Chief Marketing Officer

Role purpose

Marketing strategy and brand

• Develop and implement the annual marketing and communications strategy.
• Align marketing objectives with the school's strategic plan and enrolment targets.
• Identify market trends, competitor activity, and growth opportunities.
• Develop campaigns supporting student recruitment and school visibility.
• Lead and protect the school's brand identity across all platforms.
• Ensure consistency in messaging, visual identity, tone, and communications.
• Develop positioning and key messages for different audiences.

Digital marketing

• Oversee the school website, social media channels, digital campaigns, and online presence.
• Develop content strategies to increase engagement and reach.
• Monitor digital performance, website traffic, enquiries, and campaign conversion.
• Manage SEO, paid advertising, email marketing, and other digital initiatives.

Student recruitment and enrolment

• Work with Admissions on campaigns that generate qualified student enquiries.
• Support enrolment and retention strategies through targeted marketing initiatives.
• Analyse enrolment trends and identify opportunities to attract new student segments.
• Develop campaigns for open days, school tours, exhibitions, and recruitment events.

Communications and public relations

• Lead internal and external communications strategies.
• Manage the school's public image and media relations.
• Prepare press releases, announcements, newsletters, and corporate communications.
• Coordinate communications during major school events and announcements.
• Build relationships with media, education organisations, and community stakeholders.

Content and creative

• Oversee brochures, prospectuses, advertisements, videos, photography, social media content, and promotional materials.
• Ensure content reflects the school's values, achievements, and educational offering.
• Manage external agencies, designers, photographers, videographers, and marketing suppliers.

Research, analytics, and events

• Conduct market research on parent expectations, competitor positioning, and education-sector trends.
• Track and analyse marketing KPIs, campaign performance, lead generation, conversion rates, and ROI.
• Provide regular marketing performance reports to senior leadership.
• Lead marketing for open days, exhibitions, parent events, school celebrations, and community initiatives.
• Strengthen engagement with parents, prospective families, alumni, and the wider community.

Team and agency management

• Lead and develop the marketing and communications team.
• Set objectives, KPIs, and performance standards.
• Manage marketing budgets and ensure effective use of resources.
• Oversee external marketing agencies and service providers.

Qualifications and experience

• Bachelor's degree in Marketing, Communications, Business Administration, Public Relations, or a related field.
• A master's degree or relevant professional qualification is preferred.
• Eight to ten or more years of marketing experience, including significant senior leadership experience.
• Experience in education, schools, universities, or a similar service-based organisation is highly desirable.
• Strong experience in digital marketing, branding, communications, public relations, and campaign management.
• Proven experience leading teams and managing marketing budgets.