Head of Admissions

NORTH LONDON COLLEGIATE SCHOOL (SINGAPORE) PTE. LTD.; Singapore; On-site; SGD 140,000 - 230,000; Full time

Job summary

NLCS (Singapore) invites a visionary Head of Admissions to lead enrolment strategy, partnerships and brand advocacy in Singapore’s premium international school market.

You will shape the prospective family journey, set KPIs, oversee the admissions team and work with Marketing and leadership to sustain selective admissions standards and growth.

Experience in MOE/regulatory compliance is advantageous; you will report to the Operating Management Board.

Qualifications

• Proven track record leading admissions or enrollment teams.
• Strong ability to set and monitor KPIs for an admissions function.
• Experience in marketing alignment and corporate partnerships is a plus.

Responsibilities

• Lead market research, competitive analysis and brand-positioning to position NLCS (Singapore) in the premium international school market.
• Present enrolment reports, forecasts and strategic recommendations to senior leadership and the board.
• Establish and monitor KPIs for the admissions function, including satisfaction, conversion and retention metrics.
• Lead the admissions team, provide coaching and succession planning.

Skills

Strategic Leadership

Team Leadership

Stakeholder Management

Brand Positioning

CRM Systems

Job description

We are looking for a Head of Admissions. This leadership position is responsible for developing and executing comprehensive enrolment strategies that align with NLCS (Singapore)’s mission, values and strategic objectives. The role requires a visionary leader who can drive sustainable enrolment growth through strategic partnerships, brand advocacy and collaborative engagement with families, while maintaining the school’s selective admissions standards and reputation in Singapore’s competitive international school market.

Main Responsibilities

Strategic Leadership& Planning

• Lead market research, competitive analysis and brand-positioning work to position NLCS (Singapore) effectively within the premium international school sector.
• Present regular enrolment reports, forecasts and strategic recommendations to the Operating Management, Board of Governors and Senior Leadership Team.
• Establish and monitor KPIs for all aspects of the admissions function, including prospective parent satisfaction, conversion rates, yield rates and retention metrics.
• Lead crisis management for enrolment-related challenges, including economic downturns or competitive threats.

Team Leadership& Development

• Lead, mentor and develop a high-performingadmissions team, including Admissions Officers, Administrative Assistants andParent Ambassadors.
• Conduct regular performance reviews, settingclear objectives and professional development plans for team members.
• Foster a culture of excellence, collaborationand continuous improvement within the Admissions Department.
• Develop and implement coaching and trainingprogrammes to ensure consistent, high-quality interactions with prospectivefamilies.
• Manage recruitment, onboarding and successionplanning for the admissions team.

Customer JourneyManagement

• Design and continuously refine the prospectivefamily journey from initial inquiry through to the start of school, ensuring aseamless, personalised and premium experience at every touchpoint.
• Establish and maintain service level agreements(SLAs) for all admissions interactions and tasks.
• Implement a quality assurance programme tomonitor and evaluate all family interactions, including mystery shoppingexercises, call monitoring and email audits to ensure consistent excellence.
• Develop and maintain detailed customer journeymaps identifying key decision points, pain points and opportunities fordifferentiation in the admissions experience.
• Create and enforce standards of engagement thatreflect the school’s premium positioning, including communication templates,tour protocols and family interaction guidelines.
• Conduct regular audits of the admissions team’sperformance through review of CRM notes, response times and conversion metricsat each stage of the funnel.
• Implement a lead scoring and prioritisationsystem to ensure high-potential families receive appropriate attention whilemaintaining service standards for all inquiries.
• Establish escalation protocols for VIP families,complex cases and time-sensitive situations to ensure senior intervention whenneeded.
• Monitor and analyse touchpoint effectivenessthrough tracking engagement rates, response rates and family feedback at eachstage of the admissions journey.
• Develop and maintain a comprehensive admissionsplaybook documenting best practice, consultative customer engagement practices,scripts, FAQ responses and objection handling strategies.
• Create differentiated service tiers fordifferent family segments (corporate relocations, local families, internationalfamilies) with customised engagement strategies.
• Implement regular shadow sessions and coachingprogrammes to ensure Admissions Officers maintain the highest standards ofprofessionalism and service.
• Conduct monthly service reviews with theadmissions team to address service gaps, share best practice and recogniseexceptional performance.
• Develop and maintain relationships with familieswho chose competitor schools to understand service failures and missedopportunities.
• Create a continuous feedback loop with currentparents to understand their admissions experience and incorporate improvementsfor future families.
• Ensure all admissions team members receiveregular training on customer service excellence, cultural sensitivity andpremium service standards.
• Develop service recovery protocols for whenservice standards are not met, including escalation procedures and compensationguidelines.
• Create and monitor a family engagement calendarensuring regular, meaningful touchpoints throughout the decision-making processwithout being intrusive.

