Marketing Head

Key KRAs:
1. Brand & Market Positioning
Build and strengthen the Birkbeck Bengaluru brand in the Indian market
Develop clear positioning, messaging and communication strategy
Build awareness across key student, parent and influencer audiences
Strengthen the brand presence across priority cities and markets
2. Demand Generation & Student Acquisition
Build a consistent pipeline of qualified student enquiries
Develop city-wise and market-wise acquisition strategies
Own the complete marketing funnel from awareness to enquiry to application
Improve lead quality, conversion and overall student acquisition efficiency
3. Performance Marketing
Own Google, Meta, LinkedIn and other relevant paid channels
Drive campaign optimisation based on CPL, CAC, conversion and ROI
Build strong tracking, attribution and reporting mechanisms
Continuously test new channels, audiences, creatives and campaigns
4. Revenue & Admissions Pipeline
Work closely with admissions, counselling and sales teams to convert marketing-generated demand
Take ownership of marketing contribution to applications, enrolments and revenue
Identify and address drop-offs across the student journey
Build campaigns around priority courses, intakes and markets
5. PAN-India Marketing
Develop a scalable marketing strategy across key Indian cities
Identify high-potential markets and build market-specific campaigns
Support offline activations, school/college outreach, events and partnerships
Build a strong regional-to-national marketing engine
6. CRM, Data & Marketing Automation
Build effective CRM and nurture journeys for prospects
Use automation to improve speed-to-lead and conversion
Develop dashboards and reporting around the complete marketing funnel
Use data and insights to drive decision-making
7. AI & Marketing Innovation
Integrate AI into content, campaign planning, personalisation, lead nurturing and analytics
Identify opportunities to reduce manual processes through automation
Continuously experiment with new technologies and marketing channels
8. Team & Agency Leadership
Build and lead a high-performing marketing team
Manage external agencies and partners
Set clear targets, budgets and performance metrics
Build a culture focused on accountability, speed and measurable outcomes

Work arrangement
No