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Admission & Communication Manager

Reach British School
Abu Dhabi, United Arab Emirates
Date Added: Sep 26, 2023

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                                              ISP Admission & Communications Manager Role Profile


Purpose of Role

The post holder has specific responsibility for the organisation, administration and strategic development relating to the promotion of the School at all levels through targeted initiatives and activities directed by the Marketing Department.


The post holder will be a true ambassador of the School, providing a professional and highly focused customer-service approach. As a representative of the School, the post holder will also work to develop links and partnerships with the parent, businesses, and local community contacts to support mutual development and growth whilst raising the profile and position of the School.


The post holder will be expected to build a close working relationship with other members of the Senior Leadership Team (SLT) as well as teaching, administrative and other support staff to fully inform and involve the whole school community in the promotion of the School to the wider world. Collaboration with colleagues within International Schools Partnership, Middle East (ISP) and attendance at Group Admissions & Marketing Meetings will also be ex


ISP Principles

Begin with our children and students. Our children and students are at the heart of what we do. Simply, their success is our success. Wellbeing and safety are both essential for learners and learning. Therefore, we are consistent in identifying potential safeguarding and Health & Safety issues and acting and following up on all concerns appropriately.


Treat everyone with care and respect. We look after one another, embrace similarities and differences and promote the well-being of self and others.


Operate effectively. We focus relentlessly on the things that are most important and will make the most difference. We apply school policies and procedures and embody the shared ideas of our community.


Are financially responsible. We make financial choices carefully based on the needs of the children, students and our schools.


Learn continuously. Getting better is what drives us. We positively engage with personal and professional development and school improvement.


ISP Admission & Communications Manager Key Responsibilities



  • Advise prospective parents & stakeholders on our value proposition (profile, program, fee structure and all services provided) across communications channels.
  • Primary responsibility of implementing the Schools Admissions process, including lead generation, family journey, customer service, negotiation and objection handling, call scripts and parent communications.
  • Make calls to potential digital and non-digital leads to convert them into school tours and enrolments.
  • Organise admissions meetings and open events while displaying excellent customer service.
  • Support the Phase Leaders in carrying out assessment of prospective pupils per the admissions policy and Ministry of Education regulations.
  • Work in partnership with the Registrar to meet the School and Ministry of Education admissions criteria, including collecting and reviewing all necessary documentation.
  • Assessment, development and coordination of all policies and documentation related to pupil admissions (including admissions toolkits, templates, scholarship programs), with the support of stakeholders within the school, ISP, Ministry of Education and other relevant authorities.
  • Monitor and develop lead generation activities, work with the ISP Heads of Marketing and Admissions, to ensure admissions targets are met.
  • Work with the Principal and SLT to develop appropriate programs and campaigns, such as referral schemes, scholarships, or working with feeder schools.
  • Regularly review and develop admissions documents, parent communication platforms and templates, and marketing collaterals to ensure accurate information and best practice.
  • Develop and nurture mutually beneficial relationships with feeder schools, nurseries, universities, local businesses, government entities, education agents and other organisations to maximise pupil recruitment and retention.
  • Along with the marketing officer, support the Principal to develop the school’s communication and engagement strategy, based on the strengths and development areas, promoting the same within and beyond the school community.
  • Support the Principal with participation in relevant national and regional conferences, events and competitions to raise the profile of the school, pupils and faculty.
  • Lead direct reports in the school to pursue excellence in operational efficiency and customer service delivery. Systems should be reviewed regularly, and written and verbal communication are to be customized to maximize engagement.
  • Advise on effective continued support and communication to new families after pupils enrol at the school - ‘after sales care’.
  • Maintain positive vibes and good work relationships between team members
  • Keep records of the team performance and follow up on their performance reviews on time


School Marketing Activities in collaboration with the marketing officer:

