ABOUT KHAN LAB SCHOOL
Khan Lab School, founded by Sal Khan in 2014, is an innovative TK-12 independent school with 3 campuses, serving over 260 students in Silicon Valley, CA and Wichita, KS. Our Lower School (grades TK-5) is in Palo Alto, CA, and our Middle and Upper Schools (grades 6-12) are in Mountain View, CA.
We were established to test and refine the educational vision outlined in Sal Khan's 2012 book, "The One World Schoolhouse," which explores the development of modern education, the origins of Khan Academy, and a forward-thinking approach to both in-person and online learning. Building on this foundation, Sal Khan's latest book, "Brave New Words," further expands on his educational philosophy and vision for the future. At Khan Lab School, we're committed to implementing these innovative ideas and preparing students for success in the rapidly evolving knowledge economy.
ABOUT THE POSITION
Khan Lab School is seeking a creative, collaborative, and technically curious Assistant Director of Digital Marketing & Communications to lead the school's brand, marketing, and community communications. This is a newly created, high-impact role, reporting directly to the Executive Director.
The Assistant Director is expected to bring recommendations to leadership — not just execute on direction — including regular reporting to the Board of Trustees and oversight of student interns who extend the department's reach. This role also directly shapes how prospective families discover, evaluate, and choose Khan Lab School, making it one of the most consequential contributors to enrollment health and long-term institutional growth.
As the school's dedicated marketing leader, the Assistant Director is responsible for building and running a cohesive marketing and communications program that amplifies KLS's extraordinary story, grows enrollment awareness, and strengthens community connection. A central element of this role is managing the school's relationship with an outside marketing agency: setting strategy, directing creative, holding the agency accountable to KLS's brand standards and performance goals, and ensuring all output reflects the authentic voice and values of the school.
This is fundamentally a doer's role. The right candidate gets things done — they write the post, build the template, pull the report, and solve the problem in front of them. They bring fresh ideas, earn trust across faculty, staff, families, and external partners, and are energized by the challenge of building systems that make the whole team more effective.
A defining characteristic of this role is a daily, hands-on relationship with AI tools. We're not looking for someone who has heard of AI — we're looking for someone who already reaches for tools like Claude Design, Pomelli, and others, as part of their everyday workflow, and who gets excited about discovering what's next. They will also build and maintain a library of branded templates that empower faculty, staff, and administrators to handle lower-stakes communications independently, reducing bottlenecks and freeing the Assistant Director to focus on higher-impact work.
This role is ideal for a resourceful problem-solver who thrives at the intersection of mission-driven storytelling and results-oriented execution — someone who understands that awareness alone doesn't drive enrollment, and who knows how to build the infrastructure to capture momentum.
SPECIFIC JOB DUTIES & RESPONSIBILITIES
Brand Stewardship & Content Strategy:
- Serve as the steward of the KLS brand — ensuring a consistent voice, visual identity, and messaging across all channels in alignment with KLS brand guidelines.
- Develop and own the annual content strategy and editorial calendar,
grounded in performance data, audience behavior, and enrollment funnel analysis — not intuition alone
- Direct and produce a range of content formats — written, visual, and video — including social posts, email campaigns, press releases, viewbooks, event collateral, and digital publications.
- Oversee student-created content programs, including the student marketing club, providing editorial direction and quality standards while preserving student voice and authenticity.
- Manage and maintain a growing library of professional photography and video content; coordinate 1-2 professional shoots per year for imagery, with iPhone-quality content produced on campus regularly by the Assistant Director and others.
- Maintain and improve the KLS website in collaboration with web vendors or the outside agency; ensure all pages are optimized for search (SEO), conversion, and mobile experience.
- Manage and create the school's digital publications on platforms ensuring annual reports, viewbooks, and newsletters are searchable, shareable, and on-brand.
- Leverage content produced by School Founder Sal Khan — including regularly clipping media appearances, podcast segments, and talks for use across school social channels, blog posts, and enrollment marketing materials.
AI Tools, Templates & Operational Efficiency:
- Use AI tools — including Claude Design, Pomelli, and other emerging platforms — as part of your daily workflow to increase the speed, quality, and creativity of the department’s output.
- Stay current on new AI tools and proactively adopt those that improve marketing effectiveness; bring a learner’s mindset and share discoveries with the team.
- Proactively identify workflows where AI tools can reduce manual effort and improve consistency across brand touchpoints.
