Designation - Senior Marketing Leader/AVP – Online Programs (India)

Business Unit - Higher Education

Department - Marketing

Experience Range - 10 - 16 years

Location - Bengaluru, Karnataka About upGrad:

upGrad is one of India’s leading higher edtech platforms, serving millions of learners across 100+ countries with strong university and industry partnerships. With a mission to enable career success through outcome-driven learning, upGrad is now building its next growth engine focused on undergraduate learners across India. Core Objectives:

Launch. Scale.

Build

Brand.

Drive

Revenue.

This is not a visibility-focused marketing role. This is a high-impact, P&L-owning; leadership position responsible for building and scaling online programs in India. This role requires:

Non-linear, first-principles marketing thinking.

Deep 360° marketing exposure (brand + performance + lifecycle).

Strong commercial ownership of pipeline and revenue.

What You Will

Own

1.

Program

Launch & Go-to-Market

Lead GTM strategy for recent online programs (UG, PG, Executive).

Define positioning, ICPs, messaging architecture, and pricing narratives.

Build integrated launch plans across digital, brand, and partnerships.

- Growth & Revenue Accountability

Own funnel metrics end-to-end: Leads → MQL → Applications → Enrollments → Revenue

Drive both volume and quality of leads.

Optimize CAC, ROI, and channel mix.

Work closely with Admissions & Sales to maximize conversion efficiency. This is not just a marketing visibility role, this is a business P&L-impacting; role. 3. 360° Marketing Leadership

You must be equally comfortable with: Brand Marketing

Building salience and long-term brand equity.

Designing high-impact campaigns (digital-first, community-led, PR-driven)

Crafting thought leadership narratives.

Building credibility in the online degree space.

Performance





Marketing

Deep understanding of Meta, Google, YouTube, Affiliates, SEO.

Media planning, budget allocation, experimentation framework.

Funnel optimization and attribution models.

Scaling campaigns without compromising efficiency.

- Non-Linear Growth Thinking

Identify unconventional growth levers beyond paid media.

Community-led acquisition.

Strategic partnerships.

Masterclasses, webinars, referral engines.

Influencer ecosystems.

Owned media channels (YouTube, Instagram, etc.) We are looking for someone who doesn’t default to “increase spend” as the only growth lever.

- Team & Agency Leadership

Build and scale an in-house marketing team.

Manage creative, media, and digital agencies.

Establish execution rigor and performance dashboards.

Drive accountability and speed across teams.

What Success Looks Like

Strong program launches with measurable enrollment impact.

Sustainable CAC across cohorts.

Improved brand recall in the online degree category.

Marketing that drives pipeline predictably, not episodically.

A team that moves fast and thinks strategically.

Who You Are 10+ years of marketing experience, with at least 4+ years in a leadership role.

Strong exposure to both brand and performance marketing.

Proven track record of scaling India-focused businesses (EdTech experience preferred).

Demonstrated experience in program or product launches.

Strong commercial orientation - understands revenue, margins, and cohort economics.

Experience working closely with Sales / Admissions teams.

Ability to operate both strategically and hands-on.

Ideal

Profile

Experience in higher education programs / EdTech / consumer internet.

Built a category or scaled a new vertical from early stage.

Comfortable in high-growth, high-accountability environments.

Data-driven with strong creative instincts.

Thinks in systems, not just campaigns.

📌 Associate Vice President Marketing (Bengaluru)
🏢 upGrad
📍 Bengaluru