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THE OPPORTUNITY

The American School of Madrid seeks an exceptional, emotionally intelligent, and systems-minded leader to serve as the inaugural Director of External & Community Relations—a newly integrated division encompassing Admissions, Communications, Advancement, and Alumni Relations.

This transformational role represents ASM's strategic evolution from activity to alignment and impact. The Director will lead the consolidation of previously separate functions into a unified division that stewards the complete lifecycle of community engagement—from first inquiry through admission, enrollment, active participation, and lifelong alumni connection—strengthening enrollment, optimizing systems, building institutional reputation, and transforming high activity into measurable institutional impact.

ABOUT THE AMERICAN SCHOOL OF MADRID

Founded in 1961, the American School of Madrid is a leading international school serving 1,045 students (ages 3-18) from 50+ countries. Located in Pozuelo de Alarcón, 10km west of Madrid's city center, ASM offers:

• Middle States and IB World School accreditation

• 415 Lower School students (PreK-Grade 5) and 630 Middle/Upper School students

• Diverse enrollment: 426 US citizens, 252 Spanish nationals, 367 international students

• Award-winning OPAL-certified play environment and purpose-built Early Childhood Center

• Strong emphasis on critical thinking, empathy, creative problem-solving, and global citizenship

ORGANIZATIONAL CONTEXT & STRATEGIC IMPERATIVE

The Challenge: ASM currently demonstrates high professional competence across Communications, Admissions, and Advancement. However, these impressive metrics are not consistently converting to enrollment and revenue. The school experiences fragmented systems (Finalsite, OpenApply, ToucanTech, PowerSchool, and divisional Google Sites), parallel rather than coordinated workflows, and measurement of activity over impact.

The Opportunity: ASM possesses strong foundational elements—dedicated teams, professional outputs, genuine community goodwill, and technical infrastructure. What is needed now is integration: unified systems with shared analytics, coordinated practices that convert engagement to enrollment, and leadership that models collaboration while driving measurable outcomes.

The Timing: As ASM undertakes a strategic restructuring to integrate its external relations functions, this represents an ideal opportunity to establish a unified leadership model. The incoming Director will have the advantage of building on strong existing foundations while shaping a new organizational structure designed for long-term excellence and institutional coherence.

REPORTING RELATIONSHIP & ORGANIZATIONAL STRUCTURE

The Director of External & Community Relations reports directly to the Head of School and serves as a member of the Senior Leadership Team.

The Director oversees four  interdependent pillars operating with equal strategic weight:

1. Admissions & Enrollment Management

   
• Managing ~1,000 annual inquiries with 18-20% conversion (targeting improvement)

   
• Optimizing OpenApply workflows and implementing system automation

   
• Leading data-informed enrollment strategy and revenue forecasting

2. Strategic Communications & Marketing

   
• Integrating communications platforms and establishing editorial governance

   
• Evolving from content production to strategic, data-informed storytelling

   
• Strengthening internal partnerships with academic and operational divisions

3. Advancement & Alumni Relations

   
• Implementing Return on Engagement (ROE) framework to measure impact

   
• Building quantifiable engagement performance metrics

   
• Strengthening alumni advocacy and community partnerships

4.Community Relations

   
• Events Management

   
•Developing positive and active partnerships with parents and families

   
• Developing the structure for active parent engagement

CORE PURPOSE OF THE ROLE

Lead ASM's transformation from siloed external relations functions to an integrated, data-informed division that delivers:

• A unified, relationship-centered experience across the complete family and alumni lifecycle

• Measurable improvement in inquiry-to-enrollment conversion and revenue realization

• Integrated systems providing real-time analytics for institutional decision-making

• Strategic communications that support enrollment, retention, and reputation-building

• Evidence-based advancement and alumni engagement demonstrating institutional ROI

• A culture of collaboration, service leadership, and cross-functional excellence

KEY RESPONSIBILITIES

1. Strategic Leadership & Integration

• Lead the evolution from three separate functions to one unified External & Community Relations division

• Establish shared systems, shared workflows, and a shared Engagement Performance Framework (EPF) linking effort to outcomes

