Key KRAs

1. Brand &

- Market Positioning

- Build and strengthen the Birkbeck Bengaluru brand in the Indian market

- Develop clear positioning, messaging and communication strategy

- Build awareness across key student, parent and influencer audiences

- Strengthen the brand presence across priority cities and markets

2.

Demand

Generation &

- Student Acquisition

- Build a consistent pipeline of qualified student enquiries

- Develop city-wise and market-wise acquisition strategies

- Own the complete marketing funnel from awareness to enquiry to application

- Improve lead quality, conversion and overall student acquisition efficiency

3.

Performance

Marketing

- Own Google, Meta, LinkedIn and other relevant paid channels

- Drive campaign optimisation based on CPL, CAC, conversion and ROI

- Build strong tracking, attribution and reporting mechanisms

- Continuously test recent channels, audiences, creatives and campaigns

4. Revenue &

- Admissions Pipeline

- Work closely with admissions, counselling and sales teams to convert marketing-generated demand

- Take ownership of marketing contribution to applications, enrolments and revenue

- Identify and address drop-offs across the student journey

- Build campaigns around priority courses,



intakes and markets

5. PAN-India Marketing

- Develop a scalable marketing strategy across key Indian cities

- Identify high-potential markets and build market-specific campaigns

- Support offline activations, school/college outreach, events and partnerships

- Build a strong regional-to-national marketing engine

6. CRM, Data &

- Marketing Automation

- Build effective CRM and nurture journeys for prospects

- Use automation to improve speed-to-lead and conversion

- Develop dashboards and reporting around the complete marketing funnel

- Use data and insights to drive decision-making

7. AI &

- Marketing Innovation

- Integrate AI into content, campaign planning, personalisation, lead nurturing and analytics

- Identify opportunities to reduce manual processes through automation

- Continuously experiment with new technologies and marketing channels

8. Team &

- Agency Leadership

- Build and lead a high-performing marketing team

- Manage external agencies and partners

- Set clear targets, budgets and performance metrics

- Build a culture focused on accountability, speed and measurable outcomes

📌 Marketing Head (Bengaluru)
🏢 ECA Global
📍 Bengaluru