High School of Dundee
Head of Marketing
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HEAD OF MARKETING
Help shape the next chapter of one of Scotland's great schools
High School of Dundee
Full-time | All Year Round | Dundee
Reporting to: Executive Rector
An Exceptional School. An Exciting Opportunity.
The High School of Dundee has educated young people for almost 800 years. Proud of our history and ambitious for our future, we are investing in our school, strengthening our offer and enhancing how we tell our story to families across Dundee, Scotland and beyond.
We are seeking an outstanding Head of Marketing to help shape the reputation, market position and sustainable growth of one of Scotland's leading independent schools.
This is not simply a marketing delivery role. It is an opportunity to influence strategy, understand customer behaviour, drive pupil recruitment and ensure HSD remains distinctive and compelling in a competitive marketplace.
You may come from education or another sector. What matters most is that you are an exceptional marketer with commercial awareness, creativity and a proven ability to deliver results.
The Role
Working directly with the Executive Rector, you will lead the school's marketing strategy with a clear focus on building awareness, generating demand and supporting pupil recruitment.
You will develop and deliver integrated marketing campaigns, strengthen the HSD brand, reach new audiences and generate high-quality enquiries from prospective families.
Working closely with Admissions, you will help optimise every stage of the family journey:
- Awareness → Enquiry → Visit → Application → Offer → Acceptance → Enrolment
Using market insight and data, you will help us understand what drives family decision-making, evaluate marketing effectiveness and identify opportunities for growth.
Telling the HSD Story
Every day at HSD, extraordinary stories unfold through academic achievement, sport, music, drama, art, outdoor education, science, technology and community engagement.
Your role is to bring these stories together into a compelling proposition that demonstrates why an HSD education matters and ensures prospective families understand the distinctive opportunities available here.
You will identify the right stories, audiences and channels, and measure the impact of your campaigns.
Key Responsibilities
Marketing Strategy
- Develop and lead an integrated marketing strategy aligned to the school's strategic objectives.
- Identify key audiences, markets and opportunities for growth.
- Deliver measurable campaigns that support recruitment and strengthen brand awareness.
- Create an annual marketing plan covering major recruitment periods, Open Events, scholarships, Early Years and Sixth Form promotion.
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Pupil Recruitment
Working closely with the Head of Admissions, you will:
- Develop targeted campaigns for different audiences.
- Use data and market intelligence to identify recruitment opportunities.
- Connect marketing activity directly to admissions outcomes.
- Monitor and improve conversion throughout the recruitment funnel.
Brand Development
You will act as a guardian of the HSD brand, ensuring consistency across all communication channels while helping position the school as confident, contemporary, ambitious and distinctive.
You will oversee branding across:
- Website
- Advertising
- Digital channels
- Prospectus and publications
- Photography and video
- Recruitment campaigns
Digital Marketing
You will lead the school's digital marketing strategy, ensuring our online presence reflects the quality of the HSD experience.
Responsibilities include:
- Website performance and user experience
- Content strategy and storytelling
- Search engine optimisation (SEO)
- Paid social and digital advertising
- Analytics and conversion monitoring
- Exploring new technologies and responsible use of AI
Market Intelligence
You will develop a deep understanding of:
- Current and prospective families
- Competitor schools
- Demographic and economic trends
- Market opportunities
You will provide insight to senior leadership to support strategic decision-making.
Data and Performance
Working alongside Admissions, you will help develop a recruitment and marketing dashboard measuring:
- Enquiry sources
- Open Event attendance
- Applications, offers and acceptances
- Conversion rates
- Campaign performance
- Website and digital engagement
- Cost per enquiry and acquisition
- Return on marketing investment
Most importantly, you will focus on insight, identifying what works, what doesn't and where future investment should be directed.
Working Relationships
Marketing sits within the wider Marketing, Admissions and Communications function.
You will work closely with:
- Head of Admissions: Leading the family journey from enquiry to enrolment.
- Communications Manager: Responsible for corporate communications, PR and reputation management.
- Digital & Content Creator: Whom you will line manage and support in delivering engaging content across digital platforms.
- External Marketing Partners: Managing agencies and specialist suppliers to deliver high-quality campaigns and creative output.
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You will also collaborate with colleagues across the school and, over time, support alumni engagement and development initiatives.
About You
We welcome applications from a wide range of sectors including education, hospitality, tourism, property, retail, financial services, professional services, sport, membership organisations and other customer-focused environments.
You are likely to:
- Think strategically while remaining delivery focused.
- Understand brand positioning and audience engagement.
- Have experience delivering successful multi-channel campaigns.
- Possess strong digital marketing expertise.
- Be confident using data and analytics.
- Understand customer journeys and conversion.
- Manage budgets effectively and demonstrate return on investment.
- Work successfully with agencies and suppliers.
- Write exceptionally well and communicate clearly.
- Have strong visual judgement and storytelling skills.
- Be curious, innovative and commercially aware.
- Build positive relationships and work collaboratively.
- Bring fresh ideas and the determination to implement them.
Experience within education would be beneficial but is not essential.
What Success Looks Like
Within your first year, we would expect to see:
- A clear and effective marketing strategy.
- Stronger brand positioning and differentiation.
- Improved alignment between marketing and admissions.
- Better market intelligence and insight.
- Enhanced digital marketing performance.
- Greater accountability and measurement of marketing investment.
- Increased family engagement, enquiries, applications and enrolments.
Why Join HSD?
This is a rare opportunity to help shape the future of a school with nearly 800 years of history.
The High School of Dundee combines heritage with ambition. We are committed to providing exceptional opportunities for young people, strengthening our connection to our community and ensuring the long-term success of the school.
We are looking for someone who shares our ambition and wants to make a visible, lasting impact.
Interested?
If you are excited by marketing, storytelling, data, growth and the opportunity to help shape the future of one of Scotland's most historic schools, we would love to hear from you.
Nearly 800 years of history. The next chapter is ours to write.
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