Job Description
Head of Marketing and Admissions
Job Purpose
The Head of Marketing and Admissions is responsible for the operational leadership of the school’s
marketing and student recruitment strategy, ensuring that the school’s vision, values and offer are
communicated clearly, consistently and effectively to prospective families.
Working under the strategic direction of the Principal, the Head of Marketing and Admissions ensures
that marketing activity, brand positioning and admissions processes translate into strong enrolment
outcomes and a high-quality parent experience from first enquiry through to entry.
This is a visible, delivery-focused leadership role, accountable for enquiry generation, conversion and
retention. The Head of Marketing and Admissions ensures that recruitment is not left to chance — it is
strategic, targeted and consistent.
Reporting Line
Reports to: Principal and Board of Directors
Works closely with:
- Deputy Head Academic
- Director of Pastoral Care
- Heads of Department
- Finance and Operations teams
Line manages:
- Marketing team
- Admissions team
Core Responsibilities
1. Operational Leadership of Marketing Admissions
- Lead the day-to-day delivery of marketing and admissions activity across the school.
- Ensure clear systems, structures and accountability across both functions.
- Align marketing and admissions activity with whole-school priorities and enrolment targets.
- Maintain a consistent, high-quality experience for all prospective families.
The Head of Marketing and Admissions ensures that recruitment is structured, not reactive.
2. Marketing Strategy Brand Positioning
- Develop and implement a clear marketing strategy aligned to the school’s growth targets.
- Ensure the school’s brand is positioned strongly within the local and international market.
- Oversee content, messaging and communications to ensure consistency and quality.
- Ensure marketing reflects the reality of the school experience.
The Head of Marketing and Admissions ensures that what is promised is what is delivered.
3. China-Focused Digital Marketing
- Lead the school’s presence across key Chinese digital platforms, including:
- WeChat (WeCom and Official Accounts)
- Xiaohongshu (Little Red Book)
- Douyin
- Baidu (SEO and paid search)
- Ensure content is tailored to Chinese parent expectations and decision-making behaviours.
- Oversee digital campaigns, tracking engagement, reach and conversion.
The Head of Marketing and Admissions ensures that the school is visible where parents are looking.
4. Admissions Strategy Conversion
- Design and implement a clear admissions journey from enquiry to enrolment.
- Ensure all touchpoints are purposeful, timely and aligned to parent needs.
- Monitor and improve conversion rates at each stage of the admissions funnel.
- Ensure enquiry follow-up is prompt, professional and personalised.
The Head of Marketing and Admissions ensures that interest converts into enrolment.
5. Data, CRM Reporting
- Oversee the effective use of CRM systems (e.g. Open Apply, Salesforce or equivalent).
- Ensure accurate tracking of enquiries, applications and enrolments.
- Analyse data to identify trends, strengths and areas for improvement.
- Provide regular, clear reports to senior leadership on pipeline, conversion and forecasting.
The Head of Marketing and Admissions ensures that decisions are informed by data, not assumption.
6. Events, Outreach Partnerships
- Lead the planning and delivery of high-quality events (open days, workshops, parent sessions).
- Build relationships with local businesses, relocation agents and community groups.
- Represent the school at events, fairs and key networking opportunities.
- Ensure events reflect the quality and ethos of the school.
The Head of Marketing and Admissions ensures that the school is experienced, not just described.
7. Parent Experience Communication
- Ensure a seamless and positive experience for families from first contact onwards.
- Maintain clear, consistent and professional communication with prospective parents.
- Work with academic and pastoral teams to ensure alignment of messaging.
- Gather and respond to parent feedback to improve processes.
The Head of Marketing and Admissions ensures that parents feel informed, confident and valued.
8. Scholarship Admissions Alignment
- Work with academic leaders to align admissions processes with entry expectations.
- Support the promotion and positioning of scholarships and pathways.
- Ensure admissions decisions reflect both academic standards and school values.
9. Team Leadership Development
- Line manage and develop marketing and admissions staff.
- Set clear targets, expectations and accountability measures.
- Provide regular feedback and support to improve performance.
- Build a proactive, responsive and professional team culture.
The Head of Marketing and Admissions ensures that the team delivers consistently high standards.
10. Operational Whole-School Contribution
- Contribute to whole-school strategy and leadership discussions.
- Support recruitment, retention and wider school initiatives.
- Ensure compliance with safeguarding, data protection and school policies.
- Provide reports to senior leadership and the governing board as required.
Measures of Success
- Strong and sustained enrolment growth
- High conversion rates from enquiry to enrolment
- Clear and accurate admissions data and forecasting
- High-quality parent experience and feedback
- Strong brand presence across key Chinese platforms
- Effective and well-attended events programme
Professional Profile
The Head of Marketing and Admissions will be:
- An experienced leader in marketing, admissions or business development
- Commercially aware and outcomes-focused
- Skilled in managing teams and driving performance
- Data-literate and able to translate insight into action
- Confident working in a China-based, digitally driven market
- Organised, responsive and highly visible
Person Specification
Qualifications
- Bachelor’s Degree (Marketing, Business or related field preferred)
Experience
- Significant experience in marketing, admissions or sales
- Proven track record of delivering growth in a competitive environment
- Experience working with CRM systems and digital platforms
- Experience in education or international schools desirable
Key Competencies
- Strong leadership and team management
- Excellent communication and interpersonal skills
- Strategic thinking with strong operational delivery
- Ability to analyse and act on data
- Understanding of Chinese digital platforms and parent market
Personal Qualities
- Driven and results-focused
- Calm, professional and solutions-oriented
- Collaborative and team-focused
- Adaptable and culturally aware
- Committed to continuous improvement
Safeguarding Statement
The school is committed to safeguarding and promoting the welfare of children. The successful
candidate will be expected to fully comply with all safeguarding policies and procedures.
SPGS International School Chengdu is committed to ensuring and promoting the health and safety
of children. Successful applicants will:
1. Participate in the school's regular training on child protection, and sign the code of conduct
2. Immediately report to the designated or acting safeguarding lead for any potential risks for the
children
3. Strictly abide by the school's policies on information confidentiality and protection4. Play the role of safeguarding members to promote and ensure the health and safety development
of all students in the school
5. Report any students concerns to the designated or acting safeguarding lead
6. Report any unsafe behavior on campus to the designated or acting safety lead in accordance
with the school's "whistle blowing" policy
7. Maintain a professional relationship with students and respect and maintain personal boundaries
SPGS International School Chengdu is committed to safe recruitment and child protection, relevant
qualifications and police clearance of applicants will be verified *
Whilst every effort has been made to explain the main duties and responsibilities for the post, each
individual task undertaken may not be identified, especially in the context of a school which requires
flexibility in all of its employees. This job description is current at the date shown but, in consultation
with the post holder, may be changed by the principal to reflect or anticipate changes in the job
commensurate with the the grade and job title.
