Head of Marketing

The British School Warsaw is a highly successful institution renowned for its dedicated and inspiring teaching professionals. Our primary curriculum encompasses the Early Years Foundation Stage, English National Curriculum, and International Primary Curriculum. In secondary, we offer the English National Curriculum for Key Stage 3, IGCSEs for Key Stage 4, and the IB Diploma Programme for Years 12 and 13. Situated in Warsaw, Poland, our non-selective day school delivers exceptional academic results surpassing UK national averages, with graduates gaining admission to prestigious global universities. Join our team of exceptional educators and contribute to our thriving community committed to educational excellence. Discover limitless opportunities at The British School Warsaw.

JOB PURPOSE

You are the best advocate for our brand and will help us to drive awareness and reputation of our school – ensuring we are top of mind for prospective students and their families.

As a part of our Marketing & Admissions team, you will lead our Marketing function to develop and deliver a strategic plan that supports our recruitment and retention targets.

KEY RESULT AREA

1. Develop and Implement a comprehensive marketing strategy for the school to support annual recruitment targets
   • Work with the Head of Admissions to create a measurable and costed annual plan to achieve annual recruitment targets.
   • Review with Principal a monthly digest of activities and forecast of any events and issues.
   • Manage the marketing budget and the ROI of marketing activities carried out.
2. Implement Activities that support the school Admissions Team to drive lead generation and conversion of prospective families
   • Manage the creation of engaging materials that bring to life the key benefits of an education at TBSW – video, brochures, flyers, merchandise.
   • Deliver innovative solutions that take into account the various touchpoints on the family experience journey.
3. Manage the PR and communication strategy for the school
   • Create and implement an annual communication plan to build brand awareness and loyalty.
   • Develop and build media relationships so the school is top of mind and first choice when journalists are looking for contributors.
   • Leverage paid advertising and advertorials to gain editorial coverage aligned to school brand messages.
   • With guidance from the School Principal, Regional and Central teams, respond appropriately to media enquiries.
   • Support the school team on crisis communications working with the Regional and Central teams as appropriate.
4. Lead the school Website strategy
   • Develop a strategic content calendar to build the school brand and meet any key communication goals, across all channels.
   • Take ownership for the management and ongoing improvement of the school website via the CMS.
   • Work with the regional and central teams to optimize SEO and implement recommendations for improvement.
5. Drive performance through data and insight
   • Use local and global data insights to help drive school performance.
   • Be inspired by research. Use third party insights, competitive analysis and trends to identify opportunities.
   • Use data to make sure we are measuring campaigns against commercial objectives.
6. Manage the TBSW Brand
   • Identify and implement campus improvements and decoration projects that bring our unique benefits and educational approach to life and enable strong storytelling for the Admissions team.
   • Ensure full implementation in internal and external facing materials both offline and online (school marketing collateral, website, advertising materials etc.).
   • Coach internal stakeholders to implement the visual guidelines and leverage the existing templates as well as create new ones where needed.
   • Support the different school departments (academic sections, catering, charities, camps, etc.) to develop materials needed to deliver an outstanding experience for our parents & students.
   • Work with the Chief of Operations, and Facilities leader to ensure that décor/furnishings in the buildings (current and planned) and on-campus reflect our brand positioning and visual identity.
7. Provide appropriate leadership, coaching and best practice sharing to other members of the MAC and wider school team
   • Provide supportive and focused leadership to enable Marketing Team members to reach their individual, team and school goals.
   • Act as a role-model to other members of the MAC Team and coach the best from them.
   • Support in the development of a culture where the school engages as one and works to ensure admissions is a whole school responsibility.
   • Contribute to the sharing of best practice in marketing across the MAC school team, region and group.
8. Work with the School MAC team and Regional office on any other Marketing related activities as required.
   • Perform regular competitive audits and provide business intelligence to the school MAC and SLT team and regional / central colleagues.
   • Run required analytics and / or assist with preparing data for analysis.
   • Assist with brand related projects such as alumni networking support.
   • Support the MAC team through coordinating and promoting school recruitment events, such as Open Days and Workshops.

PERSONAL SPECIFICATIONS

As an expert, here's what we expect:

• You'll be degree educated and have demonstrable experience in brand-building, sales and/or marketing roles, ideally in service delivery roles
• Strong leadership skills and a proven ability to manage and coach a team to achieve business objectives will be part of your repertoire
• You've got superb project management skills and know how to mobilise efforts to launch successful initiatives
• You'll be a natural communicator, adept at building relationships and influencing outcomes at all levels, both inside and outside our organisation
• You'll be able to prove you love data, with experience of capturing and analysing it, and using it to come up with actionable insights
• You'll be digitally savvy, able to make a positive contribution to the school's digital footprint of owned, earned and paid media
• You'll be fluent in English – it's the language in which we communicate in our school, both written and spoken.

PERSONAL ATTRIBUTES

As our team-mate, here's what we expect:

• You love being part of a team – it's what gets you up in the morning
• You're commercial – you'll love using your ideas to help us grow even faster
• You run it like you own it – always driving for results and building great relationships across the school and group
• You get the job done – every time and always to the deadline, and it's always excellent
• You're entrepreneurial – you're agile and always finding opportunities to do things differently and better
• You're resilient – you'll speak up and speak the truth as a trusted advisor
• You're humble – you'll know what you're great at, and where you're not quite so strong
• You're a listener – so you really understand what's being said
• You're calm under pressure – you'll keep cool when the going gets tough and know when to slow down your thinking
• You care about others – you relish the idea of working in a child-centred environment.

At Nord Anglia Education we are committed to providing a world-class, safe, happy environment in which children and young people can thrive and learn. We are committed to safeguarding and promoting the welfare of all our pupils where we embrace all race, abilities, religions, genders, and cultures.

All post holders in regulated activity (having regular unsupervised contact with children) are subject to appropriate national and international vetting procedures including satisfactory criminal record checks from both your country of residence/birth and any country of residence within the last 20 years.

We welcome applications from suitable qualified persons from all diverse backgrounds.

Please note, only shortlisted candidates will be contacted.