Director of School Communications, Marketing and Enrollment Management

Director of School Communications, Marketing and Enrollment Management Job Description – Royal Canadian School, Cairo (RCS)

JOB SUMMARY

Under the leadership of the RCS Principal, the position is responsible for the effective development, coordination and implementation of a schoolwide system of internal and external communications, partnerships and enrollment management. This position is a key member of the school’s senior leadership team and requires collaboration with SLT members, knowledge of digital technologies related to school communication, and a keen understanding of the needs of all stakeholders who are both internal and external to the school campus. It serves as a model for RCS brand-specific standards and conventions that nurture a strong public image through consistency of format and articulation of communications from department to department, stakeholder to stakeholder. It also leads the processes of student enrollment, from pre-recruitment to recruitment to application to admissions to registration to transfer to graduation.

RESPONSIBILITIES

· Develop and implement a comprehensive communications plan that aligns with the school's mission, vision, and strategic goals, with input and participation of various school stakeholders.

· Leads the development of and/or revisions to policies, procedures, and practices of schoolwide communications, the external marketing of RCS and its publications, printed materials, promotional materials, school website and social media presence.

· Directly or indirectly, manage the communications and enrollment management team; those staff assigned to marketing, branding, publications, website maintenance, parent relations, external partnership, recruitment, admissions, registration/enrollment management. Lead the selection, training, and evaluation of personnel in these areas, in collaboration with the HR officer.

· Lead the provision, monitoring and oversight of all professional development activities related to internal and external communications, particularly with teachers, leaders, and central operations staff as they continually improve the way in which they communicate verbally, in writing, technologically and otherwise.

· Oversee and maintain the school's website, ensuring it's up-to-date, user-friendly, and reflects the school's brand.

· Develop and implement a social media strategy, including content creation, engagement, and advertising

· Craft compelling and informative messaging for various communication channels, including websites, social media, email newsletters, and publications.

· Ensure effective communication within the school community, including faculty, staff, and students, through regular updates, announcements, and internal newsletters.

· Manage external communications to target audiences such as prospective students, parents, alumni, corporate or civic partners, resource donors of various types, and the wider community.

· Partner with academic and other staff in the nurturing of off-campus partners in support of curriculum implementation, authentic assessment opportunities in the community, and co-curricular activities (sports, visual and performing arts, other interests).

· Team with the Director of Pastoral Care and Student Support Services in ensuring that the prospective family/student testing/screening/suitability aspects of the admissions process are conducted in a fashion that enrolls students that comport with the student profile RCS seeks and as reflected in the school’s student recruitment efforts.

· Participate on the school leadership team in planning, problem solving, and implementation of schoolwide communications initiatives, particularly in the area of proper media for categories of communication (email, phone apps, school portal, website, social media, letters, announcements, etc.)

· Develop and implement crisis communication plans and protocols to ensure effective and timely response to unforeseen events.

· Manage relationships with local and national media outlets, handle press releases and media inquiries, and secure positive media coverage.

· Represent the school at events and in public speaking engagements.

· Provide advice to the Principal and other school leaders on communication strategies and best practices.

· Manage the communication budget, including staffing, resources, and marketing expenses.

· Collect and analyze various data in order to continually improve the policies, process and practices of internal and external communications and the efficacy of the admissions process, including the establishment of benchmarks and targets from which to measure success.

· Establish an alumni relations program, including communications with RCS graduates after the first graduating class of 2026.

· Ongoing professional development in communication, marketing, and public relations is encouraged.

· Other duties as assigned by the Principal or, in some cases, the Board of Governors.

KNOWLEDGE, SKILLS AND ABILITIES

Thorough knowledge of effective strategies and technologies for international schools communications, specifically within the local Cairo market, across Egypt and Canada, and globally.

Strategic thinking: the ability to develop and implement comprehensive communication strategies that align with the school's goals.

Leadership and Management: Ability to lead, motivate, and supervise communications, enrollment management and admissions teams.

Project Management: Strong project management skills, with the ability to manage multiple projects simultaneously.

Crisis Communication: Experience in developing and implementing crisis communication plans

Has a track record of effective internal and external communications in private international schooling, or closely related field.

Knowledge of marketing and public relations principles and practices.

Familiarity with website development and management.

Experience in social media marketing, content creation, and engagement.

Ability to mentor/coach/develop academic, operations and leadership colleagues in various aspects of effective communications;

Handles stress well, and accepts responsibility for problems and mistakes;

Strong interpersonal skills, with the ability to build relationships with various stakeholders, with a particular emphasis on parents.

Excellent oral and written communication skills, with the ability to articulate complex information clearly and concisely;

Bilingual Arabic/English fluency is required;

Ability to motivate others to reach their fullest potential;

Ability to establish and maintain effective working relationships with school officials, students, parents, teachers, support staff, and external partner agency representatives.

EDUCATION AND EXPERIENCE

An earned Bachelor’s degree in Communications, Marketing, Journalism, Computer Science, Education, English, Arabic, Humanities, History or among the many social sciences.

A minimum of three (3) years of successful experience as a communications officer, business writer, publicist or related field.

A comparable amount of training and experience may be substituted for the minimum qualifications.

THE IDEAL CANDIDATE FOR THIS ROLE:

1. Is experienced at reaching and convincing a target market to experience, consume and/or consider experiencing the services or product of a private, for-profit organization, preferably in the private schooling sector.

2. has a history of successful contributions to a private/international school’s student recruitment and enrollment practices.

3. handles stress well, and accepts responsibility for problems and mistakes;

4. inspires and motivates parents, students, teachers, leaders, staff members and external partners in international schools to communicate effectively;

5. is a strong manager of people and can manage inward, outward, upward, and downward;

6. prefers truth and honesty over avoidance and harmony;

7. is willing to give clear, direct, and tough feedback to colleagues, students, families and external partners;

8. is willing to make singularly tough decisions.

Work Location: In person