General Manager, Sales and Marketing

General Manager, Sales & Marketing Location: Riyadh, Saudi Arabia Function: Sales & Marketing Reports To: Country Director Job Purpose The General Manager, Sales & Marketing is responsible for driving student enrolment, revenue growth, brand positioning, and market development across the organisation’s campuses in Saudi Arabia. The role provides strategic and operational leadership to the Sales, Admissions, and Marketing functions, with accountability for achieving enrolment and revenue targets, strengthening brand presence, improving lead-to-enrolment conversion, and delivering a high-quality parent experience. Working closely with the Country Director, campus leadership, and Group Marketing teams, the role will develop and execute country-specific growth strategies aligned with the organisation’s overall business objectives, global brand standards, and expansion priorities. Key Responsibilities 1. Strategic & Business Leadership • Lead the Sales, Admissions, and Marketing functions across campuses in Saudi Arabia. • Develop and execute the country Sales & Marketing strategy in alignment with overall business plans, enrolment objectives, and brand guidelines. • Translate country growth objectives into clear enrolment, revenue, lead-generation, conversion, and marketing targets. • Provide market intelligence, competitor analysis, parent insights, and emerging market trends to support strategic decision-making. • Identify opportunities to increase market penetration, strengthen competitive positioning, and drive sustainable enrolment growth. • Partner closely with the Country Director, Principals, and functional leaders to ensure an integrated approach to campus growth and business performance. 2. Sales, Admissions & Revenue Growth • Own and drive student enrolment and associated revenue targets across campuses. • Develop enrolment forecasts based on market potential, historical trends, lead pipelines, conversion rates, capacity, and business priorities. • Drive the complete admissions funnel from enquiry and lead generation through conversion and enrolment. • Establish effective lead management, follow-up, pipeline management, and parent engagement processes. • Monitor key sales and admissions metrics, including enquiry volumes, conversion rates, enrolments, revenue, and pipeline performance. • Review performance on a weekly, monthly, quarterly, and annual basis and implement corrective actions where required. • Identify opportunities to improve conversion rates, sales productivity, and overall admissions effectiveness. • Ensure the admissions journey is efficient, consultative, parent-centric, and consistent with the organisation’s brand promise. 3. Marketing & Brand Management • Lead the development and execution of the annual marketing strategy for Saudi Arabia. • Drive integrated online and offline marketing initiatives to generate qualified leads and strengthen brand awareness. • Oversee digital marketing, performance campaigns, events, open houses, school outreach, partnerships, PR, and other market activation initiatives. • Ensure marketing campaigns are effectively localised for the Saudi Arabian market while remaining aligned with global brand standards. • Monitor market trends, competitor activities, pricing, positioning, and parent preferences to identify opportunities and risks. • Manage external agencies and partners, ensuring quality, effectiveness, and accountability for agreed deliverables. • Collaborate with Group Marketing teams to maintain brand consistency and drive campaign effectiveness. 4. Budgeting & Commercial Performance • Partner with the Country Director and Finance team to develop and manage the annual Sales & Marketing budget. • Monitor marketing spend, cost per lead, customer acquisition cost, conversion rates, campaign ROI, and other key commercial metrics. • Ensure effective allocation of resources across campuses, channels, and campaigns. • Use data and performance analytics to optimise marketing investments, admissions productivity, and overall commercial outcomes. • Provide regular performance reports, forecasts, insights, and recommendations to senior leadership. 5. Customer Experience & Parent Engagement • Drive a high-quality parent experience throughout the enquiry, admissions, and enrolment journey. • Develop structured parent engagement and follow-up mechanisms to strengthen conversion and satisfaction. • Play a visible leadership role in key parent interactions, open houses, events, and strategic engagements. • Work closely with Academic and Operations teams to ensure alignment between the proposition communicated during admissions and the actual school experience. • Use parent feedback and customer insights to continuously improve the admissions journey and overall value proposition. 6. People Leadership • Build, lead, and develop high-performing Sales, Admissions, and Marketing teams across campuses. • Establish clear goals, KPIs, accountability frameworks, and performance standards for the function. • Provide ongoing coaching, feedback, and development to strengthen team capability and effectiveness. • Foster a performance-driven, collaborative, and customer-focused culture. • Partner with HR to attract, develop, and retain strong talent across Sales, Admissions, and Marketing. Job Requirements • Bachelor’s degree in Business Administration, Marketing, Sales, or a related discipline; Master’s degree/MBA preferred. • 15–20 years of progressive experience in Sales, Marketing, Business Development, Admissions, or commercial leadership roles. • Significant experience leading Sales & Marketing teams with accountability for revenue, customer acquisition, conversion, and business growth. • Experience in the K–12 education sector, international schools, higher education, or other customer-centric B2C/service industries would be advantageous. • Demonstrated experience managing multi-site or multi-business-unit operations is preferred. • Strong understanding of digital marketing, lead generation, CRM, sales funnels, performance marketing, and customer acquisition. • Strong commercial and financial acumen, with experience managing budgets, forecasts, ROI, and performance metrics. • Proven ability to build and lead high-performing teams and work effectively with senior stakeholders. • Strong analytical, communication, negotiation, and stakeholder-management capabilities. 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Bachelor’s degree in Business Administration, Marketing, Sales, or a related discipline; Master’s degree/MBA preferred. 15–20 years of progressive experience in Sales, Marketing, Business Development, Admissions, or commercial leadership roles. Significant experience leading Sales & Marketing teams with accountability for revenue, customer acquisition, conversion, and business growth. Experience in the K–12 education sector, international schools, higher education, or other customer-centric B2C/service industries would be advantageous. Demonstrated experience managing multi-site or multi-business-unit operations is preferred. Strong understanding of digital marketing, lead generation, CRM, sales funnels, performance marketing, and customer acquisition. Strong commercial and financial acumen, with experience managing budgets, forecasts, ROI, and performance metrics. Proven ability to build and lead high-performing teams and work effectively with senior stakeholders. Strong analytical, communication, negotiation, and stakeholder-management capabilities.