  • Develop and nurture personal links with nurseries, feeder schools, education agents, estate and relocation agents, universities, alumni, and developers to maximize pupil recruitment opportunities.
  • Develop and nurture partnerships with local businesses and attend events to promote the School.
  • Keep educational agents up to date with new developments at the School, including improvements to facilities, addition of new courses, academic results, recruitment events, and capacities. To maintain links with pupils as they leave the School (Alumni), keeping them involved in the life of the School to support future recruitment and promotion.
  • Lead and attend School functions involving current parents and pupils as requested.
  • Propose industry events and other opportunities to support pupil recruitment.
  • Liaise with local and national newspapers, magazines, and appropriate specialist publications for advertising opportunities, including billboards and posters.
  • Help the school to develop their school stories and promises.
  • Ensure that Learning and demonstrating pupil progress is at the heart of the school marketing initiatives.
  • Manage and implement effective campaigns within the school to achieve lead generation targets.
  • Work with ISP Middle East Head of Marketing to create and support a clear marketing strategy and budget for the school.
  • Lead on social media techniques and strategies to engage wider digital audiences.
  • Oversee and help plan open day, pupil recruitment and profile-raising advertising within the schools.
  • Foster a culture of successful marketing campaigns with tracking systems to measure campaigns.
  • Assist in delivery of internal communication campaigns to support the school with retention strategies.
  • Ensure accurate reporting of data, effective data management and analysis on which to base marketing decisions and track impact.
  • Ensure effective budget management of all marketing activities within the School budget



  • Complete regular KPI and enrolment tracking information with the Admissions team, providing reports to the Principal and ISP as required.
  • Manage and oversee surveys of all stakeholders, assessing satisfaction and advising accordingly, as required.
  • Manage team in producing termly reports on activity and expenditure to monitor effective use of budget.
  • Produce reports on competitors including fees, numbers and provisions, identifying opportunities to the Principal and ISP Heads.


Annual Financial Targets:

  • New enrolment and annual retention numbers
  • Enquiry and enrolment conversion rates
  • Number of activities and events


In addition, all staff are required to carry out any tasks required by the school or the regional office to facilitate the smooth day-to-day running of the school.


ISP Leadership Competencies

You consistently demonstrate and role-model the ISP Leadership Competencies in all that you do.


  1. Collaboration. Takes an active part in leading their school or region; is cooperative and a genuine team player, developing positive, supportive relationships with colleagues to solve problems and maximise opportunities.


  1. Learning & Getting Better. Continually demonstrates personal commitment and passion for learning and getting better using evidence and feedback; supporting others in their continual learning, development and growth.


  1. Innovation Leadership. Is good at creating an environment where ideas for learning initiatives and services are generated and is able to motivate and inspire others through the process of creation through to completion.


  1. Outcome driven. Can be counted on to find solutions. Is consistently looking to exceed goals and is focused on KPIs.


  1. Resilience. Can deal with setbacks and challenges calmly and effectively.


  1. Community Focus. Is committed to meeting and exceeding the needs and expectations of our students and their families.


  1. Integrity & Ethical Management. Has the ability to work ethically and with integrity; helps others feel valued; upholds and models the ISP Vision, Purpose and Principles.


  1. Leading & Inspiring Others. Supports, encourages and inspires students, colleagues and teams so that they give their best.


  1. Understanding People. Is a very good judge of talent, can objectively articulate the strengths and motivations of people inside or outside the organisation.


  1. Influencing & Communication. Consistently informs, influences and inspires students, parents and colleagues through timely and effective communication.


  1. Agile. Responds and adapts to changing circumstances; manages and solves problems by providing solutions in a climate of ambiguity.


  1. Strategic, Commercial & Financial Awareness. Has the ability to apply understanding of the business and industry to improve effectiveness and profitability.


  1. Planning & Decision Making. Makes decisions on the best course of action and then plans, organises, prioritises and balances resources to achieve the desired outcome.


  1. Diversity & Equity. Has the sensitivity, awareness and skill to understand the values, behaviours, attitudes and practices across cultures that supports all children and adults to learn and work effectively.


ISP Commitment to Safeguarding Principles

ISP is committed to safeguarding and promoting the welfare of children and young people and expects all staff and volunteers to share this commitment. All post holders are subject to appropriate vetting procedures and satisfactory Criminal Background Checks or equivalent covering the previous 10 years’ employment history.


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