Description
Job description / Role
Job Type
Full Time
Job Location
UAE
Nationality
Any Nationality
Salary
Not Specified
Gender
Not Specified
Arabic Fluency
Not Specified
Job Function
Finance, Business Analysis & Consulting
Company Industry
Education & Training
About Citizens School
At Citizens School, we are redefining education through a forward-thinking approach to school, where learners are empowered through our distinctive vision to Inspire, empower, thrive. Our core values and unique approach revolve around four pillars: nurturing entrepreneurial mindsets, implementing inquiry-based learning, promoting transdisciplinary project-based learning, and ensuring that every learner is known and valued as an individual. We are dedicated to preparing learners for the challenges of the future by embedding real-world applications into every subject and encouraging each individual to explore and grow in a supportive and inclusive setting.
Role overview
The Commercial & Marketing Manager leads the school’s commercial growth strategy, with overall responsibility for business development, revenue generation, marketing, admissions performance, partnerships, and new commercial opportunities. The role is accountable for increasing student enrolment, strengthening the Citizens School brand, improving lead generation and conversion, and developing sustainable revenue streams beyond tuition fees. Working closely with the Chairman, Principal, Finance, Operations, Admissions and Marketing teams, the role combines strategic leadership with hands-on execution to deliver ambitious growth and revenue targets.
Key responsibilities
Commercial strategy & revenue growth
Develop and implement the school’s commercial strategy aligned with its vision, growth plans, enrolment objectives, and financial targets.
Own and drive revenue growth across student enrolment and additional commercial income streams.
Identify, evaluate, and develop new revenue-generating opportunities for the school, including partnerships, facility utilisation, events, programmes, sponsorships, and other commercial initiatives.
Prepare commercial business cases, revenue forecasts, pricing recommendations, and return-on-investment analysis for new opportunities.
Monitor market trends, competitor activity, parent demand, and demographic developments to identify opportunities and risks.
Work closely with Finance and senior leadership on annual budgets, revenue forecasts, and commercial performance.
Admissions & enrolment growth
Provide strategic leadership to the Admissions team and ensure delivery of annual and termly enrolment targets.
Own the admissions funnel from enquiry through application, assessment, offer, acceptance, and enrolment, ensuring a high-quality parent experience at every stage.
Improve lead conversion rates through clear processes, effective follow-up, pipeline management, and data-driven decision-making.
Set and monitor Admissions KPIs, including enquiry volumes, conversion rates, response times, offers, acceptances, enrolments, withdrawals, and retention.
Develop strategies to improve learner retention and reduce withdrawals in collaboration with school leadership and relevant teams.
Ensure the Admissions team maintains accurate CRM data, reporting, forecasting, and pipeline visibility.
Marketing, brand & lead generation
Lead and develop the Marketing team to deliver an integrated marketing strategy that supports enrolment, brand awareness, community engagement, and revenue growth.
Oversee digital marketing, social media, content, campaigns, events, PR, open days, school tours, and other lead-generation activities.
Ensure marketing investment is commercially focused, measurable, and optimised based on lead quality, conversion, cost per acquisition, and return on investment.
Strengthen the Citizens School brand and ensure consistent positioning, messaging, and parent-facing communications across all channels.
Use data and market insight to identify target segments and develop campaigns that attract high-quality prospective families.
Business development & strategic partnerships
Build and maintain a strong pipeline of corporate, community, government, education, and commercial partnerships that support enrolment and revenue growth.
Develop relationships with companies, relocation agencies, nurseries, education providers, developers, embassies, community groups, and other relevant organisations.
Negotiate commercial agreements, partnership terms, sponsorships, and mutually beneficial initiatives in line with school policies and approval processes.
Represent Citizens School at relevant networking events, exhibitions, community events, and business forums.
Identify opportunities to expand the school’s reach within Dubai and relevant international markets.
Commercialisation of school assets & services
Identify opportunities to generate additional income from school facilities and assets outside core teaching hours, subject to operational and regulatory requirements.
Explore and develop revenue opportunities through camps, extracurricular programmes, venue hire, sports facilities, events, training, workshops, and other school services.
Establish appropriate pricing, contracts, operating models, and performance measures for commercial activities.
Work with Operations, Finance, Legal, and safeguarding teams to ensure commercial activities are safe, compliant, financially viable, and aligned with the Citizens ethos.
Data, KPIs & commercial performance
Develop a commercial dashboard covering enrolment, admissions conversion, marketing performance, revenue pipeline, partnerships, and additional income.
Provide regular commercial performance reports, forecasts, risks, and recommendations to the Chairman and leadership team.
Set clear individual and team targets and hold Marketing and Admissions accountable for agreed KPIs and outcomes.
Use CRM, marketing analytics, market research, and financial data to improve decision-making and commercial performance.
Continuously review processes, customer journeys, campaigns, and commercial initiatives to improve efficiency and results.
Leadership & team management
Lead, coach, develop, and performance-manage the Marketing and Admissions teams, creating a high-performance and target-driven culture.
Ensure strong collaboration between Marketing, Admissions, Finance, Operations, Academic teams, and senior leadership.
Build team capability in sales, customer service, lead management, data analysis, marketing effectiveness, and commercial thinking.
Balance strategic leadership with hands-on involvement in priority leads, partnerships, negotiations, campaigns, and revenue opportunities.
Parent & customer experience
Ensure prospective and current families receive a professional, responsive, personalised, and high-quality experience throughout their engagement with the school.
Use parent feedback, enquiry trends, and market insight to continuously improve the admissions journey and school proposition.
Ensure all commercial, marketing, and admissions activity reflects the Citizens ethos: Inspire, empower, thrive.
Qualifications & skills
Bachelor’s degree in Business, Marketing, Commercial Management, Business Development, or a related field; a Master’s degree or relevant professional qualification is an advantage.
8–10+ years of experience in commercial, business development, sales, marketing, or revenue-growth roles, with at least 3–5 years in a senior leadership or management position.
Proven track record of achieving ambitious revenue, sales, enrolment, or growth targets.
Strong experience leading and developing Marketing, Admissions, Sales, or Business Development teams.
Experience in education, schools, premium services, hospitality, real estate, or another customer-focused sector is highly desirable.
Strong commercial acumen with experience in budgeting, forecasting, pricing, pipeline management, and ROI analysis.
Excellent negotiation, relationship-building, presentation, communication, and stakeholder-management skills.
Strong understanding of CRM systems, digital marketing performance, lead-generation metrics, and conversion analysis.
Entrepreneurial, strategic, results-driven, and comfortable working hands-on in a fast-paced environment.
High level of professionalism, integrity, accountability, and customer focus.
Safeguarding commitment
Citizens School is committed to safeguarding and promoting the welfare of children and young people. All staff and volunteers are expected to share this commitment.
Diversity & inclusion statement
Citizens School is committed to fostering a diverse, inclusive, and respectful environment. We value applications from all backgrounds, cultures, abilities, and perspectives, and strive to build a team where diversity is respected and celebrated.
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