What are the responsibilities and job description for the Director of Marketing and Communications position at Highlands School?
Highlands School is a vibrant leader in independent education in the Birmingham metropolitan region. Highlands School's whole-child focused academic program – guided by a comprehensive emphasis on physical, social-emotional, creative and intellectual development – educates and inspires students in preschool through 8th grade. The School was founded in 1958 and holds dual accreditation with the Southern Association of Independent Schools (SAIS) and Cognia.
Position Overview: Highlands School is seeking a dynamic and experienced Director of Marketing and Communications to lead our marketing initiatives and oversee all aspects of the school’s communications efforts. The Director is responsible for working collaboratively with the administrative team to communicate the school’s value proposition, strategic initiatives, and Highlands School story to both internal and external constituents across multiple platforms. This is a full-time, 12-month senior administrative position, reporting to the Head of School.
Key Responsibilities:
- Collaborate with the Director of Enrollment Management to implement lead generation strategies and a comprehensive recruitment, admissions and retention strategy to meet enrollment goals
- Craft and distribute all school-wide communications and develop an integrated communication plan that promotes the school’s programs, values, and mission
- Create engaging weekly newsletters that highlight community updates, student achievements, and school news
- Build and manage all digital campaigns (Facebook, Instagram, and Google) and media partnerships that highlight the school’s value proposition to attract new families in the Birmingham area
- Create content for and maintain all social media channels for the school (Facebook, Instagram, LinkedIn), updating regularly with consistent messaging that aligns with the school’s mission
- Develop all marketing collateral, including advertisements (print and digital), event invitations, brochures, graphics, etc.
- Collaborate with the Director of Development to promote the school’s fundraising efforts and produce all school-wide fundraising communications, including videos, campaign materials, alumni newsletters, and the Annual Report
- Maintain the school’s website with current information and updated photography
- Foster strong relationships with students, parents, and Highlands School community members to support the school's mission and marketing efforts
- Attend school-wide events and capture photos/videos for communications efforts
- Prepare quarterly reports for the Highlands School Board of Trustees and serve as the school liaison for the Marketing and Enrollment Board Committee
- Ensure all marketing materials, social media content, and communications are consistent with the school’s branding and messaging
- Complete additional administrative duties as assigned by the Head of School
Preferred Qualities and Qualifications:
- Bachelor's degree in marketing, communications, or a related field
- 5 years of experience in marketing (ideally in an independent school setting)
- Excellent writing, communication, and interpersonal skills
- Proficient in email marketing platforms and social media channels
- Experience with graphic design software (Canva, Adobe), video editing, and website content management
- Knowledge of SEO best practices and Google Analytics
- Strong organizational and project management abilities
- Ability to work collaboratively with diverse groups, including staff, volunteers, and community members
- Ability to maintain confidentiality and sensitivity
- Passion for education and the mission of Highlands School