Head – Admissions & Marketing

Job Title:

Head – Admissions & Marketing

Function:
Admissions & Marketing

Reporting To:
Chief Executive Officer (CEO)

Location:

Chennai / Coimbatore – with travel to all existing and new campus locations.

Experience:

~15 years total experience (K–12 education strongly preferred)

Role Purpose

The Head – Admissions & Marketing is a senior leadership role responsible for driving student enrolments and strengthening brand positioning across a multi-campus, multi-city K–12 school network. The role entails a 60% focus on Admissions and 40% focus on Marketing, with direct accountability for admissions performance, parent engagement, lead conversion, brand visibility and campaign effectiveness across both offline and digital channels.

This role requires deep exposure to K–12 admissions operations, preferably across multiple curricula and cities, strong parent-facing capabilities and the ability to work with structured data, dashboards and international reporting frameworks.

Key Responsibilities

A. Admissions Leadership (≈60%)

1.Admissions Strategy & Planning

- Develop and execute a comprehensive admissions strategy aligned with annual enrolment targets and long-term growth plans.
- Translate institutional goals into campus-wise, curriculum-wise, and city-wise admissions plans.
- Drive new admissions, lateral entries, re-registrations, and retention across all campuses.
- Own enrolment forecasting, capacity planning, and grade-wise intake optimisation.
- Identify and unlock growth opportunities in existing and new markets.

2. Admissions Operations Management

- Oversee end-to-end admissions processes across multiple campuses and cities, ensuring consistency, compliance, and quality of parent experience.
- Standardise admissions workflows, SOPs, scripts, eligibility norms, and service standards across cities and curricula.

3.Admissions Performance & Conversion

- Set campus-wise and city-wise admissions targets, KPIs, and conversion benchmarks.
- Monitor daily / weekly / monthly admissions dashboards and MIS.
- Drive productivity, quality, and accountability of admissions team members and managers.
- Own enrolment targets, lead-to-admission conversion ratios, retention metrics, and yield analysis.
- Monitor daily, weekly, and monthly admissions dashboards and take corrective actions proactively.

4. Parent Engagement & Experience

- Ensure high-quality parent interactions, campus visits, open houses, and admission events.
- Strengthen counselling quality with a strong focus on academic differentiation, curriculum articulation, and value proposition.
- Manage escalations and critical parent cases, where required.
- Ensure a high-quality, transparent, and trust-driven admissions experience.

5.Team Leadership & Capability Building

- Lead, mentor, and evaluate central and campus-level admissions teams.
- Define KPIs, performance dashboards, incentive structures, and training frameworks.
- Design training frameworks for admissions counsellors focusing on communication, curriculum articulation, and objection handling.

6.Data & Reporting

- Own admissions MIS, dashboards, and forecasting models.
- Track enrolment trends, drop-offs, retention metrics, and market intelligence.
- Prepare leadership and board-level reports; exposure to international or global reporting frameworks is an added advantage.
- Analyse trends, seasonality, demographic insights, and funnel effectiveness.

7.Stakeholder Management

- Work closely with Heads of School, Academic Leaders, Operations, and Finance teams to align capacity, staffing, and infrastructure with admissions plans.
- Act as a key escalation point for complex parent cases and high-value admissions.

B. Marketing & Brand Management (≈40%)

1.Marketing Strategy & Brand Positioning

- Develop and execute annual marketing strategies to support admissions growth and brand visibility.
- Drive integrated marketing across digital, performance marketing, events, partnerships, outdoor, and print.
- Optimise marketing spends through ROI-led decision-making.

2.Brand Positioning

- Strengthen institutional brand positioning across cities and curricula.
- Ensure consistent messaging, tone, and visual identity across all touchpoints.
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