Function: Marketing

Location: Bengaluru (with potential travel across other cities)

Experience: 8–12 years

Reporting to: Business Head

About the Role:

We are looking for an experienced marketing professional to lead marketing and brand-building initiatives for our upcoming Innovation and Learning Centers.

The role will be responsible for building the center's brand presence, creating awareness in the local market, driving customer engagement and footfalls, and establishing the center as a preferred destination for professionals, corporates, GCCs, startups, entrepreneurs and the broader technology ecosystem.

This is a hands-on role requiring a combination of brand marketing, local market activation, events, partnerships, public relations and integrated marketing capabilities.

The ideal candidate should have experience marketing businesses with a physical center or location-led operating model, particularly in the education, professional learning, technology, skilling or training sectors.

Key Responsibilities:

1. Brand Building & Local Market Marketing

- Develop and execute the overall brand and marketing strategy for the Innovation Centre.
- Build strong local awareness and positioning for the Center within the Bengaluru business and technology ecosystem.
- Drive integrated brand campaigns across traditional, digital, outdoor, print, radio, PR and other relevant channels.
- Ensure consistent brand communication across the center, marketing collaterals and external touchpoints.
- Develop the center as a recognized destination for technology learning, innovation and industry collaboration.

2. Events, Activations & Community Engagement

- Plan and execute industry events, conferences, seminars, leadership roundtables, masterclasses and networking events.
- Build an annual calendar of events to attract CXOs, technology leaders,



GCC executives, entrepreneurs, alumni and working professionals.
- Drive on-ground marketing activities, community engagement and local market activations.
- Develop initiatives that increase center footfalls, engagement and repeat visits.
- Work closely with academic and industry partners to organize joint events and programmes.

3. Corporate & Institutional Marketing

- Develop marketing initiatives to engage corporates, GCCs, technology companies and industry associations.
- Build relationships with industry bodies, chambers of commerce, startup communities, professional networks and relevant institutions.
- Support corporate outreach and account-based marketing initiatives through events, thought leadership and industry engagement.
- Create targeted marketing campaigns for different customer segments, including professionals, corporate executives, founders and students.

4. Public Relations & Thought Leadership

- Drive PR initiatives, media coverage and brand visibility for the center.
- Develop thought leadership content, industry reports, newsletters, case studies and marketing collateral.
- Identify speaking opportunities, industry forums and strategic brand associations.
- Build the center's positioning through faculty, industry leaders, alumni and partner engagement.

5. Programme Marketing & Business Support

- Work closely with the business and sales teams to develop marketing plans for executive education programmes, leadership programmes,



applied technology workshops, corporate programmes and other offerings.
- Develop go-to-market strategies and integrated marketing campaigns for new programme launches.
- Ensure marketing initiatives translate into measurable business outcomes, including enquiries, registrations, event participation and programme enrolments.
- Work with internal teams and external agencies to execute campaigns effectively.

6. Marketing Operations & Budget Management

- Own the non-performance marketing budget and ensure effective utilization across various channels.
- Identify, evaluate and manage creative, media, PR, event and activation agencies.
- Track campaign effectiveness through brand awareness, engagement, event participation, footfalls and business contribution.
- Build a structured marketing calendar and execution framework.

Desired Candidate Profile:

- 8–12 years of experience in marketing, preferably in education, professional learning, technology, skilling, training or other center-led businesses.
- Experience in organizations that operate physical learning centers, training centers, experience centers or regional business centers.
- Strong exposure to brand marketing, ATL/BTL marketing, events, activations, PR, partnerships and local market development.
- Experience in planning and executing large-scale industry events and on-ground marketing initiatives.
- Ability to build relationships with corporates, industry associations, local business communities and institutional stakeholders.
- Robust agency management, budgeting and campaign execution capabilities.
- Excellent communication, stakeholder management and project management skills.
- A self-starter who can independently conceptualize and execute marketing initiatives.

📌 Director of Brand Marketing (Bengaluru)
🏢 upGrad
📍 Bengaluru