South Hurstville, New South Wales ****, Australia
Full-time Permanent Mid-level Senior
Posted 02 Sep ****
Description
POSITION PURPOSE
The Enrolment Sales and Services Specialist drives enrolment growth and family retention across a portfolio of centres. Sitting within the Centralised Enrolments team and reporting to the Head of Sales, the role owns the full family experience from proactive lead generation through enquiry, tour, enrolment and long-term retention. The Centre Business Partner acts as a trusted advisor to centre teams, using data and relationship-building to convert local market opportunity into sustainable occupancy.
KEY RESPONSIBILITIES
Proactive lead generation
Develop and execute lead generation strategies across referral, digital, community and partnership channels
Build and maintain local partnerships with schools, businesses and community organisations to create sustainable lead pipelines
Design, plan and host Signature Event programs (open days, community events, seasonal showcases) to generate qualified leads
Drive existing-family referral activity and manage a structured referral program
Reactivate dormant waitlist entries into active leads
Respond to all new leads within agreed speed-to-lead standards
Enquiry-to-tour conversion
Convert incoming enquiries into booked centre tours through timely, high-quality follow-up
Manage a structured, multi-touch outreach cadence to secure tour bookings
Minimise tour no-shows through confirmation and reminder processes
Track and report on enquiry source performance to prioritise the highest-converting channels
Deliver a personalised tour experience that builds family confidence and trust
Manage the post-tour follow-up sequence to move families through to a confirmed enrolment offer
Support families through the offer and acceptance process, addressing objections and providing timely information
Reduce the sales-cycle length from tour to enrolment decision
Retention
Build robust, ongoing relationships with enrolled families to support satisfaction and long-term retention
Monitor early attrition within the first 90 days and intervene proactively on at-risk enrolments




Support re-enrolment and rollover campaigns at year-end and at fee-increase points
Partner with centre teams to understand and respond to the drivers of family satisfaction and attrition
Contribute to occupancy and utilisation targets for the assigned centre portfolio
Reporting and continuous improvement
Maintain accurate, up-to-date data across the enrolments funnel using the KPI Dashboard
Provide regular performance updates to the Head of Sales against funnel and retention KPIs
Identify trends, risks and opportunities across the funnel and recommend action plans
Collaborate with the Centralised Enrolments team to lift conversion performance across the group
KEY PERFORMANCE INDICATORS
Performance is measured against the KPI Dashboard, tracked monthly across four funnel stages. Targets are indicative starting points and are reviewed periodically against the business plan.
Total leads generated, new leads captured across all sources in the month. Target: not yet set
Referral leads as a share of total new leads. Target: 25%
Cost per lead, total lead-generation spend divided by total leads. Target: $40 or less
Outbound activities completed, being calls, emails and partnership or community touches. Target: 200 per month
Waitlist reactivation rate, dormant entries converted back into active leads. Target: 15%
Speed to lead, average hours from lead capture to first outbound contact attempt. Target: 2 hours or less
Partnership-sourced leads from local business, school or community partnerships. Target: 15 per month
Signature Event leads generated. Target: 25 per month
Signature Events hosted. Target: 2 per month
Enquiry-to-tour conversion
Enquiry-to-tour booking rate, enquiries that result in a booked tour. Target: 65%
Tours booked within 24 hours of enquiry. Target: 70%




Tour no-show rate, booked tours where the family does not attend. Target: 10% or less
Average contact attempts to secure a tour booking. Target: 2.5 or fewer
Tours booked, total volume in the month. Target: 75 per month
Best-performing source conversion rate, enquiry-to-tour rate of the top-converting lead source. Target: 80%
Tour-to-enrolment conversion rate, attended tours converting to a confirmed enrolment. Target: 40%
Tour-to-offer rate, tours progressing to a formal enrolment offer. Target: 55%
Offer-to-acceptance rate, offers accepted by the family. Target: 75%
Average days from tour to enrolment decision. Target: 7 days or less
Follow-up cadence adherence, post-tour sequences completed on schedule. Target: 90%
Enrolments, total confirmed in the month. Target: 30 per month
Retention
12-month retention rate, enrolled families still enrolled 12 months later. Target: 85%
Overall attrition rate, enrolled families exiting in the month. Target: 3% or less
Early attrition rate, new enrolments exiting within their first 90 days. Target: 5% or less
Re-enrolment and rollover rate, eligible families re-enrolling at year-end or fee increase. Target: 90%
Family satisfaction NPS from the periodic family survey. Target: 70
Occupancy and utilisation rate, filled places as a share of total licensed capacity. Target: 92%
KEY RELATIONSHIPS
Internal: Head of Sales, Centre Directors and centre teams, Marketing, Area Managers, Executive General Manager, Finance
External: Prospective and enrolled families, local schools, local businesses and community organisations
Company Overview
Thrive exists to deliver the highest quality care and education in early childhood, by teaching our children and teams to be leaders and confident individuals whilst understanding what it means to serve the world. At Thrive we pride ourselves on upholding our CARE Values: Confidence. The passion and confidence to shape a better community. Attitude. If it's to be, it's up to me. Respect. Be Honest. Be Real. Education. Committed to lifelong learning for the soul and mind.
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