The Board Series - How to Hire a School Marketing Leader
As the first installment in our “Board Series,” this quick article is designed to help school leaders avoid common pitfalls when hiring internal marketing staff. These insights are straight from the field and designed to be a no-nonsense guide.
Let’s get down to business: the ideal marketing leader for your team should be focused on revenue generation and the strategies and tactics to make it happen. More revenue means more mission impact, expanded programs, opportunities for growth, and less stress for your head of school—you get the picture. In short, we’ve got to break the stigma around talking about money in the non-profit world of education. If you can’t talk about it, you can’t grow it.
Far too many schools have settled for a “graphic designer” or “photographer” who oversold their abilities. Many school board have thought, “Boy - the pool of applicants is slim…and photography is a great skill to have!” Unfortunately, this often leads to a series of unmet expectations and precious time wasted - typically after a year of “trying new strategies” only to end up with subpar results (read: empty seats and a budget in crisis.) Then they start the search over again.
The solution? Find candidates that understand the business your school is in: Casting a wide net, recruiting families, earning their trust, and then closing the deal to secure a contract where they exchange their hard-earned paycheck for your transformative school experience.
Now, somewhere out there a design-focused professional might be thinking, “But what about branding or beautifully designed materials?” While aesthetics and branding are important, the reality is that they are a means to an end, not the end itself. A slick brochure won’t magically fill seats - but with the right strategy and execution - it will certainly help.
Here are four crucial questions to ask when hiring an internal marketing leader:
"Show me the money" (or at least a plan for it): Don't be shy about asking for concrete examples of how they've driven revenue growth in the past. Ask for specific campaigns, strategies, and quantifiable results. If they talk in vague terms about “building brand awareness,” dig deeper. How did that awareness translate into actual enrollments or donations? A strong candidate will have a data-driven approach and be comfortable discussing ROI. Bonus points: ask them how they approach budgeting and resource allocation for marketing throughout the year.
"What's your enrollment strategy?": This is where the rubber meets the road. Your marketing director should be able to articulate a clear, multi-faceted enrollment strategy that goes beyond simply posting on social media. They should understand your target audience, the competitive landscape, and the unique selling propositions of your school. I wouldn’t expect them to have all the answers for your specific school before starting work, but you should look for candidates who talk about targeted advertising, lead nurturing, conversion optimization, and data analysis.
"How will you measure success?": A good marketing director doesn't just execute campaigns; they measure their effectiveness. Ask them how they plan to track key metrics like website traffic, lead generation, conversion rates, and ultimately, enrollment growth. They should be familiar with analytics platforms and able to demonstrate how they use data to inform decision-making. A data-driven approach is non-negotiable.
"Tell me about a time you failed.": This question isn't about dwelling on negativity; it's about assessing how a candidate learns from mistakes. Everyone makes them, but the important thing is how they respond. Look for candidates who can openly discuss a past failure, explain what they learned from it, and how they applied those lessons to future endeavors. This demonstrates self-awareness, resilience, and a growth mindset—essential qualities for any leadership role.
Now let’s be clear: not all marketing efforts have a clearly defined return on investment due to a number of factors. The point of these questions is to see how your candidate thinks about their work, the value it will bring, and the finite resources at their disposal as part of your school budget. When you find a candidate who thinks strategically about revenue growth and is comfortable talking about metrics, you’ll be one step closer to hiring a true partner in growth.
