India Marketing and Engagement Lead

About the University

The University Of New South Wales (UNSW) Sydney, a founding member of Group of Eight coalition, is one of the world’s leading research and teaching-intensive universities known for innovative, pioneering research and high-quality education with a global impact. Ranked in QS World Top 20 rankings for last three years, UNSW has strived to create and share critical knowledge for the benefit of society that addresses pressing global challenges and ensure communities worldwide can thrive socially, economically, culturally and environmentally.

The Marketing & Digital Experience portfolio has been established to enhance UNSW’s global brand reputation, create sharper brand distinctiveness, amplify UNSW’s globally renowned expertise across societal impact framework themes, and support the university to realise the ambition of its new ’Progress for All’ strategic plan.

UNSW Global India Pvt Ltd., a 100% subsidiary of UNSW Sydney, has its registered office located at Nehru Place, New Delhi. The India entity undertakes marketing and promotional activities aimed towards enhancing UNSW’s brand reputation in market, attracting future learners, and facilitating partnerships with private and public sector for research, life-long learning and innovation.

Position Summary

The India Marketing & Engagement Lead is a specialist role responsible for leading brand and marketing initiatives across owned, paid, and other channels for Indian market. Working closely with the Sydney based Marketing & Content and Digital Experience teams in Marketing & Digital Experience portfolio, the role is responsible for implementing the strategy across the full marketing funnel to amplify UNSW’s societal impact framework and communicate

UNSW’s brand distinctiveness in line with UNSW strategic ambition ‘Progress for All’. The initiatives are aimed to enhance UNSW’s reputation in the region that creates a pipeline of demand, attracting learners (future students) and key audiences so that they choose to partner with us.

This role is responsible for supporting the delivery of India specific campaigns, adopting tools and processes that underpin the operations of the Marketing team at UNSW Sydney including insights, data, creative assets, budgets and optimisation. The role will collaborate across UNSW to ensure our marketing programs are delivered to the highest standards for the greatest return on investment. The role will also work collaboratively with the Future Student team to support conversion activities to ensure enrolment targets are met.

The Marketing & Engagement Lead will report to the Managing Director South Asia (based in New Delhi), with a dotted reporting line into Head of Marketing (based in Sydney) and has no direct reports.

Accountabilities

Brand & Reputation

• Collaborate with Marketing & Digital Marketing colleagues to implement marketing strategies that strengthen UNSW brand distinctiveness and reputation in the region.
• Lead go-to-market programs for the university with a focus on driving awareness, performance marketing, search, and content performance, to achieve targets aligned to the Societal Impact framework including generating leads and driving engagement with key B2C audiences including Alumni.
• Deliver campaigns to build awareness and generate engagement with the UNSW brand and Societal Impact framework themes to create cut through for UNSW against the Go8 and broader competitive set.
• Support development and implementation of the India PR plan, amplifying social impact themes and driving student recruitment
• Be the focal point of contact for the appointed PR agency and establish regular schedule of communication. Coordinate with relevant Sydney-based stakeholders to ensure all content meets UNSW brand standards and receive timely approval
• Support development of India specific content showcasing UNSW capabilities that enhances brand reputation and drives student recruitment
• Lead the successful ideation, implementation, review, optimisation and reporting of India specific marketing programs to recruit target audiences.
• Utilise data and insights to understand and communicate competitive position and to make recommendations to improve outcomes.
• Communicate results in a compelling way that enables a broad range of stakeholders to quickly understand the impact of marketing activities and prioritise budget
• Stay abreast of market trends, innovation and incorporating learnings from previous marketing campaigns into the development of new marketing activities, fostering a culture of continuous improvement.
• Ensure flyers and marketing collaterals are updated as per latest brand guidelines and marketing collaterals are received by the distributed India Future Student team ahead of events.

Events

• Support delivery of UNSW India Open Day / Application Day (IAD) events in India, working closely with Events Manager based in UNSW Sydney, and the local production company.
• Closely monitor event metric performances against targets and ensure events are delivered within budget
• Support Managing Director in hosting UNSW delegation visits to India

Engagements

• Provide marketing support for recruitment and conversion activity through 1:1 follow-up with applicants, as an when required
• Alumni - Support Managing Director in identifying opportunities for alumni to become active advocates in driving reputation, recruitment, and industrial partnerships. Ensure alumni participation in key UNSW events and marketing campaigns. Coordinate with relevant Sydney-based stakeholders for approvals as required, and provide local support for local activation of the Alumni strategy.
• Employability - Support Managing Director in developing partnerships and network for in-market internship/placement opportunities for UNSW graduates. Coordinate with relevant Sydney-based stakeholders for approvals as required, and provide local support for local activation of the employability strategy.
• Engagements / Partnerships - Support Managing Director in facilitating India partner engagements, facilitating brand, communication and marketing approvals with Sydney based stakeholders

Others

• Other duties to support UNSW Sydney brand and reputation activation in South Asia as required
• Align with and actively demonstrate the Code of Conduct and Values
• Cooperate with all health & safety policies and procedures of the university and take all reasonable care to ensure that your actions or omissions do not impact on the psychosocial or physical health and safety of yourself or others.

Skills and Experience

• Tertiary level qualification in marketing/business or an equivalent level of knowledge gained through any combination of education, training and student recruitment experience.
• 3-5 years of demonstrated experience working in a similar role supporting marketing of an international operation in India
• Demonstrated experience of running marketing programs - ideally inside an experience or knowledge sector like education
• Strategic Mindset - Ability to develop long-term marketing plans and think creatively about new opportunities, innovative ideas and approaches.
• Strong experience in implementing paid and organic campaigns, managing production with creative agencies and reporting on performance.
• Strong digital marketing understanding including understanding of marketing automation, SEO optimisation and customer lifecycle marketing. Experience of working with ADOBE stack or equivalent enterprise level marketing solutions is desirable.
• Excellent communication (written and verbal) and interpersonal skills with focus on collaborating and influencing various stakeholders.
• Demonstrates ability to present marketing results in a compelling way and liaise effectively with students, staff and external stakeholders.
• Outstanding organisational skills and the ability to work collaboratively across a matrix organisation, ideally with experience of agile ways of working
• Strong attention to detail, with experience working on multiple projects simultaneously, and to tight deadlines.
• An understanding of and commitment to UNSW’s aims, objectives and values in action, together with relevant policies and guidelines.
• Knowledge of health and safety responsibilities and commitment to attending relevant health and safety training.
• Team player with ability to adapt to fast changing environment.
• Self-starter with very high level of commitment and integrity

Other Information

• Employment is directly with the University’s Wholly Owned Subsidiary – UNSW Global India Pvt Ltd, having registered office in Nehru Place, New Delhi.
• Salary is competitive and based on experience level.
• Pre-employment checks are required and there will be verification of qualifications.
• The role provides flexible working but requires working from the office for at least 3 days a week.

This Position Description outlines the objectives, desired outcomes, key responsibilities, accountabilities, required skills, experience and desired behaviours required to successfully perform the role. This template is not intended to limit the scope or accountabilities of the position. Characteristics of the position may be altered in accordance with the changing requirements of the role.