Marketing Manager

ROLE OVERVIEW

The Marketing Manager will be a key driver of EXC MSs growth strategy within the higher education market. Reporting to the Marketing Director, this individual will own demand generation, account-based marketing (ABM), and content-led campaigns that convert awareness into qualified pipeline. You will work cross-functionally with Sales, Partnerships, and Client Success to build programs that generate MQLs, accelerate deals, and deepen relationships with existing clients.

Shift Timings - 5.30 PM to 2.30 AM IST

Location - Onsite Full-Time, Sector 33 Gurgaon.

KEY RESPONSIBILITIES

Demand Generation & Pipeline

• Own and execute multi-channel demand generation programs targeting net-new (NN) accounts in higher education.
• Build and manage a consistent flow of Marketing Qualified Leads (MQLs) and Bottom-of-Funnel (BOFU) opportunities for the sales team.
• Develop and optimize ABM strategies for priority target accounts, aligned with ICP across CIOs, IT Directors, and VP-level stakeholders.
• Plan, execute, and measure performance marketing campaigns across paid search, LinkedIn, email, and content syndication.

Content & Campaign Execution

• Draft compelling campaign content including email sequences, landing pages, one-pagers, case studies, and social media posts.
• Develop thought leadership assets aligned to the higher education buyer journey - whitepapers, webinar content, blog posts, and conference collateral.
• Manage campaign calendars and ensure timely, on-brand execution across all channels.

Existing Client Marketing & Partnerships

• Design and run marketing programs for existing clients to drive renewals, expansions, and advocacy.
• Collaborate with partnership teams to co-develop joint go-to-market campaigns with channel partners and strategic alliances.
• Identify upsell and cross-sell opportunities through lifecycle marketing and triggered nurture programs.

SEO, GEO/AEO & Digital Presence

• Lead SEO and Generative Engine Optimization (GEO)/Answer Engine Optimization (AEO) strategies to improve organic discoverability.
• Manage and grow social media presence across LinkedIn and other relevant platforms.
• Monitor and report on website performance, keyword rankings, and content effectiveness.

HubSpot & Marketing Operations

• Own HubSpot CRM as the primary marketing automation platform - build workflows, manage lead scoring, and maintain data hygiene.
• Create and optimize email nurture sequences, smart lists, and lifecycle stages within HubSpot.
• Provide weekly and monthly reporting on pipeline contribution, campaign ROI, and MQL velocity to leadership.

REQUIRED QUALIFICATIONS

• 57 years of B2B marketing experience, with significant time spent in or selling into higher education.
• Proven track record of generating qualified pipeline through ABM, demand gen, and performance marketing programs.
• HubSpot Expert certification or equivalent hands-on expertise - workflows, sequences, reporting, and list management.
• Demonstrated experience with SEO, GEO/AEO, content marketing, and social media strategy.
• Strong written communication skills - ability to draft persuasive, polished content with minimal oversight.
• Experience running campaigns across LinkedIn, paid search, email, and content syndication channels.
• Analytical mindset with the ability to interpret campaign data and pivot strategies based on performance.
• Bachelor’s degree from an accredited institution, or equivalent professional experience.

PREFERRED QUALIFICATIONS

• Experience marketing SaaS or AI-powered solutions to higher education IT, student services, or enrollment management buyers.
• Familiarity with EDUCAUSE, higher ed association communities, and industry events.
• Experience with tools such as Salesforce, Semrush, LinkedIn Campaign Manager, and Google Analytics.
• Background in co-marketing or partner marketing programs.