Strategic Brand Leader

This is a leadership role responsible for developing and owning a composite brand strategy that balances global equity of our partner universities with their unique positioning in the India market.

The ideal candidate will have expertise in brand development, influencer marketing, ATL / BTL marketing & media planning, website & digital experience, digital brand campaigns, content marketing, creative/content production & agency management, and brand impact measurement & insights.

• Key Responsibilities:
  • 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 YT, 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.
• 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.