School Head of Marketing

Job Description

ISP School Head of Marketing

Role Profile

Location: Lisbon (Hybrid)

Purpose of the role

The Head of Marketing consistently works towards outstanding performance across all professional standards, delivering successful outcomes and ensuring the efficient and effective execution of marketing and communications.

This role will lead the marketing function for a cluster of two schools in Portugal, driving enrolment growth, retention, and brand positioning. Working closely with the regional marketing team, the Head of Marketing will ensure that strategies are executed in line with ISP guidelines, with clear monitoring and reporting of the KPIs established.

The role requires close collaboration with the Admissions teams in each school, aligning marketing actions to support the achievement of the agreed enrolment targets. The post holder is expected to be proactive, strategic, and able to manage workload and priorities with minimal supervision. Their work will directly contribute to positioning the schools as “Schools of Choice” in their respective markets, while strengthening the overall ISP brand in Portugal and across Iberia.

The school’s pursuit of excellence begins at our front gates, and this role should actively seek to ensure an outstanding public perception of our operations and provision.

ISP Key Responsibilities

Cluster Marketing Leadership

• Lead the marketing strategy and operations for two schools in Portugal, ensuring consistency of brand identity, messaging, and positioning in the market.
• Align school marketing strategies with ISP’s overall vision, mission, and values, positioning the schools as the first choice locally (“Schools of Choice”).
• Ensure the effective use of ISP and school brands across all communications and campaigns.

Regional Collaboration

• Work closely with the ISP Iberia Regional Marketing team for strategic alignment, resources, guidance, and support.
• Report to the Central Office in all matters of marketing and actively seek support from regional staff to provide resources and collateral.
• Ensure best practices are shared and implemented across the cluster in coordination with other schools in Iberia.

Admissions Alignment & KPI Management

• Collaborate with Admissions to design strategies that attract and retain students, ensuring marketing activities directly support enrolment growth.
• Align all marketing actions with the defined enrolment targets of both schools.
• Monitor, report, and evaluate all marketing activities against the agreed KPIs.
• Provide the Heads of Schools and Regional Marketing with regular reports on progress and performance.

Corporate Identity & Storytelling

• Drive the development of a brand architecture and establish the framework through the creation of a clearly defined corporate identity and brand playbook.
• Serve as the guardian of our brands, ensuring consistent application across all platforms and materials.
• Support the schools in the development and consistent use of their stories and promises.
• Guide and support the schools in the development of stories to share on social media to maximise promotional impact.

Digital Marketing & Lead Generation

• Develop, update, and manage websites and social media platforms, ensuring fresh and engaging content.
• Create and execute online campaigns focused on lead generation and retention.
• Analyse campaign performance, track metrics, and optimise digital strategy to achieve KPIs.

Market Research & Competitive Awareness

• Conduct market research and competitor analysis to identify trends and opportunities.
• Create counter-campaigns or positioning strategies that differentiate the schools from competitors.

Events & Community Engagement

• Lead planning and participation in all school events for prospective and current families and students.
• Develop promotional materials and coordinate communications related to events, press releases, and community outreach.
• Build and maintain partnerships with local businesses, relocation agencies, and community stakeholders.

Content & Collateral

• Design and oversee the production of marketing materials, newsletters, yearbooks, and promotional assets.
• Document and photograph important school events for communications and marketing use.

Other Responsibilities

• Provide fortnightly updates to the Heads of Schools and Regional Marketing.
• Offer general administrative support to the schools’ needs in terms of marketing.
• Support Academic Heads with student events and communication.
• Ensure all activities fac