JOB DESCRIPTION: MARKETING MANAGER – ADMISSIONS, BRANDING & OUTREACH

Department: Marketing & Admissions
Reporting To: Principal / Academic Director
Employment Type: Full time
Location: Merlyn International School, Maheshwaram
Phone: +91-XXXXXXXXXX
Email: [email protected]

Job Purpose

The Marketing Manager – Admissions, Branding & Outreach shall be responsible for developing and executing the complete marketing and student-enrolment strategy of Merlyn International School.

The primary objective of the position is to build the Merlyn brand, generate qualified parent enquiries, convert enquiries into admissions and establish strong relationships with families and communities within the school's target catchment area.

As Merlyn International School is an upcoming school, the Marketing Manager will initially have a significant pre-launch responsibility, creating awareness and confidence in the school even before full campus operations commence.

Key Responsibilities

- Develop and execute the annual Marketing & Admissions Plan.
- Establish monthly and annual student-enrolment targets in consultation with management.
- Build awareness of Merlyn International School across the target catchment.
- Generate qualified enquiries and convert them into campus visits, applications and admissions.
- Manage the complete marketing funnel:

Awareness → Enquiry → Counselling → Campus Visit → Application → Admission → Parent Onboarding → Referral

- Prepare monthly marketing calendars, campaigns and budgets.
- Maintain daily, weekly and monthly marketing performance reports.
- Monitor enquiry sources and calculate campaign effectiveness.
- Coordinate closely with the Admissions Team for systematic follow-up of every enquiry.
- Ensure that the school's communication consistently represents the Merlyn philosophy, values and educational approach.

Local & Community Marketing

The Marketing Manager shall:

- Develop a detailed catchment-area marketing strategy.
- Map villages, residential communities, businesses, institutions and other potential feeder areas.
- Give particular attention to the broader Maheshwaram–Mansanpally–Thukkuguda–Shamshabad–Shadnagar belt and surrounding communities, based on practical school transport reach.
- Conduct village/community outreach programmes.
- Organize parent information sessions.
- Coordinate residential/community campaigns.
- Develop relationships with preschools and other appropriate feeder institutions.
- Establish relationships with local organizations, businesses and community leaders where appropriate.
- Plan roadshows, kiosks, exhibitions and promotional activities.
- Identify strategic locations for hoardings, banners and directional signage.
- Conduct competitor-school and market analysis.
- Maintain a structured database of potential catchment areas and outreach contacts.

Digital Marketing Responsibilities

The Marketing Manager shall work closely with the IT Manager to develop Merlyn's digital presence.

Responsibilities include:

- Digital marketing strategy.
- Social media campaign planning.
- Google and Meta advertising coordination.
- Search-engine visibility.
- Website content and admissions landing pages.
- Lead-generation campaigns.
- WhatsApp marketing and parent communication.
- Email campaigns.
- Video marketing.
- Photography and school-progress content.
- AI-generated promotional videos.
- 3D campus visualizations and walkthroughs.
- Parent testimonials when available.
- Event promotion.
- Campaign analytics and conversion tracking.

The Marketing Manager owns the marketing strategy, message, campaign and lead-generation objective, while the IT Manager supports the technology, integrations, website, CRM/ERP and digital infrastructure.

Branding & Communication





- Protect and consistently implement the Merlyn International School brand identity.
- Ensure correct usage of logos, colours, typography and brand standards.
- Coordinate brochures, prospectuses, flyers, banners and posters.
- Develop admissions presentations.
- Coordinate school videos and digital creatives.
- Prepare parent communication material.
- Maintain consistent messaging across print, digital and outdoor media.
- Review all major marketing materials before release.
- Ensure that advertisements and promotional claims are accurate and professionally presented.

The school's central philosophy should remain visible throughout communications:

Learn to Lead. Lead to Serve.

Marketing should communicate Merlyn as an institution built around academic excellence, character, leadership, values and service, rather than relying only on facilities or promotional claims.

Admissions & Lead Management

The Marketing Manager shall ensure that every enquiry is systematically tracked.

- Establish an enquiry-management process.
- Ensure every lead is entered into the approved ERP/CRM.
- Record the source of every enquiry.
- Assign enquiries to appropriate counsellors.
- Establish follow-up schedules.
- Monitor pending follow-ups.
- Track campus visits.
- Track applications.
- Track confirmed admissions.
- Analyse lost enquiries and reasons for non-conversion.
- Maintain lead-ageing reports.
- Monitor counsellor conversion performance.
- Conduct regular admissions review meetings.
- Ensure appropriate communication with prospective parents.

No genuine enquiry should be lost because of delayed response or inadequate follow-up.

