is about making a difference. It needs to be immediate, positive and lasting.
Leadership - For us, leadership is about considering the team’s needs as well as your own, setting inspiring examples, being supportive and showing real accountability and responsibility.
Respect - For us, respect is about listening, being inclusive, showing tolerance and getting the little things right
Each individual must ensure that they meet their statutory responsibilities and Company policies with regard to Health and Safety, Equal Opportunities and other relevant legislation and undertake any other appropriate duties as allocated by the Principal.
Qualifications / Training
Experience / Knowledge / Skills
Evidence of relevant sales and marketing experience / roles
7-10 years of experience in a Sales / Marketing role with demonstrated success in growing / increasing sales in a competitive market
Bilingual English + Spanish would be advantageous
Experience of high level networking to build creative and mutually beneficial relationships that positively impact on strategic and tactical business development
Understanding of and the ability to build strong customer advocacy and repeat client loyalty and retention
Experience of having worked within a service delivery sector, education sector experience a bonus
Strong leadership skills and proven ability to manage a team to achieve and succeed.
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 is desirable.
Experience in monitoring competitor market activity
Experience in using digital and social media trends and tools to influence the sales life cycle preferred.
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
Affinity with and interest in education
Has gravitas that allows him / her to be accepted by other stakeholders in the school
High level of integrity and an ability to empathize
Excellent time management and organizational skills
About British International School of Chicago, South Loop
CREATE YOUR FUTURE
We’re Nord Anglia Education, one of the world’s largest premium international schools organizations. Every day, our teachers and support colleagues help our thousands of students achieve more than they ever imagined possible.
A transformational education at one of our schools is focused on excellent academic outcomes, creativity, wellbeing, and international connectedness. Our innovative use of educational technology also creates a personalized, 21st century learning experience for all students, while our global scale means we can recruit and retain the world’s best teachers and offer unforgettable events and expeditions.
Our people are empowered to make a difference in their fields of expertise. Our fast pace of growth requires evolution and change from everyone, giving you the chance to define the role you do in the future. This challenges the learning agility of our employees and ensures every day brings interesting new experiences.
Founded in 1972 in the United Kingdom, our first international school opened in 1992 in Warsaw, followed by rapid growth across the world since the 2000s.
When you join our team, you’ll become part of a global family of experts working for a fast-growing premium international brand.