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Job Title: Head – Admissions & MarketingFunction: Admissions & MarketingReporting 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 PurposeThe 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 ResponsibilitiesA. 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. - Position the school network as a trusted, high-quality K–12 education brand.3.Offline Marketing- Plan and execute offline initiatives including school events, open houses, roadshows, education fairs, print campaigns, outdoor media, and local partnerships. - Evaluate ROI and effectiveness of offline campaigns city-wise.4.Digital & Online Marketing- Oversee digital marketing efforts including website optimisation, performance marketing, SEO/SEM, social media & lead-generation campaigns. - Ensure strong lead quality by working closely with agencies and internal teams to optimise cost per lead and cost per admission & maximise digital performance.5.Campaign Planning & Execution- Design annual and seasonal admission campaigns aligned to academic calendars. - Ensure coordination between marketing campaigns and admissions readiness at campus level.munications & Outreach- Guide content strategy including brochures, presentations, parent communication, campus collateral, and community outreach programmes.7.Market Intelligence- Track competitor landscape, pricing, parent preferences, curriculum trends, and regulatory changes. - Use insights to refine admissions pitches, campaigns, and market entry strategies (in new markets).8.Analytics & Reporting- Track marketing KPIs such as lead sources, CPL, CAC, campaign ROI, brand reach, and engagement metrics. - Present actionable insights and recommendations to senior leadership.Key Stakeholder Management- Chief Executive Officer (CEO) - Academic/ Operations Leadership & Heads of School - Operations, Finance, and IT teams - External agencies, vendors, and marketing partners - Parents and prospective familiesCandidate ProfileExperience & Background- Approximately 15 years of overall experience, with significant exposure to K–12 admissions and marketing. - Proven experience managing multi-city and multi-campus admissions operations. - Experience across multiple curricula (IB, Cambridge, CBSE & NIOS or equivalent) is strongly preferred. - Exposure to international or global data reporting frameworks is an added advantage.Education- MBA / Master’s degree in Marketing, Management, or a related discipline (preferred).Skills & Competencies- Strong parent-facing communication and counselling skills. - Demonstrated leadership and people management capability. - Strategic thinking combined with strong operational execution. - High data orientation with comfort in dashboards, CRM systems, and MIS. - Proven experience in both offline and digital marketing. - Ability to work in a fast-paced, target-driven environment with high accountability.Success Measures (Indicative)- Achievement of enrolment targets and conversion ratios. - Cost per admission and marketing ROI. - Parent satisfaction and experience metrics. - Admissions process standardisation and compliance. - Brand visibility and lead quality improvement across cities.