upGrad - Manager - Brand Marketing (5-9 yrs)

Lead - Brand Marketing (Sr. Manager/ Associate Director)

The Brand Marketing Head will be responsible for developing and executing a comprehensive brand marketing strategy to elevate the company's brand presence, strengthen brand equity, and drive customer acquisition and retention

Key Responsibilities:

- Develop and execute brand marketing strategy, including brand positioning, messaging, and visual identity, to effectively communicate the value proposition and differentiate upGrad from its competitors

- Lead a team of designers, and content creators to create compelling and impactful marketing campaigns, content, and creative assets across various channels, including digital, social media and email

- Conduct market research and analysis to identify market trends, customer insights, and competitive intelligence to inform brand strategy and marketing initiatives.

- Carry out primary and secondary research to understand customer insights and segmentation. Responsible for creating and owning learning journeys for different customer segments

- Oversee the planning and execution of brand events, sponsorships, and partnerships to enhance visibility, engage target audiences, and build brand affinity.

- Monitor and analyze key performance metrics, including brand awareness, brand sentiment, and customer engagement, to evaluate the effectiveness of brand marketing initiatives and drive continuous improvement.

- Manage relationships with external agencies, vendors, and partners to support brand marketing initiatives and ensure the delivery of high-quality marketing materials and campaigns on time and within budget.

- Own referral and repeat and LTV of consumers

KPI:

- Increase in brand awareness across multiple channels. Growth in brand mentions, searches, and social media followers

- Increase in customer engagement metrics, such as website traffic, social media engagement, and email open rates

- Growth in qualified leads and inquiries

- ROI increase of marketing spend and campaign performance

- Referral and repeat %age

- Cross sell across various products

Experience requirement:

Bachelor's degree in Marketing, Communications, or related field; Master's degree preferred.

5+ years of experience in brand marketing, advertising, or related roles

Proven track record of success in developing and executing brand marketing strategies that drive brand awareness, customer engagement, and business growth.

Deep understanding of digital marketing channels, social media platforms, and content marketing principles.

Experience managing budgets, resources, and external partners to deliver results on time and within budget.