Director of Marketing and International Relations

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1 Director of Marketing and International Relations Information for Candidates Kingswood School is seeking to appoint a Director of Marketing and International Relations, to provide inspiring and strategic leadership of its Marketing and Admissions activities. Reporting to the Headmaster and a member of the School s Senior Management Team, the successful applicant will be a key public face of the School. This is a high profile and exciting leadership position suited to an experienced marketing professional that combines demonstrable leadership skills with an extensive marketing and communications background. The post will most likely attract an experienced professional from the independent education sector. Alternatively the role might suit an exceptional individual with commercial experience gained outside the sector but who has an instinctive feel for the School s customers and their needs, bringing with them the relevant skills to undertake this complex and exciting job. Start Date: 1st September 2015 or as soon as possible thereafter. 1

2 1. THE SCHOOL Kingswood School takes its name from the district in Bristol where in 1748 John Wesley, the founder of Methodism, created a school which he hoped by preaching, teaching and example would do more for young people than his own school days had done for him. His aim was to provide academic rigour within a caring and supportive community, in which Christian values were intrinsic and central. Today, although only a minority of pupils come from a Methodist background, these values still remain central to the School s ethos. As the only school founded by the founder of Methodism, the School occupies a unique position in Methodism both nationally and internationally. A member of the Headmasters and Headmistresses Conference (HMC), Kingswood is, rightly, regarded as one of the finest educational establishments in the UK. The School fosters achievement in many areas, not least academic. The curriculum is deliberately broad, with increasing choice offered as pupils move up through the School. Parents value the breadth provided and the respect given for the talents of every individual in the School s care. Kingswood gradually expanded and moved in 1852 to its current location in beautiful parkland on the northern edge of Bath, Britain s only World Heritage City, which has a thriving cultural life. It is now a vibrant independent coeducational day and boarding school, with over 1,000 pupils aged between three and eighteen; it is oversubscribed in most year groups. In January 2015 the School was inspected by the Independent Schools Inspectorate and judged to be Excellent in all categories of inspection. The Prep School has steadily expanded since it opened in 1990 and contains over 330 boys and girls aged three to eleven, the overwhelming majority of whom are day pupils. It is sited in the parkland known as Summerhill to the south of the Senior School and has a wonderful combination of buildings, both historic and modern. The Senior School contains over 700 boys and girls aged eleven to eighteen, with around 180 boarders. Although boarders are in a minority, the School is run very much as a house-based boarding school community and that is part of the attraction of the School to its day families. The international pupil community, whilst relatively small by HMC standards, is nevertheless a vibrant aspect of the School community, adding a dimension of cultural diversity from which pupils of every background benefit. Throughout the School there is a powerful sense of community and house competitions are a vibrant feature of the School s termly calendar. In addition to belonging to their houses, those entering the sixth form, which contains around 210 students, have a purpose-built Sixth Form Centre. 2

3 Considerable investment has taken place in recent years, adding to the already extensive facilities on campus; the School remains ambitious in its plans for future development, which will include a major development of the Kingswood Preparatory School. 2. THE ROLE The current Director of Marketing and Development, Angela Dudley-Warde, is to leave Kingswood School after fifteen years of exceptional service to take up an exciting new career opportunity overseas. The Headmaster has decided to split Marketing and Development into two separate Director-level posts, recognising the growing demands of the role and to allow appropriate focus on both these critical areas. A Director of Development has just been recruited to take over the School s alumni relations and fundraising activities. An equally high calibre individual is required to lead the vital Marketing and Admissions functions, to include a hands-on focus on international recruitment. The Director of Marketing and International Relations will report directly to the Headmaster and is a member of the Senior Management Team (SMT). She/he will lead the combined Marketing and Admissions team, line managing both the Registrar and Marketing Manager. In establishing Marketing and Development as stand-alone functions and in defining key roles, the post-holder will work closely with the newly appointed Director of Development. 2.1 Overall Purpose To develop and implement a coherent marketing strategy for the whole School, aligned with Kingswood s key aims, vision and values, so that pupil recruitment and retention is optimised at all times; To develop and execute both UK and international recruitment strategies, to ensure that the School s recruitment targets are met and, where agreed, increased or rebalanced; To develop and drive the School s communications strategy, to include branding, events, print, direct and digital communications; To manage the School s brand and reputation in close consultation with the Director of Development and Commercial Manager, acting as Brand Guardian, ensuring that the School communicates, engages and presents key messages in a consistent, professional and prompt fashion to all stakeholders in the UK and overseas; 3

