Marketing & Communications Lead

The People Practice helps startups scale, and accelerate impact by providing bespoke people-centred solutions. The People Practice helps people access employment opportunities by exposing them to relevant knowledge and practical skills. Our client, a top-tier co-educational group of secondary schools (Nursery, Primary, and Secondary) in Nigeria, is looking to hire a Marketing & Communications Lead to develop and execute a medium-to-long-term brand and communications strategy. This strategy will enable the school to achieve its enrollment targets, highlight its commitment to delivering 21st-century educational excellence, and strengthen its reputation as a leading academic institution. The Lead will oversee all marketing communications operations, drive the Integrated Marketing Communications (IMC) strategy, position the school’s brand competitively, and build out a robust, high-performing marketing structure for the entire organization. Responsibilities Strategic Planning Develop and implement comprehensive marketing and communications plans aligned with the school’s enrollment goals, retention targets, and institutional vision. Identify target audience segments (e.g., prospective parents, alumni, local community) and develop tailored strategies to effectively engage them across various channels. Content Development Lead the creation of compelling and persuasive content for marketing materials, including school website copy, social media, parent newsletters, prospectuses, and promotional materials. Collaborate with academic departments, school leadership, and the admissions team to highlight student achievements, alumni success stories, and institutional milestones. Digital Marketing & CRM Manage and oversee digital marketing campaigns across multiple platforms, including social media, email marketing, search engine optimization (SEO), and targeted online advertising. Utilize Customer Relationship Management (CRM) systems to track prospective family journeys, optimize admissions pipelines, and address parent inquiries proactively. Monitor and analyze key performance indicators (KPIs) to track the effectiveness of digital marketing efforts and optimize strategies. Media Relations Cultivate relationships with media outlets, educational journalists, and relevant influencers to generate positive coverage and increase visibility for the school\'s programs and events. Prepare and distribute press releases, media pitches, and event media kits to secure premium media placements. Brand & Department Management Ensure brand consistency and integrity across all communication channels and materials, maintaining a cohesive, prestigious visual identity (logos, colors, messaging). Develop and manage the marketing department’s budget, monitor expenditures, and ensure all communications objectives are met cost-effectively. Oversee and coordinate community engagement, open house promotions, and outreach activities to develop brand awareness consistent with the school’s goals. Must have skills Strong writing and storytelling skills, with the ability to craft compelling narratives that resonate with parents and students. Excellent interpersonal skills with the ability to collaborate effectively with diverse stakeholders (parents, teachers, school board, media). Strategic thinking, problem-solving abilities, and a focus on results-driven outcomes (enrollment and engagement metrics). Strong experience with CRM software, KPI tracking, and data-driven marketing decisions. Outstanding written, verbal, and presentation skills. High level of accuracy and a meticulous approach to brand representation. Qualifications BSc/BA degree in Marketing, Communications, Public Relations, or a related field. (Master\'s degree is a plus). Minimum of 7–9 years of total experience in marketing, communications, or public relations, with at least 2–3 years in a leadership or managerial role. Proven experience in brand marketing, preferably within the premium education, luxury lifestyle, non-profit, or corporate sectors. High proficiency in digital marketing tools and platforms, including social media management, email marketing, and web analytics. Proficiency in Google Workspace (Google Workspace, MS Office suite, etc.) and standard marketing software.