- Build and maintain a library of branded, easy-to-use templates (in Canva, Google Docs, email platforms, and similar tools) that empower faculty, staff, and administrators to create internal, lower-stakes communications independently — reducing bottlenecks and enabling the team to self-serve.
- Bring a problem-solving mindset to operational challenges: when something is slow, broken, or unclear, identify and implement a better solution rather than waiting for direction.
- Proactively surface innovative ideas for promoting the school’s programs, events, and mission — staying current on trends in digital marketing, AI, and independent school communications.
- Collaborate closely and generously across departments — approaching every internal partnership with a spirit of service, clarity, and follow-through.
- Manage an organized photo archive that is complete and accessible to others, as needed.
Digital Marketing & Channel Management:
- Build and execute KLS's digital marketing program across owned, earned, and paid channels — including Instagram, Facebook, LinkedIn, YouTube, Vimeo, and TikTok.
- Develop and manage the school's social SEO strategy — hashtag architecture, keyword use, and short-form video — so Khan Lab School is findable where prospective families actually search.
- Plan and manage the school's paid digital advertising in partnership with an outside agency, including Google Ads and Meta/Instagram campaigns; monitor performance data and direct the agency to optimize for awareness and inquiry.
- Build and manage the school's email marketing program (Mailchimp), including segmented campaigns for prospective families, current family communications, and event invitations in collaboration with the admissions team.
- Manage and optimize the school's presence on third-party review and ranking platforms including Niche.com, GreatSchools, and Google Business Profile.
- Own the school's marketing analytics function: build and maintain dashboards tracking website traffic, social growth, email engagement, and paid ad performance; identify trends and conversion gaps; translate findings into clear strategic direction for agency partners; and deliver monthly performance reports to the Executive Director and leadership team that connect marketing activity to enrollment outcomes.
Agency & Vendor Management:
- Serve as the primary point of contact for an outside marketing agency, managing the day-to-day relationship, creative reviews, project timelines, and deliverables.
- Develop and communicate clear briefs that translate the School’s mission and enrollment goals into actionable direction for agency partners.
- Evaluate agency performance against defined KPIs — including cost-per-inquiry, conversion rates, and audience growth — and hold partners accountable to brand standards, deadlines, and budget using data, not just intuition.
- Manage additional marketing vendors, as needed, including photographers, videographers, print vendors, and platform providers, as required. Be able to produce quality video and photographs, as needed.
Communications & Community Relations:
- Lead all-school communications to current families — newsletters, ParentSquare announcements, emergency communications, and divisional updates — in a voice that is warm, clear, and on-brand.
- Support the Executive Director and leadership team with communications drafting, talking points, presentation materials, and internal messaging.
- Build and maintain media relationships; serve as the school's primary point of contact for press inquiries; manage proactive PR outreach to local and national education media.
- Coordinate with the Business Office on gala materials, annual fund campaigns, and alumni outreach.
- Support the Admissions team by ensuring all top-of-funnel marketing materials, landing pages, and campaigns are aligned with enrollment goals — while the Admissions team owns the inquiry and application process directly.
Contribution to Khan Lab School:
- Participate actively in the life of the school — attending community events, open houses, division showcases, and the annual fundraising gala.
- Uphold professional and ethical standards in all internal and external communications and in all interactions within the school community.
- Collaborate closely with the Executive Director, Division Directors, Business Office, and Admissions Team as a key member of the school's operational leadership.
- Serve as the de facto teacher for the student marketing club — setting direction, establishing quality standards, and developing student contributors as emerging communicators.
- Oversee and mentor student and external marketing interns, providing structured direction, feedback, and professional development opportunities that extend the department's capacity.
- Prepare and present quarterly marketing performance reports to the Board of Trustees, translating campaign data, enrollment pipeline trends, and brand health metrics into clear strategic narrative for a non-marketing audience.
- Other related job duties, as needed and assigned by the Executive Director.
KNOWLEDGE, SKILLS, ABILITIES, & EXPERIENCE REQUIRED FOR THE POSITION
- Bachelor's degree required in Marketing, Communications, Journalism, or a related field is preferred.
- A minimum of 5-7 years of progressive marketing and communications experience required; independent school, nonprofit, marketing agency, or mission-driven organization experience desired, but not required.
- Demonstrated experience collaborating with an outside agency or creative vendor relationship, with the ability to write a strong brief, give clear feedback, and hold partners accountable.
- Strong proficiency in social media platforms (especially Instagram, Niche, and LinkedIn), including content optimization, audience growth, and producing regular monthly performance reports.
