Director of Admissions and Marketing

ROLE DESCRIPTION

The Director of Admissions and Marketing will be responsible for ensuring the effective marketing and promotion of Wellington College Bangkok and the recruitment, retention, and admission of students across the School.

He or she will work closely with colleagues in the Senior Leadership Team and Executive Support Team to ensure the implementation and monitoring of effective recruitment, marketing, and communication strategies in line with whole school strategic priorities.

KEY RESPONSIBILITIES

STRATEGIC LEADERSHIP AND MANAGEMENT

• Set the strategic direction for Wellington College Bangkok’s external relations and lead, motivate, and develop those who work within and support the Admissions, Marketing and Community Engagement functions.

• Develop and implement marketing, communications, and student recruitment strategies; ensuring they align with the School’s vision, aims and strategic priorities effectively differentiating Wellington College Bangkok from its competitors.

• Through robust recruitment and retention strategies ensure the optimum fill of the School implementing tactical marketing plans where appropriate.

• Ensure good cohesion between the core functions of Admissions, Marketing, and Community Engagement.

• Introduce levels of professionalism, commerciality, and efficiency into the way in which the School’s admissions and marketing functions are managed.

• Prepare and manage an annual marketing and admissions budget.

• Keep the SLT informed of market trends and initiate and implement relevant market research as required

• Work closely with colleagues at Wellington College UK and Wellington College International, to ensure Wellington College Bangkok aligns with Wellington College brand requirements, ethos and values.

• The post holder may be required to carry out additional duties as required by the Master and Bursar and will be expected to embrace the demands and opportunities of working in a busy and growing school.

MARKETING AND COMMUNICATIONS

• Together with the Head of Marketing, develop a clear marketing and communications strategy that builds on Wellington College Bangkok’s identified strengths and develops new opportunities in a highly competitive marketplace.

• Successfully align the marketing and communication strategy to the School’s broader strategic priorities.

• Proactively use data and market research to devise appropriate interventions, revising strategies and tactical marketing and communications plans as required.

• Promote, protect and develop the identity of the Wellington College Bangkok brand and positioning.

• Direct and oversee all communications, marketing and sales activities, through a fully integrated multi-channel plan, to include raising awareness, driving online traffic to the School’s website and promoting in-person visits.

• Develop key media and PR relationships and ensure the generation of regular press releases, editorial material and media coverage for Wellington College Bangkok.

• Oversee the development of the Wellington College Bangkok website, social media platforms and other online and offline publications, making recommendations and ensuring all content is aligned with the School’s brand and messages.

• Work with the IT Strategy group to ensure that parent communication platforms (SchoolPost and InWellington) are used effectively, developed strategically and improved in response to ongoing feedback.

• Where appropriate act as spokesperson for the School and ensure other key members of the School community maintain an appropriate public profile.

ADMISSIONS

• Together with the SLT, set both short and long-term student recruitment targets and lead the Admissions Department to achieve these.

• Use the School’s Admissions Portal (OpenApply) and CMS (iSAMS) to produce management data including current school roll, house and class allocations, the admission pipeline, conversion rates, projected rolls, and 5-year forecasts.

• Monitor the quality of admissions data capture and the updating of records including the year on year roll over and submission of information to the Office of Private Education Commission (OPEC).

• Ensure the delivery of an effective and efficient admissions process including the all-important first touch points and in-person visit, which should reflect the School’s ethos and values.

• Systematically and regularly review the admissions procedures and policies.

• Develop a programme of recruitment events throughout the year including Open Mornings, Scholarship Assessment Days, and Welcome Mornings.

• Provide guidance to the admissions team in respect of building relationships with prospective parents, standards of service, customer experience, quality of communication, and data capture.

• Ensure the admissions team understand the educational offering at Wellington College, the School’s ethos and values, and how it differentiates from competitors.

COMMUNITY ENGAGEMENT

• Together with the Head of Community Engagement develop an excellent Onboarding Process for newly enrolled students taking into consideration the quality, regularity and channels for communication, the collection of additional information and making the new families feel welcome, well-informed, and part of the Wellington Family.

• Ensure that the Head of Community Engagement is using school communications platforms (SchoolPost and InWellington) effectively.

• Assist the Head of Community Engagement in keeping informed of parent enquiries, concerns and moments of delight to inform the SLT of the ‘mood’ of the community and where improvements or interventions are needed, including systems of logging and monitoring where appropriate.

• Alongside the Head of Community Engagement and Registrar, carefully monitor provisional leave requests, student intentions to leave, and overall retention trends by ensuring links are maintained with families, conducting exit interviews and reporting on findings.

• Guide the Head of Community Engagement in the planning, co-ordination and implementation an effective programme of parent and community events and activities.

• Oversee the relationship between the Head of Community Engagement and current parents, through the Friends of Wellington and Class Reps.

How to Apply

Please click HERE  to   access our online application form.  (DO NOT use the TES default application.)  Please also send an up-to-date CV and a full letter of application, addressed to the Master, to recruitment@wellingtoncollege.ac.th.  Your letter should explain, amongst other things, why you are leaving, or thinking of leaving, your current post.  Closing date for applications is 22 October 2021.  Please note that, given the large number of applications we receive for each post, only longlisted applicants will be contacted.