Senior Parent Relations Executive - Yasmina British Academy

Yasmina British Academy is an outstanding English Curriculum school in the beautiful city of Abu Dhabi. With our globally recognised and admired curriculum, dedicated and passionate practitioners and outstanding teaching and learning, Yasmina British Academy is an exceptional place to work. It has an exciting, diverse and progressive learning community that annually produces some of the very best I/GCSE and A Level result in the UAE. Our learning culture is under pinned by our core values of excellence, respect, passion, collaboration and creativity allowing all students to thrive. Furthermore, the Academy is extremely proud of its recent ADEK inspection, which rated Yasmina British Academy as ‘Outstanding’ in all six performance standards, putting it amongst the top schools in the UAE and Middle East.

Yasmina British Academy has recently moved to a new multi-building campus incorporating state of the art facilities that has enabled our teachers and students to flourish, fostering a future focused educational experience while also delivering on our environmental commitments to supply sustainable schools to the UAE.

This incredible facility is more than just a school, acting as a social, sporting and performance hub for both the local and international communities of the city. The new campus enables us to add even more value to our currently outstanding educational provision, whilst utilising the reputation of Aldar Academies’ brand to positively impact the lives of our learning community in the UAE.

The successful candidates will be closely aligned with our core values and ethos and possess a genuine understanding and appreciation of the values of the region.

• Provide high-quality customer service to all potential and existing customers, including welcoming all prospective parents into the school and assisting with all initial inquiries.
• Manage students’ and parents’ satisfaction to contribute to retention and meet or exceed the school-specific enrolment target consistently throughout the academic year.
• Positively contribute to enrolment growth by ensuring a positive customer journey and accurate reflection of the school to the wider Abu Dhabi community.
• Develop retention strategies to support meeting the school’s enrolment targets.
• Ensure the Admission process is compliant throughout the academic year by working with the admissions team closely.
• To be stationed within the front of house offices to allow effective parent access.
• Develop marketing strategies for the school, build content calendars for social platforms and community manage social media channels, monitoring for negative sentiments.
• Support in the identification of newsworthy stories and report these to Aldar Education HQ for publication monthly.
• Assist the Admissions team when needed with inquiries and enrolments processes.
• Identify and anticipate the needs of parents in our academies, ensure leads and other aspects of enrolment and new intake are actively updated daily and assist in student retention.
• Building strong relationships with parents to assist with student retention is key while ensuring the school’s marketing duties and responsibilities are upheld. Building positive relationships with all stakeholders is a PRE’s duty.
• Oversee the Reception team to ensure that all customer service delivered is of the highest standard.
• Support in creating compelling marketing materials, including brochures, newsletters, and social media content, to showcase the school's strengths and achievements.

Specific Duties

Delivering Customer Excellence

• Deliver high-quality customer service to all visitors and staff, representing the school in a professional manner both in face-to-face interactions and virtual (email, phone calls, social media).
• Maintain open lines of communication with existing parents to ensure their concerns, complaints, and compliments are handled effectively and efficiently, adhering to the school’s SLAs.
• Offer guidance and assistance to parents through the student registration and admission process during the initial inquiry stage to support enrolments.
• Identify and anticipate the needs and requirements of new and existing parents.
• Contribute positively to the NPS score and ensure parents’ participation in the surveys.
• Manage parent feedback and escalate cases that cannot be solved by the FOH team as per the complaint management process in schools.
• Develop school improvement plans based on the voice of customer feedback/survey outcomes in alignment with the Principal and Operations and Support Services Manager.
• Support reception with answering, screening, and forwarding incoming/outgoing phone calls in a friendly and professional manner (following our standard telephone etiquette/ protocol) templates and scripts.
• Ensure the reception area is tidy and presentable, with all necessary stationery and material (e.g., pens, forms, and brochures) and all health and safety protocols followed.
• Assist the Admissions team with inbound and outbound calls when required to assist in reaching enrolment & retention targets.
• Support with parent communications in the form of newsletter development, whole school email, school magazine development to ensure that language is always clear and professional.
• Log admissions inquiries into the school SIS – database to support admissions when required.
• Update calendars and schedule school tours with SLT and parents.
• Respond to parent requests/feedback within the expected SLAs and follow all processes/protocols.
• Measuring and reporting on a weekly basis the CX and Marketing activities taking place to HQ and highlighting challenges/requesting support.
• Participate in activations & events to spread awareness of school name and generate enrolments.
• Coordinate parent/community events to engage parents in school activities and celebrations.
• Generate social media stories and photographic material that promote the schools’ achievements.
• Drive external marketing for the school and manage the social media channels to a high standard
• Ensure that the schools’ achievements including academics, sports, arts, etc. are communicated to HQ in a timely manner.
• Manage all social media platforms and digital tools such as website, and third-party profile content.
• Develop an annual engagement plan covering the events calendar, social media calendar, and communications plan with the principal and other SLT members. Accurately report back to HQ after each event the impact and propose recommendations/strategies for moving forward.
• Ensure all language used is on brand and a positive reflection of the school.

Marketing & Events

• Measuring and reporting on a weekly basis the CX and Marketing activities taking place to HQ and highlighting challenges/requesting support.
• Participate in activations & events to spread awareness of school name and generate enrolments.
• Coordinate parent/community events to engage parents in school activities and celebrations.
• Generate social media stories and photographic material that promote the schools’ achievements.
• Drive external marketing for the school and manage the social media channels to a high standard
• Ensure that the schools’ achievements including academics, sports, arts, etc. are communicated to HQ in a timely manner.
• Manage all social media platforms and digital tools such as website, and third-party profile content.
• Develop an annual engagement plan covering the events calendar, social media calendar, and communications plan with the principal and other SLT members. Accurately report back to HQ after each event the impact and propose recommendations/strategies for moving forward.
• Ensure all language used is on brand and a positive reflection of the school.

General Support

• Attend and participate in relevant meetings as required.
• Drive enrolments by promoting schools and summer programs to prospective parents through conducting outbound calls.
• Analyze data related to student enrollment, parent feedback, and marketing effectiveness to make data-driven decisions.
• Assist with tasks assigned as and when required by the management team.
• Perform other duties as requested by direct and dotted-line reporting managers/ supervisors