• Drive cultural transformation from 'activity' to 'alignment' to 'impact' across all teams

• Develop and execute a multi-year strategic roadmap aligned with ASM's institutional priorities

• Serve as Senior Leadership Team member contributing to whole-school strategic planning

• Present quarterly data-informed reports to Head of School and Board of Trustees demonstrating division impact

2. Admissions & Enrollment Excellence

• Oversee the complete admissions cycle with warmth, integrity, and data-informed strategy

• Improve inquiry-to-enrollment conversion rates through system optimization and enhanced family experience

• Modernize OpenApply workflows by implementing:

    - Multiple points of entry (inquiry, tour scheduling, direct application)

    - Automated communication sequences with personalized touchpoints

    - Stripe, or similar, payment gateway integration for streamlined fee capture

    - Enhanced health forms, address management, and emergency contact workflows

• Provide real-time enrollment forecasting, nationality balance analysis, and revenue projections to leadership

• Lead market research initiatives targeting corporate relocations, embassy connections, and feeder school partnerships

• Ensure seamless post-enrollment onboarding in partnership with academic divisions

3. Strategic Communications & Marketing Leadership

• Transform communications from high-activity content production to strategic, data-informed institutional storytelling

• Establish editorial governance ensuring brand consistency, coordinated messaging, and unified institutional voice

• Integrate digital ecosystem (Finalsite, OpenApply, PowerSchool, ToucanTech, social media) with shared analytics dashboard

• Create unified internal communications platforms replacing fragmented divisional Google Sites

• Develop annual strategic narrative calendar coordinating admissions, advancement, and academic milestones

• Strengthen partnerships with academic divisions, ensuring efficient content workflows and service-oriented collaboration

• Shift metrics from 'impressions and activity' to 'engagement and conversion,' linking communications to enrollment outcomes

4. Advancement & Alumni Relations Leadership

• Elevate Advancement and Alumni Relations to equal strategic weight alongside Admissions and Communications

• Implement Engagement Performance Framework (EPF) with Return on Engagement (ROE) metrics, including:

    - Active Alumni Rate, Engagement Growth, Repeat Participation

    - Volunteer Activation, Referral Impact, Advocacy Indicators

    - Financial correlation (linking engagement to enrollment referrals and retention)

• Transform advancement reporting from narrative stories to 'Story + Statistic' model demonstrating measurable institutional value

• Strengthen community partnerships, parent engagement, and alumni advocacy

• Coordinate advancement events strategically to maximize engagement and institutional impact

5. Systems Integration, Data Governance & Analytics

• Champion integrated technology ecosystem with unified CRM dashboard linking all platforms

• Establish data governance protocols ensuring accuracy, GDPR compliance, and cross-system consistency

• Partner with IT department to optimize interoperability, reduce manual processes, and enhance automation

• Create real-time analytics dashboards for Leadership Team and Board reporting

• Develop scenario modeling for enrollment forecasting, revenue projections, and strategic planning

• Measure division performance through quarterly EPF indicators connecting effort to institutional outcomes

6. Team Leadership, Culture Building & Professional Development

• Lead with emotional intelligence, service orientation, and collaborative instinct

• Cultivate 'primary expertise + cross-pollinated capability' model where team members develop depth in one area while building working knowledge across all three pillars

• Facilitate regular cross-functional planning, joint analytics reviews, and collaborative problem-solving

• Manage organizational transitions thoughtfully, ensuring continuity and institutional knowledge retention

• Promote professional development in relationship-building, data interpretation, storytelling, and systems fluency

• Establish 360° feedback mechanisms ensuring responsive, service-oriented relationships with academic and operational divisions

QUALIFICATIONS & EXPERIENCE

Required Qualifications

• Significant senior leadership experience in enrollment management, communications/marketing, institutional advancement, or integrated external relations (minimum 7-10 years progressive responsibility)

• Proven track record leading organizational change and integrating previously siloed functions

• Demonstrated expertise in data-informed decision-making with ability to measure and communicate ROI

