Administrative Reports to: Administrative Director

Marketing & Media

Role Overview

Manages Zera's brand presence, content production, social media, website, and selective event coverage. Acts as brand gatekeeper for all external-facing materials. Balances external visibility (brand awareness, enrollment support) with internal documentation (event coverage, school highlights). Reports to the Administrative Director.

Key Responsibilities

Processes

MM01 — Content Calendar & Planning

Frequency: termly (pre-term planning, weekly review) Approval: Administrative Director (campaign content); autonomous (routine) Tools: content calendar spreadsheet / Canva / scheduler Coordinates with: Head of Pastoral (events calendar), Admission Office, department heads

  1. Review previous term's content performance and engagement data
  2. Obtain school events calendar from Head of Pastoral
  3. Identify marketing-priority events, campaigns, and content themes for the term
  4. Draft termly content calendar mapping posts to channels and dates
  5. Align enrollment support content with Admission Office campaign schedule
  6. Submit calendar to Administrative Director for review
  7. Publish weekly content schedule each Monday
  8. Review and adjust calendar weekly based on emerging needs

MM02 — Social Media Management

Frequency: daily Approval: autonomous (routine posts); Administrative Director (campaigns, sensitive content) Tools: Canva / Adobe / social media scheduler / platform analytics Coordinates with: all departments (content sources)

  1. Create and schedule content per the weekly content plan
  2. Post across platforms: Instagram, Facebook, XHS (Xiaohongshu), and others as active
  3. Monitor comments, messages, and mentions — respond within 24 hours
  4. Escalate negative or sensitive interactions to Administrative Director immediately
  5. Capture and repurpose user-generated content (with permission)
  6. Track weekly engagement: reach, likes, comments, follower growth
  7. Test content formats and posting times; adjust strategy based on data

MM03 — Content Request & Production

Frequency: as needed Approval: Marketing & Media (scheduling); Administrative Director (if campaign-level) Tools: request form / Canva / Adobe Creative Suite Coordinates with: requesting department

  1. Department submits content request: what is needed, purpose, target audience, channel, deadline
  2. Review request against current workload and content calendar
  3. Confirm, defer, or decline with reason — communicate timeline to requester
  4. Gather content inputs from department (text, photos, details)
  5. Produce material (flyer, social post, video clip, banner, etc.)
  6. Send draft to requester for content accuracy check
  7. Apply brand compliance review before finalising
  8. Deliver final material and publish or hand over to requester

MM04 — Brand Compliance & Gatekeeping

Frequency: as needed Approval: Marketing & Media (brand authority) Tools: brand kit (S3) / templates / style guide Coordinates with: all departments

  1. Maintain and distribute Zera brand guidelines (logos, colours, fonts, tone)
  2. Provide branded templates for common materials (flyers, letters, certificates, presentations)
  3. Review external-facing materials submitted by departments for brand compliance
  4. Approve, request revisions, or reject materials that do not meet guidelines
  5. Advise departments on correct usage of brand assets
  6. Update templates and guidelines when brand assets change
  7. Conduct termly audit of published materials for brand consistency

MM05 — Event Coverage

Frequency: as per content calendar + on request from Alex Approval: Marketing & Media (selection); Administrative Director (if budget involved) Tools: camera / video equipment / editing software Coordinates with: Head of Pastoral (events calendar), event organisers, Alex (external events)

  1. Review events calendar and select events aligned to marketing objectives
  2. Confirm coverage plan with event organiser: what to capture, access, timing
  3. Prepare coverage brief: key moments, shot list, channels for distribution
  4. Attend and capture photos and/or video
  5. Edit and produce content within 48 hours for social/web
  6. Archive raw footage and edited assets in shared drive
  7. Publish across relevant channels per content calendar
  8. When Alex has external event presentations or partnership activations, assist with video and photo capture on request

MM06 — Website Management

Frequency: weekly / as needed Approval: Marketing & Media (content updates); Administrative Director (structural changes) Tools: CMS / analytics (Google Analytics or similar) Coordinates with: Admission Office, departments

  1. Update website content: news, events, galleries, programme information
  2. Publish blog posts or news articles as per content calendar
  3. Ensure all pages are current, accurate, and reflect latest school information
  4. Review website analytics monthly: traffic, top pages, bounce rate, referral sources
  5. Optimise content for SEO: keywords, meta descriptions, image alt text
  6. Coordinate with Admission Office to keep enrollment pages and forms current
  7. Flag technical issues to IT or external vendor for resolution

MM07 — Reporting & Analytics

Frequency: monthly (summary); termly (full report) Approval: Administrative Director Tools: platform analytics / spreadsheet Coordinates with: Administrative Director, Admission Office

  1. Compile monthly social media metrics: follower count, reach, engagement rate per platform
  2. Record content output: number of posts, materials produced, requests completed
  3. Review website analytics: traffic trends, top content, referral sources
  4. Identify top-performing content and underperforming areas
  5. Prepare termly Marketing & Media report with highlights, metrics, and recommendations
  6. Present report to Administrative Director
  7. Set goals and adjust strategy for the following term based on data