Global Brand Architect

• About the Role:
• We are partnering with prestigious universities to launch campuses in India, making world-class education more accessible to Indian students.
• As a Brand Leader, you will shape how students, parents, faculty, and partners perceive us by creating distinctive brand identity for each campus.

This is a senior leadership role combining strategic thinking, creative storytelling, and data-driven execution to shape perceptions, drive enrollment, deepen engagement, and build long-term university brand reputation.

Key Responsibilities:

• Develop and own a composite brand strategy balancing global equity of partner universities in their home campus with unique positioning in the India market.
• Build scalable brand architecture supporting multiple academic programs, partnerships, and audiences.
• Maintain brand guidelines and governance frameworks across all platforms and touchpoints.
• 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.
• Plan and execute ATL campaigns including print, and outdoor to drive mass awareness and reputation building.
• Oversee media strategy and planning in collaboration with agency partners – including channel mix, geo-targeting, audience segmentation, and ROI tracking.
• 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 bringing alive the university's mission, student stories, faculty expertise, and program outcomes.
• Conceptualize and execute digital-first brand campaigns across platforms like YouTube, Meta.
• 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.
• 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.
• 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.
• 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.
• Drive internal brand onboarding for faculty, staff, and operations – ensuring cultural alignment and brand advocacy.

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 targeting Gen Z audience.
• First-hand experience building brands in the Indian market through brand positioning, messaging, and effective customer segmentation.
• Demonstrated success building and launching new brands, including ATL/BTL, digital.
• Proven experience driving large-scale impact through influencer campaigns.
• Proven experience in content marketing, digital storytelling, and managing cross-platform campaigns.
• Strong understanding of media planning, agency collaboration, and cross-cultural communication.
• Experience 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.