Executive Director of University Brand Reputation

Key Role: Senior Brand Leader

We are seeking a skilled professional to spearhead our brand development efforts for university campuses in India. This senior leadership position combines strategic thinking, creative storytelling, and data-driven execution to shape perceptions, drive enrolment, deepen engagement, and build long-term university brand reputation.

• Brand Strategy & Development

  • Develop and own a composite brand strategy that balances global equity of our partner universities in home campus with their unique positioning in India market.
  • Build a scalable brand architecture that supports multiple academic programs, partnerships, and audiences.
  • Maintain brand guidelines and governance frameworks across all platforms and touchpoints.

• Influencer Marketing

  • Design and manage large-scale influencer marketing campaigns with high-authority influencers, education YouTubers, and subject-matter influencers.
  • Build a student ambassador network on college campuses, student clubs, and faculty champions to organically amplify brand stories.
  • Lead partnerships with credible voices in education and youth media to elevate trust and authenticity.

• ATL / BTL Marketing & Media Planning

  • Lead ATL campaigns including print and outdoor to drive mass awareness and reputation building.
  • Plan and execute BTL activations including school/college fairs, campus branding, experiential events, influencer-led meetups, and community-based outreach.
  • Oversee media strategy and planning in collaboration with agency partners — including channel mix, geo-targeting, audience segmentation, and ROI tracking.

• Website & Digital Experience

  • Oversee the planning and creation of the university's website as a flagship brand destination — including design, structure, content, SEO, and storytelling.
  • Develop and execute a digital content strategy that brings alive the university's mission, student stories, faculty expertise, and program outcomes.
  • Drive usability, SEO, and UX improvements in coordination with product and tech teams.

• Digital Brand Campaigns

  • Conceptualize and execute digital-first brand campaigns across platforms like YouTube, Meta, and more.
  • Lead campaign planning and messaging for paid digital media — integrated across video, display, social, and content formats.
  • Champion creative experimentation in digital — from brand films and reels to interactive storytelling.

• Content Marketing

  • Build and lead the content marketing strategy to engage prospects and build brand equity over time.
  • Develop high-impact content formats: blogs, articles, newsletters, student/faculty stories, and thought leadership pieces.
  • Collaborate with admissions, academic, and digital teams to ensure content aligns with student journeys and application cycles.

• Creative/ Content Production & Agency Management

  • Own and oversee production of all brand assets — video, copy, design, motion, and physical collateral.
  • Identify, evaluate, and onboard creative, branding, media, PR and digital agencies to support brand development and go-to-market execution.

• Brand Impact Measurement & Insights

  • Define KPIs and establish brand health tracking mechanisms to continuously assess brand equity, recall, and sentiment.
  • Commission qualitative and quantitative research (student insights, competitor scans, perception studies) to track brand awareness, recall, consideration, preference, and NPS.

• Internal Brand & Stakeholder Alignment

  • Drive internal brand onboarding for faculty, staff, and operations — ensuring cultural alignment and brand advocacy.
  • Equip all departments with toolkits and training to live and represent the brand consistently.