Marketing Manager at St Andrew’s School

Job Purpose

The Marketing Manager is responsible for developing and executing marketing strategies that enhance the visibility, reputation, and growth of St Andrew’s School, Turi. This includes driving brand awareness, increasing admissions, supporting retention, and strengthening the School’s positioning as a top international institution in Africa.

The role reports to the Director of Admissions & Marketing and works closely with the School’s leadership team, including the Director, Heads of School, and Finance Director.

Key Responsibilities

Strategic Planning & Research

• Develop and implement the annual Marketing Strategy aligned with the School’s objectives.
• Oversee regular market research, including:
  • Market trends and conditions
  • Competitor analysis
  • Parent and student satisfaction
  • Exploration of new markets
• Provide insights and data to support strategic decisions across departments.

Admissions Support

• Collaborate with the Admissions team to support student recruitment.
• Provide marketing materials and tools to enhance conversion rates.
• Promote admissions events and international promotional tours.

Offline Marketing

• Manage the creation of printed marketing collateral (brochures, flyers, prospectuses).
• Liaise with staff to gather content and oversee photography and videography.
• Write or commission compelling and accurate copy.
• Manage relationships with external agencies and creatives.

Online Marketing & Website

• Oversee the School’s website, ensuring accuracy, fresh content, and user-friendliness.
• Supervise the Digital Marketing Executive in planning and executing social media and digital campaigns.
• Monitor web and social analytics, and adjust strategies accordingly.
• Stay up to date with digital trends and incorporate new ideas where relevant.

Brand Management

• Ensure consistent brand identity across all touchpoints.
• Educate internal stakeholders on brand guidelines and values.
• Develop initiatives to grow long-term brand equity.

Public Relations

• Work with the Director of Admissions to maintain a positive public profile for the School.
• Liaise with media and PR agencies to secure appropriate coverage.
• Prepare press releases and respond to media inquiries as needed.

Team & Budget Management

• Line-manage the Digital Marketing Executive and Production Assistant.
• Manage the marketing budget effectively, ensuring cost-efficiency and impact.

Key Objectives of the Role

• The Marketing Manager will contribute to achieving the following strategic marketing objectives:

Objective Focus

Awareness

• Communicating key messages to the wider market and potential families

Boost Admissions

• Generating new leads and supporting application conversion

Retention

• Enhancing parent and pupil engagement and experience

Income Generation

• Supporting fee-paying enrolment and commercial activities

Research & Process

• Improving departmental systems and understanding customer needs

Brand Identity

• Building long-term brand value and recognition

Person Specification

Essential Qualifications & Experience

• Bachelor’s degree in Marketing, Communications, Business, or a related field.
• At least 5 years of experience in a marketing leadership role.
• Strong track record in both experiential and digital marketing.
• Experience managing websites, social media, and creative content production.
• Proven ability to lead and develop a small team.

Desirable

• Experience in international education or similar service-oriented sectors.
• Familiarity with boarding school environments and/or African markets.

Key Competencies & Attributes

• Strategic and analytical thinker
• Strong leadership and team management skills
• Excellent communication and copywriting ability
• Creative, proactive, and self-motivated
• High attention to detail and brand guardianship
• Comfortable working in a values-driven, faith-based community
• Able to manage multiple projects and deadlines