SWPS-Director Of Marketing And Admissions

SWPS-Director Of Marketing And Admissions

DIRECTOR OF MARKETING AND ADMISSIONS Salary circa £60,000 per annum plus bene f its

Sir William Perkins’s School, Guildford Road, Chertsey, Surrey KT16 9BN T: 01932 574900 | email: [email protected] | www.swps.org.uk

THE SCHOOL

Academic success is a priority and entrance to the School is by competitive examination, but education should be about far more than just top grades. We believe in educating the whole person and equipping our students to have the confidence t o make their mark on the world. Therefore significa n t emphasis is placed on the broad and balanced curriculum, the wide-ranging co-curricular activities and the caring and supportive environment. The latest inspection report said of our students: “Pupils demonstrate excellent social awareness and they grow up to be poised, confide n t and articulate young women.” The ISI regulatory compliance inspection in September 2016 recorded that all eight parts of the standard were met and our report in the Good Schools Guide describes our “excellent results achieved with a big dollop of humour, humanity and freedom of thought”. The School has a Christian foundation and our ethos of integrity underpins the way we operate. We value that the Sir William Perkins 's community is diverse and students of all faiths, or none, and their families are warmly welcomed The School is continually developing, with building and equipment extended and updated regularly.

Sir William Perkins’s School is a high-performing independent girls’ school for approximately 600 students aged 11 – 18 years. The Head is both a member of HMC and GSA. It was founded in 1725 by a wealthy local Chertsey merchant to educate the town’s children. The School moved to its present site in 1819 and became fully independent in 1978. It is located on an attractive 12-acre site situated on the outskirts of Chertsey, a two minute walk from the railway station and very near to the junction of the M3 and M25. The School’s Aims are to: • Inspire excellence in academic standards • Give the student the confidence t o enjoy learning, the resilience to learn from mistakes and to cultivate good habits of work • Help each student: • develop fully as an individual with integrity • refine creative and practical skills • gain the qualifications they need to embark on, and succeed in their chosen career • think independently • be a confident, responsible and unselfish member of the community

ROLE SUMMARY

Reporting to the Head, and a key member of the Sir William Perkins’s School Senior Leadership Team, this role is an exciting opportunity for an experienced marketing and communications professional. The Director of Marketing and Admissions will be responsible for a team encompassing pupil admissions, marketing, alumnae, events and digital communications. While the role is a strategic one, it will also require an aptitude for the process and detail that are part of the successful management of an independent day school. The Director of Marketing and Admissions will take the lead in developing and delivering innovative marketing, communications and student recruitment strategies for the School, providing inspiring and motivational leadership for the marketing, communications and admissions team.

The ideal candidate will have a demonstrable track record in strategic marketing, communications and brand management gained from within or outside the education sector. The individual will have sound knowledge of the independent educational landscape and a keen understanding of the factors which drive parents/ carers to consider and invest in an independent education for their children. The successful candidate will be an articulate, persuasive and credible ambassador for the School and be able to work with a wide range of people to lead and manage change. The individual will have the ability to apply sound marketing and communications principles to the School’s particular context by thoroughly researching both target audiences and the dynamics of the highly competitive south-east and national marketplace.

PRIMARY PURPOSE

• Work with the Head to develop the strategic plan for the School as a whole. • Devise and implement an innovative marketing and communications strategy which effective l y differentiates the School and which will deliver agreed long-term student roll targets – increasing the number, calibre and diversity of the applicants. • Work with the Head of Admissions, to ensure the optimum fil l for the School, monitoring and, where necessary, responding to key market trends via effective s trategies and tactical marketing plans. • Act as custodian of the Sir William Perkins’s School brand, assuming primary accountability for articulating and enhancing the School’s brand and values to a wide range of audiences, to further its regional and national profile and t o widen its student recruitment reach.

• Oversee marketing and communications across the entire Sir William Perkins’s School community, with a view to strengthening the overall standing and reputation with all key stakeholders and to harness their advocacy and support. • Build excellent relationships with key press and PR outlets regionally and nationally to ensure the School is effective l y represented and its reputation managed and enhanced. • Seek opportunities for the School to contribute to and comment on relevant educational debates. • Lead, inspire, motivate and professionally develop the Marketing, Communications and Admissions team.

KEY RESPONSIBILITIES

• Keep abreast of and advise the Senior Leadership Team on trends in the independent education sector in the UK. • Develop and implement the communications and public relations strategy by raising awareness and differentiation across key markets – local, regional and national, developing appropriate strategies for both offline a nd digital media. Pupil Recruitment and Admissions • Ensure seamless customer journeys for all key stakeholder groups via direct and digital channels; working closely with the Head of Admissions to automate the Admissions process to allow for paperless admissions. • In close liaison with the Head of Admissions, develop the School’s feeder school strategy via a targeted outreach programme. • Assume overall responsibility for all recruitment-led activities and events, including open days, taster days and feeder school events while encouraging significant input from the Head of Admissions.

Strategy and Planning • Develop, manage and implement the School’s strategic marketing and communications plans in conjunction with its strategic priorities. • Develop and implement an innovative marketing and communications strategy that builds and differentiates Sir William Perkins’s core strengths and which develops new opportunities in a highly competitive and dynamic market place. • Develop and manage a detailed action and resource plan to support the marketing strategy. • Monitor and report all high-level metrics,

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