CANDIDATE PACKAGE HEAD OF ADMISSIONS AND MARKETING H E A D O F A D M I S S I O N S A N D M A R K E T I N G, T H E R E G E N T S S C H O O L P A T T A Y A 1
H E A D O F A D M I S S I O N S A N D M A R K E T I N G, T H E R E G E N T S S C H O O L P A T T A Y A H E A D O F A D M I S S I O N S A N D M A R K E T I N G, BRITISH VIETNAMESE INTERNATIONAL SCHOOL June 2015 Dear Applicant, Welcome to the British Vietnamese International School. We are a British International School with Vietnamese learning and culture at the heart of everything we do. The Vietnamese traditions and culture are at the forefront of our school community. Our bilingual curriculum model is both special and unique to this part of the world. The school is situated in Ho Chi Minh City, Vietnam. This is a beautiful part of South East Asia with easy and quick access to many cities and countries in the region. We offer a unique academic curriculum supported by an extensive range of extra-curricular provision to help foster both academic and personal development. As a proud member of the BIS Group of Schools, the Nord Anglia Education family of premium schools and a FOBISIA member school, we are able to offer our students a world class education. Despite being second language learners, our students achieve grades far exceeding both UK and world averages ensuring that our students have the best opportunity to attend the top universities of their choice. We are now seeking to appoint an exceptional Head of Admissions and marketing to join the Senior Leadership Team, help us grow, drive our ambition in this rapidly expanding school. We are looking for someone to work with our community of existing families and to engage with prospective families who are seeking to send their children to a top international school in Ho Chi Minh City. The British Vietnamese International School is a fantastic school, with highly committed and well qualified teachers. The school has a very hard working and effective local team of support staff and all members of our community are striving to take the school to the next highest level. We welcome applications from those who wish to work in an education setting, enjoy working with children and have the skills and experience to help the British Vietnamese International School develop further at this very exciting time in the life cycle. I look forward to receiving your application. Yours faithfully, Paul Holyome BSc (Hons), PGCE, NPQH Principal 2 3
H E A D O F A D M I S S I O N S A N D M A R K E T I N G, BRITISH VIETNAMESE INTERNATIONAL SCHOOL ABOUT THE SUCCESSFUL APPLICANT The British Vietnamese International School, a BIS and Nord Anglia Education school, is looking for a Head of Admissions and Marketing to work closely with our local community including current and prospective families to help them make good informed choices about the right education for their child.. The school is only 4 years old and we are seeking someone to further improve and enhance the current good work already carried out by our marketing and admissions teams. ABOUT US The British Vietnamese International School is one of the top international schools with a fast growing reputation situated in Vietnam. We are looking to ensure that more families are aware of our school, our growing reputation and the high quality education that we offer. Established in 2011, the school has world class facilities and has seen rapid growth in just four years of operation. Offering a British-style education based on the National Curriculum of England, the British Vietnamese International School, BIS Group of schools and Nord Anglia Education have an enviable reputation for educational excellence both in the region and worldwide. Now a member of the Nord Anglia Education family of premium international schools and FOBISIA, the British Vietnamese International School benefits from a global professional network across over 90 schools in Europe, Asia, and the Middle East. You will need to be passionate about education and committed to delivering a first class user experience for our families, from awareness to when their child graduates or when they relocate elsewhere. You will be equally competent in the strategic planning, as well as the execution of, marketing and conversion plans. You will have excellent attention to detail, first class communications skills, a customer focused ethos and be results focused. You will be a personable team player, bringing your colleagues in the School Leadership Team with you as you engage prospective families whilst maintaining loyalty amongst our current families. Ideally you will be familiar with the National Curriculum of England and A Level Qualifications. ABOUT THE ROLE In this high profile role you will drive demand for BVIS and offer expert advice and guidance to families to make the important decision of where to educate their children. The Head of Admissions and Marketing will lead and develop a small team covering the full range of lead generation, conversion and retention activities for the British Vietnamese International School. This is a key role for the School and as such you will be an active member of the School Leadership Team. A team of Admissions, Marketing and Communications professionals based in the Hong Kong office as well as those in other Nord Anglia Education schools around the globe provide peer support as well as share best practice and innovations. This valuable resource is just one of the many benefits that the British Vietnamese International School enjoys as a new Nord Anglia Education school. 4 5
H E A D O F A D M I S S I O N S A N D M A R K E T I N G, T H E R E G E N T S S C H O O L P A T T A Y A H E A D O F A D M I S S I O N S A N D M A R K E T I N G, BRITISH VIETNAMESE INTERNATIONAL SCHOOL SCOPE OF ROLE JOB FAMILY JOB TITLE JOB PURPOSE REPORTING TO DIRECT REPORTS OTHER KEY RELATIONSH IPS PACKAGE British Vietnamese International School Head of Admissions and Marketing Drive admissions and marketing programmes and processes, working with colleagues in the schools to increase enquiries, visits, conversion and retention of students. School Principal Marketing Supervisor Admissions Manager School Leadership Team Admissions and Marketing teams CEO BIS Group of Schools Director of Marketing and Admissions, Nord Anglia Education Competitive remuneration and benefits 6 7
