School Head of Marketing

International Schools Partnership · Monte Maior

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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 facing parents and stakeholders have a marketing and communications layer.
Work closely with International Friends groups and local parent associations.
Maintain updated school calendars for all stakeholders.

Skills, Qualifications and Experience

Bachelor’s degree or Higher Diploma in Marketing, Communications, Journalism, PR, or Business.
5–10 years’ relevant experience in similar capacity, preferably in Education or service industries.
Experience in cluster or multi-site marketing leadership is highly desirable.
Fluent English required; Portuguese and/or Spanish highly desirable.
Strong track record in digital marketing, social media, and lead generation.
Demonstrated experience working with Admissions to deliver enrolment growth.
Strong project management, content creation, and brand development skills.
Data-driven mindset, with experience in KPI monitoring and reporting.
Excellent communication, influencing, and stakeholder management skills.
High degree of computer literacy (Microsoft Office, Illustrator, Photoshop).
Excellent leadership, organisational, time management, and planning skills.
Agency management, negotiation, PR and Advertising experience across media and channels.
Flexible, positive, and proactive “can-do” attitude.

ISP Principles

Begin with our children and students. Our children and students are at the heart of what we do. Simply, their success is our success. Wellbeing and safety are both essential for learners and learning. Therefore, we are consistent in identifying potential safeguarding

and Health & Safety issues and acting and following up on all concerns appropriately.

Treat everyone with care and respect. We look after one another, embrace similarities and differences and promote the well-being of self and others.

Operate effectively. We focus relentlessly on the things that are most important and will make the most difference. We apply school policies and procedures and embody the shared ideas of our community.

Are financially responsible. We make financial choices carefully based on the needs of the children, students and our schools.

Learn continuously. Getting better is what drives us. We positively engage with personal and professional development and school improvement.

ISP Commitment to Safeguarding Principles

ISP is committed to safeguarding and promoting the welfare of children and young people and expects all staff and volunteers to share this commitment. All post holders are subject to appropriate vetting procedures, including an online due diligence search, references and satisfactory Criminal Background Checks or equivalent covering the previous 10 years’ employment history.

ISP Commitment to Diversity, Equity, Inclusion, and Belonging

ISP is committed to strengthening our inclusive culture by identifying, hiring, developing, and retaining high-performing teammates regardless of gender, ethnicity, sexual orientation and gender expression, age, disability status, neurodivergence, socio-economic background or other demographic characteristics. Candidates who share our vision and principles and are interested in contributing to the success of ISP through this role are strongly encouraged to apply.

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