PURPOSE OF ROLE

• We are seeking a highly experienced, dynamic and strategic Director of Marketing to support the successful launch of a leading British K-12 day/boarding school opening in Alaro City in September 2027.
• To promote a leading British school brand in Lagos, nationally and internationall
• Develop and implement innovative marketing and communications strategies aligned with the school’s vision, values and strategic priorities, which effectively differentiate the school, and delivers the agreed long-term pupil recruitment targets.
• Develop and maximise the school brand and brand profile based upon detailed market understanding and the management of key press, PR and digital channels.
• Work in tandem with the Director of Admissions to ensure the optimum fill of the school, monitoring and, where necessary, responding to key market trends via effective strategies and tactical marketing plans.

Requirements

Key areas of responsibility

Strategy and planning:

• Develop and implement an innovative brand and marketing strategy that builds and differentiates the school’s core strengths, and which secures the school’s position as the leading international educator in the marketplace.
• Set, monitor and track the short- and long-term strategies for marketing and communications in close liaison with the Director of Education and Headteacher (Master) and in line with the School Development Plan.
• Monitor and report all high-level metrics, commissioning research and proactively using data to devise appropriate interventions, revising tactical marketing plans as necessary.
• Develop and implement the school’s communications and public relations strategy by raising awareness and differentiation across the school’s key markets – developing appropriate strategy for both offline and digital channels and media.

Leadership and management

• Lead, inspire, motivate and professionally develop the Marketing team.
• Develop, refine and monitor all Marketing related policies, systems and procedures.
• Set and monitor individual objectives and conduct regular appraisals for all Marketing team members.
• Work closely and collaboratively with the Director of Admissions.
• Report progress regularly to the Director of Education, Master, and Governors, and participate in committees as required.
• Establish and monitor plans to meet agreed objectives; plan, oversee and report on expenditure, income and budgets in support of Marketing activities.
• Networking and relationship building with all key stakeholders.

Marketing and communications

• Work with the Headteacher (Master) to define and communicate the distinctive nature of the school brand and identity.
• Develop and implement a marketing strategy for establishing the brand as the leading international school within the market, synonymous with unparalleled educational excellence.
• Undertake regular market and competitor research and analysis to inform future plans, and to create targeted and segmented strategies to drive enquiries and enhance the profile of the school.
• Implement the marketing and communications strategy via effective tactical contact, advertising and communication plans.
• Develop and implement an effective digital and social media strategy, including the development of appropriate policies and procedures.
• Develop key press, PR and review site relationships and ensure the generation of regular press releases and educational editorial opportunities.
• Strategic oversight of the school’s website, with responsibility for its evolution, update and accuracy.
• Direct and oversee all marketing and promotional activity across the school, both print and digital
• Where necessary, act as spokesperson for the school along with the Master and other members of the senior team.

Admissions-focused marketing

• Set, monitor and track the short- and long-term strategies for marketing and communications related to pupil recruitment.
• Develop the school’s feeder school strategy aimed at the delivery of a targeted and effective outreach programme.
• Identify new markets and market segments, and target recruitment-driven marketing efforts accordingly.
• Maintain oversight of the provision of all recruitment-led tactical marketing activity such as open days, taster days and recruitment events, marketing collateral production, tactical promotion etc.
• Review and develop the school’s print and online prospectus material and related collateral.

Person specification

• Good university degree
• Recognised marketing qualification or equivalent relevant strategic-level marketing or related commercial experience.
• Minimum of 10-15 years of progressive experience in marketing and communications, with at least 5-7 years in a senior leadership role (preferably with the education sector; international K-12, tertiary, or vocational).
• Proven track record of developing and executing successful marketing and branding of a premium brand (preferably within the educational sector)
• Demonstrated experience in digital marketing, social media management, content creation, and lead generation in the education space.
• Strong strategic thinking and business planning skills, with the ability to drive innovative solutions and growth strategies.
• Excellent communication (written and verbal), presentation, and interpersonal skills, with the ability to engage and influence a wide range of stakeholders, including parents, school leadership, and investors.
• Experience in market analysis, competitor benchmarking, and utilizing data to inform marketing decisions.
• Ability to work effectively in a global context, with an understanding of international education trends and diverse cultural landscapes.
• Willingness to travel internationally as needed to promote the school brand.

Personal attributes

• Dynamic, innovative strategic thinker able to embrace and drive change.
• Self-motivated to set and achieve ambitious goals.
• Highly articulate and literate.
• Flexible and pragmatic / high level of emotional and cultural intelligence.
• An excellent networker and team player.

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