Start Date: Summer 2018 or as soon as possible thereafter

Transcription

1 St Edward s Cheltenham is seeking to appoint a forward thinking and energetic professional with a proven track record of delivering results, to provide inspiring and strategic leadership of its Marketing and Admissions activities. A member of the Joint Management Committee, St Edward s most senior cross-school committee, the successful applicant will be a key public face of the Schools and will be responsible for the drive and management of all marketing, communications and pupil recruitment related activity at both the Prep and the Senior School. The post is most suited to an experienced marketing, communications or admissions professional from the independent education sector. Alternatively, the role might suit a strong individual with similar commercial experience gained outside the sector but who has an instinctive feel for the School s customers and their needs, combined with the relevant transferable skills to undertake this complex and exciting job. Start Date: Summer 2018 or as soon as possible thereafter

2 Director of Marketing and Admissions St Edward s, Cheltenham The School St Edward s, Cheltenham comprises two thriving independent day schools located near the heart of Cheltenham. Together, the schools make up the St Edward s School Trust, which was formed through a merger of two former Roman Catholic grammar schools, Whitefriars and Charlton Park. Today St Edward s remains a Catholic foundation, which welcomes pupils of all faiths and none who will benefit from its strongly Christian ethos. St Edward s caters for children from the age of 1 through to 18 across two campuses located just 5 minutes apart in Charlton Kings. The Prep School, situated on London Road, benefits from over 45 acres of grounds, whilst the Senior School, situated on Cirencester Road, benefits from all the facilities expected of a modern learning environment including a swimming pool and large AstroTurf. There have been a number of recent development projects, including the complete refurbishment last year of the Prep School dining hall and catering facilities. In the pipeline are redevelopment plans for the Senior School Library and Swimming Pool, as well as the Prep School Sports Hall. The two Schools have a combined pupil roll in excess of 650 day pupils, almost all of whom are from Cheltenham and the immediately surrounding area. St Edward s is the only independent school in Cheltenham which is entirely for day pupils from Nursery right through to age 18. The Prep and Senior School, whilst incorporated under a single governing body are autonomous. Both Heads and the Bursar report separately to the Chair of St Edward s Trust. The Role The St Edward s Trust promotes a wealth of opportunity, a history of academic excellence and a culture of positivity, and seeks to appoint a professional to drive its marketing and recruitment based on these values. The Trust wishes to appoint a forward-thinking and energetic individual to join its management team with the aim of reviewing, formulating and executing the Trust s marketing and pupil recruitment strategy, and to provide inspiring leadership for all marketing and admissions activities across both the Prep and Senior School. The DoMA will be a member of the Joint Management Committee (JMC), which is the senior cross-school leadership team responsible for the overall direction and development of the School. The position will report to the Bursar who operates cross-school and who, in common with both Heads, reports directly to the Chair of Trustees. This is a hands-on role, but which has a significant strategic element to it. The appointee will not only be a significant public face of the Schools, but will also play a leading part in developing and implementing the Schools' marketing and pupil recruitment strategies; adapting them to meet changing circumstances. The role will involve managing the marketing and admissions teams across the two Schools.

3 Candidate Profile The Trust wishes to appoint an experienced professional who is creative and energetic, and has the ability to build on St Edward s current position within the Cheltenham day market with inspiration and vision. The ideal candidate will be a strategic thinker that is able to demonstrate a track record of delivering results. Previous marketing experience is essential and whilst experience of working in schools is not essential, a knowledge of independent schools and the local market would be highly desirable and a distinct advantage. The successful applicant will have a sound understanding of marketing principles and best practice, together with a proven track record of successfully implementing marketing strategies and plans. They will possess excellent written and verbal communication skills, combined with the ability to work collaboratively as part of a team, and on their own initiative. A competitive package will be offered to the successful candidate, which will be commensurate with this senior post. An office and a marketing and admissions team will be provided to ensure that the appointee can meet the demands of this busy and fulfilling role. Main purpose of the role To develop and implement coherent marketing and communication strategies for the whole School Trust that are aligned with St Edward s vision and values, taking into account the differing needs of the Prep and Senior Schools and effectively differentiating St Edward s from its competitors To develop and implement effective pupil recruitment strategies and ensure that admissions processes are consistent across both Schools, efficiently administered and immediately engaging for prospective parents Direct and oversee marketing across both Schools with a view to strengthening their overall standing and reputation, ensuring that the Schools communicate, engage and presents key messages in a consistent, professional and prompt fashion to all stakeholders To work closely with the Heads, the Bursar and other staff in order to develop a thorough knowledge of all school activities and maximise opportunities for effective marketing and communication To advise the School Trust and the JMC about trends in the independent sector, UK and international, contributing to the formulation of strategic plans To lead and inspire a dynamic marketing and admissions team across both Schools