Enrolment Management& Selection

• Ensure the consistent application of theadmissions criteria, assessment procedures and selection protocols.
• Make strategic decisions on waitlist managementand late admissions to optimise enrolment.
• Handle escalated admissions cases, includingappeals and special circumstances.
• Maintain relationships with key feeder schoolsand oversee referral agreements.

Referral, Retention& Re-enrolment Strategy

• Strengthen loyalty and advocacy among existingfamilies by building strong, trusted relationships with the current parentbody.
• Identify supportive and engaged parents who canserve as advocates and parent ambassadors.
• Encourage selected parents to share theirpositive experiences with prospective families.
• Support individual parent referrals throughclear communication and appropriate follow-up.
• Develop, propose and implement loyaltyinitiatives and incentives that strengthen family commitment to the school.
• Work with the Director of Marketing to encourageexisting families to introduce relevant individuals, organisations or corporateHR contacts who may support the promotion of the school.
• Develop and oversee comprehensive retentionstrategies to maintain enrolment stability.
• Analyse attrition patterns and implementtargeted interventions to improve retention rates.
• Lead high-stakes retention conversations withfamilies considering departure.
• Collaborate with academic and pastoral teams toaddress both systemic and individual issues affecting retention.
• Develop parent satisfaction surveys andimplement improvements based on feedback.
• Oversee the annual re-enrolment campaign,setting targets and monitoring progress.

Marketing &Brand Management

• Partner with the Director of Marketing todevelop integrated marketing and recruitment campaigns.
• Serve as a key spokesperson for the school atmajor education fairs, corporate events and media opportunities, cultivatingrelationships with relevant stakeholders.
• Develop strategic partnerships withcorporations, embassies, chambers of commerce and relocation companies.
• Collaborate on the creation of admissionscollateral, ensuring brand consistency, accuracy and compelling messaging.
• Lead the planning and execution of signatureadmissions events (Open Houses, Discovery Days).
• Manage relationships with education consultantsand agents, negotiating agreements and monitoring performance.
• Work with Parent Ambassadors to organiseprospective outreach events for enrolments.

External Relations& Partnerships

• Represent NLCS (Singapore) at internationalrecruitment fairs and educational conferences.
• Build relationships with corporate HR directorsand mobility managers to secure corporate-sponsored students.
• Develop and formalise partnerships withinternational organisations, diplomatic missions and cultural associations,including negotiating and managing agreements.
• Collaborate with other NLCS campuses to sharebest practice and coordinate student transfers.
• Engage with Singapore’s Ministry of Educationand regulatory bodies on policy matters.

Compliance &Risk Management

• Ensure full compliance with Singapore MOEregulations, EduTrust standards and SWDA requirements by working closely withthe school registrar and compliance team.
• Oversee the application and MOE waiver processesfor Singapore Citizen by the school registrar and admissions executives.
• Maintain compliance with PDPA and equivalentinternational data protection regulations.
• Develop and implement policies for ethicaladmissions practice.
• Manage legal and reputational risks related toadmissions decisions.
• Oversee internal and external audits ofadmissions processes.

Data Analytics &Reporting

• Propose and support the development ofcomprehensive dashboards for real-time monitoring of admissions metrics.
• Prepare board reports, management analyses andstrategic planning documents.
• Benchmark admissions performance against peerschools and industry standards.

Safeguarding

• Abide by the schoolsafeguarding policy and keep abreast of any changes.