25 SCHOOLS. ONE FAMILY. ONE SPIRIT. MARKETING DIRECTOR. Recruitment Brief
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- Coral Day
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1 25 SCHOOLS. ONE FAMILY. ONE SPIRIT. MARKETING DIRECTOR Recruitment Brief
2 The Opportunity Brighton based Competitive salary and benefits Dear candidate, We are looking for an outstanding and energetic individual, with strong digital skills, to be Marketing Director of Brighton and Hove High School. As Marketing Director, you will be part of the Senior Leadership team and will be responsible for bringing the Heads vision to life, the reputation of the school and growth, in terms of pupil numbers. These are exciting times for Brighton and Hove High, a leading independent girls school with an exemplary reputation for academic results, innovation and pastoral care. With your help, we will deliver a step-change in terms of marketing and growth. Ultimately we want to be the most desirable, most exciting and most talked-about school in town.
3 Job Description STRATEGIC DIRECTION: With the Head, develop a marketing plan that will bring the Head s vision to life and drive pupil numbers. Define a compelling proposition for the school in terms of positioning, values, tone of voice, messaging. Identify the macro issues facing the school, notably the challenges in the wider economic context. Analyse and understand the local competitive market, notably opportunities and threats. Become an expert on the target market; demographics, lifestyle, geography, attitudes and channel preferences. Working closely with the DFO, maintain an understanding of the school s commercial imperatives. Ensure all stakeholders are on board with the marketing strategy and initiatives. Establish yourself as the Guardian of the school brand and a Champion of Marketing MARKETING: Commission market research, targeting and segmentation to inform the marketing strategy. Implement the agreed marketing plan with a view to building reputation and driving pupil numbers. Ensure that the end-to-end journey for prospective parents and girls is exemplary and positive. Analyse and identify new or wider geographical areas with the view of attracting new students. Oversee all advertising and marketing materials, including the prospectus. Manage and lead development of the website, including SEO and content strategy. Devise and implement a social media strategy to engage with prospective parents. Develop a proactive plan to engage with Feeder Schools, working closely with the Head. Manage external specialists and agencies, ensuring they deliver quality work, on time and on budget. Manage the school branding, ensuring a cohesive and consistent approach in all marketing. Ensure the school branding reflects the new GDST vision.
4 COMMUNICATIONS/PR: Work with the Head on all internal and external communication, ensuring a consistent tone of voice. Develop an external communications plan, targeting different audiences with appropriate messages. Audiences should include Opinion Formers, Journalists, Feeder Heads, Prospective Parents and the local Community. Working closely with the Head, lead on media liaison and press relations, field nominated spokespeople. Oversee internal communications, encompassing Students, Existing Parents, Staff, Trust Office and Governors. Amplify good news, ensuring the right people are aware of our achievements and successes. ALUMNAE RELATIONS: Ensure that the school s alumnae are part of a vibrant and dynamic network. Help maintain the alumnae database, actively engage and build relationships with former students. Work with the Old Girls Association to help with dayto-day communication from alumnae.
5 The GDST Brighton and Hove High School is part of The Girls Day School Trust, a highly respected educational group which is shaping the future of girls education. We are a unique family of 25 schools, united in our aims and aspirations. We have unrivalled expertise in educating girls, developed over many decades. To understand more about the GDST, watch our new film: As part of the GDST family, you will be part of a team of Marketing Directors from around the country, all supporting each other and sharing best practice. You will also be able to consult the Trust Office Marketing team who will guide and support you in your journey.
6 Person Specification You will be: Positive, enthusiastic and charismatic Professional and motivated Good at detail and follow through Excellent at relationship building You will have: The ability to represent the school The ability to think strategically A proactive attitude with the ability to get things done A high degree of personal drive and energy A true passion and interest in girls education You will be educated to degree level or equivalent, and have specialist knowledge and skills in the following areas: Experience in marketing, although this does not necessarily need to be in the education sector. Able to maintain, update and optimise social media. Excellent writing skills. A proven track record in project management. Able to manage a budget and keep track of costs. Please note: You will also need to undergo an enhanced DBS check when joining the GDST.
7 Salary, Benefits and General Requirements Competitive salary and pay progression. 30 days annual leave plus bank holidays. Generous pension schemes up to 12% employer contribution. Free life assurance benefit. Free gym membership Free lunches A discount of up to 50% on fees for children at GDST schools. Childcare vouchers, interest free loans for training, computer purchase loans and travel season ticket loans. A Cycle to Work scheme. Competitive terms and conditions of employment. Preferred rates with private medical insurance. All staff are expected to: Work towards and support the Trust vision and current objectives outlined in the GDST Strategic Development Plan. Respect the brand vision of the GDST and the values, Girls First, Fearless, Forward-thinking and Family. Work within the Trust s health and safety policy to ensure a safe working environment for staff and visitors. Work within the GDST s Diversity Policy to promote equality of opportunity for all staff, both current and prospective. Maintain high professional standards of attendance, punctuality, appearance, conduct and positive, courteous relations with Trust Office colleagues, schools staff, external contacts and visitors. Engage actively in the performance review process, and training and development opportunities available. Adhere to policies as set out in the GDST Council Regulations, Notes of Guidance and GDST circulars.
We are at our best when we work in collaboration with our schools jointly developing solutions which benefit the whole Trust.
About The Girl s Day School Trust: The Girls Day School Trust (GDST) is the leading network of independent girls schools in the UK, educating approximately 8% of all girls at UK independent schools. We
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