4 Key Responsibilities 1. Marketing strategy and planning Develop and implement marketing, communications and pupil recruitment strategies for the St Edward s Trust Undertake/commission market and competitor research, and analyse and evaluate key admissions data, in order to inform effective marketing planning Analyse market trends locally, nationally and, where relevant, internationally Secure the Schools' market position as the day school of choice in Cheltenham and look to expand its appeal and reputation via the development of new opportunities, strategies and promotional media. Keep abreast of matters relating to education in general and the independent sector 2. Marketing and Communications Management and oversight of all marketing activities across all departments for both the Prep and Senior School, providing guidance where needed Promote the brand and name of St Edward s Cheltenham to all stakeholders, this will include current parents in order to maximise pupil retention at all levels, and developing links with other schools, local and regional media, business and the wider community Develop relationships with feeder schools Manage the School Trust brand and reputation and act as Brand Guardian Develop and implement targeted communication plans including the implementation of effective digital and social media strategies Produce and develop the prospectus and all other marketing materials and collateral, both print and digital Manage and develop the website to ensure up-to-date content and accurate communication of the Schools' key messages at different stages of the educational journey. Take editorial control of and supply news and editorial copy to local, national, regional and specialist educational media, fostering good media relations in the process Work closely with the Marketing Communications Officer and Admissions Manager to plan the advertising strategy, including for Open Days etc to ensure the widest possible coverage Produce advertisements for the Schools in the press and relevant directories and guides 3. Events and event management Develop and manage the Schools' Events programme, including Open Events, feeder school events etc., as well as events for current parents Oversee marketing input and presence at all key school events Organise and oversee/manage Open Days, Experience days and other marketing and recruitment events for prospective families Represent St Edward s at relevant exhibitions locally, nationally and overseas as required Initiate feedback reviews of events so that they can be made more effective

5 4. Admissions Oversight of the admissions function and associated processes, including campaigns, to ensure the annual targets for pupil recruitment and retention are met Develop a streamlined admissions process that is consistent across both Schools and provides an engaging experience for parents Ensure the efficient co-ordination and processing of enquiries and applications and the production of statistics relating to recruitment Be a key front face each School, supporting the Admissions Managers where necessary by engaging with prospective parents, in order to understand the needs and aspirations of their children If needed, occasionally conduct tours of the Schools Visit feeder schools and propose and implement strategies (through liaison with the Heads and members of staff) to increase footfall Monitor and respond to market trends in pupil recruitment Liaise with the Admissions Managers in regard to total enquiries, visits, taster days etc Analyse data from Open Days, enquiries and visits including; where people have come from, where they heard about us, ages of children, feeder schools etc Work with the Admissions Managers to elicit feedback from prospective parents and any non-joiners 5. Leadership and management Provide energetic, enthusiastic, clear and disciplined leadership, motivation and direction for the marketing and admissions: both direct and indirect reports Management and resourcing of the marketing and admissions activities including the setting and management of objectives, targets and day-to-day staff activities The development, refinement and monitoring of all marketing and admissions related policies, systems and procedures in liaison with the JMC Monitor all admissions statistics and report admissions data, trends and forecasts as requested by the Heads, Bursar and the Trustees Management of marketing and admissions related budgets Provision of information relating to trends in admissions and current or emerging recruitment challenges and opportunities to the JMC Networking and relationship building with all key stakeholders: feeder schools, agents, staff at all levels, the media, alumni, current and prospective parents Any other reasonable duties required by the Senior Management of the Trust

