The Marketing Manager will be responsible for developing and executing the marketing strategy for the group of CBSE schools, with a strong focus on brand building, student admissions, lead generation, digital marketing, market penetration, parent engagement, and institutional visibility.

The role will work closely with the Admissions, School Operations, Academic, HR, and senior management teams to ensure consistent brand positioning and achievement of admission and revenue objectives across campuses.

Key Responsibilities1. Marketing Strategy & Planning

- Develop and implement the annual marketing strategy for the school group in line with business and admission objectives.
- Prepare campus-wise marketing plans based on market potential, competition, student demographics, and admission targets.
- Identify new markets, catchment areas, and opportunities for student acquisition.
- Develop marketing calendars covering digital, ATL, BTL, outdoor, events, partnerships, and community outreach.
- Monitor marketing trends and recommend innovative strategies to strengthen the group's market presence.

2. Brand Management

- Build and strengthen the overall brand positioning of the school group.
- Ensure consistent communication of the group's vision, values, academic strengths, achievements, and differentiators.
- Maintain brand consistency across all campuses and marketing touchpoints.
- Develop and implement brand guidelines for internal and external communication.
- Coordinate with creative agencies and internal teams for marketing collaterals, campaigns, brochures, presentations, and school communication materials.

3. Admissions & Lead Generation

- Drive marketing initiatives to support student enrolment and admission targets across campuses.
- Develop campaigns to generate qualified admission enquiries and improve conversion opportunities.
- Work closely with the Admissions team to track leads generated through various marketing channels.
- Analyse lead sources, enquiry trends, conversion rates, cost per lead, and cost per acquisition.
- Develop targeted campaigns for new admissions, grade-specific requirements, and new school launches.
- Support schools in developing effective local-area admission strategies.

4. Digital Marketing

- Develop and execute digital marketing strategies across:
- Google Ads
- Meta Ads
- YouTube
- Social media platforms
- Search Engine Optimisation (SEO)
- Search Engine Marketing (SEM)
- Email and WhatsApp campaigns
- Website and landing pages
- Manage the school's digital presence and ensure regular, relevant, and engaging content.
- Monitor digital campaign performance and optimise campaigns based on ROI and lead quality.
- Track website traffic, enquiries, engagement, and conversion metrics through relevant analytics tools.
- Coordinate with agencies/vendors for digital campaigns and performance marketing.

5. Social Media & Content





- Develop a content strategy highlighting academics, achievements, student success stories, faculty, infrastructure, events, activities, and school culture.
- Plan and manage the social media calendar for the group and individual campuses.
- Ensure timely creation and publishing of high-quality content.
- Monitor social media engagement, comments, reviews, and online reputation.
- Coordinate with schools to collect relevant content, photographs, videos, testimonials, and success stories.

6. ATL, BTL & Local Marketing

- Plan and execute ATL and BTL campaigns including:
- Outdoor advertising
- Hoardings
- Print media
- Radio
- Flyers and brochures
- School branding
- Local activations
- Community engagement
- Residential society campaigns
- Mall and public-place activations
- Develop campus-specific marketing initiatives based on local market requirements.
- Identify and establish partnerships with relevant organisations, communities, corporates, and local institutions.

7. Events & School Activations

- Plan marketing support for:
- Open Houses
- Admission campaigns
- School exhibitions
- Annual functions
- Sports events
- Parent engagement activities
- Education fairs
- Workshops and seminars
- School launches and inauguration events
- Ensure effective promotion before, during, and after events.
- Measure event effectiveness in terms of enquiries, engagement, and admissions generated.

8. Market Research & Competitor Analysis

- Conduct regular market research across school catchment areas.
- Track competitor schools, their fee positioning, programs, infrastructure, marketing campaigns, USPs, and admission strategies.
- Analyse parent/student preferences and emerging education trends.
- Provide actionable insights to management for improving market positioning.

9. Agency & Vendor Management

- Manage relationships with advertising agencies, digital agencies, creative agencies, media partners, printers, event agencies, photographers, and other marketing vendors.
- Prepare briefs and evaluate proposals, campaigns, and deliverables.
- Monitor agency performance, timelines, quality, and budgets.
- Ensure cost-effective utilisation of the marketing budget.

10. Budget & ROI Management

- Prepare and manage the annual marketing budget for the school group.
- Allocate budgets across campuses and marketing channels based on business priorities.
- Track campaign expenditure and ensure adherence to approved budgets.
- Evaluate campaign ROI and recommend optimisation or reallocation of budgets.




- Prepare regular management reports on marketing performance and expenditure.

11. New School Launch & Market Expansion

- Develop comprehensive marketing plans for new school launches.
- Conduct pre-launch market research and competitor mapping.
- Build local awareness and generate admission enquiries before school launch.
- Plan launch events, outdoor campaigns, digital campaigns, community outreach, and local partnerships.
- Support the management team in establishing the school's presence in new markets.

12. Internal Stakeholder Management

- Work closely with School Principals, Admissions teams, Business Development, Academics, Operations, HR, and Corporate Management.
- Understand campus-level requirements and develop appropriate marketing solutions.
- Ensure timely communication and execution of approved campaigns.
- Provide regular updates to senior management on marketing performance and challenges.

Key Performance Indicators (KPIs)

- Achievement of campus-wise admission targets
- Qualified leads generated
- Lead-to-enquiry and enquiry-to-admission conversion
- Cost per lead and cost per acquisition
- Marketing ROI
- Digital campaign performance
- Website traffic and enquiry generation
- Social media growth and engagement
- Brand awareness and market visibility
- Effectiveness of local marketing campaigns
- New market/catchment penetration
- Event-generated enquiries and admissions
- Marketing budget adherence
- Timely execution of marketing campaigns

Desired Skills & Competencies

- Strong understanding of K-12 / CBSE school marketing
- Strategic and analytical thinking
- Strong understanding of admissions funnel and lead generation
- Digital marketing and performance marketing expertise
- Brand management capabilities
- Excellent communication and presentation skills
- Robust negotiation and vendor management skills
- Budget management and ROI orientation
- Creative thinking and campaign development
- Market research and competitor analysis
- Project management and execution skills
- Ability to manage multiple campuses and stakeholders
- Strong data analysis and reporting capabilities

Educational Qualifications

- Bachelor's degree in Marketing, Business Administration, Communications, or a related field.
- MBA/PGDM in Marketing preferred.
- Relevant certification in Digital Marketing/Performance Marketing would be an advantage.

Experience

- 8–12 years of relevant marketing experience, preferably within the K-12 education sector.
- Candidates with experience handling marketing for multiple schools/campuses or an education group will be preferred.
- Experience in driving admissions through integrated ATL, BTL, digital, and local marketing initiatives is desirable.

Job Types: Full-time, Permanent

Pay: Up to ₹50,000.00 per month

Application Question(s):

- If selected when can you join?

Work Location: In person

📌 Marketing Manager (India)
🏢 RADCLIFFE SCHOOL
📍 India