Senior Brand Strategist

As a senior leader, you will be responsible for developing and executing brand strategies to shape perceptions, drive enrollment, deepen engagement, and build long-term university brand reputation.

• Develop and own a composite brand strategy that balances global equity of our partner universities in home campus with their unique positioning in the Indian 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.

Key Responsibilities:

• Brand Strategy & Development:
  • 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:
  • 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:
  • 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 other social media channels.
  • 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.
• 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.

Qualifications & Experience:

• 10–12 years in brand, marketing, or creative leadership roles – ideally in education, youth brands, omni-channel (offline and online) brands with experience of targeting Gen Z audience.
• First-hand experience of building brands in the Indian market through brand positioning, messaging, and effective customer segmentation.
• Demonstrated success in building and launching new brands, including ATL/BTL, digital.
• Proven experience is driving large scale impact through influencer campaign.
• Proven experience in content marketing, digital storytelling, and managing cross-platform campaigns.
• Strong understanding of media planning, agency collaboration, and cross-cultural communication.
• Experience in leading website development and digital brand platforms.
• Exceptional creative judgment, stakeholder leadership, and strategic thinking skills.

Why Join Us:

At Emeritus, you'll make a meaningful impact by supporting learners globally while working in a collaborative, inclusive, and growth-oriented environment. We are an equal opportunities employer and prohibit discrimination and harassment of any type without regard to race, color, religion, age, sex, national origin, disability status, genetics, protected veteran status, sexual orientation, gender identity or expression, or any other characteristic protected by federal, state or local laws.