Marketing Officer

Job Description

ISP School Marketing Officer Role Profile

Purpose of Role

The post holder has specific responsibility for supporting the organisation, administration and development relating to the promotion and brand positioning of the School at all levels through targeted marketing initiatives, campaigns, and activities directed by the Director/Head of Marketing and/or Admissions.

The post holder will be a true ambassador of the School, providing a professional and highly focused customer-service and communications approach. As a representative of the School, the post holder will work to develop links and partnerships with parents, businesses, media, and local community contacts to support mutual development and growth while raising the profile and position of the School.

The post holder will be expected to build a close working relationship with members of the Senior Leadership Team (SLT) as well as teaching, administrative and support staff to fully inform and involve the whole school community in the promotion of the School to the wider world. Collaboration with colleagues within International Schools Partnership, Asia (ISP) and attendance at Regional Admissions & Marketing Meetings.

ISP Principles

Begin with our children and students. Our children and students are at the heart of what we do. Simply, their success is our success. Wellbeing and safety are both essential for learners and learning. Therefore, we are consistent in identifying potential safeguarding and Health & Safety issues and acting and following up on all concerns appropriately.

Treat everyone with care and respect. We look after one another, embrace similarities and differences and promote the well-being of self and others.

Operate effectively. We focus relentlessly on the things that are most important and will make the most difference. We apply school policies and procedures and embody the shared ideas of our community.

Are financially responsible. We make financial choices carefully based on the needs of the children, students and our schools.

Learn continuously. Getting better is what drives us. We positively engage with personal and professional development and school improvement.

ISP Marketing Officer Key Responsibilities

Marketing & Communications:

• Advise prospective parents & stakeholders on our value proposition (USPs, KSPs, profile, people, community, programmes, achievements, fee structure and all school services) across communication channels.
• Support the implementation the school’s marketing strategy, including campaign planning, lead-generation activities, brand management, content creation, digital marketing, public relations, and parent communications.
• Support conversion by creating high-impact marketing touchpoints that drive enquiries, school tours, and enrolments.
• Plan, organise and execute marketing events and open days, ensuring excellent brand representation and customer service.
• Work in partnership with the Admissions team to ensure accurate, compelling, and compliant marketing information and documentation.
• Assessment, development and coordination of all marketing policies, messaging guidelines, branding toolkits, templates, and campaigns, with support from stakeholders within the school, ISP, and relevant authorities.
• Monitor and optimise lead-generation activities; work closely with ISP Regional Team and Admissions to ensure marketing contributes effectively to enrolment targets.
• Work with the Principal and SLT to develop campaigns and initiatives such as referral schemes, scholarships, themed events, and partnerships.
• Regularly review and develop marketing content, communication platforms, parent templates, and promotional collaterals to ensure accuracy and best practice.
• Develop and nurture mutually beneficial relationships with feeder schools, nurseries, businesses, community groups, government entities, education agents and other organisations to maximise visibility and recruitment opportunities.
• Along with the marketing officer, support the Principal to develop and manage the school’s communication and engagement strategy, ensuring alignment with school goals and strengths.
• Support the Principal with participation in relevant national and regional conferences, events, and exhibitions to raise the profile of the school, pupils and faculty.
• Lead direct reports in pursuing excellence in marketing operations, content quality and customer engagement. Systems should be reviewed regularly, and communication refined to maximise impact.
• Advise on effective onboarding communications and brand-aligned support to new families upon enrolment.
• Maintain positive vibes and good working relationships within the team.
• Keep records of team performance and follow up on performance reviews on time.

School Marketing Activities in collaboration with the Head of Admissions and Marketing

• Develop and nurture personal links with nurseries, feeder schools, education agents, estate and relocation agents, universities, alumni, and developers to maximise pupil recruitment opportunities.
• Develop and nurture partnerships with local businesses and attend events to promote the School.
• Keep educational agents up to date with new developments at the School, including improvements to facilities, addition of new courses, academic results, recruitment events, and capacities. To maintain links with pupils as they leave the School (Alumni), keeping them involved in the life of the School to support future recruitment and promotion.
• Attend School functions involving current parents and pupils as requested.
• Propose industry events and other opportunities to support pupil recruitment.
• Liaise with local and national newspapers, magazines, and appropriate specialist publications for advertising opportunities, including billboards and posters.
• Help the school to develop their school stories and promises.
• Ensure that Learning and demonstrating pupil progress is at the heart of the school marketing initiatives.
• Implement effective campaigns within the school to achieve lead generation targets.
• Work with ISP Regional team to create and support a clear marketing strategy and budget for the school.
• Lead on social media techniques and strategies to engage wider digital audiences.
• Oversee and help plan open day, pupil recruitment and profile-raising advertising within the schools.
• Foster a culture of successful marketing campaigns with tracking systems to measure campaigns.
• Assist in delivery of internal communication campaigns to support the school with retention strategies.
• Ensure accurate reporting of data, effective data management and analysis on which to base marketing decisions and track impact.
• Ensure effective budget management of all marketing activities within the School budget

Reporting:

• Complete regular KPI and tracking information with the Admissions team, providing reports to the team leader, Principal, and ISP as required.
• Oversee facilitation of surveys of all stakeholders, as required.
• Produce termly reports on activity and expenditure to monitor effective use of budget.
• Produce reports on competitors including fees, numbers and provisions, identifying opportunities to the Principal and ISP functional leaders.

