Director of Marketing and Communications

Fayerweather Street School is looking to expand the presence and impact of its marketing efforts.

Reporting directly to the Head of School, the Director of Marketing and Communications will be responsible for designing and implementing short term and long-range marketing strategies and tactical programs which improve the school’s awareness and reputation in the community, expand the pool of high quality student prospects, and deepen relationships with all key constituencies: parents, teachers & staff, students, alumni, and community leaders. The Director will have primary accountability for delivering innovative marketing programs consistent with the school’s mission and values. The Director will be accountable for the utilization of paid media, social media, the website, word-of-mouth outreach, public relations, and internal communications channels. Key indicators of success will be determined by effectiveness of the programs, collaborative teamwork and leadership, and fit with the unique culture of the school.

Essential Duties and Responsibilities: 

• Develop and execute annual marketing and campaign plans that engage internal and external constituents in the support and promotion of the school.

   

• Identify emerging marketing opportunities, design effective targeting strategies, and report on results.

   

• Bring to life across all communications campaigns, the recently developed FSS “story.”

   

• Oversee the production of a variety of materials meant to increase the school’s visibility and competitive positioning, and enhance the public perception of FSS (e.g., highlight student activities, success, athletics, and other across all departments.)

   

• Create and direct a comprehensive publications program (concept, design, content, editorial, and production for paper and electronic communications) that reaches and influences the school’s target audiences.

   

• In partnership with academic leaders, develop content and communications telling external story of the FSS academic philosophy.

   

• Develop and manage an integrated online presence on social media platforms.

   

• Cultivate parent volunteer efforts in support of communication and marketing goals.

   

• Supervise professional consultants contracted to address communication and marketing goals.

   

• Utilize research and analytics to gain insight into how to better drive marketing program effectiveness.

   

• Develop and implement a crisis management and communication plan.

Admission Marketing Management

• Build on our experience with online admissions marketing to create an effective channel for generating prospective applicant leads.

• Develop and manage a formal Word-of-Mouth program for admissions with current parents and alumni.

• In partnership with Admissions, develop and manage a program to increase the yield of admitted to enrolled new students.

Development Marketing Management

• In partnership with Development Office, develop compelling marketing materials, narrative “stories” and other required collateral to support Annual Fund Campaigns, alumni outreach, and community engagement.

Internal Communications Management

• Working with the office of the Head of School, support efficient and effective communications programs to current families and staff.

Key Skills / Qualifications

• Actively supportive of the school’s mission, and commitment to diversity, equity and inclusion.

• BA and significant experience in a comparable role.

• Experienced in both advertising (brand management) and direct marketing (lead generation.)

• Possessing a deep knowledge of all relevant marketing channels, including establishing and scaling word-of mouth programs.

• Organized and detail-oriented with an equal focus on long term strategy and annual goal attainment.

• Ability to work as part of a small, interconnected, administrative team.

• Excellent writing and editing skills.

• Ability to create original content with support from administrators and teachers.

• Strong project management skills.

• Able to initiate, anticipate and follow through on multiple projects with firm deadlines.

• Finally, collaborative, optimistic, energetic, outgoing, self-starting, creative, possessing a sense of humor, and able to connect authentically with all kinds of people, including students.