Job Summary:

Lead and drive the overall marketing strategy for AEG, with accountability for brand growth, demand generation, student acquisition, marketing ROI and revenue contribution. Lead an integrated, data-driven marketing ecosystem across brand, digital, performance, content, product marketing, partnerships and admissions.

1. Strategic Planning, Business Growth & Leadership

- Develop and execute AEG’s comprehensive marketing strategy aligned with institutional goals, admissions and revenue objectives.
- Provide strategic direction to ensure marketing contributes to student acquisition, revenue growth, brand visibility and market expansion.
- Define annual, quarterly and monthly marketing priorities and forecasts for leads, applications, admissions, revenue and spend.
- Identify new geographies, audience segments, courses and demand-generation opportunities.
- Lead, mentor and coach a high-performing marketing team with clear objectives, accountability and continuous upskilling.

2. Brand Management, Reputation & Communication

- Strengthen AEG’s brand identity and ensure consistent messaging across online and offline channels.
- Drive PR, corporate communication, reputation management and institutional storytelling.
- Oversee brand campaigns, creative direction and visual identity guidelines.
- Manage creative agencies, PR partners and media houses for quality, timelines and brand alignment.
- Monitor brand perception, market sentiment, reviews and competitor positioning.

3. Digital Marketing & Marketing Technology

- Oversee SEO, SEM, website experience, landing pages, social media, email marketing and online community engagement.
- Develop platform-specific strategies for Instagram, LinkedIn, YouTube, Facebook and emerging channels.
- Optimise website and landing pages for user experience, lead generation and conversion.
- Drive adoption of relevant AI, automation, analytics and MarTech solutions to improve productivity and efficiency.

4. Performance Marketing, Attribution & ROI

- Plan, execute and optimise paid campaigns across Google, Meta, YouTube, affiliate and relevant platforms.
- Drive full-funnel performance focused on qualified leads, CPL, CAC and conversion.
- Measure campaign performance and ROI; test new channels, creatives, landing pages, audiences and targeting.
- Establish end-to-end attribution: Campaign → Lead → Qualified Lead → Application → Admission → Revenue.
- Optimise budget towards the highest-performing channels, campaigns, courses and geographies.

5. Lead Generation, Demand Creation & Funnel Management

- Drive integrated campaigns to generate high-quality leads and support student acquisition.
- Achieve performance and organic lead-generation targets within approved budgets.
- Build multi-channel funnels through digital campaigns, events, partnerships, outreach and collaborations.
- Implement lead nurturing through automation, retargeting, segmentation and personalised communication.
- Monitor lead quality and improve lead-to-application and application-to-admission conversion.
- Work closely with Sales/CRC to identify funnel leakage,



improve follow-up and increase conversion.

6. Marketing–Sales Alignment & Revenue Contribution

- Establish regular Marketing–Sales/CRC reviews covering lead quality, funnel performance, conversion and revenue.
- Develop shared KPIs between Marketing and Sales/Admissions.
- Analyse rejection, non-contact, drop-off and non-conversion reasons and implement corrective actions.
- Provide Sales/CRC with campaign insights, audience intelligence, product messaging and sales enablement.
- Track marketing-sourced and marketing-influenced admissions and revenue.

7. Product Marketing & Go-to-Market

- Collaborate with Product, Academic, Sales and Business teams on value propositions and GTM strategies.
- Develop course-wise positioning, target audience, messaging and campaign strategies.
- Lead marketing launches for recent courses, programmes, campuses and major initiatives.
- Ensure priority/new programmes have structured GTM plans before launch.
- Benchmark competitor courses, pricing, positioning and promotional strategies.

8. Content, Social Media & Community

- Lead content across blogs, newsletters, videos, brochures, landing pages, case studies and academic materials.
- Ensure content supports SEO, brand positioning, engagement and lead generation.
- Maintain a content calendar aligned with campaigns, events and admission cycles.
- Develop creator/influencer, alumni, referral and community-led demand-generation initiatives.
- Measure content by reach, engagement, traffic, leads and conversion.

