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The Director of Admissions, Marketing & Community Experience oversees all aspects of A, M and CX in Dehong Shanghai to attract, convert and retain families who embrace our core values in our community.
Leading a team of in-house professionals, they are accountable for marketing (brand awareness, brand affinity, local lead generation), meeting Dehong's enrolment targets, and ensuring a smooth community experience through communication and community events. The Director of AMX is also part of the China AMX team that builds the Dehong brand across China and provides functional support to the school.
The Director of AMX sits on the Core Leadership Team (CLT) and shares responsibility for all aspects of the School; each CLT member has a focus of responsibility, and all contribute to the whole and support the work of others.

Our School

Dehong Shanghai International Chinese School is the first Dehong school in China, located in Minhang District. It opened in September 2017 and now has over 1,000 students across its Elementary and Secondary Schools.

In 2023, the school expanded into its newly built Phase II campus, featuring first-class facilities. These include collaborative learning areas as well as dedicated spaces for the performing arts, sports, STEAM, and innovation. The expansion enables Dehong Shanghai to grow into a school for 1,500 students, with boarding capacity for more than 900 students on campus.

Key Responsibilities

Leadership

Act as the AMX expert in the CLT, representing the community voice, brand reputation and enrolment numbers for the school.
Inspire and lead a team of AMX professionals, providing coaching, guidance and functional direction.
Guided by the Group strategies, localise and develop the AMX strategy for Dehong Shanghai, setting the vision and mission for the team
Create a strong collaborative AMX culture that is fully integrated into Dehong Shanghai's community, including staff, parents, students and alumni
Manage AMX calendar and budget
Sit on the China regional AMX team, collaborating, contributing and delivering the national strategic plan and brand
Maintain a positive relationship with the local authorities and ensure compliance with local regulations.
Stay abreast of trends and developments in admissions, marketing and CX, with a particular focus on digital/AI

Admissions (supported by the admissions team):

Accountable for the enrolment numbers for Dehong Shanghai.
Maintain accurate enrolment data, tracking projections, forecasts, pipeline and leavers
Using research, data and competitive intelligence, maintain in-depth market knowledge and industry changes in the area and region to ensure agile responses.
Mastery levels of customer service building the admissions experience based on a parent insight and trends, needs and pain points.
Be the school's ambassador externally, building enrolment partnerships and outreach to generate a lead generation pipeline, eg, attending education fairs with academic teams
Oversee the admissions experience from enquiry to Open Days, Assessment Days, School tours and onboarding
Work with academic staff and student ambassadors to deliver memorable admissions experiences
Follow up and convert families that share our values to build the school community.
Administer all relevant data, including the use of Open Apply.

Marketing (with the Head of Marketing and Events):

Lead the school marketing team to build the Dehong brand in Shanghai, China and the neighbouring regions
Develop and execute a school marketing campaign driving target audience awareness and affinity.
Working with the China AMX team, identify and prioritise across a range of offline, online and experiential marketing activities for the local market and support the national digital strategy.
Based on group direction and admissions inputs, localise marketing campaigns, such that they connect deeply with the target audience.
Create local content, written and visual, to celebrate Dehong Shanghai's achievements and keep the website updated and SEO optimised.
Brand custodian and owner of marketing services and visual assets, including but not limited to advertising, collaterals, publications, posters and brochures.
Oversee all design, photography and videography for the school, maintaining a visual archive.
Tracking marketing campaign effectiveness to ensure marketing decisions are based on evidence and measurable results.

Key Responsibilities - Continued

Community Experience

Working closely with the academic heads, oversee parent communication within the school, ensuring concise and effective messaging is managed through internal channels, such as the MyDehong platform and WeCom groups, to ensure parents are well-equipped to support their children.
Oversee community events, such as Founder's Day, building a sense of belonging within the school, and working with local partners as appropriate.
Highly developed intercultural understanding to ensure parents can understand Dehong Shanghai’s educational philosophy
Main point of contact for the parent associated, the Friends of Dehong, Heads of School and parent rep groups
Establish an alum database, with regular meetups and an alum newsletter.

Other:

Work unsociable hours as required, including evenings and weekends, as standard for a role of this kind.
Work with and support the School Leadership Team to maintain the high standards and reputation of Dehong Shanghai.
Contribute to upholding EiM and the School's corporate identity in all publications, internal literature, letters, etc.

Any other responsibility, which the Executive Principal may reasonably delegate.

Leadership Capabilities

The EiM Leadership Capability Framework describes what 'good' leadership looks like in our School. This capability framework provides a common 'language' for leadership. Everyone understands what is expected of them, and there is a definition around the specific behaviours leaders should demonstrate at different levels. It also helps build and maintain the culture we need within our School; the type of culture that supports us to achieve our strategic priorities. It is centred around 18 identified dispositions. Dispositions are the personal qualities or characteristics, such as interests, values or beliefs, attitudes or modes of adjustment that individuals possess. You can CLICK and read more about the LCF.

Our Leadership Capabilities include:

Leads Teaching and Learning
Leads with Vision and Inspiration
Leads by building and sustaining high trust relationships
Leads Inclusively
Leads Strategic Thinking and Planning
Leads the learning culture and professional learning community
Leads the management of the school
Leads Highly Effective Teams
Leads Well-being

Personal Specifications

The ideal candidate will have:

Minimum 8 years of experience in School admissions, marketing, or Community Experience
Native Chinese speaker with good working English
Proven experience developing an admissions/marketing plan/strategy
Proven experience leading, inspiring and building a high-performing team of admissions/marketing experts
Demonstrable experience of leading marketing campaigns and building brand awareness based on a strong set of values.
Experience in leading a team of digital multimedia content creators
Strong use of data/market research to drive decision making
Excellent communicator able to work across multi-cultures, colleagues of all levels and our critical stakeholders, the parents.
Experience overseeing events and calendars
Project management skills with strong attention to detail.
Excellent time management and organisational skills.
Ability to maintain absolute confidentiality.
Willingness to be flexible and accommodating to the demands of a busy International School.

This job description is designed to outline primary responsibilities, but not limit the employee or the School to only the work identified. The School expects that each employee will offer their services wherever and whenever necessary to ensure the success of our organisation.

Safeguarding Statement

Dehong Shanghai is committed to safeguarding and promoting the welfare of all the students in our care and expects all applicants to share this commitment. We follow safe recruitment practices that align with the recommendations of the International Task Force on Child Protection. We hold ourselves to high standards of effective recruiting practices, with particular attention to child protection. All appointments are subject to an interview, identity checks, criminal record checks, media checks, reference verification, and the visa and work permit process, as required by Chinese law.

Equity Diversity Inclusion Statement:

EiM is committed to diversity within its team, organisational practices, policies and culture. It recognises that people with different backgrounds, skills, attitudes and experiences bring fresh ideas and perceptions, and it encourages and leverages these differences to make its work more relevant and approachable. EiM will not discriminate or tolerate discriminatory behaviour on any grounds such as, but not limited to, race, gender, disability, nationality, national or ethnic origin, religion or belief, marital/partnership or family status, sexual orientation, age or socioeconomic background. EiM strives to be an inclusive workplace where everyone feels a sense of belonging, has a voice, can raise concerns, and feels comfortable and confident. It expects everyone who works with it to share this commitment and to act accordingly, as it aspires to best serve the EiM mission and its community.

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