4 To promote and raise the profile of the School locally, nationally and internationally amongst all constituencies, including parents, prospective parents, feeder schools, international agents, businesses and the wider community in general. 2.2 Key Responsibilities The post holder must have an empathy with and commitment to independent education, as well as a clear appreciation of the Kingswood ethos. She/he will be a key public face for the School, responsible for the organisation, development and leadership of all matters related to marketing and admissions in both the Prep and the Senior Schools. This is a pivotal role and the post-holder will take the lead in developing and delivering outstanding marketing and admissions strategies together with building and maintaining excellent relationships, globally, with all key stakeholders Marketing and Communications Development, management and oversight of the School s strategic marketing plan in conjunction with the overall School Development Plan; Develop and implement the School s communications and public relations strategy by raising awareness and differentiation across key markets local, regional, national and international via effective tactical contact, advertising and communication plans; Further development of the School s sponsorship activities, identifying opportunities and partnerships to raise the School s profile to cost effective best advantage; Development of a feeder school strategy, establishing and fostering stronger relationships via the implementation of a co-ordinated programme of feeder school visits and events; Oversight and editorial control of the prospectus and other promotional collateral, both print and digital, in close liaison with both Headmasters and the Marketing Manager; Develop and implement a digital and social media strategy; Strategic management of the School s website, with responsibility for its continual evolution; Development and oversight of the School s overall events strategy; Ensure that the School s Brand guidelines are implemented consistently and providing overall editorial and design control across all communications media; Market and competitor research and analysis; Oversight of marketing activity across all departments, providing guidance where needed. 4

5 2.2.2 International Relations Maintain and further develop the international recruitment strategy, including the identification and management of new overseas markets and agency relationships; Agree the annual overseas trip calendar (and staffing) in liaison with the Headmaster, representing the School internationally at recruitment exhibitions and events as required; Meet and interview current and prospective pupils and parents overseas; Establish and manage overseas agent contracts; Assist or deputise for the Director of Development at overseas alumni events and contacts; Maintain and develop further links with overseas schools Admissions Meet the School s targets for pupil recruitment, establishing an effective recruitment strategy across all year groups (Prep and Senior) and geographies; Oversight of the admissions process, providing clear direction and guidance to the Registrar and the Prep School to ensure optimal fill of the School; Hands-on involvement with international pupil recruitment and admissions; Work in partnership with the Registrar and the Prep School to analyse and forecast pupil numbers as well as to monitor pupil recruitment and balances; Monitoring and reporting all high level metrics, revising strategies and tactical plans where appropriate Leadership and Management Provide clear leadership, line management and strategic direction for the Admissions and Marketing team, guiding all staff who contribute to the marketing of the School; Plan, implement and resource the Marketing and Admissions department including the setting and management of objectives, targets and day to day staff activities; Setting and management of Marketing and Admissions related budgets; Clear communication of the aims, objectives and regular updates of departmental to all staff, including regular provision of reports to the Headmaster, SMT and the Governing Body; The development, refinement and monitoring of all marketing and admissions related policies, systems and procedures in liaison with the Registrar and Marketing Manager; Networking and relationship building with all key stakeholders: feeder schools, Kingswood staff at all levels, the media, current and prospective parents and agencies both in the UK and overseas; Keep abreast of all matters related to education in general and to the independent sector in particular ensuring constant monitoring of relevant guidelines, compliance regulations and best practice. This will include Tier 4 and compliance with UKVI regulations. 5

