How to Build a MAT Marketing Team with Apprenticeships

Building a centralised marketing function across multiple schools is a challenge many leaders recognise. Marketing apprenticeships are not always the first route considered in this context – but for The White Horse Federation, a Multi-Academy Trust (MAT) spanning more than 30 schools, they became a central part of the solution.

The Trust built its marketing team from the ground up, using apprenticeships to develop in-house capability that could scale.

Building a Marketing Function Across 30+ Schools

When The White Horse Federation decided to bring marketing in-house, there was no existing team to build on. There were limited processes, systems, and ways of working – and an immediate need to deliver consistent, professional marketing support to more than 30 schools.

For MATs in this position, the tension is familiar: the demand for centralised marketing support is high, but budget and headcount are limited. Hiring purely for experience is costly, and finding candidates who understand the specific rhythms of a multi-school Trust environment is far from straightforward.

“We were building systems, approaches, and ways of working from the ground up.”
– Lisa Shearing, Marketing Manager, The White Horse Federation

The priority from the outset was to build a function that could scale over time, with clear processes and a consistent approach across every school in the Trust.

Why The White Horse Federation Chose a Marketing Apprenticeship

Rather than competing for experienced marketing hires in a competitive market, The White Horse Federation recruited a marketing apprentice through Baltic Apprenticeships.

With the marketing function still taking shape, there was genuine scope for an apprentice to develop broad, practical skills across real marketing activities – from content creation and social media management to school-level campaign support. The team could shape someone’s skills around the Trust’s evolving needs, rather than adapting an existing skill set to a structure that was still taking shape.

“It created the perfect environment for an apprentice to train, grow, and contribute from day one.”
– Lisa Shearing, Marketing Manager, The White Horse Federation

Apprenticeships also provided a cost-effective way to increase capacity, making use of the Apprenticeship Levy at a time when budget was tight.

How a Marketing Apprentice Works in a MAT Team

Ellie Richardson joined The White Horse Federation’s marketing team as an apprentice at an early stage in the function’s development. From the outset, she integrated quickly into the team.

Because the team was still establishing its processes, Ellie was involved in shaping ways of working alongside more experienced colleagues – rather than following a fixed routine. She took on responsibilities across content creation, design, web compliance, and school-level marketing support, building a broad and genuinely practical skill set.

“Integrating an apprentice into the team was very straightforward – they quickly became part of the Marketing & Admissions team.”
– Lisa Shearing, Marketing Manager, The White Horse Federation

Structured support from Baltic Apprenticeships kept the programme consistent and professionally managed, reducing the administrative burden on the internal team throughout.

“The support from Baltic has been excellent. The experience has been slick and professional.”
– Lisa Shearing, Marketing Manager, The White Horse Federation

The Impact of a Marketing Apprentice in a Multi-Academy Trust

As the team grew and Ellie’s confidence developed, the benefits became tangible and wide-ranging:

Faster response times and improved capacity

With additional resource in place, the central marketing team was able to meet school requests more quickly and more consistently. In a Trust environment – where 30+ schools rely on the same central function – that level of responsiveness is essential.

“We’ve significantly reduced response times and consistently met our SLAs.”
– Lisa Shearing, Marketing Manager, The White Horse Federation

Improved quality and consistency

Ellie’s attention to detail had a direct impact on the quality and consistency of the Trust’s marketing materials – particularly website content, where accuracy and compliance are non-negotiable.

“Her attention to detail helped us improve the quality and consistency of our website updates.”
– Lisa Shearing, Marketing Manager, The White Horse Federation

Trust-wide impact

Ellie’s contribution extended across the Trust as a whole. She played an active role in projects including SEND communications, safeguarding materials, and broader brand consistency work – helping to create a more unified, professional presence across all schools.

“Her work has enhanced consistency across schools and strengthened the professional look and feel of Trust-wide resources.”
– Lisa Shearing, Marketing Manager, The White Horse Federation

From Apprentice to Marketing Officer: Developing Long-Term Talent

Ellie has since been appointed as a Marketing Officer at The White Horse Federation – a permanent role that reflects the depth of capability she developed throughout her apprenticeship.

Her progression reflects the effectiveness of the apprenticeship approach in practice. She joined with potential and has developed into a skilled, embedded member of a professional marketing team who understands the organisation deeply.

“The apprenticeship programme has delivered clear and tangible benefits – strengthening our ability to respond quickly to school requests.”
– Lisa Shearing, Marketing Manager, The White Horse Federation

What This Means for Other Multi-Academy Trusts

The White Horse Federation’s experience highlights a practical approach that is still relatively underused across the sector.

By bringing in an apprentice early and developing their skills alongside the function itself, the Trust has been able to build capability that is aligned to its needs, while strengthening capacity across a growing number of schools. Over time, that approach has supported day-to-day delivery and created a pathway for long-term talent within the organisation.

For other Multi-Academy Trusts weighing up how to build or grow an in-house marketing function, the approach offers a practical model to consider.

“I would strongly encourage other MATs to consider taking on a Marketing apprentice.”
– Lisa Shearing, Marketing Manager, The White Horse Federation

Interested in a marketing apprenticeship for your MAT?

Download the Marketing Executive programme outline below.