Job Description
Brand Marketing Lead Company: upGrad Study Abroad Level: Associate Director Reporting to: Head of Marketing

About the Role
We are looking for a consumer-first Brand Marketing Lead to build upGrad Study Abroad into a distinctive, trusted and top-of-mind brand for Indian students aspiring to study overseas. The role will own brand communication, positioning, integrated campaigns, consumer insights, social media marketing, content marketing and PR across the student journey. The mandate is to move beyond lead-generation-led communication and build a compelling brand that students and parents recognise, trust and actively consider when making one of their most significant life decisions.

Key Responsibilities
1. Brand Strategy & Positioning
• Define and strengthen brand positioning, value proposition and messaging across student segments and study-abroad destinations.
• Translate product strengths, university partnerships, scholarships and student outcomes into compelling consumer propositions.
• Ensure consistent, differentiated brand communication across channels and funnel stages.
• Build trust and preference among students and parents by addressing their key aspirations, concerns and decision-making barriers. 2. Integrated Campaigns
• Conceptualize and execute integrated, full-funnel brand campaigns across digital, social, video, influencer and other relevant channels.
• Develop campaign strategies and creative briefs aligned with business priorities, target audiences and consumer insights.
• Partner with Performance Marketing and Creative teams to maximise campaign effectiveness and extend winning propositions across channels.
• Track campaign impact through relevant brand and business metrics, including awareness, consideration, branded search and assisted conversions. 3.



Consumer Insights & Market Intelligence
• Develop a deep understanding of student and parent needs, motivations, aspirations and barriers through research and consumer feedback.
• Track competitor positioning, messaging, campaigns and emerging category trends to identify opportunities for differentiation.
• Translate consumer insights into actionable communication strategies, campaign ideas and content themes.
• Establish a continuous feedback loop using social listening, community conversations, campaign data and student interactions. 4. Social Media Marketing
• Own the social media strategy across relevant platforms, building brand salience, engagement, trust and consideration.
• Develop platform-specific content strategies that balance brand storytelling, student utility, topical conversations and conversion opportunities.
• Drive creator-led content, student stories and community engagement to build credibility with prospective students.
• Track channel performance and continuously optimize content formats, engagement and audience growth. 5. Content Marketing
• Own the content strategy across formats, including video, YouTube, editorial, long-form content, website and student success stories.
• Build content around destination choices, courses, scholarships, university partnerships, career outcomes and study-abroad decision-making.
• Ensure content is consumer-first, differentiated, credible and aligned with the brand positioning and student journey.




• Work closely with the Creative, Social Media and Organic Growth teams to maximise content reach, engagement, discoverability and business impact. 6. Public Relations & Communications
• Develop and execute PR strategies to strengthen brand credibility, visibility and thought leadership.
• Identify opportunities for leadership profiling, expert commentary, research-led stories, partnerships and announcements.
• Ensure consistent messaging and effective communication across external touchpoints, in collaboration with internal stakeholders and PR partners. What We're Looking For
• 7-9 years of marketing experience, with substantial ownership of brand strategy and integrated campaigns.
• Experience in consumer internet, education, fintech, travel, marketplaces, D2C or other high-consideration consumer categories.
• Strong understanding of digital-first brand building and the relationship between brand investment and performance outcomes.
• Demonstrated ability to turn consumer insights into differentiated positioning and compelling creative platforms.
• Experience managing agencies, creative teams, social media, content and cross-functional stakeholders.
• Strong analytical ability to measure brand outcomes and connect them to business performance.
• Excellent communication, storytelling, stakeholder management and team leadership skills.
• Leverage AI tools for consumer insights, campaign ideation, content development, creative experimentation and personalisation to improve marketing effectiveness, speed and scale while maintaining brand consistency. The ideal candidate: A brand builder who combines strategic depth, consumer empathy and creative excellence with a sharp understanding of commercial outcomes.

📌 Brand Marketing Lead (Noida)
🏢 upGrad- Study Abroad
📍 Noida