Marketing Manager - Content

The Marketing Manager - Content will be responsible for end-to-end content production and execution for UPES across brand, admissions, academic, student, faculty, alumni, and institutional narratives. The role will work closely with the Deputy Director of Marketing in shaping the content strategy and will translate the agreed brand and marketing priorities into a strong, engaging, and consistent content pipeline. The individual will be expected to identify compelling stories across the university, develop them into relevant content formats, and own the process from ideation and conceptualization through production, publishing, and performance review, with a strong focus on video-first and digital content.

The core responsibilities for the job include the following:

Content Planning and Strategy:

• Work with the Deputy Director of Marketing to develop and refine UPES's content strategy and priorities.
• Translate marketing and brand objectives into clear content themes, ideas, and formats.
• Develop and manage the content calendar and production pipeline.
• Identify opportunities for always-on, campaign-led, reactive, and trend-led content.
• Develop repeatable content formats and franchises that can build a distinctive UPES content identity.

Content Production and Storytelling:

• Own end-to-end content production from ideation and conceptualization to scripting, production, editing, publishing, and optimization.
• Develop engaging Reels, Shorts, videos, interviews, student stories, faculty content, testimonials, campus stories, and other digital formats.
• Develop concepts, hooks, scripts, storyboards/shot lists, and creative briefs.
• Work closely with internal creative teams, production agencies, photographers, videographers, editors, and freelancers.
• Ensure timely delivery and high creative and editorial standards across all content.

Story Mining:

• Proactively identify compelling stories across students, faculty, alumni, research, industry partnerships, careers, campus life, and institutional achievements.
• Build relationships across the university to create a continuous pipeline of stories and content opportunities.
• Convert complex academic and institutional narratives into accessible, engaging, and relevant content.

Digital and Social Content:

• Develop platform-appropriate content for Instagram, YouTube, LinkedIn, and other relevant channels in collaboration with the social media team.
• Stay abreast of emerging formats, trends, creators, and audience behavior.
• Ensure content is relevant, engaging, authentic, and consistent with the UPES brand.
• Collaborate with the performance marketing team to identify and amplify high-performing content.

Content Performance:

• Track and analyze content performance across reach, engagement, views, watch time, completion, shares, and other relevant metrics.
• Use insights to improve content concepts, formats, storytelling, and production.
• Share regular content performance insights and recommendations with the marketing team.

Student and Creator Content:

• Build and manage a network of student creators and contributors.
• Identify opportunities for authentic student-led storytelling.
• Explore relevant external creator collaborations in line with the UPES brand and marketing objectives.

Success Measures:

• Consistent delivery of high-quality content across priority platforms.
• Growth in reach, engagement, and video performance.
• Development of successful and repeatable content formats.
• Stronger, more distinctive, and contemporary UPES storytelling.
• Improved content production quality, efficiency, and turnaround time.
• Increased engagement with prospective students.
• Contribution of content to brand, marketing, and admissions objectives.

Requirements:

• Have 7-10 years of experience in content marketing, digital marketing, media, advertising, branded content, or a related field.
• Have demonstrated experience in end-to-end content production, particularly video and short-form digital content.
• Be a strong storyteller with excellent conceptualization, scripting, and creative judgment skills.
• Be comfortable taking ownership of content production while working within an overall marketing strategy.
• Understand what resonates with Gen Z and younger audiences.
• Have strong knowledge of Instagram, YouTube, and LinkedIn.
• Be experienced in managing creative agencies, production partners, and multiple stakeholders.
• Be commercially aware and understand how content contributes to brand building, consideration, and admissions.
• Be data-driven, curious, experimental, and comfortable using AI-enabled content tools.
• Have a strong bias towards execution and the ability to manage multiple content projects simultaneously.
• Bachelor's or master's degree in marketing, communications, mass communication, or a related discipline.

Portfolio:

• A strong portfolio demonstrating end-to-end content production, short-form video, social content, storytelling, and content performance is essential.
• Candidates from consumer brands, digital-first companies, advertising/media agencies, EdTech, higher education, entertainment, or youth-focused organizations will be considered.