Commercial Director

Role: Commercial Director

Purpose of the Role

The Commercial Director is responsible for leading and delivering the overall commercial and revenue strategy of International House London. This role ensures that the organisation achieves sustainable revenue growth while remaining aligned with its charitable objectives.

Working closely with the CEO and Board, the postholder will oversee sales, marketing, partnerships, and commercial planning across the organisation. This role will ensure that the organisation’s product portfolio, pricing strategy, market positioning, and recruitment channels are optimised to deliver profitable growth.

The Commercial Director will act as the bridge between market demand and academic/product delivery, helping to shape the organisation’s long-term commercial strategy and ensuring that International House London remains competitive in a global education market.

Executive Leadership Role

The Commercial Director will be a key member of the senior leadership team at International House London and will play a central role in shaping the organisation’s future.

Working closely with the CEO, Senior Leadership Team, and Board of Trustees, the postholder will help guide strategic decisions about the organisation’s markets, partnerships, programme portfolio and long-term commercial sustainability.

The role requires a leader who can combine strategic thinking with operational delivery, ensuring that International House London remains competitive in a rapidly evolving global education sector while continuing to fulfil its charitable mission.

The successful candidate will be expected to bring external perspective, market insight and commercial leadership, helping the organisation navigate opportunities and risks in international education while strengthening its position as one of the UK’s leading language education providers.

About International House London

International House Trust, trading as International House London (IH London), is a charitable education trust dedicated to empowering individuals and fostering global communication through high-quality language education.

As well as being an educational charity, IH London is a company limited by guarantee with an annual turnover of approximately £17 million. The organisation is funded solely by commercial activity.

IH London operates from a large 53-classroom school in Covent Garden and provides high-quality language education, teacher training and language assessment to more than 27,000 students, trainees and test candidates each year.

The organisation delivers a diverse portfolio of programmes including

General and specialist professional English language courses for international students

Modern language courses for students based in London and online

Junior summer schools delivered at partner schools across the UK and overseas

Internationally recognised teacher training programmes and various capacity-building projects overseas

An extensive language testing network in the UK and overseas

IH London also holds a 50% stake in the International House World Organisation (IHWO), a global network of over 140 affiliated language schools operating in more than 50 countries.

IH London is accredited by the British Council (Accreditation UK), the Independent Schools Inspectorate (ISI), EAQUALS and the International House World Organisation.

Further information can be found at: https://www.ihlondon.com/

Main Responsibilities

Commercial Strategy and Revenue Growth

Lead the organisation’s overall commercial strategy to deliver sustainable and profitable revenue growth.

Develop and implement long-term revenue and business model strategies

Ensure alignment between sales, marketing, product development and organisational goals

Identify opportunities for revenue diversification and market expansion

Design the organisation’s commercial ecosystem, determining what products and services should be offered, to which markets, through which channels, and at what price

Monitor commercial performance and profitability across all business areas

Global Student Recruitment Strategy

Develop and lead the organisation’s global recruitment strategy.

Define market prioritisation and geographic distribution strategies

Develop pricing strategies and commission structures for partners and agents

Build and maintain high-quality international agent networks

Strengthen engagement within the International House World Organisation (IHWO) network

Negotiate and manage exclusivity agreements and distribution partnerships

Partnerships and Business Development

Develop strategic partnerships that support student recruitment, programme development, and commercial growth.

Build relationships with international education partners, institutions and government bodies

Develop corporate training partnerships

Establish partnerships for the provision of junior summer programmes and educational tourism initiatives

Identify and secure new commercial opportunities globally

Portfolio Development and Product Strategy

Shape and develop the organisation’s programme portfolio to ensure competitiveness and market relevance.

Influence course design, delivery models and programme innovation

Align product development with market demand and organisational capabilities

Help design market-specific summer programmes and tailored educational products

Support development of premium and specialist programmes

Incubate and nurture new products and ensure that they are effectively presented to market, properly resourced and scalable in delivery

Commercial Analysis and Decision-Making

Ensure that commercial decision-making across the organisation is informed by robust data and market intelligence.

This includes analysis and reporting on

Student acquisition costs

Customer lifetime value

Market profitability

Channel performance

Programme and portfolio performance

The role will also oversee market analysis, competitor intelligence, and customer feedback to guide strategic investment decisions.

Leadership and Team Management

Provide leadership and direction to the commercial team.

Line management of the Head of Sales and Head of Marketing

Develop team capability and commercial skills across the organisation

Implement effective performance management systems

Establish KPIs, targets and incentive structures

Ensure competitive and transparent compensation structures linked to performance

Commercial Systems and Infrastructure

Ensure that the organisation has effective digital and operational systems to support commercial success.

This includes oversight of

• CRM and student management systems (including Salesforce and School Works)
• Digital marketing platforms, social media, and website performance
• Data analytics and reporting systems
• The strategic adoption of new technologies, including AI, to enhance recruitment and marketing effectiveness

Key Performance Indicators

Performance in this role will be assessed against a set of strategic and operational indicators including

• Sustainable revenue growth across the organisation
• Profit margins and commercial yield across programme areas
• Growth and quality of international recruitment channels and partnerships
• Expansion into priority markets
• Customer lifetime value and retention
• Portfolio performance and programme innovation
• Contribution to the long-term financial sustainability of the organisation

Person Specification

Essential Experience

Significant senior leadership experience (5 years +) in commercial operation, revenue generation, business development or marketing role within the international education sector or a comparable global service industry.

Demonstrable experience of delivering sustained profitable revenue growth and commercial transformation.

Experience leading international student recruitment strategies and managing global distribution channels including agents and partners.

Experience managing senior commercial teams, including sales and marketing functions.

Demonstrable experience developing partnerships with educational institutions, corporate clients, or government organisations.

Experience working with data, analytics, and market intelligence to inform commercial strategy and decision-making.

Essential Skills and Knowledge

Strong commercial acumen with the ability to translate market insight into strategic action.

Ability to design and implement long-term revenue strategies and sustainable business models.

Deep understanding of international education markets and student recruitment ecosystems.

Experience managing pricing strategies, commission structures, and partnership frameworks.

Ability to analyse complex commercial data including acquisition costs, profitability, and channel performance.

Excellent negotiation, partnership development, and relationship management skills.

Highly developed leadership skills with the ability to inspire and align teams behind clear commercial objectives.

Graduate level or above educational grounding in business management, marketing, and/or other relevant fields would be considered a plus with evidence of ongoing professional development.

Leadership Attributes

The successful candidate will demonstrate the following leadership qualities

Strategic Vision

Ability to anticipate market trends, identify opportunities and position the organisation for long-term growth.

Commercial Judgement

Ability to make sound, evidence-based decisions about investment, product development and market priorities.

Collaborative Leadership

Ability to work effectively across academic, operational and commercial functions, building alignment across the organisation.

External Orientation

A strong focus on market needs, customer experience, and international partnership development.

Integrity and Accountability

Commitment to ethical leadership within the context of an educational charity.