Get to know Agatha Sari, the Marketing Director at the prestigious Jakarta Multicultural School (JMS).
Choosing the right school for one’s children is a much more monumental decision than one might think—and no one, perhaps, understands that better than Agatha Sari. As the Marketing Director at Jakarta Multicultural School (JMS), heralded as one of the most prestigious educational institutions in South Tangerang, Banten, her responsibility extends beyond introducing JMS to the public. For her, ‘marketing’ for a school is a part of education—just from a different angle. It touches on, just to name a few, building real connections with parents and students, as well as tackling challenges that the latter may face. Indonesia Expat had a chance to chat with Agatha Sari to discuss her role, JMS, and much more.
Writer’s note: This interview took place before JMS Edufair 2025.
Hi, Agatha! Let’s get started by introducing yourself a bit. What can you tell us about yourself?
Hi, I’m Agatha—born and raised in Indonesia, and a proud graduate with a Master’s degree in Public Relations from Prof. DR. Moestopo (Beragama) University. For the past 15 years, I’ve dedicated my career to the field of education—not in the classroom, but behind the scenes, helping shape the strategies that make learning more accessible and impactful. I’m passionate about guiding individuals toward the right educational paths and helping institutions connect more meaningfully with their audiences.
My work focuses on creating smart, effective marketing strategies for schools and universities, ensuring they reach the right students in the right way. I bring strong problem-solving skills to every challenge—thinking creatively and acting efficiently. Beyond strategy, I’m also committed to supporting under-resourced schools, especially in remote areas where access to technology and educational tools is limited. Helping these communities improve their learning environments has been one of the most rewarding aspects of my journey. In short, I work in education — just from a different angle!
From my understanding, you have been the Marketing Director at JMS since April this year. What encouraged you to take up this role? And what exactly do you do as the Marketing Director at JMS?
I’ve always been passionate about marketing in education—because it’s not just about promoting something. It’s about building trust. You’re not selling a product; you’re helping parents make one of the biggest decisions of their lives: choosing the right school for their children. And that takes more than just good branding —it takes consistency, empathy, and real connection.
At JMS, I handle everything related to marketing—from strategy to execution—and I also make sure our parent community feels supported and heard. On top of that, I build and maintain strong relationships with stakeholders and shareholders to keep JMS growing in the right direction with partnerships that actually last.
In a city where international schools have pretty much flourished in numbers, what do you think makes JMS different or stand apart from the others?
At most schools, students tend to only remember their classmates, rarely knowing those in higher or lower grades. Sometimes, they don’t even remember all their teachers!
But not at JMS. Here, we truly care about one another—from toddler classes all the way to junior college. We know each other, we support each other, and we grow together. Our sense of brotherhood and sisterhood runs deep, built on trust and shared values. That’s why we proudly call ourselves a bully-free school. We also embrace inclusivity—every student is treated with respect, care, and dignity. No one is left behind!
Now that the new academic year has kicked off, can you describe, in a nutshell, your ultimate goal for JMS in the next 12 months?
Over the next year, we’re on a mission: to introduce JMS to more families across Jakarta—especially to parents who are searching for more than just a school. We want them to find a place where their children feel safe, happy, and truly excited to learn every day.
At JMS, education isn’t just about academics. It’s about growing kind, confident, and curious individuals.
We believe in creating a joyful learning environment—one that students don’t just attend, but genuinely enjoy being part of. That’s why we’re going all out! From visiting communities around Jakarta to boosting our digital presence, we’re actively spreading the word about what makes JMS different. Because every child deserves a school that feels like a second home—and every parent deserves to know it exists.
It is very interesting that, in addition to the Early Years Programme, Primary Years Programme, and Secondary and Junior College, JMS also establishes an Inclusive Programme. What can you tell us about the latter?
Yes, absolutely. We accept inclusive students based on a quota system, allowing them to learn alongside regular classes and fully experience the school environment. Why? Because we believe in teaching our students to respect and appreciate the world around them—and that aligns perfectly with our school’s name: “Multicultural.”
On the 23rd of August, JMS is set to hold JMS Edufair 2025. What can you tell us about this event?
This is the biggest Education Fair in Tangerang—and we’re proud to host it! We’re bringing together a wide network of universities and education agencies to give students direct access to valuable information and opportunities. No dream is too big—and we’re here to make sure students have equal access to global education options.
The best part? Entry is completely free! So come and explore, ask questions, and get inspired. And that’s not all—this event also marks our very first Open House for student enrollment for the 2026–2027 academic year. Don’t miss out—we’re offering exclusive promotions during the Open House!
Another element that is very interesting about JMS is the school’s commitment to university preparation for its students. What do you believe that both the students and their parents should carefully consider when it comes to planning their next higher education? And how can JMS help in making such a monumental decision?
From the moment students enter Secondary 1, we begin an important journey together—one that encourages both them and their parents to dream big about the future. It’s not just about academics; it’s about opening doors to the world of international education and exploring every opportunity that could shape their path.
We believe that every student’s dream is within reach, and our role is to guide them in discovering the possibilities. But dreams don’t happen alone—they thrive with the support of caring parents who stand by their children’s choices and ambitions. At JMS, we don’t just prepare students for exams; we prepare them for a future full of endless possibilities.
From my understanding, as of now, most of the teachers at JMS happen to be native Indonesians. Nevertheless, why do you believe expatriate parents in Jakarta should consider enrolling their children at JMS? Is there any particular guidance or support made available by the school for the students who happen to be children of expatriates?
As I mentioned earlier, JMS is truly a multicultural school where your children will be immersed in diverse cultures—all within an environment that deeply values respect and understanding. Here, students don’t just learn about different cultures; they live them every day.
What makes JMS even more special is our close-knit community spirit. We believe that education is a partnership, so we actively invite parents to join in school activities and events. It’s a wonderful way to connect, share experiences, and be part of your child’s journey in a supportive, welcoming environment—no matter where you’re from. At JMS, your family becomes part of a global community that feels like home.
Last but not least, how can our readers get in touch with you and JMS?
It’s easy! Just WhatsApp us at +62 811-9957-360—feel free to ask us anything. We respond quickly and love to help!