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 new courses, programmes, campuses and major initiatives.
• Ensure priority/recent 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