Director of Admissions and Community Relations

Director of Admissions and Community Relations

About GEMS Dubai American Academy (DAA)

Dubai American Academy (DAA) is a leading international school offering a rigorous American curriculum enhanced by the International Baccalaureate Diploma Programme. As a flagship GEMS Dubai American Academy, DAA is known for its academic excellence, inclusive community, and commitment to developing globally minded, principled, and compassionate learners. The school serves a diverse international community and places a strong emphasis on relationships, student wellbeing, and exceptional educational experiences from entry through graduation.

Position Summary

The Director of Admissions and Community Relations is a member of the Senior Leadership Team and provides strategic leadership for student enrolment, parent relations, and the overall customer experience at Dubai American Academy. Reporting to the Superintendent, the Director is responsible for achieving and sustaining full enrollment through effective admissions strategy, market engagement, and an exceptional end-to-end family experience.

The role oversees all aspects of admissions and enrollment management, serves as a senior ambassador for the school within the local and international community, and ensures that every interaction with prospective and current families reflects DAA’s mission, values, and standards of excellence. The Director plays a key role in shaping the school’s reputation, strengthening family trust, and fostering long-term community engagement.

Key Responsibilities

Admissions and Enrolment Management

• Provide strategic leadership for all admissions, enrolment, registration, and re-enrolment processes to achieve and sustain target enrolment levels.

• Design and implement comprehensive student recruitment and enrolment strategies aligned with the school’s strategic plan and GEMS priorities.

• Ensure full compliance with GEMS Education policies, Ministry of Education regulations, and all enrolment governance requirements.

• Oversee student pipeline management, including inquiries, applications, assessments, waitlists, acceptances, withdrawals, and alumni records.

• Analyse enrolment data, market trends, and competitor activity to inform forecasting, strategic planning, and decision-making.

• Prepare and present regular enrolment reports and projections to the Superintendent and GEMS Corporate Office.

• Collaborate with the Superintendent on long-term enrolment planning, capacity modelling, and strategic growth initiatives.

Parent Relations and Community Engagement

• Serve as a senior point of contact for prospective and current parents, building trust-based relationships that reflect care, professionalism, and responsiveness.

• Lead the design of the prospective parent and student journey, from first inquiry through admission, orientation, and successful integration into the school community.

• Partner closely with school leadership, faculty, and the Parent Association to strengthen parent engagement and community connection.

• Represent the school at networking events, open houses, tours, and community forums, acting as a compelling advocate for DAA’s value proposition.

• Develop and maintain strong relationships with feeder schools, nurseries, and community partners.

• Support families through key transition points, ensuring clear communication and positive experiences that reinforce long-term loyalty to the school.

Customer Experience and Front-of-House Excellence

• Lead and develop the Admissions and Front of House teams to deliver consistently high standards of customer service and professionalism.

• Ensure that the admissions and reception environments are welcoming, organized, and reflective of the school’s culture and values.

• Ensure that service standards, response protocols, and quality assurance processes for all family-facing interactions.

• Monitor and improve customer experience through feedback, data analysis, and continuous improvement practices.

• Ensure timely, clear, and empathetic communication across all touchpoints, including inquiries, visits, assessments, decisions, and follow-up.

• Champion a culture where every family feels known, valued, and supported.

Strategy, Leadership, and School Advancement

• Contribute actively as a member of the Senior Leadership Team, aligning admissions and community relations with whole-school strategic priorities.

• Collaborate with Marketing and Communications to support branding, messaging, and promotional activities that drive enrolment and strengthen reputation.

• Support the implementation of school policies and strategic initiatives as delegated by the Superintendent.

• Act as a visible ambassador for DAA within the wider educational and local community.

• Undertake additional leadership responsibilities as assigned by the Superintendent.

• Prepare and monitor departmental budgets and resources.

People Leadership

Mentorship

• Mentor, support and coach team as required to ensure they consistently meet the GEMS professional standards;

• Mentoring department members in their professional growth, and aspirations, as well as supporting the organization’s succession planning;

Accountability

• Ensure that all colleagues within the department adhere to, and work within, the scope of all GEMS policies, guidelines, and deadlines;

• Provide and cultivate a culture of openness, high performance and care for all members of your team as well as the entire DAA community. 

Self

• Model current best practices and growth mindset;

• Engage with our corporate team in building best practices and opportunities for growth and development

• Receive mentorship from the Superintendent where aligned with future goals and aspirations.

Qualifications and Experience

Education

• At a minimum Bachelor’s degree required; postgraduate qualifications preferred.

Experience

• Minimum of five years’ leadership experience in admissions, enrolment management, customer experience, or a related field.

• Experience in a school or educational environment is strongly preferred.

• Demonstrated success in achieving enrolment targets and leading customer-facing teams.

Skills and Competencies

Core Competencies

• Exceptional interpersonal, communication, and relationship-building skills

• Strong strategic thinking and data-informed decision-making

• High standards of professionalism, discretion, and service excellence

• Ability to thrive in a fast-paced, high-expectation environment

• Commitment to continuous improvement and innovation

Leadership Competencies

• Proven ability to lead, coach, and develop high-performing teams

• Strong judgment, problem-solving, and risk management skills

• Ability to align departmental goals with whole-school strategy

• Qualifications and Experience

  Education

  • At a minimum Bachelor’s degree required; postgraduate qualifications preferred.

  Experience

  • Minimum of five years’ leadership experience in admissions, enrolment management, customer experience, or a related field.

  • Experience in a school or educational environment is strongly preferred.

  • Demonstrated success in achieving enrolment targets and leading customer-facing teams.

  Skills and Competencies

  Core Competencies

  • Exceptional interpersonal, communication, and relationship-building skills

  • Strong strategic thinking and data-informed decision-making

  • High standards of professionalism, discretion, and service excellence

  • Ability to thrive in a fast-paced, high-expectation environment

  • Commitment to continuous improvement and innovation

  GEMS Education is committed to safeguarding and promoting the welfare of all of its students and staff. A UK-enhanced DBS or equivalent police check is a pre-requisite for all appointments.