H E A D O F A D M I S S I O N S A N D M A R K E T I N G, BRITISH VIETNAMESE INTERNATIONAL SCHOOL JOB DESCRIPTION KEY RESULT AREA MEASURES OF PERFORMANCE Strategic Planning Assist with the development and evaluation of Student Numbers admissions and marketing strategies for the School Enquiry rates to deliver business goals in the context of BIS and Nord Anglia Education s strategy to grow the school Conversion rates Lead the development, implementation and evaluation of the action plans to deliver the admissions and marketing strategies Assist with the development and implementation of procedures, policies and guidance for admissions, marketing and customer service activities Work with key stakeholders to ensure delivery of the admissions and marketing strategy consistently throughout the school Marketing Work in partnership with the school to maintain best practice across the school websites particularly in regard to content and SEO Track the implementation of the marketing plan and pupil numbers and propose actions to improve pupil numbers to target levels Ensure company standards are achieved across marketing and admissions Develop, execute and market an events programme for prospective and current families Engage with and develop relationships with existing families to increase loyalty and brand champions Admissions Ensure a first class, individualised admissions process from enquiry to application Ensure all members of the school community understand and fulfill their admissions responsibilities Deliver an exceptional user experience Increase in student numbers Deliver agreed profit targets Admissions and marketing plan in place Website analytics and search rankings Visits to starters conversion rates Increase in word of mouth enquiries KEY RESULT AREA Customer Service Work in partnership with the whole school community to implement BIS and Nord Anglia Education s customer service standards Ensure families receive professional support, guidance and expert advice across the school community Develop the concept of all members of staff being school ambassadors at all times Brand Management Manage and protect the British Vietnamese International School s brand Ensure the school look and feel meets the BIS and Nord Anglia Education standard Ensure all school collateral, communications and events adhere to the school brand guidelines. Competitor Analysis Work in partnership with the senior leadership team to ensure they maintain a good understanding of market dynamics for expat and local customer markets Develop good understanding of the international schools market in Ho Chi Minh city Research and Data Management Work in partnership with the school s leadership team to ensure the British Vietnamese International School is a data rich organisation Prepare reports including both statistics and narrative on admissions, marketing and retention activities Conduct regular customer market research Staff Management Manage and develop the Admissions and Marketing Team As necessary, recruit and induct staff MEASURES OF PERFORMANCE Increase in word of mouth enquiries Brand compliance Increase in brand recognition Database of the international schools market in the Ho Chi Minh City region Regular reports and analysis Database of local market information maintained Completed customer market research surveys High performing team Below average staff turnover 8 9
H E A D O F A D M I S S I O N S A N D M A R K E T I N G, T H E R E G E N T S S C H O O L P A T T A Y A H E A D O F A D M I S S I O N S A N D M A R K E T I N G, BRITISH VIETNAMESE INTERNATIONAL SCHOOL PERSON SPECIFICATION QUALIFICATIONS/TRAINING Degree EXPERIENCE Customer relationship management Sales and marketing experience Experience of managing and developing a team Operating at a strategic and tactical level Planning priorities and delivering against agreed targets and service levels Working with people from different cultures and countries Experience of achieving results by working with staff in organisations not under your direct control Familiar with the National Curriculum of England and the A Level programme Experience of working with teachers and school leaders SKILLS Excellent communications skills, particularly written and spoken English Ability to prioritise and deliver against agreed targets and service levels High level interpersonal skills High level of networking and relationship building skills Demonstrable negotiation and influencing skills Data analysis and presentation Project management Personal IT skills PERSONAL ATTRIBUTES Results driven with high energy levels Highly effective communicator and influencer Team player Can do attitude Organised Commercially aware Flexible Integrity Ability to listen to others, formulate overall view and gain commitment from others Affinity with and interest in education 10 11
H E A D O F A D M I S S I O N S A N D M A R K E T I N G, T H E R E G E N T S S C H O O L P A T T A Y A H E A D O F A D M I S S I O N S A N D M A R K E T I N G, BRITISH VIETNAMESE INTERNATIONAL SCHOOL HOW TO APPLY Applications are invited from those who are passionate about education and have the skills and experience to help the BVIS team make a step change in the Admissions and Marketing practices. To apply for this role, please submit your CV and a supporting statement of no more than two sides of A4, demonstrating your suitability for the role via https://www. jobtrain.co.uk/nordanglia/ by midnight 28 th June 2015. Incomplete applications will not be considered. First round interviews will take place during July. For an informal discussion about the role please telephone Mr Paul Holyome on: +84 (0)932005251 or email: paulholyome@bvisvietnam.com 12 13
Thank you for your interest in the role at The British Vietnamese International School