School Admissions and Marketing Recruitment in London
EduExec Recruitment is a specialist agency that recruits Registrars, Heads of Admissions, Marketing Managers and Directors of Marketing and Admissions for independent schools, academies and multi-academy trusts across London and the Home Counties. Every search is run personally by Luke Johnson, who has over 12 years' experience in education recruitment.
Perhaps more than any other support function, admissions and marketing has moved from a communications role to a strategic leadership role. Cost-of-living pressures, VAT on fees, increased competition and changing parental expectations mean schools can no longer rely on reputation alone. In many independent schools, senior admissions and marketing roles are now revenue-protection roles as much as communications roles.
The roles I recruit
- Admissions Officers and Registrars
- Heads of Admissions
- Marketing Managers and Marketing Officers
- Directors of Marketing and Admissions
- Communications leads in schools and trusts
How the job has changed since VAT
The biggest shift is commercial scrutiny. Many schools could once rely on reputation and word of mouth. Today they are watching much more closely:
- Enquiry-to-visit conversion
- Visit-to-application conversion
- Offer acceptance rates
- Retention of existing families
- Their value proposition and market positioning
The strongest schools are also broadening their message beyond academic results. They're asking why a family should choose them over three or four other schools within ten miles, and increasingly the answer is a specialist strength: sport, music, SEND provision, pastoral care, co-curricular opportunities, sustainability or career pathways. Admissions and marketing leaders are central to telling that story consistently.
In state schools, admissions is a different job: running a statutory process exactly right under the School Admissions Code, often alongside wider office or data responsibilities.
Getting the brief right
The biggest mistake I see is a school thinking it's recruiting a marketing person when it's actually recruiting a strategic growth leader. Other common mistakes are:
- Hiring for tactics rather than strategy. A good social media manager isn't necessarily a good admissions or marketing leader.
- Focusing on content over outcomes. Beautiful brochures don't matter if enquiries aren't converting.
- Inconsistent messaging. Different messages across the website, social media, open events and parent communications leave families unsure what the school stands for.
- Treating admissions and marketing separately. The best-performing schools see admissions, marketing, communications and retention as one joined-up strategy.
- Forgetting staff recruitment. The same message that attracts families should help attract great teachers and support staff.
The questions I ask candidates
My first question is: why would a parent choose this school over three competitors nearby? The strongest candidates go straight to positioning, differentiation, market perception, parent priorities and the evidence behind the school's claims. They're thinking strategically, not just listing marketing activities.
A second question I like is: how would you make sure a parent hears the same message about this school whether they visit the website, come to an open day, follow it on social media or speak to a member of staff? The best answers cover brand consistency, staff engagement, internal communications and the whole parent journey. Successful admissions and marketing isn't about producing more content. It's about one clear, consistent story, and making sure the experience of being a pupil, parent or employee matches it.
How it works
The process is the same for every role: a proper briefing conversation, direct approach to candidates alongside a targeted advert, a screening interview with every candidate before you see them, a short and honest shortlist, and support through to start date. Fees are a percentage of the first year's salary, agreed before the search begins.
Frequently asked questions
What do school admissions and marketing roles pay?
Admissions Officers and Registrars typically earn £28,000 to £45,000. Heads of Admissions typically earn £40,000 to £65,000, Marketing Managers £40,000 to £70,000, and Directors of Marketing and Admissions £70,000 to £120,000 or more.
Should admissions and marketing be one role or two?
It depends on the size of the school. Smaller schools often combine them in one role, while larger schools usually split them. Either way, the two need to work as one joined-up strategy.
Talk to me about your vacancy
If you're recruiting an admissions or marketing role, I'd be very happy to talk it through, formally or informally. Call me on 07359 924773 or email luke.johnson@eduexec-recruitment.com.