Assistant Director of Marketing

Description

Assistant Director of Marketing

Pine Street School & Battery Park Montessori | New York, NY
Brand, Digital Marketing, Website, Content & Creative Production
Reports to: Director of Admissions

Position Overview

Pine Street School and Battery Park Montessori are two distinctive downtown New York City independent schools united under the Green Ivy Schools family. Together, we serve children from age one through eighth grade through a globally minded, language-rich, and deeply intentional educational experience.

We are seeking a dynamic, creative, strategic, and detail-oriented Assistant Director of Marketing to bring our schools’ stories to life across digital platforms, websites, social media, email, print materials, advertising campaigns, and community-facing touchpoints.

This role is responsible for how families discover, experience, and connect with our schools — from first impression through inquiry, consideration, enrollment, and long-term community engagement. The Assistant Director manages day-to-day marketing execution while contributing to brand strategy, digital marketing, content planning, campaign coordination, website optimization, and community storytelling across both schools.

Key Responsibilities

Brand, Messaging & Content Strategy

• Support and strengthen the distinct brand voice, positioning, and parent-facing messaging for each school.
• Translate enrollment priorities, school strengths, curriculum insights, and community stories into campaigns, content themes, and communications.
• Own and manage the marketing calendar across organic social, ads, blog posts, LinkedIn, website content, email, admissions materials, events, directories, and community communications.
• Lead a monthly storytelling working group with the two Associate Directors of Admissions to review faculty-submitted assets, discuss upcoming curriculum themes and school moments, and plan the marketing calendar.
• Include Heads of Division as needed to ensure curriculum-based storytelling is accurate, developmentally appropriate, and aligned with program priorities.
• Ensure all marketing reflects the schools’ warmth, academic intentionality, community spirit, and brand standards.

Website Management & Optimization

• Own and manage both school websites as primary enrollment and brand storytelling tools.
• Regularly update website content, including admissions pages, open houses, tours, community events, program highlights, landing pages, school news, inquiry pathways, calls to action, and registration links.
• Receive and action school-specific content updates from Associate Directors and admissions calendar or event updates from the Assistant Director of Enrollment Management.
• Manage GA4 and Google Search Console/Webmaster Tools to monitor website performance, search visibility, indexing issues, traffic trends, and conversion behavior.
• Own the website product roadmap for both schools, identifying and prioritizing improvements to content, navigation, UX, SEO/AEO, landing pages, inquiry pathways, conversion points, integrations, and family-facing functionality.
• Ensure website inquiry forms feed correctly into the CRM, coordinating with the Assistant Director of Enrollment Management on integration issues.
• Monitor Ravenna, HubSpot, and website data connections daily to ensure lead data is flowing accurately across systems.

Marketing Campaigns, Channels & Visibility

• Own and execute marketing strategy across paid and organic channels, including Google Ads/PPC, paid social, SEO, AEO, social media, retargeting, email marketing, print, OOH, Niche, directories, traditional press, influencer/ambassador engagement, visibility partnerships, and campaign support.
• Manage automated email drip campaigns and develop ad hoc marketing emails, including copy, creative direction, layout, visuals, and calls to action, to support inquiry nurturing, event attendance, admissions engagement, and movement through the admissions funnel.
• Serve as the day-to-day point of contact for external marketing partners, coordinating campaign strategy, messaging, creative direction, timelines, deliverables, asset requests, revisions, approvals, landing page content, print/OOH assets, and brand guidance.
• Support school participation in community events by coordinating needed marketing collateral, signage, promotional materials, digital assets, Niche/directory/calendar listings, and channel activations before, during, and after the event.
• Manage traditional press relationships and visibility partnerships, including local media outreach, school announcements, event promotion, community-interest stories, and approved press materials.
• Partner with the Admissions Team to align campaigns with admissions cycles, events, pipeline needs, lead quality, and conversion tracking.
• Review performance reports across Google Analytics, Meta Ads, Google Ads, Niche, and other relevant channels, using data such as traffic, conversion rates, lead sources, campaign performance, cost per lead, and inquiry quality to refine strategy.

Organic Social Media Publishing & Engagement

• Own organic social scheduling, publishing, and day-to-day channel management for both schools across Instagram/Facebook, LinkedIn, X, and YouTube.
• Maintain a consistent organic social posting cadence of at least three posts per week, with the two Associate Directors trained as backup posters for timely event coverage.
• Concept, film, edit, caption, schedule, and publish social-first content, including Reels and short-form video.
• Curate and publish content contributed by Associate Directors, faculty, staff, families, and community members as appropriate.
• Manage online engagement by responding to or escalating comments, messages, reviews, and interactions in a timely and thoughtful manner.
• Monitor engagement, reach, trends, and content performance, adjusting content based on results and audience behavior.

