Marketing & Branding Lead

Job Description

As the Marketing & Branding Lead at Cultus Education, you will play a pivotal role in shaping how the world perceives our brand and educational impact. You'll lead the development and execution of marketing strategies that strengthen Cultus' positioning as a global education and employability platform. Your mission is to drive brand growth, engagement, 
and a strong pipeline of qualified leads for the sales team
 across all touchpoints — from digital platforms and social media to partnerships and events — ensuring every communication reflects Cultus' purpose, quality, and innovation.

You will collaborate closely with cross-functional teams — including Product, Partnerships, Operations, Sales, and Leadership — to align campaigns with business goals and learner outcomes. This role requires both strategic thinking and hands-on execution: from concept to content, from storytelling to analytics.

Key responsibilities

1. Brand strategy & positioning

• Develop and implement Cultus' brand and marketing strategy, aligned with company vision and business goals.
• Strengthen brand presence across markets (India, ASEAN, and global) through consistent messaging and impactful storytelling.
• Manage and evolve Cultus' visual and verbal identity to ensure brand consistency across all materials and platforms.

2. Marketing campaign management

• Plan, lead, and execute multi-channel campaigns (social media, email, digital ads, events) to drive engagement, program enrollments, 
  and inbound leads
  .
• Collaborate with creative teams to produce high-quality content — videos, brochures, blogs, and case studies — that reflect Cultus' voice.
• Monitor performance and continuously optimize campaigns based on data-driven insights and clear lead-generation KPIs.

3. Digital & social media leadership

• Oversee Cultus' online presence across LinkedIn, Instagram, and other platforms, ensuring engaging, informative, and credible communication.
• Develop social media calendars, manage content creation workflows, and coordinate with design and copy teams.
• Track analytics, engagement metrics, and campaign ROI to inform future strategy and improve lead quality and volume.

4. Stakeholder collaboration & communication

• Work cross-functionally with internal teams and external partners (e.g., universities, CSR partners, industry alliances) to align branding and outreach efforts.
• Partner with the leadership team to position key programs (Job Readiness, AWS re/Start, AI Skilling, etc.) effectively in the market.
• Support PR initiatives, collaborations, and events that strengthen the Cultus brand and open new lead-generation opportunities.

5. Insights & innovation

• Conduct market research and competitor analysis to identify trends, opportunities, and best practices.
• Introduce new ideas, formats, and tools to enhance brand storytelling, learner engagement, and partner interest.
• Stay updated on marketing technologies, digital trends, and education-sector innovations.

6. Demand generation & sales funnel support

• Design and execute B2B, B2G, university, and CSR-focused campaigns to 
  generate qualified leads for the sales team
  .
• Define and track key funnel metrics (inquiries, MQLs, SQLs, conversion rates) in collaboration with the sales team.
• Work closely with sales to understand target accounts, refine ideal customer profiles, and tailor campaigns to their needs.
• Ensure proper lead nurturing (emails, webinars, events, content) to move prospects through the funnel and improve conversion.
• Regularly review lead quality and campaign performance with the sales team and refine strategy accordingly.

Requirements

• Bachelor's degree in marketing, Communications, or related field (Master's preferred).
• Minimum 5+ years of experience in marketing, branding, or communications — ideally in the education, technology, or social impact sectors.
• Strong understanding of digital marketing, content strategy, 
  demand generation
  , and performance analytics.
• Excellent communication and storytelling skills, both written and visual.
• Creative mindset with an eye for design and brand aesthetics.
• Proven experience managing cross-functional projects and teams.
• Strategic thinker with hands-on execution ability.
• Proficiency in marketing tools (Google Analytics, Meta/LinkedIn Ads, CRM/marketing automation tools, Canva/Adobe Suite, etc.) is a plus.