Carlos Llorente

As the Headmaster of Colegio Liceo Sorolla, my mission is to provide our students with a high-quality, modern, and personalized education. Our greatest challenge—and commitment—is the continuous evolution of our educational project, ensuring it remains student-centered with a robust international perspective. We promote a dynamic learning model within a close-knit, family-oriented atmosphere. I am dedicated to creating a work environment where teachers can thrive professionally and find true fulfillment in their vocation. At Liceo Sorolla, personalized attention to families is a priority; we strive to be a home not only for our students but for their families as well. As a leader of an IB World School in Madrid, I am acutely aware of the global geopolitical, environmental, and professional challenges ahead. My goal is to empower our students with the skills and mindset to excel in any global context.

To design and execute a comprehensive marketing and communications strategy that enhances the school’s reputation, drives student recruitment (enrollment), and ensures the retention of current families Strategic Brand Management. Define and safeguard the school’s Value Proposition and visual identity. Position the school as a leader in international education (IB) within the Madrid market. Monitor competitor activity and global educational trends to keep the school’s offering competitive. Enrollment & Lead Generation. Manage the full Admissions Funnel: from initial inquiry (lead) to school visit, assessment, and final enrollment. Design and oversee Open Day events, private tours, and trial days for prospective families. Execute digital marketing campaigns (SEO/SEM, Social Media, and Email Marketing) focused on lead acquisition. Institutional Communication. Oversee all internal and external communication channels (newsletters, parent portals, press releases). Act as a bridge between the academic team and families to "storytell" what happens in the classroom. Manage crisis communication strategies to protect the school's reputation. Community Engagement & Retention. Develop loyalty programs and events to ensure high student retention rates. Strengthen the "Alumni" network to build long-term brand ambassadors. Conduct family satisfaction surveys (NPS) and transform feedback into actionable improvements.

For six years, I led ISTAKedu, a strategic advisory firm dedicated to providing innovative solutions for leadership teams within the educational sector. Leading a multidisciplinary team of specialists, my role focused on transforming institutional challenges into opportunities for sustainable growth. Key Areas of Impact: Marketing & Student Recruitment: Provided strategic support in professionalizing marketing departments, optimizing lead acquisition, and improving student conversion rates. Innovation & Management: Implemented advanced management processes and pedagogical innovation projects, strengthening the institutional vision of each school. Sustainable Growth: Developed strategic plans designed to ensure the viability and leadership of educational centers in highly competitive markets. My Approach: I focused on providing close, personalized guidance oriented toward tangible results. My goal was always to empower leadership teams to implement significant and lasting changes, addressing the specific challenges of their educational environments with a professional and human-centered approach.

Business Development & Educational Marketing Division I was commissioned by Santillana Colombia to spearhead the creation and development of a new business division dedicated to private schools. I led a specialized "Marketing Task Force," managing educational marketing strategies for institutions across seven major cities in Colombia. Key Achievements & Responsibilities: Division Launch & Talent Leadership: In collaboration with the Project Manager, I recruited and trained a high-performing team of specialists to implement bespoke marketing plans tailored to each school’s unique needs. Strategic Marketing Execution: Managed comprehensive plans including brand identity overhauls, the deployment of robust digital strategies, and the launch of high-impact student recruitment campaigns. Educational Innovation: Designed innovative educational projects that enhanced market recognition for partner schools, significantly increasing the volume of prospective family inquiries. Digital Optimization & Analytics: Leveraged cutting-edge digital tools and marketing trends to optimize resources and maximize campaign ROI. Through a client-centric approach and continuous data analysis, we achieved a substantial increase in enrollment applications. Core Competencies Developed: Advanced Leadership: Refined my ability to motivate large, remote teams and fostered a leadership style rooted in empathy and collaboration. Analytical & Creative Problem-Solving: Developed a critical mindset to diagnose institutional pain points and engineer personalized, sustainable solutions. Strategic Impact: Successfully balanced corporate objectives with the specific educational missions of diverse private institutions.

When working for a national company abroad, you develop a whole new vision of your own culture. On top of that, if you work in the US, the biggest melting pot on Earth, you have to be extremly creative to make your culture stand out. Casa de Madrid is a fabulous company that makes a fundamental task for all those Spanish by birth, or heart, arriving in Miami for the first time. I started my carreer at Casa de Madrid, Miami, where I learned best practices on how to market yourself and your company. When you have to represent your company, Personal Branding is as must.