6 3. PERSON SPECIFICATION 3.1 Knowledge and Experience Essential Desirable Qualifications A record of good academic achievement and educated to degree level or equivalent Relevant high level professional marketing or admissions qualification Knowledge A demonstrable understanding of the principles of marketing, customer care and public relations within the independent schools sector A clear understanding of and affinity for the Kingswood School ethos A good understanding of and experience of having worked within the independent schools marketing or admissions sector A working knowledge of relevant databases and CRM systems Experience At least three years experience of managing a marketing or customer care function in a relevant environment A track record of successful leadership with the ability to influence, motivate and persuade at all levels Experience of developing strategic and tactical plans at a senior level, combined with a record of successfully implementing them The ability to write and verbally communicate messages that are clear, concise and inspiring Working at a senior leadership level The ability to develop and implement an integrated communications strategy Hands-on use of different media to best effect with different audiences Experience of successfully managing budgets and delivering against objectives Proven ability to lead and motivate teams and individuals successfully Experience in an international context 6

7 3.2 Skills and attributes The presence, intellect, tact and credibility to represent the School at all levels and to a variety of audiences, both internal and external; Vision, creative flair and commercial acumen; The ability to operate at a strategic level; Client focused and target driven ; First class oral and written communication, presentation and negotiating skills; Collaborative, flexible and supportive when working in a team environment; High levels of discretion and confidentiality; The ability to manage and prioritise a diverse workload, to meet deadlines, and to work calmly under pressure; Impressive personal presence and presentation; Highly literate and numerate, excellent in the use of ICT and with a keen eye for detail; High work standards evidenced by a consistently thorough, detailed and organised approach. 4. REMUNERATION AND TERMS OF EMPLOYMENT Salary: The starting salary will be in the region of 60,000 per annum but competitive depending upon experience. The salary will be reviewed annually. Holiday and hours of work: Paid holiday entitlement is 32 days per annum plus bank holidays, to be taken at times as agreed with the Headmaster. Holidays should generally be taken outside of school term-time. It should be noted that the May Day Bank Holiday is a normal working day for Kingswood School. As a member of the SMT, and in a client-facing role, the hours of work will be broadly determined by the requirements of the position. It is to be expected that some weekend and evening work will be required as an integral part of the role. 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 period: The appointment will be subject to a six-month probationary period. Staff Development Review: Undertaken by the Headmaster Pension: The successful candidate will be entitled to join Kingswood's contributory Pension Scheme. 7

8 Other: Free lunches are provided during term-time. Free parking is available on the School Campus. Fee Remission: If relevant, a generous fee remission will be offered to the children of the successful candidate, subject to normal admissions requirements being met. 5. HOW TO APPLY To find out more about the post or the School, in the first instance please contact Angela Short at RSAcademics for a confidential discussion: Tel: Applications are encouraged as early as possible. These should be completed on an RSAcademics application form and ed to our Recruitment Administration Manager, Alice Hall, at There is no need to submit a CV. Closing date for applications: 1000 hours on Tuesday 23rd June 2015 Telephone Interviews: Friday 26th June to Tuesday 30th June 2015 First round interviews: Second Round Interviews: Thursday 9th July 2015 at Kingswood School Tuesday 14th July 2015 at Kingswood School Kingswood School is committed to safeguarding and promoting the welfare of children and young people and expects all staff to share this commitment. RSAcademics is a specialist provider of external relations, strategic marketing and management consultancy to independent schools, set up by Russell Speirs in The external relations and marketing services provided by RSAcademics range from market research and assistance with fundraising to marketing planning, brand positioning and audits of schools marketing, admissions and development activities. RSAcademics helps Governors, Heads and Senior Staff with cultural change, leadership development, personnel recruitment and strategic planning and by providing training and coaching. 8

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