Group Director of Brand, Marketing & Admissions

Job summary

As a member of the Executive Leadership Team, this role is responsible for overseeing the company’s global brand strategy, marketing initiatives, and enrollment growth. This role will ensure brand consistency, deepen market penetration, and enhance the company’s reputation across the USA, UAE, MENA, and China. By leveraging the "house of brands" framework, the Director will drive localized marketing strategies to increase enrollment, build strong stakeholder relationships, and position the organization as the premier international school provider in target markets. The role requires collaboration with the ELT, Heads of School, City Team Directors, the Director of Communications, and school-level Marketing, Admissions & Communications (MAC) Managers, as well as external partners such as local government departments and chambers of commerce. A key focus will be strengthening the performance of local school MAC Managers through coaching, mentoring, guidance, and support to upskill their capabilities and align their efforts with organizational goals.

This role involves:

1. Overseeing the implementation and adherence to the "house of brands" strategy.
2. Monitoring, enforcing brand compliance, and driving brand intensification in China to strengthen the reputation and admissions of existing schools.
3. Developing and maintaining brand guidelines.
4. Designing and executing global and localized marketing strategies.
5. Conducting market research.
6. Collaborating with the Director of Communications to create compelling campaigns.
7. Developing, implementing strategies, and supporting school-level MAC managers to boost enrollment.
8. Working closely with Heads of School, City Team Directors, and MAC Managers.
9. Analyzing enrollment data and trends.
10. Providing leadership, coaching, mentoring, guidance, training, support, and supervision to school-level MAC Managers.
11. Building and maintaining strong relationships with internal stakeholders and fostering partnerships with external stakeholders.
12. Engaging with families and students to ensure the brand resonates with their values and aspirations.
13. Guiding MAC Managers in building effective relationships with local communities and stakeholders.
14. Serving as a key member of the Executive Leadership Team.
15. Collaborating with the Group Director of Mobilization and the Group Director of HR to align brand and marketing efforts with talent acquisition and retention strategies.
16. Supporting the organization’s expansion plans in the UAE, Egypt, KSA, and MENA region by developing tailored brand and marketing strategies for new schools.
17. Working with the Superintendent of Schools and Director of Student Support Services to ensure brand alignment in specialized programs.
18. Fostering a culture of continuous improvement among MAC Managers/Directors.

Qualifications and requirements

1. Deep understanding of and alignment with LifePlus’ mission, vision, and values.
2. Bachelor’s degree in a related field; Master’s degree preferred.
3. 10+ years of experience in brand management, marketing, or enrollment/admissions, with at least 5 years in a senior leadership role.
4. Proven experience in global brand strategy, preferably in education or a related sector.
5. Experience working in diverse cultural and geographic markets, particularly in the USA, UAE, MENA, or China.
6. Demonstrated success in driving enrollment growth or market penetration in competitive environments.
7. Experience in coaching, mentoring, or supervising teams.
8. Strategic thinker with a deep understanding of brand architecture, particularly "house of brands" models.
9. Exceptional leadership, interpersonal, communication, and presentation skills, with fluency in English; proficiency in Arabic or Mandarin is a plus.
10. Strong analytical skills to interpret market data, enrollment trends, and competitive landscapes.
11. Ability to navigate complex organizational structures and collaborate effectively with cross-functional teams.
12. Cultural sensitivity and adaptability to work in global and localized contexts.
13. Expertise in developing and delivering training or mentoring programs to upskill marketing and enrollment professionals.
14. Willingness to travel internationally.
15. Familiarity with the education sector, particularly international schools, is highly desirable.
16. Ability to work in a matrix organization in a hybrid for-profit and not-for-profit environment.
17. Willingness to be based in Ras Al Khaimah, UAE (preferred) or Tianjin, China.

Key Performance Indicators (KPIs)

1. Increase in enrollment numbers across schools in target markets.
2. Improved brand recognition and reputation in cities where we operate, measured through surveys and stakeholder feedback.
3. Successful implementation of localized marketing campaigns that align with the global "house of brands" strategy.
4. Strengthened relationships with local government departments, chambers of commerce, and community organizations.
5. Compliance with brand guidelines across all schools and regions.
6. Demonstrable improvement in the performance and capabilities of MAC Managers, measured through feedback, campaign outcomes, and enrollment growth.