Head of Marketing and Communications (6-Month contract, Cover Maternity Leave)

This job holder has responsibility for promoting and safeguarding the welfare of children and young people for whom s/he is responsible, or with whom s/he comes into contact will be to adhere to and ensure compliance with the relevant Cognita Safeguarding; Child Protection Policy and Procedures at all times. If in the course of carrying out the duties of the role, the job holder identifies any instance that a child is suffering or likely to suffer significant harm either at school or at home, s/he must report any concerns to the School's Child Protection Officer/Designated Safeguarding Lead or to the Head or indeed to the Regional CEO so that a referral can be made accordingly to the relevant third party services.
Position Objective
The Head of Marketing & Communications is responsible for:
-Leading the development of the school's marketing and communication strategy.
-Leading the development and execution of the marketing and communication program to support the school's growth agenda.
-Developing and implementing multi-channel tactical marketing and communication campaigns, generating admissions enquiries from multiple target segments.
-Supporting the development and execution of both academic and non- academic communications delivered to the school's internal parent community, to ensure that the school delivers an outstanding customer communications experience.
-Working closely with the School's Academic and Operational leadership teams and the teacher community to support staff members in delivering one-to-one academic communications that are aligned with the school's wider communications framework, yet appropriate for each individual teacher.
- The Head of Marketing & ---Communications will also work closely with the IT department to ensure that the teacher community can make best use of the various communication technology platforms to deliver personalized parent communications.
-Assisting with the development and execution of engagement opportunities with key external stakeholder organisations on behalf of the School Leadership Teams.
-Developing and managing marketing and communications budget.
Responsibilities
-Head of Marketing & Communications will be responsible for developing and implementing sound customer retention programs, to ensure maximum pupil retention during key transition periods and beyond. This is a role with a high level of accountability and the key measures of success will be the number of new enquiries generated, footfall at Open House Events and the efficiency of the marketing spend (ROI). Customer retention is also a key aspect of this role.
Strategic Marketing
-With the school's Head of Admissions & Business Development, develop a marketing strategy to support the school's growth, identify new markets from which to recruit pupils from inside Vietnam and outside Vietnam, and create focused initiatives to drive recruitment.
-Develop the school's annual Marketing Plan and budget which is aligned to the school's strategic and long term development goals.
-Set up and monitor the set of MRK trackers like campaign report, termly report, weekly pipeline and present to the School Leadership teams.
-Develop a comprehensive multi-channel customer communication programme which supports effective customer engagement, retention and parent advocacy.
-Regularly monitor competitor performance to support school development plan and marketing initiatives.
-Ensure school branding and logo is being used in line with Brand Guidelines.
Tactical Marketing and Communications
-Implement the marketing and promotional activity for the school (including events, digital marketing, advertising, PR, sponsorship etc.).
-Identify and execute relevant community-based initiatives in which the school can play a relevant part, to support awareness / positive brand perception etc.
-Working with Head of Admissions & Business Development to identify (school and non-school based) feeder relationships within the local community and establish close working partnerships to generate new enquiries.
-Manage the marketing spend and ensure activities are planned and executed within agreed budgets.
Manage the organization and promotion of marketing events (Open Days and Assessments) and align the required the organization support in conjunction with the Head Teachers and Admissions staff.
-Create and maintain the content for the School's website (keep it up-to-date with recent news items on a current basis). Identify and champion opportunities for enhancement.
-Develop communication channels including use of 'Social Media' to promote recruitment and retention.
-Develop and manage production of all external marketing collateral including prospectus and direct marketing activities.
-Management of all PR based media relations relating to promotion of the school including proactive message placement through drafting of press releases and establishing positive relationships with representatives from local media channels to enhance the reputation of each school.
-Maintain and update school photo gallery.
-Support Parent/Teacher Organization on key annual events, attend monthly meetings to monitor parent morale and feedback important school issues.
-Regularly review and monitor communications from the school to parents and the outside community.
-Update or create yearly all printed communication materials including Prospectus, Annual Report, Curriculum Guides, General School Handbook, Yearbook.
-Collaborate with AAVN and Cognita Schools' Marketing Managers to organize joint programmes and events such as Open Day, Student Visits, etc.
Communications
-Work closely with the School leadership team, contribute to the annual focus for messaging and executional timing relating to the School calendar, which reflects the overarching framework for parent communications across each academic year, covering academic and non-academic communications.
-Draft high-quality communications and provide overall editorial control for school to home communications, ensuring appropriate content, tone, brevity and consistency. Regularly audit the School's parent communications across all channels (academic and non-academic) to identify areas that require improvement - develop actions to address.
-Develop and implement regular parent communications (targeted and general) which educate and inform the parent body and showcase the achievements of the school in the best possible light, using a multi-channel approach.
-Manage the development, distribution, and maintenance of all print and electronic collateral including, but not limited to weekly newsletters, handbooks and curriculum guides and the School Yearbook.
-Acts as a key custodian of the School's parent portal, ensuring that content is updated and refreshed in a timely fashion.
-Maintain the school's (digital) library of communication resources; images, parent testimonials and refresh accordingly.
-Develop and manage the internal communications budget to ensure appropriate and effective spending on internal events and collaterals.
-Building a deep knowledge of the School's provision, programs and results; constantly refresh this knowledge to maintain an expert level understanding to inform parent communications.
Internal Event Management
-Implementing an annual program of community events which reflect the multiple communication needs of the school and its parents; including events that educate and inform, events that promote the school's strengths and achievements, events that celebrate milestones and other relevant days.