Indian School of Business | Senior Manager
2 weeks ago
The brand & marcom lead of ISB Digital Learning is responsible for leading the execution of an integrated brand and marketing strategy for the two distinctive channels in this portfolio while ensuring synergies with the parent brand. The incumbent will be responsible for portfolio-level and programme specific communications for the B2C portfolio and defining the B2B marketing strategy while supporting the sales team with relevant marcom to drive business goals achievement. This role requires a combination of strategic thinking, brand management and product marketing expertise, and strong leadership skills to drive awareness, engagement, and, ultimately, business growth for ISB Online.
Job Outline
Craft and implement an integrated marketing plan that aligns with the overall business objectives and vision of the business, defining the metrics and KPIs for marketing in line with business’
Own brand, knowledge and product marcom for the ISB Online portfolio across partnerships, B2C and B2B portfolios.
Define and craft comms for new programme campaigns and existing ones, keeping in mind the persona, their pain-points and/ or motivations.
Define, measure, track and optimise metrics for each marketing task/ activity and campaign for continuous improvement.Consistently measure and improve comms. based on feedback gathered from secondary and primary sources.
Develop, implement and consistently track adherence to guidelines in line with the positioning and finely crafted programme-specific communications distinctive from the corresponding portfolios.
Monitor and track programme communication guidelines defined for partner programmes with extreme attention to details ensuring zero errors.
Craft innovative campaigns in frugal marketing budgets with an extremely cost-sensitive eye on all marketing campaigns and activities.
Identify and leverage internal and external synergies with the parallel brands in the ISB ExecEd portfolio.
Build and maintain strong relationships with key stakeholders across levels and internal and external ones with a fine understanding of each.
Track competition and industry trends to identify and capitalise on strategic growth opportunities to drive the next phase of innovation and growth.
Job Specification
Knowledge / Education
MBA/ master’s in marketing with Strategy or Finance from a cat A/ B business school is preferred
A master’s in communication would be eligible as well
Specific Skills
Proven experience in launching and building sustainable portfolios, product lines
Strong logical, analytical and creative skills
Excellent written and verbal communication skills
Deep understanding of crafting nuanced product marcom
Adept at project management across multiple projects in parallel
An entrepreneurial solution-oriented mindset with the ability to operate in complex and dynamic environments is imperative
Excellent stakeholder management skills
Desirable Experience
A minimum of 6 years experience in brand building and marcom is necessary
Overall marketing experience of 10 – 14 years is needed
Experience working in a fast-paced, dynamic environment will be crucial for success in this role
Experience working with cross-functional teams
Job Interface/Relationships:
Internal
Within department or other departments in ISB
External
Agencies, vendors & partners
Senior leaders from the industry
Key Responsibilities and % Time Spent
Develop and implement an integrated marketing plan that aligns with the overall business objectives of ISB Online across B2B and B2C verticals - 20%
Create, monitor and execute marketing campaigns successfully across multiple individual programmes, B2B and partner programmes - 15%
Define and develop programme content for new programme collaterals and improve old programme comms based on performance - 25%
Processes, metrics tracking and project management - 20%
Stakeholder management and seamless execution across the value chain - 20%
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