Director of Sales, Admissions, Marketing and Communications (Houston, US) presso Nord Anglia Education | International Day & Boarding Schools
Nord Anglia Education | International Day & Boarding Schools · Houston, Stati Uniti d'America · Onsite
- Senior
- Ufficio in Houston
The Village School is a private college preparatory school for grades Early Childhood through High School. Our High School offers the International Baccalaureate Diploma program and boarding opportunities through the Nord Anglia Boarding program.
The Village School is an international community in Houston, Texas, providing a world-class education to our private day and boarding school students. We adhere to the highest academic standards, developing lifelong learners and global citizens who think critically, collaborate genuinely, and give of themselves generously. Ranked nationally for STEAM education and for the diversity of our international student body. Proud member of the Nord Anglia Education global network of schools.
TVS school is actively recruiting for a Director of Sales, Admissions, Marketing and Communications
Do you have a growth mindset with experience in both corporate and entrepreneurial environments?
We’re seeking a seasoned manager with a growth mindset who is an excellent manager of teams; a thoughtful data analyst; a sales superstar; a marketing guru and an international community builder.
The Director of Sales/Admissions, Marketing & Communications (DAM) is a member of the Senior Leadership Team (SLT) with the prime directive of driving growth while building an international community and brand reputation. The DAM is responsible for achieving the enrollment goals of The Village School through the strategic development and implementation of admissions, marketing and communications initiatives.
This role requires using data analytics to clearly demonstrate and gain support for the school’s growth strategies with senior leadership both at the school as well as regional and corporate levels. The DAM will present data-driven insights to confirm enrollment forecasts, marketing ROI and strategic decisions, building confidence in the school’s growth plan.
In addition, you will promote the brand and strengthen engagement with both current and prospective families and oversee all aspects of sales/admissions, brand management, advertising, digital strategy and media relations. The Director works collaboratively with the entire school staff as well as with regional and global officers to ensure achievement of sales goals, data integrity, consistency in brand messaging, tone of voice and alignment with the school’s mission and Nord Anglia Education standards.
Key responsibilities include:
Driving enrollment through integrated admissions and marketing strategies.
Promoting the Village School brand with Nord Anglia Education benefits and strengthening engagement with current and prospective families.
Overseeing all aspects of sales/admissions, brand management, advertising, digital strategy and media relations.
Ensuring data integrity and consistency in brand messaging, tone of voice and alignment with the school’s mission and Nord Anglia Education standards.
As an exceptional leader of people, you’ll coach and develop the commercial, creative and customer-oriented skills of your direct team and others, serving as a consummate ambassador of the brand.
You will play a pivotal role in presenting and reporting performance metrics and growth projections to regional and corporate leadership, using data to justify strategies and drive continuous improvement.
Planning
You’ll understand the importance of having a great MAC (Marketing, Admissions and Communications) plan - it’s integral to what we do - but you’ll see the value in being flexible, to adapt and pivot to meet school needs.
You’ll:
• 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
• Manage your MAC budget to deliver maximum value
• 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
Driving Performance
You’ll use data and insights to ensure that MAC tactics are helping to drive enrollment performance across the school
You’ll:
• Focus activity on driving inquiries, and converting those inquiries through to enrollment
• Ensure that each year re-enrollment numbers are as good as they can be, through proving a fantastic in-school MAC experience to families
• Analyze the wide raft of data at your disposal to test and learn from the school’s brand, communications, enrollment, 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.
Execution
Reflecting a ‘first class, every time’ focus on delivery and leadership of often complex projects
You’ll:
• Lead the development and execution of best practice throughout the entire Family Experience Journey, and work collaboratively with teachers, administrative staff and other colleagues to ensure the whole school embraces the need for a world-class experience, every single day
o Ensure every family receives a highly personalized visit experience – physically and/or virtually
• 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.
• Ensure that every aspect of the school adheres to school Visual Identity and Tone of Voice guidelines – and that it emulates key messaging.
Building Reputation
Providing an outstanding mix of judgement and delivery skills to strengthen our reputation
You’ll:
• Be a key voice in defining a distinctive and consistent brand for the school, one which will resonate across your market and target audiences
• Bring the school’s story to life. 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.) to build awareness of the school and target new enrolment opportunities.
Owning Your Own Development
You’ll own your career at Nord Anglia, starting with being a lifelong learner for your own professional development.
• Find new ways to develop your skills for your job, but you’ll also learn more about our other MAC functions too
• You’ll make sure you’re always working across the MAC and wider teams to share insights, offer advice and support and ultimately drive a collaborative way of working
• You’ll share what you learn with your team-mates too, so you’re always passing your knowledge on.
Qualifications/ Experience/ Knowledge
• A bachelor’s degree in a relevant discipline.
• A minimum of seven years of demonstrable experience in brand-building, sales and/or marketing roles, preferably within service delivery contexts.
• Proven leadership capabilities, with a history of effectively managing and mentoring teams to meet and exceed business objectives.
• A data-oriented approach, with experience in data collection, analysis and the ability to derive actionable insights to inform decision-making.
• Strong project management skills, demonstrating the ability to coordinate resources and lead initiatives through to successful implementation.
• Excellent communication skills, with the aptitude to build relationships and influence stakeholders at all organizational levels, both internally and externally.
