Admissions Lead Conversion Officer at Makini High School

Introduction

• Admissions Contact Centre Officer The Admissions Contact Centre Officer is responsible for providing a fast, professional and consistent first response to prospective parents enquiring about Makini Schools.
• The role owns the initial stages of the admissions funnel, ensuring that all incoming leads are contacted within the defined service-level agreement, appropriately qualified, nurtured and converted into confirmed school tours or appointments with the relevant Enrolment Officer.
• By centralizing initial lead engagement, the role enables campus Enrolment Officers to focus on high-value conversion activities including school tours, parent consultations, applications, assessments and closing admissions.
• The role will contribute directly to improving lead response times, increasing tour bookings, reducing lead leakage and ultimately strengthening lead-to-admission conversion.

Job description

Key Responsibilities

Lead Response & Management

• Manage all new prospective-parent enquiries generated through digital advertising, website forms, social media, telephone enquiries and other assigned lead-generation channels.
• Ensure 100% of new leads are actioned within the agreed SLA, with particular focus on significantly improving response time beyond the current 24-hour standard.
• Make outbound calls to prospective parents to establish their requirements and level of interest.
• Maintain consistent follow-up with prospects who cannot be reached on the first attempt.
• Ensure every contact attempt, outcome and next action is accurately captured in the SIMs/  CRM admissions system.

Lead Qualification

Conduct initial qualification of prospective parents to establish:

• Preferred Makini campus
• Curriculum preference — CBE or Cambridge
• Child's age/grade/year group
• Intended admission date/term
• Parent's location
• Key considerations when selecting a school
• Level of urgency/readiness
• Any specific questions or requirements requiring campus follow-up

Categorise and prioritise leads according to their likelihood and timeframe for enrolment.

School Tour & Appointment Conversion

• The primary commercial objective of the role should be to convert qualified enquiries into confirmed school tours/appointments.
• Proactively recommend and book suitable tour dates with the appropriate campus Enrolment Officer.
• Book parents into Open Days, admissions events, assessments or other relevant conversion activities.
• Provide prospective parents with clear confirmation of their appointment, campus location and any information required ahead of their visit.

Tour Confirmation & No-Show Reduction

• Contact parents ahead of scheduled tours to confirm attendance.
• Follow up immediately on cancelled or missed appointments and attempt to reschedule.

Lead Nurturing

• Maintain structured follow-up for parents who are interested but not yet ready to tour.
• Re-engage dormant or older leads where appropriate.
• Support specific admissions campaigns by contacting prospective families around Open Days, intake deadlines, new programmes, new campuses or available spaces.

Admissions Pipeline Management

• Maintain accurate SIMs/CRM records for all leads handled.
• Ensure no lead remains unattended or without a clearly defined next action.
• Flag high-intent or urgent opportunities immediately to the relevant Enrolment Officer.
• Provide daily/weekly reporting on lead activity and conversion performance.
• Identify recurring parent questions, objections and barriers and feed these insights back to Marketing and Admissions leadership.

Minimum requirements

Qualifications

• Bachelor's degree in Sales, Marketing, Business Administration, Customer Service, Communications or a related field.

Experience

• Ideally 2–4 years' experience in telesales, contact centre sales, customer service, appointment setting, education admissions or another high-consideration service environment.
• Experience working against sales or conversion targets would be strongly preferred.

Competencies

The person needs to be:

• Highly persuasive without being aggressive
• Warm and professional on the telephone
• Target-driven
• Persistent and disciplined in follow-up
• Strong at objection handling
• Highly organised
• Comfortable using CRM systems
• Strong in written communication and WhatsApp etiquette
• Able to manage high lead volumes
• Accurate in data capture
• Customer-centric
• Comfortable working with measurable KPIs