As a brand and communications ambassador, the role ensures that all marketing materials, campaigns, and touchpoints reflect the school’s value proposition, USP, and brand guidelines consistently across digital and physical channels. Additionally, the Director champions community engagement and advocacy, amplifying the voices of students and parents to build trust and drive word- of- mouth referrals.
The Director of Marketing & Admissions serves as a strategic leader, brand custodian, and growth driver, responsible for delivering enrollment success and strengthening the school’s reputation in the market. This role combines data- driven decision- making with a highly personalized parent experience, ensuring every prospective family feels engaged, informed, and confident throughout their journey from inquiry to onboarding.
Working closely with the Head of School, and the Executive Leadership Team at ISHCMC, the position oversees the full admissions cycle and the execution of an integrated marketing strategy, aligning both to achieve enrollment targets and long- term brand equity. The Director ensures that lead qualification, application turnaround times, and parent experience are market- leading, while leveraging insights to identify growth opportunities such as new programs, additional capacity, or emerging market segments.
Safeguarding Statement
It is the job holder’s responsibility to promote the safeguarding and the welfare of children and young person’s for whom s/he is responsible, or with whom s/he comes into contact will be to adhere to and ensure compliance with the relevant Cognita Safeguarding; Child Protection Policy and Procedures at all times. If in the course of carrying out the duties of the role, the job holder identifies any instance that a child is suffering or likely to suffer significant harm either at school or at home, s/he must report any concerns to the School’s Child Protection Officer/Designated Safeguarding Lead or to the Head of indeed to the Regional CEP so that a referral can be made accordingly to the relevant third part services.
Reports to:
Head of School – ISHCMC
In Addition: Dotted Line to Manager Director Operations, Cognita Schools Vietnam (indirect report)
Scope of duties include but is not limited to:
Key Responsibilities
Build a purposeful, happy, professional, and engaged commitments across a range of relationships and teams.
Admissions Leadership
• Build and maintain a data- driven and performance- focused culture within the Admissions team while preserving a highly personalized experience for families.
• Maintain accurate and timely data entry in the school’s Student Management Systems and ensure compliance with all Admissions policies and processes.
• Lead the Admissions team to deliver a market- leading parent experience throughout the entire enrolment process, ensuring a personalized and human approach at every touchpoint.
• Actively involve parents, students, and academic staff in the enrolment journey (e.g., school tours, student ambassadors) to strengthen engagement and conversion.
• Organize and oversee the parent onboarding process, ensuring a seamless transition from admission to school life.
• Ensure the most effective lead qualification processes and efficient application turnaround times to maximize conversion and enrollment growth.
• Keep the Admissions team fully informed on the school’s educational offer, student achievements, and competitor landscape to ensure accurate and compelling communication to prospective parents.
Strategic & Data- Driven Growth
• Collaborate across departments to ensure alignment between admissions, academic programs, and operational readiness.
• Provide regular analysis and reporting on admissions performance, market trends, and competitor activity to inform strategic decisions.
• Work collaboratively with senior leadership and academic teams to identify growth opportunities through data insights (e.g. opening additional capacity, launching new programs based on market demand).
Marketing & Brand Leadership
• Leverage CRM and data analytics to drive smart marketing decisions, improve ROI, and optimize the enrolment funnel.
• Build an annual marketing plan with clear campaign objectives, timelines, and enrollment targets aligned with the school’s strategic direction.
• Ensure ongoing content development and storytelling, collaborating with the Comms and Community Engagement team to collect and amplify parent and student stories, testimonials, and advocacy initiatives.
• Support and amplify Word of Mouth (WoM) and referral programs to build a strong parent ambassador network.
• Partner with the Marketing & Communications team to deliver multi- channel campaigns (digital, social, traditional media) that drive awareness, engagement, and lead generation.
• Act as Brand Custodian, ensuring that the school’s value proposition, USP, and brand guidelines are consistently implemented across all physical and digital marketing touchpoints (collateral, videos, visuals, signage, etc.).
• Stay abreast of digital trends, ensuring the school’s digital marketing strategies remain competitive and relevant.
Community Engagement & Partnerships
• Develop and maintain strong relationships with relocation agents, corporate clients, consulates, and key community organizations to expand the school’s network and reputation.
• Collaborate with community stakeholders and parent organizations (P.T.O., cultural groups) to reinforce the school’s reputation and engage in advocacy initiatives.
• Represent the school at networking events and industry forums (e.g., Chambers of Commerce) to strengthen visibility and drive enrolment opportunities.
Cross- School & Regional Collaboration
• Contribute to Cognita- wide initiatives by sharing best practices, supporting cross- school marketing and admissions efforts, and driving growth for the group.
• Work with regional and global Cognita teams to ensure alignment with group strategies and reporting standards.
