Director of External Relations

Director of External Relations

Reed are working with one of the most respected and highly thought of, Independent schools in the whole of the UK!

We are seeking an experienced and visionary Director of External Relations to drive the school’s strategic initiatives in pupil recruitment, brand positioning, and stakeholder engagement. This senior leadership role will lead a small but effective team and work closely with the Headmaster, Governors, and Senior Leadership Team (SLT) to ensure the school’s continued growth and success in a highly competitive market.

Location: Edinburgh

Salary: Competitive, based on experience

Contract Type: Full-time, Permanent

Key Responsibilities:

• Lead a small but effective marketing, admissions and communications team
• Develop and implement the School’s key strategies in marketing and admissions
• Champion a customer-focused approach
• Understand the multiple audiences for the school and how to motivate them
• Identify and respond to key market trends to ensure a healthy School roll and prospective pupil pipeline
• Create a team environment of mutual goals and celebration of success.

Strategic Leadership & Management:

• Raise the profile of the school across all key markets and ensure that targets for pupil recruitment are met.
• Formulate the strategic direction for external relations and lead, motivate and develop those who work in the External Relations Team.
• Conduct staff reviews in line with the School’s PRD processes, using the outcomes to support and motivate the External Relations Team and facilitate continuous professional development.
• Manage a substantial budget across Marketing & Admissions.

Admissions:

• Lead and guide the Admissions team, ensuring successful pupil recruitment to meet annual growth targets.
• Regularly review and enhance admissions systems and processes for efficiency and effectiveness.
• Develop and implement the School’s key strategies in marketing and admissions.
• Build and maintain strong relationships with prospective parents, ensuring an exceptional admissions journey and champion a customer focused approach.
• Understand the multiple audiences for the school and how to motivate them
• Strengthen connections with feeder schools and educational partners.

Marketing & Communications:

• Alongside the Marketing team, develop a clear annual marketing and communications strategy that accentuates the school brand in a highly competitive market.
• Monitor and report all high-level data measures, using the results to shape marketing and communications plans.
• Manage relationships with third party marketing and brand expertise to ensure maximum positive impact and exposure.
• Work with SLT to ensure effective communication of School events, activities and successes, with the support of your team.
• Review, develop and deliver an effective digital and social media strategy with schools 3rd Party PR agency.
• Oversee management of the website, directory entries and all online and offline publications.
• Keep abreast of key trends within our multifaceted marketplace, shaping our outward facing message and strategy accordingly.
• Act as a spokesperson for the School, along with the Headmaster and Chair of Governors as required.
• Undertake national and international travel as required to promote the school to prospective families.