Brand Marketing Lead - eCommerce/Consumer Product/EdTech

Qualifications & Skills

Educational Background:

- MBA in Marketing from a reputed institute.

Experience:

- 8-10 years of experience in consumer marketing, product marketing, brand marketing, or preferably in ecommerce/ consumer product companies/edtech or eminent universities.

- Proven track record of successfully executing Brand campaigns with a measurable impact

Skills & Competencies:

- Strategic Thinking: Ability to craft long-term positioning strategies that establish postgraduate programs as a market leader.

- Brand Storytelling & Communication: Exceptional ability to develop compelling narratives that connect with young learners and their parents.

- Creativity & Market Innovation: Ability to differentiate programs through innovative and highly engaging marketing campaigns

- Data-Driven Marketing: Strong analytical skills with experience in campaign optimization.

- Technology & Automation Exposure: Working with CRM, marketing automation, analytics platforms, and social media tools.

- Effective Storyteller: Outstanding communication and presentation skills to articulate the Product narrative effectively.

- Positive Regard: High on empathy, fostering positive regard for team members and collaborators.

- Collaboration & Cross-Functional Leadership: Proven ability to work across teams (admissions, academics, technology, and creative) for seamless execution.

Key Responsibilities:

Product Positioning & Market Strategy

- Develop a strategic marketing plan to establish Postgraduate programs as a top choice among working professionals and fresh graduates

- Define and communicate unique value propositions, emphasizing program flexibility, career relevance, and learning outcomes.

- Conduct competitive benchmarking to differentiate offerings and build a compelling brand identity.

Integrated Marketing & Campaign Execution

- Design and implement multi-channel marketing campaigns leveraging digital, social media, influencer marketing, paid advertising, and offline engagement.

- Create data-driven marketing funnels to attract, nurture, and convert leads into enrolled students.

- Partner with creative and media agencies to develop high-impact ad creatives and storytelling-driven campaigns.

Target Audience Insights & Segmentation

- Conduct in-depth market research and student behaviour analysis to understand motivations, challenges, and decision-making patterns.

- Provide market and consumer insights to product design teams that enables regular refresh of the product portfolio and competitive advantage.

- Segment target audiences based on academic aspirations, career interests, and socio-economic factors for personalized outreach.

- Utilize data insights to refine messaging, content, and targeting strategies.

Content & Storytelling

- Develop engaging brand narratives that highlight learner success stories, faculty excellence, and career-building opportunities.

- Oversee the creation of compelling content across blogs, social media, video marketing, alumni testimonials, and student ambassador programs.

- Align messaging with academic teams to ensure authenticity and relevance in program communication.

Collaboration with Admissions, Performance Marketing, Social Media & Academic Teams:

- Work closely with admissions teams to ensure high quality lead nurturing and alignment in brand and product narratives in work done by admissions team.

- Partner with faculty and program teams to highlight curriculum strengths, career pathways, and student benefits in marketing materials.

- Collaborate with performance marketing to increase reach and effective lead generation

- Collaborate with Social media teams to ensure high alignment with brand and product marketing goals.

Analytics, Optimization & Performance Metrics

- Define and track key performance indicators (KPIs) such as brand awareness, lead quality, engagement, and enrolments.

- Leverage marketing analytics tools to optimize campaign efficiency and enhance ROI.

- Implement continuous learning cycles for refining messaging, media mix, and audience engagement strategies.