Job Description
PALM VALLEY SCHOOL Director of Enrollment and Marketing Website: www.pvs.org FLSA Status: Exempt Prepared Date: 05-08-2026 Effective Date: 07-01-2026 Hiring Manager Job Title: Head of School Job Level: Individual Contributor Employment Status: Full-time Regular Primary Location: Rancho Mirage, CA Job Summary The Director of Enrollment Management and Marketing is a key administrative role that serves as a member of the administrative team and reports directly to the Head of School. This position is responsible for leading the Admissions Office and fostering relationships within the school community. It is their responsibility to help convey the mission, culture, and core values of the school. This is a leadership position that requires the ability to develop and project the vision of the Palm Valley School. This is a highly collaborative position that requires strong interpersonal skills, excellent communication and diplomacy. Education and Experience Bachelor's degree required; Master's degree preferred. Minimum of 3 years of progressive experience in admissions, preferably in an independent school setting. Proficiency in using student information systems (SIS), customer relationship management (CRM) software, and other relevant technology. Knowledge Independent School Admissions Best Practices: A deep understanding of the unique nuances of independent school admissions, including the application process, interview techniques, testing requirements, financial aid considerations, and the importance of mission alignment. Enrollment Management Principles: Knowledge of strategic enrollment management concepts, including market analysis, recruitment strategies, yield management, retention efforts (as it relates to the initial enrollment), and the development of key performance indicators (KPIs). Student Information Systems (SIS) and CRM Software: A working knowledge of how these systems function to manage applicant data, track communication, generate reports, and streamline the admissions process. Familiarity with specific platforms commonly used in independent schools would be beneficial. Marketing and Communications Strategies: An understanding of effective marketing and communication techniques to reach prospective families, including digital marketing, social media engagement, content creation, and branding. Knowledge of how to collaborate with the marketing team is also important. Data Analysis and Reporting: The ability to create, interpret admissions data, identify trends, and generate reports to inform strategic decisionmaking. This includes understanding key metrics like application numbers, acceptance rates, yield rates, and demographic data. Legal and Ethical Considerations in Admissions: Awareness of relevant laws and ethical guidelines related to admissions practices, student privacy (FERPA), SEVIS Program, and nondiscrimination. The Independent School Landscape: Familiarity with the broader independent school market, including competitor schools, feeder school relationships, educational consultants, and relevant industry associations. Child Development and Educational Trends: A general understanding of child development stages and current trends in education in order to assess applicants and understand the needs of prospective families. Financial Aid Processes: The Director has a working knowledge of the principles and processes involved and the ability to explain the process to families. The School's Specific Mission, Values, and Programs: A thorough understanding of the school's unique identity, academic programs, extracurricular offerings, and community culture is essential for recruiting missionappropriate students. Diversity, Equity, and Inclusion (DEI) Principles: Knowledge of best practices in recruiting and enrolling a diverse student body and fostering an inclusive environment. Budget Management: Understand how to develop and manage an admissions budget effectively. Skills Strategic Thinking and Planning: The ability to develop and implement longterm enrollment strategies aligned with the school's mission and goals. This involves analyzing data, understanding market trends, and setting measurable objectives. Recruitment and Outreach Expertise: Skilled at identifying, attracting, and engaging prospective families through various channels, both traditional and innovative. This includes planning effective events, building relationships with feeder schools, and leveraging digital platforms. Admissions Process Management: Strong organizational skills to oversee the entire adm