The Challenge

This was a multifaceted situation requiring both strategic oversight and hands-on delivery:

• A disrupted marketing and admissions function at a critical time
• A team understandably lacking confidence and stability
• Ongoing pupil recruitment pressures, particularly at 11+
• The need to recruit a new Director of Marketing and Admissions
• A fragmented and inefficient technology landscape, including overlapping CRM and CMS platforms
• The requirement to maintain momentum throughout 

This was not simply a marketing challenge - it was a leadership, recruitment, and operational challenge combined.

My Approach

I was able to provide immediate, embedded consultancy support, working closely with the Head, Bursar and wider team to stabilise, strengthen, and move the function forward.

Key areas of focus included:

1. Strategic Leadership & Team Stabilisation

• Providing calm, experienced leadership during a period of uncertainty
• Supporting and empowering the existing team, restoring clarity, confidence, and direction
• Ensuring effective communication between senior leadership and the team

2. Recruitment of a New Director of Marketing & Admissions

• Advising on role definition and structure to align with the school’s strategic needs
• Supporting the recruitment process, including candidate profiling, selection, and assessment
• Ensuring a smooth transition and strong foundations for incoming leadership

3. Marketing & Admissions Optimisation

• Identifying key priority areas for immediate improvement
• Strengthening marketing channels and activity to improve consistency and performance
• Maintaining focus on pupil recruitment throughout

4. Technology Rationalisation (CRM & CMS)

• Conducting a review of existing systems and workflows
• Unravelling a complex and inefficient mix of CRM and CMS platforms
• Recommending a more streamlined, effective approach to support both marketing and admissions
• Liaison with current and new tech providers
• Improving usability, data flow, and overall team efficiency

This integrated approach ensured that both immediate challenges and longer-term structural improvements were addressed.

The Impact

The outcomes were both measurable and transformative:

• A confident, re-energised marketing and admissions team
• Successful appointment of a new Director of Marketing and Admissions
• Streamlined and more effective use of CRM and CMS systems
• Improved consistency and performance across marketing activity
• Stabilised operations during a critical period
• The most successful 11+ recruitment cycle in recent memory

Beyond the metrics, the school regained clarity, confidence, and a strong sense of forward momentum.

Client Feedback

“Sophy came in at a very challenging time… Her value to us has been immeasurable.”

“She expertly managed both up and down… ensuring the team, who were understandably wobbling, fired on all cylinders.”

“Her network of contacts alongside her outstanding technical knowledge greatly improved our marketing channels and ensured the smooth running of the Department in all respects.”

“As a direct result of her work, we have had our best 11+ recruitment cycle in recent memory.”