Although the school ICT coordinator's role has been institutionally defined by the Andalusian Education Administration (Spain), individual factors may be key in the emerging role-building process. Multidimensional scaling (MDS) of the priority given by coordinators to their different functions and a subsequent cluster analysis of the MDS solution were used to identify role orientations among ICT coordinators in primary schools of Andalucía (Spain). Three orientation clusters were identified: "support of ICT use in the classroom" (67.1%), "promote ICT use in the classroom" (17.8%) and "planning and maintenance of ICT equipment in the school" (15.1%). The interest in separating technical and pedagogical duties into two profiles and the perceived organisational support from the Teachers Centres (TCs) differed in the three role orientation types. Finally, strategies are suggested to reduce role ambiguity and role conflict in ICT coordinators. A clearer definition of the role would improve their leadership in ICT implementation in schools.