Annual Financial Targets:

• Lead metrics
• Engagement metrics
• Campaign delivery

Skills, Qualifications and Experience

• Bachelor’s Degree in a relevant field
• English speaker
• At least 1 year of relevant experience
• Experience in marketing; preferred experience in schools.
• Knowledge of CRM systems
• Passionate about creating outstanding content
• Inspiring and creative mentality
• Keen attention to detail
• Genuine interest in education sector
• Excellent interpersonal and organisational skills

ISP Leadership Competencies

You consistently demonstrate and role-model the ISP Leadership Competencies in all that you do.

Collaboration. Takes an active part in leading their school or region; is cooperative and a genuine team player, developing positive, supportive relationships with colleagues to solve problems and maximise opportunities.

Learning & Getting Better. Continually demonstrates personal commitment and passion for learning and getting better using evidence and feedback; supporting others in their continual learning, development and growth.

Innovation Leadership. Is good at creating an environment where ideas for learning initiatives and services are generated and is able to motivate and inspire others through the process of creation through to completion.

Outcome driven. Can be counted on to find solutions. Is consistently looking to exceed goals and is focused on KPIs.

Resilience. Can deal with setbacks and challenges calmly and effectively.

Community Focus. Is committed to meeting and exceeding the needs and expectations of our students and their families.

Integrity & Ethical Management. Has the ability to work ethically and with integrity; helps others feel valued; upholds and models the ISP Vision, Purpose and Principles.

Leading & Inspiring Others. Supports, encourages and inspires students, colleagues and teams so that they give their best.

Understanding People. Is a very good judge of talent, can objectively articulate the strengths and motivations of people inside or outside the organisation.

Influencing & Communication. Consistently informs, influences and inspires students, parents and colleagues through timely and effective communication.

Agile. Responds and adapts to changing circumstances; manages and solves problems by providing solutions in a climate of ambiguity.

Strategic, Commercial & Financial Awareness. Has the ability to apply understanding of the business and industry to improve effectiveness and profitability.

Planning & Decision Making. Makes decisions on the best course of action and then plans, organises, prioritises and balances resources to achieve the desired outcome.

Diversity & Equity. Has the sensitivity, awareness and skill to understand the values, behaviours, attitudes and practices across cultures that supports all children and adults to learn and work effectively.

ISP Commitment to Safeguarding Principles

ISP is committed to safeguarding and promoting the welfare of children and young people and expects all staff and volunteers to share this commitment.

All post holders are subject to appropriate vetting procedures, including an online due diligence search, references and satisfactory Criminal Background Checks or equivalent covering the previous 10 years’ employment history. 

ISP Commitment to Diversity, Equity, Inclusion, and Belonging

ISP is committed to strengthening our inclusive culture by identifying, hiring, developing, and retaining high-performing teammates regardless of gender, ethnicity, sexual orientation and gender expression, age, disability status, neurodivergence, socio-economic background or other demographic characteristics. Candidates who share our vision and principles and are interested in contributing to the success of ISP through this role are strongly encouraged to apply.

ISP Principles

Begin with our children and students. Our children and students are at the heart of what we do. Simply, their success is our success. Wellbeing and safety are both essential for learners and learning. Therefore, we are consistent in identifying potential safeguarding

and Health & Safety issues and acting and following up on all concerns appropriately.

Treat everyone with care and respect. We look after one another, embrace similarities and differences and promote the well-being of self and others.

Operate effectively. We focus relentlessly on the things that are most important and will make the most difference. We apply school policies and procedures and embody the shared ideas of our community.

Are financially responsible. We make financial choices carefully based on the needs of the children, students and our schools.

Learn continuously. Getting better is what drives us. We positively engage with personal and professional development and school improvement.

ISP Commitment to Safeguarding Principles

ISP is committed to safeguarding and promoting the welfare of children and young people and expects all staff and volunteers to share this commitment. All post holders are subject to appropriate vetting procedures, including an online due diligence search, references and satisfactory Criminal Background Checks or equivalent covering the previous 10 years’ employment history.

ISP Commitment to Diversity, Equity, Inclusion, and Belonging

ISP is committed to strengthening our inclusive culture by identifying, hiring, developing, and retaining high-performing teammates regardless of gender, ethnicity, sexual orientation and gender expression, age, disability status, neurodivergence, socio-economic background or other demographic characteristics. Candidates who share our vision and principles and are interested in contributing to the success of ISP through this role are strongly encouraged to apply.