JOB DESCRIPTION
Date
20/10/2015
Job Title:
Director of Marketing, Admissions & Customer Experience Europe
Reporting To:
CEO Europe and dotted line to Group Director of Marketing and
Admissions
Department:
Europe Executive Team and Group Marketing
Scope:
Europe
Working hours:
Full Time
Checks:
DBS and overseas clearance certificates (if applicable)
The job holder’s responsibility for promoting and safeguarding the welfare of children and young person’s for whom she/he is
responsible, or with whom s/he comes into contact will be to adhere to and ensure compliance with the relevant Cognita Education
Safeguarding Policy (including Child Protection 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 Children’s Social Care and/or the Local Authority Designated Officer.
Training and experience
Training Requirements
Languages
IT knowledge
Spanish an advantage
Good knowledge of standard office tools (Microsoft suite)
Experience
Working with us
Achieving more than you believed possible – that’s what constitutes a quality education. At Cognita it is what
we strive for in our schools. We want it for our children, and we want it for the people who work for us.
Since Cognita’s launch in 2004, we’ve built an international network of 66 schools that serve some 30,000
pupils across seven countries in the UK, Europe, Latin America and South-East Asia.
Cognita’s international network of schools and regional offices, combined with our ongoing investment in the
professional development of our people, means we can offer first-class career opportunities with a global
dimension. If you want to take your career further, we want to support you in achieving that goal within Cognita.
1
Job Summary
The key purpose of the role is drive pupil enrolment, revenue growth and brand reputation across all
schools, so that the region overall achieves above market growth whilst improving the quality and
reputation of its schools. Central to the role is the definition and execution of effective marketing
strategies which create clear differentiation and drive demand for places, which is then maximised
through highly effective sales and marketing management. The post holder is responsible for
influencing the full marketing mix including product, pricing and promotion which is achieved by
working with a central marketing team and by influencing Heads and Marketing / Admissions
personnel in schools who are responsible for local delivery.
Whilst tactical marketing is largely executed at a school level, it is the Director’s responsibility to
provide the strategic leadership and expertise which facilitates effective school marketing; both in
terms of design and execution. The Director is also responsible for ensuring that the voice of the
customer is central to school development including optimising the customer journey delivered
through the school admissions process.
Key Responsibilities
Marketing & Business Development
 In partnership with school leadership, define strategies for schools including opportunities to enhance
product and associates services, promotional plans, customer targeting and channels to market
 Oversee creation of effective school level market plans and campaigns
 Oversee centrally led recruitment initiatives including International Student recruitment and Digital
Marketing
 Identify new opportunities for growth (enrolment / revenue) and support commercial business cases
as required
Pricing & Discounts
 Monitor pricing trends across competitors schools and the wider industry
 Make recommendations on pricing; fees and discounts
 Monitor application and volume of discounts across individual schools to ensure fit with marketing
strategy and agreed budget
Customer Experience Management
 Define and own the admissions customer journey, standards and associated processes necessary to
create the optimal customer experience and maximise sales conversion
 Oversee the ongoing deployment for the region wide customer insight programme and the
integration of insights into school action plans
Admissions
 Define admissions targets required to achieve regional business plan
 Monitor admissions pipeline and performance against goals, identify issues and implement
intervention tactics where required
 Leverage customer experience insights to improve the effectiveness of the admission journey
 Be responsible for the integrity of the admissions data at a school and regional level
 Provide continuous forward view of admissions pipeline as part of executive level KPI reporting
2

Ensure that the necessary training and support is in place so that school personnel are equipped to
implement best practice
Financial Management
 Set regional and individual school marketing budgets
 Monitor ROI, improve efficiency of spend
 Manage schools’ discounting levels in line with agreed policies
 Recommendation on fees for European Exec for all schools to maximise income
Communications / PR
 Identify opportunities to promote Cognita corporate brand to parents and wider community
 Ensure consistency of brand messaging and identity within school marketing activities
Team Leadership
 Lead and inspire the internal marketing team and wider community within schools so that they
effectively manage and continuously improve the marketing and admissions programmes
 Recruit and develop appropriate talent within the central office and schools, identify gaps and
ensuring that resources are appropriate to the needs of the schools and regional business
 performance management for own team and work with school leaders to support performance
management of relevant school personnel
 Share best practice across the marketing and admissions community to raise standards
Principal working relationships
Internal
CEO Europe, Group Marketing and Admissions Director, School Marketing and Admission Managers,
School Heads, UK and Spain Finance Directors, Regional Education Director, UK Operations Director
External
Agencies - varied
Person Specification
Education and Skills









Bachelor degree in Marketing or Business (preferred but not essential)
Commercially and financially astute
Strong planning and operational skills
Excellent communicator
Highly developed influencing skills
Culturally aware
Spanish an advantage
Digitally literate
Good knowledge of standard office tools (Microsoft suite)
3
Competencies for the Role
Role Specific



Strategic leadership
Ability to Identify new opportunities for growth
Optimisation of the customer journey
Values Based Behaviours – The behaviours associated with our company values





Excellence
Respect
Integrity
Collaboration
Accountability
Remuneration







Signed:
Competitive Salary
Contributory Pension Scheme
Private Healthcare
Life Assurance
Professional development
School fee discount
25 days Holiday plus Bank Holidays (pro- rata’d to part time)
…………………………………………………………
Date:………………………………………………
Printed Name: ……………………………………………………………………………………………
4