Director of Marketing and Communications

For over 55 years Richmond Montessori School has remained dedicated to providing an authentic Montessori experience. Now with a dual accreditation from AMS and VAIS, we serve over 300 students from 18 months to 8th Grade.  RMS, in alignment with its core values of Character, Community Authenticity & Respect, & Excellence, provides all full-time employees with competitive compensation, health care benefits, and tuition reduction for parent-employees.

The Director of Marketing & Communications is a direct report of the Head of School and regularly participates/presents with the Head of School in our Board of Trustees meetings. This role is fully responsible for the school’s brand, marketing, advertising, public relations, and the related agency/contractor resources and technology platforms.

The Director of Marketing & Communications is responsible for orchestrating coordinated communication plans amongst multiple stakeholders (School, Admissions, Development, Faculty & Staff) to various audiences (Families, Alumni, Employees, and the RVA Community). These complex coordinated communication plans must unify within a positive brand voice and be delivered purposefully, maximizing knowledge transfer so that RMS is known and valued in the community.

The Director of Marketing & Communications collaborates with all facets of the RMS team to set initiatives that ultimately reflect the priorities of the school’s strategic plan set by the Board of Trustees to which the Head of School is accountable.

Ideal start date is June 3, 2024.

Essential Job Functions:

Leadership:

• Develops and maintains a clear understanding of all aspects of school life, programs, events, and major decisions to effectively communicate to internal and external audiences.
• Embodies and perpetuates the RMS & Montessori values, leading by example.
• Effectively communicates the RMS brand values with authenticity and passion while minimizing the potential for communications fatigue.
• Drives and empowers other Staff and Faculty to achieve excellence within their roles at RMS and with their communications.

Coordinated Responsibilities:

• As a vital member of the school’s strategic advancement team, works strategically in support of the relationship between school enrollment, retention, recruitment, and advancement efforts, working closely with the Office of Admissions and Office of Advancement.
• Works collaboratively with all functional areas at RMS to develop and provide communication services and tools in support of cross-functional teams/projects.
• Serves as staff liaison for the Richmond Montessori Parents Association (orient committee members, coordinate meetings, and support the organization’s plans).
• Maintain the highest industry standards for the safe and secure use of social media and digital communications with the RMS IT team.

Individual Responsibilities:

• Elevate the RMS brand and culture while definitively growing unaided awareness of the school within the RVA marketplace.
• Lead the development and implementation of the marketing plan in partnership with agency/contractor resources through techniques including search engine optimization, website, keyword buying, social media, email campaigns, collateral, presentations, and numerous on/off-site events.
• Analyzes and assesses the marketing plan’s effectiveness while monitoring metrics to demonstrate evidence of meeting enrollment goals and community engagement levels with the school. Produces reporting that details the plan’s effectiveness through quantitative and qualitative means.
• Integrates marketing technologies to create optimized “self-service” workflows that keep projects moving fast and within style/message.
• Drafts, routes, and disseminates press releases and news-worthy articles to local media.  Represent RMS with the media as appropriate.
• Implements processes for review, editing, and final approval of all content/deliverables including maintaining the school’s visual and written brand style guidelines.

Minimum Requirements

• At least 5 years of experience in Marketing, 3 years of which would be leading an integrated marketing program for a business, key agency client, or other educational system across digital and traditional media.
• Well-proven track record in coordinating complex and dynamic messages across multiple stakeholders each with their own objectives and timetables.
• First-hand experience negotiating, contracting, and managing outside service providers (writers, designers, photographers, event producers, printers, etc).
• Proficiency in the use of mainstream design software, video editing products, and website technologies.
• Bachelor’s degree in a related subject such as marketing, communications, graphic design, or journalism.
• Ability to lift 35lbs, availability for weekend/after school activities, CPR/First Aid Certification

Preferred Candidates:

• 10+ years of experience leading integrated marketing programs for a business, agency, or other educational system.
• Have demonstrated success using Veracross or other database-driven technology platforms.
• Experience managing and reporting on survey and research projects.
• Experience within a Montessori School Environment.