Assistant Director of Marketing

Description

Assistant Director of Marketing

Pine Street School & Battery Park Montessori
Reports to: Director of Admissions

About the Role

Pine Street School and Battery Park Montessori are seeking a dynamic and detail-oriented Assistant Director of Marketing to support enrollment growth by bringing our schools’ stories to life across digital platforms. This role plays a key part in shaping how prospective families experience our brand from their very first interaction through the decision to enroll.

Working closely with the Director of Admissions, this individual will manage day-to-day marketing execution across websites, social media, digital campaigns, and creative assets. The role is both strategic and hands-on, ensuring consistency, creativity, and a high level of care in every touchpoint with prospective families.

Core Responsibilities

Website Management & Event Promotion

• Manage and regularly update school websites (Wix or similar platforms preferred), ensuring content is current, engaging, and aligned with brand standards
• Create and publish event pages, including open houses, tours, and community events
• Partner with admissions to ensure all events are clearly communicated and easy for families to navigate and register
• Optimize website content to support SEO and improve user experience

Social Media & Organic Content Strategy

• Develop and execute a content strategy across platforms, with a consistent posting cadence (minimum of three posts per week)
• Bring the school experience to life through storytelling, highlighting students, teachers, classroom moments, and community events - including short-form video content designed for engagement and reach
• Concept, film, and edit social-first content (Reels and short-form video) that reflects the school community's authenticity and energy.
• Manage and grow presence on Meta platforms (Facebook and Instagram preferred)
• Build and execute a LinkedIn strategy to reach and engage our primary parent demographic
• Proactively manage community engagement by responding to comments, messages, reviews, and interactions in a timely and thoughtful manner, fostering a warm and responsive online presence
• Monitor engagement and adjust content strategy based on performance and trends

Digital Marketing & Agency Management

• Serve as the day-to-day point of contact for the digital marketing agency managing PPC, paid social, and SEO
• Collaborate on campaign strategy, messaging, and creative direction
• Review performance reports and ensure campaigns align with enrollment goals
• Partner with admissions to ensure lead quality and conversion tracking are aligned

Brand, Collateral & Creative Execution

• Develop and maintain marketing collateral including flyers, brochures, and event materials
• Design polished, on-brand assets using Canva or similar tools for both digital and print use
• Ensure all materials reflect the schools’ brand identity and voice consistently across channels
• Support brand integrity across all touchpoints, both digital and print

Content Creation: Photography & Videography

• Capture and curate photography and video content that reflects the energy and authenticity of the school community
• Build and maintain a library of high-quality visual assets for use across social media, websites, and advertising campaigns
• Edit and produce content for digital platforms using tools such as Adobe Creative Suite or similar
• Collaborate on content for digital advertising and broader campaign initiatives

Connection to the Parent Experience Journey

This role is essential in shaping the awareness, consideration, and decision phases of the Parent Experience Journey:

• Awareness: Elevating brand visibility through social media, digital campaigns, and storytelling
• Consideration: Providing meaningful, authentic content that helps families envision their child at our schools
• Decision: Ensuring clear, compelling communication around events, programs, and next steps that support confident enrollment decisions

Qualifications & Experience

• 3–5 years of experience in marketing, preferably in education or a mission-driven organization
• Experience managing websites (Wix or similar CMS platforms preferred)
• Strong experience with social media management, especially Meta platforms; LinkedIn experience strongly preferred