Assistant Director of Marketing - Updated

Description

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

About Us

Pine Street School and Battery Park Montessori are two downtown New York City independent schools in the Green Ivy Schools family. Together we serve children from age one through eighth grade. Our programs are globally minded, language-rich, and deeply intentional, and our communities are warm.

The Role

We’re looking for a hands-on, creative marketer who can raise our schools’ profile in the neighborhoods we serve and online. You might film a Reel in the morning, design an ad in the afternoon, and know by the end of the day which one brought in new families. You’ll create most of our content yourself and build a roster of photographers, videographers, and designers to bring in when a project calls for it.

Your Year-One Priorities

1. Drive family inquiries

• Run paid and organic campaigns, including Google Ads, Meta Ads, retargeting, SEO, AEO (answer engine optimization, or visibility in AI-powered search), Niche, and directories.
• Build and manage email drip campaigns and event emails that move families from first interest to tour to application.
• Track what’s working in GA4, Google Search Console, Google Ads, Meta Ads, and Niche, using measures such as cost per lead, conversion rates, and inquiry quality.
• Partner with the Admissions team on admissions cycles, events, and pipeline needs.
• Make sure website inquiries flow correctly into Ravenna and HubSpot, coordinating with the Director of Enrollment Management on any issues.

2. Tell our story through social media and video

• Concept, film, edit, caption, and publish short-form video and social content for both schools on Instagram, Facebook, LinkedIn, X, and YouTube.
• Keep a steady cadence of at least three posts per week. The two Associate Directors of Admissions are trained as backup posters for timely event coverage.
• Respond to comments, messages, and reviews, and escalate them when needed.
• Capture most day-to-day photo and video yourself, and develop and manage a roster of freelance photographers and videographers for major campaigns and signature events.

3. Elevate our brand in the community

• Find fresh, creative ways for our schools to be seen and felt in downtown neighborhoods, through local partnerships, community activations, print and out-of-home advertising, and branded materials.
• Grow word-of-mouth through parent ambassadors and community voices.
• Design signage, collateral, digital assets, and listings so our schools show up memorably at community and school events.
• Build local press relationships and pitch stories that show what makes our schools special.
• Serve as the day-to-day contact for external marketing partners.

4. Keep our websites working hard

• Own both school websites. Update admissions pages, events, landing pages, and calls to action, and look for ways to improve navigation and conversion over time.

Ongoing

• Own the marketing calendar across all channels.
• Lead a monthly storytelling meeting with the Associate Directors of Admissions, and include Heads of Division as needed so that curriculum stories are accurate.
• Maintain a searchable photo and video library from weekly faculty submissions.
• Hold quarterly faculty workshops on capturing usable content and following privacy guidelines.
• Make sure every piece of content respects student privacy, family permissions, and brand standards.

Nice to Have (see requirement section as well)

• Experience working in or marketing a school.
• Familiarity with the NYC independent school landscape.
• Experience with email marketing platforms and CRMs, such as HubSpot.
• Spanish or Mandarin.

You’ll Thrive Here If You…

• Always have your phone ready because you see stories everywhere.
• Love dreaming up ways to get a brand noticed offline as well as online.
• Care about results as much as you care about beautiful work.
• Build warm relationships with teachers, families, and colleagues.
• Follow through on the details without being asked.
• Get excited about education and about helping families find the right school.

Why This Role Matters

In Manhattan, families choose schools based on story, reputation, and the feeling they get when they walk through the door or hear another parent talk about their experience. Our schools have real strengths: intellectual intentionality, warmth, language-rich learning, and a commitment to seeing each child fully. Your job is to make sure families in our neighborhoods and online know about these strengths, feel them, and talk about them.

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

Requirements

• 4–6 years of experience in marketing, content creation, social media, or digital marketing.
• A portfolio of short-form video, social content, and designed assets that you created yourself.
• Hands-on experience planning, running, and optimizing paid campaigns on Google Ads and Meta Ads, including managing budgets and using data to improve results.
• Comfort working with data: reading reports in Google Analytics and ad platforms, tracking leads and conversions, and turning what you learn into next steps.
• Creative ideas for building a brand’s presence in a local community.
• Hands-on skill with Adobe Creative Suite (Photoshop and video editing) or similar tools.
• Experience managing a website in Webflow, WordPress, or a similar CMS.
• Experience finding, hiring, and managing freelance creatives.
• Strong writing, editing, and storytelling skills.
• The organization to juggle two schools, many channels, and steady deadlines.