Job Purpose

The Associate Director – Branding & Communication will be responsible for developing and driving the University's overall brand strategy, communication framework, positioning and reputation across internal and external stakeholders.

The role will provide strategic direction and leadership for integrated branding and communication initiatives that strengthen brand identity, visibility, reputation and positioning as a leading higher education institution.

The individual will work closely with University Leadership, Schools, Departments, Admissions, Marketing and external partners to develop and execute impactful communication strategies aligned with the University's vision, values and institutional objectives.

The role will also lead external communications, media relations, digital and social communication, content strategy, brand campaigns and institutional storytelling.

Key Accountabilities & Responsibilities:

A. Brand Strategy & Leadership

- Develop and implement the University's long-term brand strategy, positioning and communication roadmap.
- Strengthen brand identity and ensure consistent brand positioning across all internal and external touchpoints.
- Identify opportunities to strengthen the University's positioning across higher education, industry, corporate and academic communities.
- Monitor market, industry and higher education trends and recommend appropriate branding and communication interventions.
- Ensure consistent application of the University's brand guidelines across Schools, Departments, digital platforms, campaigns and external communications.
- Act as a strategic brand advisor to University Leadership and key internal stakeholders.

B. Integrated Communication Strategy
- Develop and execute an integrated internal and external communication strategy aligned with the University's strategic priorities.
- Lead communication planning across PR, media, digital, social media, content, events and institutional campaigns.
- Ensure all communication reflects the University's vision, values, positioning and tone of voice.
- Identify emerging communication issues and potential reputational risks and develop appropriate response strategies.




- Work closely with leadership teams to develop communication plans for critical and high-visibility initiatives.

C. Media & Public Relations
- Lead the University's media relations and reputation-building initiatives.
- Develop and maintain strong relationships with leading national, regional and industry media.
- Drive positive and meaningful media coverage for the University, its leadership, faculty, students, research, achievements and initiatives.
- Identify opportunities for thought leadership, interviews, articles, features and speaking opportunities for University Leadership.
- Develop press releases, media briefs, talking points, speeches, FAQs and other external communication materials.
- Coordinate with PR agencies and external communication partners to maximize media visibility and impact.
- Manage sensitive media situations and support leadership during reputational or crisis communication situations.

D. Content & Institutional Storytelling
- Lead the University's overall content strategy and institutional storytelling.
- Ensure content communicates the University's achievements, academic excellence, innovation, research, faculty expertise, student success and industry partnerships.
- Establish strong editorial standards and ensure consistency across all communication channels.
- Work with internal teams and creative agencies to develop compelling visual and written communication.

E. Stakeholder & Leadership Engagement
- Work closely with University Leadership, Heads of Schools, Deans, Faculty and Department Heads to understand communication requirements and provide strategic counsel.
- Develop strong collaborative relationships across Schools and Departments.
- Support leadership communication through speeches, presentations, talking points,



executive communication and media preparation.
- Build relationships with corporate leaders, industry bodies, government agencies, qualified associations and academic networks.
- Represent university at relevant professional, industry and academic forums when required.

F. Budget & Financial Management
- Develop and manage the annual branding and communication budget.
- Ensure effective utilization and optimization of budgets across branding, PR, media, digital, creative and communication initiatives.
- Monitor agency and campaign spends and ensure value for investment.
- Track performance against approved budgets and objectives.

- Minimum Qualification & Experience

- Master's degree in Marketing, Business Administration, Communications, Journalism, Public Relations, Mass Communication, International Relations or a related discipline.
- 10–15 years of relevant professional experience in Branding, Corporate Communications, Marketing Communications, PR, Media Relations or related fields.
- Candidates from Higher Education, Education, Advertising, Branding, PR, Media, Corporate Communications or reputed Marketing/Communication Agencies may be considered.
- Experience of working with large institutions, universities, education groups, reputed brands or complex organizations will be preferred.
- Demonstrated track record of building brand visibility, positive media presence and institutional reputation.
- Prior experience in managing senior stakeholders and external agencies is highly desirable.

Preferred Candidate Profile

Candidates with experience in any of the following environments would be preferred:
- Leading Universities / Higher Education Institutions
- Leading Advertising Agencies
- Branding & Creative Agencies
- Public Relations & Corporate Communications Agencies
- Integrated Marketing Communications Agencies
- Large Corporate Organizations with strong brand and communication functions

Candidates should ideally have handled large brands, institutional communication, reputation management, integrated campaigns and senior stakeholder engagement.

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