JBCN International School - Head - Admissions & Communications - Marketing

Admissions and Communications Head (Parel School)

About JBCN :

- JBCN Education is a Mumbai-based chain of International Schools that has worked in the education sector for over 35 years.

- Lead by Mrs. Pinky Dalal, Founder and Chairperson of the group, with Mr. Kunal Dalal, Managing Director, and Mrs. Hemali Dalal, Managing Director, JBCN currently operates 4 campuses and delivers a top-notch international program of education to over 4,000 students.

- JBCN is committed to nurturing students into well-rounded, reflective and responsible world citizens, who can become leaders for change in a culturally diverse and challenging world.

Some of the key features of JBCN schools are :

- International programmes such as CIE's K-10 programme, the Cambridge A- level programme and IBDP

- A student strength of over 4,000 children in ownership and management schools

- Close to 450 educators from all countries & continents

- A holistic programme that lays equal emphasis on extra-curricular activities as well as academic rigour - the MBS (Mind, Body & Soul) programme

- A 9:1 student-teacher ratio

Headquarters : Mumbai

Reporting : Head of School + VP-Marketing, Branding and Communications

School size : 400 and growing

Job title : Job Description - Admissions and Communications Head (School)

- The Head of Admissions and School Marketing works as part of the Senior Management Team to assist the Principal in ensuring that the school meets its enrolment and brand visibility goals.

- S/He will support the Principal in implementing the school's development/strategic plans for facilitating smooth admission and driving brand equity in a hyperlocal context for the JBCN brand.

Role Description :

1. Admission Process :

a. In charge of managing the lead funnel, from consideration to conversion

b. Reviews and monitors inquiries / leads/ phone calls / walk ins

c. Guiding new parents through the joining process.

d. Planning physical/ visual info sessions with prospective parents.

e. Planning School tours with the parents in absence of the Admissions Officer.

f. Follow up calls and individual meetings with parents to sort their queries to convert them to confirmed admissions.

g. Organising virtual / physical coffee meet for parents with the leadership team.

h. Coordinating with the SMT regarding the same to finalise the flow of events.

i. Coordinating and supervising interactions with teachers, written assessments and the principal.

j. Coordinating with counselling team regarding exceptions.

k. Organising and coordinating various events for the purpose of promoting admissions with the preschools around

l. Coordinating for the day-care facility.

m. Follow up with parents to confirm admission post interaction.

n. Ensure timely communication for all leads generated, regular and requisite follow up.

o. Compliance and completion of all legalities of the admission process and per laid down protocols.

p. Meet and exceed parent expectations, which will be monitored through regular feedback sessions/ surveys.

2. Attaining Key Admissions/ Team leadership KPIs :

a. Facilitating meeting of admission targets year on year.

b. Devising process enhancements with a view to increase the efficiencies and ensure maximum positive impact on targets.

c. Develop the requisite marketing materials for potential programme applicants in conjunction with the Head Office.

d. Provide Business Analytics and Insights, competitive benchmarking and SWOT analysis.

e. Develop and implement marketing strategies to get admission enquiries.

f. Responsible for ensuring that the admissions target for the academic year are met.

g. Increase number of wait list and rejection numbers.

h. Develop and deliver an in-depth understanding of the school's programme, philosophy and USPs.

i. Lead the members of the Communications and Events team to strategize, conceptualise events and provide timely update for marketing purposes and to augment word of mouth marketing as the key channel for source of new leads. Develop and implement strategic alliances with a view to increase enrolments.

3. Withdrawals, learner data, GR and bonafide certificates :

a. Maintaining and overlooking learner data in the school including Gr book, files and other documentation.

b. Exits / Withdrawals : Exit Interview to be conducted for the withdrawals and the reasons for withdrawals need to be identified and analyzed.

4. Data Analysis/ Business as usual mandates :

a. Regularly updates the admission tracker data and monthly presentation to the HO leadership team and the board on the category/ competitive landscape/ unlocking growth opportunities

b. Ensuring all business-as-usual tasks are running smoothly (viz.)

i. Checking of admission forms including Age - criteria as per the Government regulations.

ii. Coordination with accounts regarding the final fees for various sections to be shared with prospective parents.

iii. Coordinating with the Board for final admission opening dates.

iv. Overlooking maintenance of admission files.

v. Responsible for managing the school's central admissions systems, policies and procedures and oversee that the database is maintained and updated on real-time basis.

vi. Reviewing and monitoring the front desk (telecalling activities)

vii. Assisting admin members in various activities as required, eg. monitoring learners during arrival and dispersal, assisting the Admin team in various school events, etc.

5. Marketing Activities :

a. Planning and Leading hyperlocal/demand generation initiatives with the objective of delivering on hyperlocal salience for brand JBCN.

b. This includes evaluating and activating all communication needs at a local level to achieve enquiry targets and build recall for brand JBCN (at a localized level).

c. Plan and evaluate response to tactical campaigns by analysing enquiries trend and fine-tune the local level marketing plan

d. Supervise and check brand salience across all event touchpoints with 100% adherence to brand guidelines

e. Planning content calendar for social media initiatives with the communications manager

f. Plan localized marketing and PR campaigns to deliver on brand salience

g. Plan and execute corporate/RWA events basis on the corporate and brand guidelines

h. Actively pitch JBCN to Corporates/ Logistics partners as the school of choice

Skills Required :

- Creativity and commercial acumen is critical, must be able to think strategically.

- Strong organizational, team management and time-management abilities

- Excellent communication and people skills.

- Proficient with MS Office and marketing/ admissions systems, ability to analyse and interpret data.

- Familiarity with social media and web analytics.

- The span of control includes turnkey planning and execution of tasks related to admissions and hyperlocal marketing.

- Must be highly motivated and should have the ability to lead a team of professionals under him/her.

- Incumbent will lead a team of admission officers/ executives and a school marketing manager.