Director of Marketing and Admissions (Miami)

About the CompanyKey Point Academy Downtown is a new PK–12 school opening in the heart of Downtown Miami. We are building a modern, high-quality educational experience for families seeking strong academics, a nurturing environment, and a well-rounded school community.About the RoleThe Director of Marketing & Admissions will be responsible for leading the full enrollment journey, from awareness and inquiry generation to tours, applications, enrollment, and retention support. This person will oversee the existing marketing and admissions team, bringing senior leadership, structure, accountability, and a strategic edge to the department.ResponsibilitiesLead the full admissions process for prospective families from inquiry through enrollment.Manage and grow the admissions pipeline across all grade levels, with a strong focus on meeting enrollment targets.Conduct or oversee tours, open houses, family meetings, information sessions, and follow-up communications.Develop and maintain a consistent, professional, and welcoming experience for prospective families.Track inquiries, applications, offers, enrollment status, and follow-up activity with precision.Analyze conversion rates at each stage of the admissions funnel and recommend strategies to improve performance.Work closely with the Head of School and administrative team to understand grade-level capacity, enrollment priorities, and family fit.Support reenrollment and retention efforts in collaboration with the Head of School and administrative team.Develop and execute a comprehensive marketing strategy to drive awareness, inquiries, tours, applications, and enrollment.Partner with internal teams and external agencies to manage digital marketing campaigns, creative assets, content, and messaging.Help oversee paid media, local SEO, website updates, email marketing, social media, community partnerships, and event marketing.Ensure all marketing materials reflect the school's brand, value proposition, and target parent personas.Identify key audiences, neighborhoods, feeder schools, community groups, and local partnerships to support enrollment growth.Monitor marketing performance and connect campaign results to admissions pipeline outcomes.Bring a strategic perspective to how the school presents itself in the market and how it differentiates from other school options in Miami.Lead, manage, and develop the existing marketing and admissions team.Bring a strategic edge to the department by refining the overall approach to marketing, admissions, parent engagement, and enrollment growth.Establish clear priorities, goals, workflows, and accountability across the team.Coach team members on admissions best practices, parent communication, follow-up discipline, CRM usage, and conversion strategy.Identify gaps in current processes and implement improvements to make the team more effective, organized, and results-driven.Ensure the marketing and admissions team is aligned around enrollment targets, brand positioning, and the school's growth strategy.Partner with leadership to evaluate what is working, what needs to change, and where additional support or resources may be needed.Manage the admissions pipeline through HubSpot or a similar CRM platform.Maintain clean, accurate, and up-to-date family records, deal stages, lead statuses, and follow-up tasks.Build reports and dashboards to monitor pipeline health, source performance, conversion rates, and enrollment progress.Use data to identify bottlenecks, missed opportunities, and areas for improvement.Establish, monitor, and report on key marketing and admissions KPIs in partnership with leadership.Create regular reporting rhythms to track inquiry sources, tour conversion, application conversion, enrollment progress, campaign performance, and retention indicators.Develop a deep understanding of prospective and current families by maintaining a close relationship with the Head of School, administrative team, admissions team, teachers, and parent-facing staff.Help lead customer insight initiatives such as parent surveys, prospective family feedback, post-tour follow-ups, event feedback, and other pulse-check efforts.Translate parent and market feedback into clear recommendations for marketing messaging, admissions strategy, school positioning, and operational improvements.Partner with the Head of School and administrative team to better understand the school's differentiators, areas for improvement, and parent experience so marketing and admissions efforts are grounded in the real strengths of the school.Provide leadership with clear, actionable insights on what is working, what is not, and where the school should focus to improve enrollment growth and family satisfaction.Help identify the school's strengths and weaknesses from the perspective of families, students, staff, and the broader market.Work closely with the Head of School, administrative team, ownership, operations team, marketing agencies, and external partners.Provide clear updates to leadership on enrollment progress, marketing performance, key risks, opportunities, and recommended actions.Represent Key Point Academy Downtown professionally with families, community partners, vendors, and external stakeholders.Support leadership in creating a strong, consistent message around the school's value proposition, growth strategy, and admissions priorities.QualificationsBachelor's degree required; degree in marketing, communications, education, business, or a related field preferred.5+ years of experience in admissions, enrollment management, marketing, or school leadership.Prior experience in a private school, independent school, charter school, or education organization strongly preferred.Proven experience managing and growing a family, student, or customer pipeline.Experience leading or managing a team.Strong understanding of the admissions funnel and how to convert inquiries into enrollments.Experience managing marketing initiatives that drive measurable enrollment or revenue outcomes.Strong communication, presentation, and relationship-building skills.Highly organized, detail-oriented, and comfortable managing multiple priorities at once.Data-driven mindset with the ability to analyze performance and make clear recommendations.Experience with HubSpot preferred.Experience with Blackbaud, Finalsite, or other school CRM, SIS, or enrollment platforms is a plus.Bilingual English/Spanish is a plus.Required SkillsHas successfully grown enrollment or managed admissions for a school.Knows how to balance warmth with urgency in parent communications.