Director of Student Planning & Outreach presso Charlotte-Mecklenburg Schools

General Definition of Work

The director of student planning & outreach, under minimal supervision, performs senior-level work related to developing and implementing a comprehensive enrollment strategy that attracts and retains students. This position provides strategic leadership and oversees execution related to enrollment projections, school boundaries, and continuation patterns. Employee performs advanced work to carry out Board of Education policies and procedures related to student planning.   

Qualifications

To perform this job successfully, an individual must be able to perform each essential function satisfactorily. The requirements listed below are representative of the knowledge, skill, and/or ability required. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

Salary/Status

Pay Grade 10/Full-time, 12 months

Reports To

Executive Director of Student Planning & Placement

Place of Work

The normal place of work is on the premises used by Charlotte-Mecklenburg Schools. Charlotte- Mecklenburg Schools reserves the right to require you to work at such other place(s) as it may reasonably require from time to time.

Essential Functions

• Adhere to all state, federal, and local laws, policies, and procedures
• Lead, manage, supervise, and evaluate assigned programs/staff in the district
• Collaborate with outside entities, such as Mecklenburg County, and assess how larger community initiatives may impact the school district and its programs
• Prepare recommendations related to student assignment boundaries and continuation patterns; make recommendations regarding capital needs assessments, priorities for new schools and school relief, and building utilization
• Develop and execute marketing and enrollment strategies (both short- and long-term) that are aligned with the goals and objectives of the district
• Promote internal and external communication to improve transparency, spread information, and remove roadblocks to enrollment and attendance
• Collaborate with internal departments to align marketing and enrollment efforts; develop enrollment projections and recruitment goall
• Cultivate relationships with key stakeholders, including parents, students, alumni, community organizations, and educational partners, to enhance the visibility of the district
• In collaboration with Communications, develop marketing collateral, including brochures, websites, social media content, and promotional materials, to effectively communicate the district's value proposition to prospective students and families
• Plan, execute, and evaluate integrated marketing campaigns across various channels
• Respond to requests for information from internal and external sources (including municipal planning offices)
• Utilize data analytics and reporting tools to track enrollment trends, assess marketing effectiveness, and generate insights for decision-making
• Conduct demographic analyses and quantitative assessments
• Develop and implement evaluation mechanisms that allow process improvements to be successfully adopted
• Conduct market research including demographic analysis and competitor benchmarking to identify opportunities and challenges in the target market
• Monitor and participate in the development and administration of the department budget
• Facilitate staff meetings and attend other related meetings as needed/required
• Participate in professional development workshops and leadership training
• Create an inclusive environment with positive communication/public relations
• Perform related work as assigned or required

Knowledge, Skills, Abilities

• Comprehensive in-depth knowledge and understanding of the principles, practices, and procedures of public school system policies and student enrollment and planning
• Comprehensive knowledge of federal, state, and local regulatory requirements applicable to school system student enrollment and planning
• Thorough knowledge of county and school board policies, procedures, and standards regarding student enrollment
• Knowledge of digital marketing tools and platforms including social media, email marketing, SEO, and SEM
• Knowledge of the theory, principles, and techniques of the planning profession and development process including demography
• Knowledge of the methods and techniques of research and analysis
• Ability to use ESRI GIS Mapping software and related tools
• Ability to reflect appropriate response to situations, while maintaining a professional and personal demeanor
• Ability to learn and use specialized tools, equipment or software related to business needs
• Ability to develop and monitor a budget
• Ability to direct and evaluate the work of others
• Ability to implement local, state, and federal rules, guidelines, and procedures into daily business operations
• Ability to reason, make judgments, and maintain effective working relationships
• Ability to employ positive communication skills in all settings/mediums
• Ability to problem-solve utilizing sound judgment
• Ability to maintain confidentiality regarding school system business
• Ability to develop related charts, graphs, reports, and records pertaining to school planning and strategy
• Ability to take initiative and work independently
• Ability to conceptualize, initiate, monitor, and evaluate new and/or current programs
• Demonstrated ability to perform detailed work, planning, risk assessments, and associated risk mitigation actions
• Demonstrated ability to work effectively in a deadline-driven, rapidly changing team environment

Education and Experience

• Bachelor’s degree in marketing, business administration, communications, planning, urban studies, public administration, or a related field required
• At least five (5) years related planning experience required 
• AICP certification and membership preferred
• Equivalent combination of education and experience

Special Requirements

• Possess and maintain a valid driver’s license or ability to provide own transportation
• Travel to school district buildings and professional meetings