• Deep understanding of CRM systems, admissions platforms, marketing automation, and analytics tools

• Exceptional emotional intelligence and collaborative leadership style

• Experience building and leading high-performing, cross-functional teams

• Strategic thinking combined with operational excellence and attention to detail

• Outstanding written and verbal communication skills

• Commitment to service leadership and institutional mission

• fluent in Spanish and English (C1 or B2 levels)

Preferred Qualifications

• International school experience or deep familiarity with expatriate markets and global mobility

• Experience with OpenApply, Finalsite, ToucanTech, or similar platforms used at ASM

• Track record modernizing legacy systems while maintaining service quality

• Successful experience developing engagement performance frameworks or ROI measurement models

• Professional development through CASE, NAIS, ECIS, or similar organizations

• Experience with Looker Studio, NotebookLM, or advanced analytics platforms

ESSENTIAL LEADERSHIP COMPETENCIES

The successful candidate will demonstrate these critical competencies:

Systems Thinking & Integration: Ability to see connections across platforms, workflows, and stakeholder groups; understands how technology, process, and people intersect to create institutional coherence; skilled at moving organizations from fragmentation to unity.

Relational & Collaborative Intelligence: Builds trust and credibility across diverse internal and external stakeholders; excels at facilitation and consensus-building; demonstrates high emotional intelligence and cultural sensitivity; creates partnerships rather than hierarchies.

Strategic Vision with Operational Excellence: Capable of articulating compelling long-term vision while ensuring excellent day-to-day execution; balances 'big picture' thinking with attention to detail; connects daily activities to strategic outcomes.

Data Fluency & Evidence-Based Leadership: Comfortable with analytics, metrics, and technology; can translate data into actionable insights; makes decisions based on evidence while maintaining human-centered values; communicates complex information clearly to diverse audiences.

Change Leadership & Facilitation: Skilled at leading organizational transformation with empathy and patience; navigates resistance constructively; builds momentum for change through inclusion and clear communication; celebrates progress while maintaining accountability.

Service Orientation & Humility: Leads through service rather than authority; listens deeply and responds thoughtfully; elevates others' contributions; comfortable sharing credit and assuming responsibility; models the collaboration expected of the division.

Cultural Intelligence & Adaptability: Thrives in international, multilingual environments; understands nuances of expatriate life and global mobility; adapts communication style to diverse audiences; comfortable with ambiguity and complexity.

COMPENSATION & BENEFITS

ASM offers a competitive compensation package commensurate with experience and qualifications, including:

• Competitive salary aligned with international school leadership standards

• Comprehensive health insurance

• Professional development opportunities and conference attendance support

• Tuition remission benefits (if applicable)

• Relocation support for international candidates

• Integration into vibrant international community in Madrid, Spain

START DATE & APPLICATION PROCESS

Preferred Start Date: Summer 2026 (June-August) to allow for comprehensive onboarding and preparation before the academic year

Application Timeline:

• Application deadline: [To be determined]

• First round interviews: [To be determined]

• Campus visit interviews: [To be determined]

• Final selection: Target Spring 2026

Application Materials:

• Letter of interest addressing your approach to integrating previously siloed functions and building data-informed culture (maximum 2 pages)

• Current curriculum vitae/resume

• Three professional references with contact information (references will not be contacted without prior permission)

ASM will conduct an open, diplomatic, and egalitarian search process providing equal opportunity to both internal and external candidates.

WHY THIS ROLE MATTERS

This is a rare opportunity to shape the future of external relations at a thriving international school. The Director of External & Community Relations will not simply manage existing functions—they will transform how ASM engages every stakeholder, from prospective families to lifelong alumni.

You will inherit strong foundational elements: dedicated professionals, quality outputs, genuine community trust, and robust infrastructure. Your mandate is integration and elevation—uniting talented teams, optimizing powerful systems, and proving that relationship-building generates measurable institutional value.

If you are a systems-minded, emotionally intelligent leader who thrives on collaboration, embraces data-informed decision-making, and believes in service leadership, this role offers the opportunity to make a lasting impact at an exceptional international school.