Vice President Marketing & Admissions (Residential Schools)

POSITION DESCRIPTION

Vice President – Marketing & Admissions (Residential Schools)

Organization: Leading K-12 Education Group | 150+ Schools across 7 States | Launching a Residential Schools Vertical

Location: Bangalore (Corporate Office), with travel to campuses and key feeder markets

Team: Digital marketing, admissions counselling, field marketing, and creative teams (to be built)

Key Responsibilities

National Demand Generation

• Identify and prioritize feeder markets - Tier 2/3 cities, defence and transferable-job families, NRI hubs (Gulf, Southeast Asia, Africa), and regions with strong boarding-school traditions — and build market-specific playbooks.
• Design and execute a pan-India lead generation strategy across digital (performance marketing, SEO, YouTube, vernacular content), boarding-school aggregator platforms, education fairs, and admission counsellor networks.
• Build referral and alumni-parent advocacy programs, the highest-converting and lowest-cost channel in the boarding segment.
• Develop B2B feeder relationships: education consultants, relocation agencies, corporate HR departments, and armed forces welfare networks.

Brand & Content

• Build the residential schools brand narrative - safety, pastoral care, academic outcomes, and campus life - differentiated from both legacy boarding schools and premium day schools.

Admissions Funnel & Conversion

• Own the full funnel from enquiry to enrolment: CRM-driven lead nurturing across a 6–18 month decision cycle, counselling protocols, campus-visit experience design, and closure.
• Build a centralized tele-counselling and video-counselling capability for outstation families, with structured campus-visit and stay-over programs as the key conversion event.
• Set and track funnel metrics: cost per lead, lead-to-visit ratio, visit-to-enrolment ratio, and blended cost per acquisition by channel and market.

Cost-Effective Growth

• Continuously optimize channel mix toward organic, referral, and partnership channels to reduce dependence on paid media.
• Run disciplined experimentation - test markets, creatives, and channels with small budgets before scaling.
• Build marketing dashboards giving leadership real-time visibility on spend, pipeline, and enrolment against seat targets.

Candidate Profile

• 8 years in marketing and admissions, with a minimum of 2–3 years in residential/boarding schools
• Demonstrated track record of filling boarding seats from a national or international catchment, with clear ownership of enrolment numbers and CAC.
• Strong command of digital performance marketing and CRM-led funnel management; comfort with data and dashboards.
• Experience marketing to NRI and Tier 2/3 audiences, including vernacular and regional campaigns, is a strong advantage.
• High empathy for the parents decision journey - sending a child away to board is an emotional, trust-driven decision, and the marketing must reflect that.
• Willingness to travel extensively across feeder markets and campuses.