Marketing, Admissions and Parent Experience Manager

Alephya

The Marketing, Admissions, and Parent Experience Manager leads the school s marketing, enrolment, and retention strategies to deliver sustained growth and excellent family experience. This role builds strong relationships with current and prospective parents, oversees all marketing and admissions activity, and ensures a clear journey from first enquiry through onboarding, re-registration, and long-term retention. Through proactive communication, engaging campaigns, and well-run events, the manager strengthens the school s reputation and supports positive community relations.

The manager owns the department plan and budget, including the events calendar, parent engagement plan, social media and content calendar. Work is data informed, compliant with ADEK requirements, and aligned with the school s mission, values, and vision. The role partners closely with the Principal and Central Office to set goals, monitor performance, and act on insights.

Key Responsibilities

• Develop and execute integrated marketing strategies to attract new enrolments and retain existing families, fully aligned to brand and growth objectives.
• Own annual objectives, plans, and the combined department budget for Marketing, Admissions, and Parent Relations; manage resources and vendors for best value.
• Lead and coach the team (Registrar, PRE, Reception, Marketing Executive) to deliver a consistently excellent parent experience; set service standards and run appraisals.
• Manage the content and social media calendar; produce/commission photography, video, and copy; ensure all materials meet brand identity and tone-of-voice guidelines.
• Plan and deliver the annual events calendar (open days, community events, parent sessions); represent the school confidently at internal and external events.
• Build and sustain feeder networks with nurseries, community partners, corporates, and relocation agents to create steady pipelines of enquiries and referrals.
• Oversee the end-to-end admissions journey (enquiries, tours, assessments, interviews, offers, onboarding) and ensure a personalised tour and smooth induction for every family.
• Maintain accurate CRM/MIS data; monitor enquiry-to-enrolment funnels; provide regular reporting, forecasting, and insights to the Principal and Central Office; adjust actions based on results.
• Lead alumni engagement.
• Drive retention and re-registration with the SLT through clear timelines, proactive family engagement, and targeted campaigns.
• Design and deliver parent engagement initiatives, communications, and complaint resolution that build trust, loyalty, and advocacy; oversee PRE communications quality.
• Manage internal and external communications (newsletters, website, press, social) in line with school values; support the principal on crisis and critical updates.
• Coordinate with Registrar and Finance on invoices, fee structures, and regulatory documentation.
• Ensure compliance with ADEK/KHDA requirements across marketing, admissions, and communications; uphold safeguarding in all parent/student interactions and events.
• Use dashboards and analysis to track enquiries, conversions, retention, and satisfaction; present monthly insights and action plans; maintain high data quality.
• Collaborate closely with school leadership and group teams to align engagement, marketing, and growth initiatives.