6 Person Specification The successful candidate will need to demonstrate skills, knowledge and experience in the following areas: Leadership The vision, energy and ability to motivate and guide others An outgoing and positive personality with a can do mind-set and the enthusiasm and gravitas to be an outstanding ambassador for the school A track record of developing and leading strategy Ability to manage a departmental budget Interpersonal Skills An approachable and measured manner with a demonstrable ability to set high standards whilst forming strong working relationships with all stakeholders including colleagues, leadership, parents, pupils, feeder schools, educational agents and press Flexible and hands-on attitude to work A sense of humour and the ability to tackle the unexpected Knowledge of Marketing and Admissions The ideal candidate should have strategic and tactical marketing or admissions/sales experience. Whilst it is strongly preferred that this has been gained within an independent school this is not essential A recognised marketing qualification would be an asset Knowledge and understanding of matters related to education in general and the independent sector. Local sector knowledge would be an advantage Strong IT skills, including a good understanding of social media, digital marketing and modern website design Communication Outstanding skills in oral and written communication with the ability to communicate in a clear, accurate, persuasive, convincing and inspiring manner Excellent command of written English is essential Creative with attention to detail and a good eye for design Reliability Attention to detail, deadlines and budgets; persistence in following through multiple projects over long periods; flexibility; discretion Highly numerate with the ability to prioritise demanding workloads Willingness to travel locally, nationally and internationally as required

7 Terms and conditions Salary: The position comes with a competitive salary commensurate with the seniority of the post, based on qualifications and experience with opportunities for performance related progression. The successful candidate will join the School Trust pension scheme. Holiday and hours of work: Paid holiday entitlement is 25 days per annum plus bank holidays (and agreed school shut down periods), to be taken at times as agreed with the Bursar. The role is full time Monday to Friday, 40 hours per week with some evening and weekend work required to successfully execute the role. The ability and willingness to travel nationally and possibly occasionally internationally is an essential requirement of the post. Fee Remission: Where relevant, a generous fee remission will be offered the children of the successful candidate, subject to normal Admissions requirements being met. Pre-employment checks: Applicants will be required to undergo child protection screening appropriate to the post, including but not limited to checks with past employers and the Disclosure and Barring Service (DBS). Probationary and Notice period: The appointment will be subject to a twelve-month probationary period and regular review thereafter. Once the probationary period is concluded, the position is subject to three months notice. Other: Lunch is available during term-time. Free parking is available on both sites. St. Edward s Cheltenham is committed to safeguarding and promoting the welfare of children and expects all staff and volunteers to share this commitment. All offers of employment and contracts are issued subject to satisfactory references and outcomes on all necessary preemployment checks including DBS records and establishing the right to work in the UK. Some or all of these checks may have been undertaken before an offer is made.

8 Application and interview process To find out more about the post or the college, in the first instance please contact Judy Brown at RSAcademics for a confidential discussion: Tel: judybrown@rsacademics.co.uk Applications are encouraged as early as possible. An application form can be downloaded from where the post is listed under current vacancies. Candidates should complete the RSAcademics application form and it, together with a covering letter application clearly (both as PDF files please) to Jonathan Barnes at applications@rsacademics.co.uk. Jonathan can be reached by calling RSAcademics Head Office on Letters of application are to be maximum of 2 pages and should outline the attraction of this position and why candidates feel their experience, skills and personal qualities qualify them for the role. Please address your letter to Dr Susan Honeywill, Chair of Trustees, c/o St Edward s, Cheltenham. A CV is optional but we are happy to accept it Closing date for applications: 10am Tuesday 15th May All applications will be acknowledged by . If you have not received acknowledgement that your application has been received within two working days of sending it, please contact RSAcademics Head Office by telephone. Preliminary telephone interviews will take place the week commencing 21st May Long list interviews will be held on Wednesday 6th June at St Edward s Short list interviews will be held on Monday 11th June at St Edward s Founded in 2002 by Russell Speirs, RSAcademics specialises in schools, in the UK and internationally, advising on marketing strategy and research, leadership consultancy and the search and selection of Heads and senior staff. Comprising a team of the best schools marketing professionals and respected former school leaders, RSAcademics provides a high quality service to schools with rigour, experience and warmth. Please visit for more information.