- Proficiency in email marketing platforms (Mailchimp or similar) and digital analytics tools (Google Ads, Meta Business Suite, etc.), with the ability to interpret data and act on it.
- Experience with website content management systems (Finalsite, Squarespace, WordPress, or similar) and a strong understanding of SEO principles.
- Proficiency with design tools such as Canva or Adobe Creative Suite; ability to produce professional-quality visual content without relying on a designer for every asset.
- Familiarity and genuine enthusiasm for integrating AI tools into marketing workflows.
- Strong writing and editing skills across a range of formats and audiences — from a fundraising email to an Instagram caption to a press release.
- Strong data fluency: able to build and interpret analytics dashboards across Google Analytics, Meta Business Suite, and email platforms; identify enrollment funnel trends; and translate findings into strategic recommendations for leadership and actionable direction for agency partners.
- Experience building regular marketing performance reports preferred.
- Ability to capture quality photo and video content on campus using an iPhone or DSLR, and to perform basic editing using tools like Canva, CapCut, or similar.
- Exceptional organizational and communication skills and ability to manage multiple projects, vendors, and deadlines simultaneously in a fast-paced environment.
- An understanding and genuine enthusiasm for Khan Lab School's mission, educational model, and values.
- Strong interpersonal skills; ability to build trusted relationships with faculty, staff, families, students, and external partners.
- Flexibility and entrepreneurial spirit — this is a building role, and the right candidate is energized, not daunted, by that.
- Budget management expertise and ability to manage an agency retainer, paid media spend, production costs, and platform subscriptions.
PHYSICAL WORK REQUIREMENTS OF THE POSITION
- Must be able to remain in a stationary position at least 50% of the time.
- Ability to proficiently and frequently operate a computer, keyboard, and other office equipment such as cameras, printers, and projectors.
- Ability to occasionally lift, carry, push, and pull up to 25 pounds as some tasks involve moving event materials, signage, and equipment.
- Capable of moving between the Palo Alto and Mountain View campuses on a regular basis; a valid driver's license and reliable transportation are required.
- Occasionally required to work evenings or weekends for school events, open houses, and the annual fundraiser.
- Ability to properly communicate information and ideas so other people can understand, as well as the ability to ascertain and understand information communicated from others.
WHAT WE OFFER
Khan Lab School is a community of learners and partners who have a deep commitment to their work. We get things done and believe that in our highly collaborative environment, anything is possible. All our decisions are made through the lens of what is best for our students. We tackle tough questions without ego, are results-oriented, and have high expectations for ourselves and our students.
This is a rare opportunity to shape the voice and visibility of one of the most innovative schools in the country — a school with a genuinely extraordinary story to tell, national media recognition, a founder with a global platform, and a community that deeply believes in what education can be.
APPLICATION PROCESS
To apply, please submit the following:
- Current resume.
- A cover letter expressing your interest in, and qualifications for, this position. Please include a brief description of your AI skills, a marketing or communications campaign you led, and the results it produced.
- Two to three work samples (links or attachments) — for example: a social media campaign, an email sequence, a publication, a website you managed, or a piece of long-form writing.
- A list of 3 professional references with their name, phone number, email address, job title, and your working relationship with them. References will not be contacted without the candidate's permission.
PAY & BENEFITS
- Start Date: As soon as filled; ideally by August 1st, 2026.
- Reports To: Executive Director
- Reporting Location: Palo Alto, CA 94306 and Mountain View, CA 94041 (dual-campus role).
- Classification: Full-time; Year-Round; On-Site; Exempt.
- Schedule: Monday – Friday, 8:00am to 4:00pm PST, and occasional evenings and/or weekends for school events, as required.
- Salary Range: $90,000-$120,000 per year. Depending upon experience, this role will be hired at the Manager, Assistant Director, or Director level.
- Benefits: Medical, dental, and vision insurance coverage; a 401K retirement plan with an employer match; basic life insurance; short-term and long-term disability insurance; and generous paid time off including paid holidays, sick time, and floating holidays.
Khan Lab School is an Equal Opportunity Employer and does not unlawfully discriminate based on race, color, creed, place of national origin, sex, age, veteran status, sexual orientation, gender (including gender identity, gender expression, and transgender), religion (beliefs, observances, or practices, including religious dress or grooming), marital status, registered domestic partner status, ancestry, genetic information, physical or mental disabilities, medical conditions, and/or military or veteran status in its employment practices or any other considerations made unlawful by federal, state, or local laws.