Strategic & Business Leadership: Lead the Sales, Admissions, and Marketing functions across campuses in Saudi Arabia; Develop and execute the country Sales & Marketing strategy in alignment with overall business plans, enrolment objectives, and brand guidelines; Translate country growth objectives into clear enrolment, revenue, lead-generation, conversion, and marketing targets; Provide market intelligence, competitor analysis, parent insights, and emerging market trends to support strategic decision-making; Identify opportunities to increase market penetration, strengthen competitive positioning, and drive sustainable enrolment growth; Partner closely with the Country Director, Principals, and functional leaders to ensure an integrated approach to campus growth and business performance. Sales, Admissions & Revenue Growth: Own and drive student enrolment and associated revenue targets across campuses; Develop enrolment forecasts based on market potential, historical trends, lead pipelines, conversion rates, capacity, and business priorities; Drive the complete admissions funnel from enquiry and lead generation through conversion and enrolment; Establish effective lead management, follow-up, pipeline management, and parent engagement processes; Monitor key sales and admissions metrics, including enquiry volumes, conversion rates, enrolments, revenue, and pipeline performance; Review performance on a weekly, monthly, quarterly, and annual basis and implement corrective actions where required; Identify opportunities to improve conversion rates, sales productivity, and overall admissions effectiveness; Ensure the admissions journey is efficient, consultative, parent-centric, and consistent with the organisation’s brand promise. Marketing & Brand Management: Lead the development and execution of the annual marketing strategy for Saudi Arabia; Drive integrated online and offline marketing initiatives to generate qualified leads and strengthen brand awareness; Oversee digital marketing, performance campaigns, events, open houses, school outreach, partnerships, PR, and other market activation initiatives; Ensure marketing campaigns are effectively localised for the Saudi Arabian market while remaining aligned with global brand standards; Monitor market trends, competitor activities, pricing, positioning, and parent preferences to identify opportunities and risks; Manage external agencies and partners, ensuring quality, effectiveness, and accountability for agreed deliverables; Collaborate with Group Marketing teams to maintain brand consistency and drive campaign effectiveness. Budgeting & Commercial Performance: Partner with the Country Director and Finance team to develop and manage the annual Sales & Marketing budget; Monitor marketing spend, cost per lead, customer acquisition cost, conversion rates, campaign ROI, and other key commercial metrics; Ensure effective allocation of resources across campuses, channels, and campaigns; Use data and performance analytics to optimise marketing investments, admissions productivity, and overall commercial outcomes; Provide regular performance reports, forecasts, insights, and recommendations to senior leadership. Customer Experience & Parent Engagement: Drive a high-quality parent experience throughout the enquiry, admissions, and enrolment journey; Develop structured parent engagement and follow-up mechanisms to strengthen conversion and satisfaction; Play a visible leadership role in key parent interactions, open houses, events, and strategic engagements; Work closely with Academic and Operations teams to ensure alignment between the proposition communicated during admissions and the actual school experience; Use parent feedback and customer insights to continuously improve the admissions journey and overall value proposition. People Leadership: Build, lead, and develop high-performing Sales, Admissions, and Marketing teams across campuses; Establish clear goals, KPIs, accountability frameworks, and performance standards for the function; Provide ongoing coaching, feedback, and development to strengthen team capability and effectiveness; Foster a performance-driven, collaborative, and customer-focused culture; Partner with HR to attract, develop, and retain strong talent across Sales, Admissions, and Marketing.