Content Capture, Faculty Assets & Asset Library

• Collaborate with the Associate Directors to coordinate photo and video coverage for special events and non-routine school moments, including admissions events, open houses, STEAMfest, clap-out, field day, parent events, school celebrations, and other major storytelling opportunities.
• Manage shared marketing asset folders and maintain a searchable visual asset library where faculty and staff submit weekly photos, videos, classroom highlights, student work, curriculum moments, event images, and story ideas; review, edit, organize, tag, and repurpose assets by school, program, classroom, event, theme, permissions, and intended channel use.
• Hold quarterly faculty workshops on capturing usable photos/videos, following privacy guidelines, and submitting assets to shared marketing folders.
• Ensure all content respects student privacy, family permissions, school communication guidelines, and brand standards.

Creative Production

• Produce, adapt, and design high-quality creative assets across digital and print channels, including video, photography, email graphics, social media content, website visuals, advertising assets, admissions collateral, print materials, signage, presentations, swag, and campaign materials.
• Create assets independently or with support from an external graphic design partner, while admissions/enrollment colleagues handle ordering and inventory.
• Capture most day-to-day photo and video content directly, while developing and maintaining a roster of trusted photographers and videographers for high-impact production needs, including major campaigns, admissions assets, signature events, and brand storytelling pieces.
• Transform raw content from Associate Directors, faculty, staff, families, and events into polished, on-brand materials.
• Edit photo and video content using Adobe Creative Suite or similar tools.

Qualifications & Experience

Required

• 4–8 years of experience in marketing, communications, content creation, social media, digital marketing, or a related field.
• Strong writing, editing, proofreading, and storytelling skills across digital and print formats.
• Strong project management skills and ability to manage multiple workstreams, deadlines, and content needs across two schools.
• Experience with Photoshop and Adobe Suite to create high-quality marketing assets.
• Familiarity with Google Ads, Meta Ads, SEO, AEO, Google Analytics, Google Webmaster Tools, and Excel.
• Experience managing websites using Webflow, Shopify, Wordpress or similar CMS platforms.
• Strong experience with social media management, especially Instagram/Facebook platforms; LinkedIn experience strongly preferred.
• Experience concepting, filming, editing, and publishing short-form video content, including Reels or similar formats.
• Experience with video editing in Adobe Suite or similar tools. 
• Comfort working cross-functionally with admissions, enrollment, school leadership, faculty, external partners, and community stakeholders.

Preferred / Bonus

• 5–10 years of experience in marketing, communications, or digital strategy.
• Experience managing email marketing platforms and campaign execution.
• Familiarity with the NYC independent school landscape.
• Bilingual ability in Spanish or Mandarin.

Personal Attributes

• Digital-first creative storyteller with a strong visual eye, brand sensibility, and native understanding of how people discover, consume, and engage with content on social platforms.
• Strategic, hands-on, and execution-oriented.
• Highly organized and detail-oriented.
• Collaborative, warm, and relationship-driven.
• Proactive, dependable, and able to follow through across multiple projects.
• Comfortable working in a school environment and capturing authentic community moments.
• Passionate about education and creating meaningful experiences for families.

Why This Role Matters

In Manhattan’s independent school market, perception drives demand — and community drives perception. Families choose schools based on story, reputation, values, program quality, and the feeling they get when they walk through the door or hear another parent talk about their experience.

Pine Street School and Battery Park Montessori have real strengths: intellectual intentionality, warmth, language-rich learning, community spirit, and a commitment to seeing each child fully. This role ensures those strengths are known, felt, and talked about — in the neighborhoods where families live, in the digital spaces where first impressions form, and in the rooms where word-of-mouth is born.

Every post, event page, image, email, flyer, video, campaign, and community touchpoint helps families feel what makes Pine Street School and Battery Park Montessori special. The Assistant Director of Marketing helps translate the everyday life of both schools into clear, beautiful, meaningful storytelling.

Pine Street School and Battery Park Montessori are part of Green Ivy Schools. Equal opportunity employer.

12-month, full-time position based in New York City.

Salary Range

$85,000–$105,000 per year

Requirements

• 4–8 years of experience in marketing, communications, content creation, social media, digital marketing, or a related field.
• Strong writing, editing, proofreading, and storytelling skills across digital and print formats.
• Strong project management skills and ability to manage multiple workstreams, deadlines, and content needs across two schools.
• Experience with Photoshop and Adobe Suite to create high-quality marketing assets.
• Familiarity with Google Ads, Meta Ads, SEO, AEO, Google Analytics, Google Webmaster Tools, and Excel.
• Experience managing websites using Webflow, Shopify, Wordpress or similar CMS platforms.
• Strong experience with social media management, especially Instagram/Facebook platforms; LinkedIn experience strongly preferred.
• Experience concepting, filming, editing, and publishing short-form video content, including Reels or similar formats.
• Experience with video editing in Adobe Suite or similar tools. 
• Comfort working cross-functionally with admissions, enrollment, school leadership, faculty, external partners, and community stakeholders.