Pre-Opening Responsibilities

During the establishment phase of Merlyn International School, the Marketing Manager shall:

- Prepare the complete school launch strategy.
- Develop the pre-launch marketing calendar.
- Conduct catchment-area surveys.
- Map target villages and communities.
- Conduct competitor analysis.
- Establish projected enrolment targets grade-wise.
- Prepare the marketing budget.
- Finalize marketing materials.
- Coordinate brochure/prospectus preparation.
- Coordinate outdoor advertising.
- Launch the school's digital presence.
- Develop school introduction videos.
- Use construction progress and 3D visualization appropriately for parent communication.
- Establish admissions enquiry channels.
- Implement the CRM/ERP lead-management workflow.
- Recruit/train admissions counsellors and field marketing personnel as assigned.
- Organize pre-launch parent events.
- Conduct community outreach.
- Coordinate campus-preview/open-house events.
- Build a parent prospect database.
- Generate and convert the first major batch of admissions.
- Prepare the school-opening publicity campaign.

Parent Engagement & Events

The Marketing Manager shall plan and coordinate marketing-related events including:

- School launch events.
- Parent information sessions.
- Open houses.
- Campus visits.
- Community outreach programmes.
- Education seminars.
- Parent workshops.
- School exhibitions.
- Promotional events.
- Admission fairs.
- School-opening celebrations.

Events should be evaluated not merely by attendance but by their contribution to brand awareness, enquiries, parent engagement and admissions.

Marketing Material Responsibility

The Marketing Manager shall ensure readiness and adequate stock of:

- School brochure/prospectus.
- Admission enquiry forms.
- Flyers.
- Posters.
- Banners.
- Hoardings.
- Directional boards.
- School presentations.
- Digital brochures.




- Social media creatives.
- Videos.
- Parent information packs.
- Event materials.
- Counsellor presentation kits.
- Promotional materials approved by management.

Budget & Vendor Management

- Prepare annual and monthly marketing budgets.
- Obtain quotations as per the school's procurement process.
- Coordinate with advertising agencies, printers, designers and media vendors.
- Monitor approved expenditure.
- Negotiate rates without compromising brand quality.
- Verify delivery of marketing services/materials.
- Maintain vendor performance records.
- Track expenditure by campaign.
- Measure cost per enquiry and cost per admission.
- Submit marketing ROI reports to management.

Reporting & Analytics

The Marketing Manager shall maintain a live dashboard covering:

- Total leads generated.
- New enquiries.
- Lead source.
- Qualified leads.
- Counselling completed.
- Campus visits.
- Applications.
- Admissions confirmed.
- Admissions pending.
- Lost leads.
- Conversion percentage.
- Grade-wise admissions.
- Area/village-wise admissions.
- Campaign-wise leads.
- Digital campaign performance.
- Cost per lead.
- Cost per admission.
- Marketing expenditure versus budget.
- Admission target versus achievement.

Qualification & Experience

- Bachelor's degree in Marketing, Business Administration, Communications or related discipline.
- MBA/PGDM in Marketing preferred.
- Preferably 5–8 years of marketing/business-development experience.
- Experience in school admissions or education marketing strongly preferred.
- Experience launching a new school or educational institution would be a major advantage.
- Experience in both field marketing and digital marketing is desirable.
- Familiarity with CRM/ERP lead-management systems.
- Good understanding of Google, Meta, WhatsApp and other digital marketing channels.
- Strong English communication; ability to communicate effectively in Telugu is highly desirable for local outreach.

Essential Competencies

The candidate should demonstrate:

- Strong communication and presentation skills.
- Parent counselling ability.
- Leadership and team management.
- Target orientation.
- Community networking.
- Digital marketing knowledge.
- Brand-management skills.
- Creativity.
- Analytical ability.
- Negotiation skills.
- Event management.
- CRM discipline.
- Budget management.
- Professional conduct.
- Integrity and accountability.

Authority & Accountability

The Marketing Manager may execute approved marketing plans, supervise the marketing/admissions team, coordinate campaigns, obtain vendor quotations and manage approved marketing activities within delegated authority.

The Marketing Manager shall not independently alter the school's fee structure, promise unauthorized discounts/concessions, make unapproved academic claims, enter major contracts, appoint staff or commit the Society financially beyond delegated authority.

All significant decisions shall follow the established governance structure:

Merlyn Educational Society Board → Principal / Academic Director → Marketing Manager

Merlyn-Specific Expectation

The Marketing Manager must understand that Merlyn's marketing should build trust rather than merely advertise a school.

Every parent interaction—from the first advertisement to the first phone call, campus visit, admission and onboarding—should consistently communicate what Merlyn stands for.

The Marketing Manager is therefore expected to convert the Merlyn philosophy into a clear and credible parent proposition centred on:

Learn to Lead. Lead to Serve.

Wisdom Integrity Excellence Responsible Action

MERLYN INTERNATIONAL SCHOOL

Learn to Lead. Lead to Serve.

Phone: +91-XXXXXXXXXX
Email: [email protected]

Pay: ₹40,000.00 - ₹50,000.00 per month

Benefits:

- Health insurance
- Provident Fund

Work Location: In person

📌 Marketing Manager (India)
🏢 Merlyn International School
📍 India