9. Partnerships & Alternate Demand Generation

- Develop strategic marketing partnerships with schools, colleges, corporates, institutions, communities, platforms and industry partners.
- Explore demand-generation channels beyond paid digital advertising.
- Evaluate partnerships based on reach, qualified leads, admissions and business impact.

10. Student / Customer Insights & Lifecycle Marketing

- Understand prospective-student needs, preferences, motivations and barriers to enrolment.
- Analyse conversion and non-conversion reasons and translate insights into marketing actions.
- Develop lifecycle communication across Enquiry → Application → Admission → Joining.
- Coordinate with Sales/Admissions for a consistent prospective-student experience.

11. Events & Experiential Marketing

- Align student-related events with brand and marketing goals.
- Manage event creatives, promotion, timelines and post-event reporting.
- Measure events through attendance, engagement, leads, applications, admissions and brand impact.
- Convert institutional events and experiences into ongoing content and demand-generation assets.

12. Marketing Analytics, MIS & Governance

- Establish a reliable dashboard covering spend, leads, qualified leads, CPL, CAC, applications,



admissions, revenue, conversion, ROI/ROAS and channel/course performance.
- Ensure accurate campaign tracking, attribution and data governance.
- Present monthly and quarterly dashboards with actionable recommendations.
- Establish clear data ownership and reporting standards across Marketing and agencies.

13. Budget, Vendor & ROI Management

- Prepare and manage the annual marketing budget across digital, performance, brand, events, partnerships and outreach.
- Monitor budget utilisation, variance and ROI.
- Establish agency/vendor scorecards and SLAs and conduct regular performance reviews.
- Reallocate budgets towards channels and initiatives delivering stronger business outcomes.

14. Team Leadership & Capability Development

- Build a high-performing marketing organisation with clear roles, accountability and measurable KRAs.
- Develop capability across performance, digital, content, brand, analytics, product marketing and emerging technologies.
- Establish performance reviews, coaching, development plans and succession planning.
- Foster ownership, innovation, experimentation and data-driven decision-making.

Key Success Measures

- Marketing contribution to admissions and revenue
- Qualified lead generation and lead quality
- Lead-to-application and application-to-admission conversion
- Cost per qualified lead and cost per admission
- Marketing ROI / ROAS
- Brand visibility, reputation and engagement
- Organic traffic and digital growth
- Course-wise campaign and GTM performance
- Marketing budget efficiency
- Agency/vendor performance
- Team productivity and capability development

Required Qualifications

- MBA/PGDM in Marketing, Communications, Business Management or related discipline.
- Equivalent relevant qualifications and experience may be considered.
- Certification in Digital Marketing, Performance Marketing or Analytics is an advantage.

Required Experience

- 8–12 years of overall Marketing experience.
- Preferably 3–5+ years in a managerial/leadership role with responsibility for teams, budgets and business outcomes.
- Experience across brand, digital, performance, content and lead generation.
- Experience managing agencies, vendors and strategic partners.
- Experience working with Sales/Admissions/Business teams to drive conversion and revenue.
- Preferred background: Education, Higher Education, EdTech, Consumer Internet, Media/Entertainment, Lifestyle or other consumer-facing businesses.

Required Skills & Competencies

- Strategic marketing planning, business and revenue orientation, market research and GTM.
- Team leadership, coaching, mentoring, delegation and performance management.
- Stakeholder management, influencing, collaboration and cross-functional leadership.
- Agency/vendor management, negotiation and commercial management.
- Strong analytical, problem-solving, funnel-analysis, attribution and ROI skills.
- Excellent written, verbal and presentation skills.
- Creative thinking, brand storytelling and value-proposition development.
- Data-driven decision-making and ability to translate insights into action.

📌 Deputy General Manager Marketing (Noida)
🏢 Asian Education Group,
📍 Noida