Senior Marketing Manager

Job Title: Brand Manager, Advanced Management Programmes

Function: Marketing

Reports to position: Sr Associate Director, Programme Marketing

Location: Hyderabad

Reportees to Position: 1

Band: A3

Job Purpose

The programme marketing lead of ISB's AMP portfolio is responsible for leading the execution of an integrated brand and marketing strategy for 5 of the key academic programmes in specialised domains. The role will work with cross-functional teams in the marketing department and business teams to build higher consideration and deliver organic business growth for the programmes while ensuring alignment to ISB's brand reputation and equity. This role requires a combination of strategic and analytical thinking, brand and product marketing expertise, strong execution capabilities and strong negotiation and stakeholder management skills to ensure achievement of business and marketing KPIs.

Job Outline

1. Marketing Planning & Performance Ownership Own and execute the integrated annual marketing plan, aligning product positioning with business/programme objectives. Define annual marketing KPIs and metrics; own organic growth targets and design campaigns to exceed them. Translate portfolio-level business goals into channel and campaign-level marketing objectives.
2. Persona-led Brand & Campaign Strategy Build a diversified, always-on asset base (website, social, digital, offline) mapped to buyer personas and decision journeys across programmes. Design persona-specific, channel-tailored campaigns to drive Top-of-Mind (TOM), consideration and preference at each funnel stage. Ensure positioning and messaging reflect competitive differentiation and category leadership themes.
3. Channel & Communications Ownership Own end-to-end comms outcomes across website, social, email, paid ads, and blogs. Manage partnership, alliance and co-branded campaign execution.Maintain a consistent brand voice and experience across all owned, earned and paid touchpoints.
4. Measurement, Optimisation & Governance Define and track performance metrics for every campaign/activity; drive continuous improvement via A/B testing and iteration. Integrate primary (surveys, stakeholder feedback) and secondary (market/search data) inputs into campaign refinement. Build and enforce workflows, processes, and adherence to brand/comms guidelines across the team and vendors.
5. Budget-efficient, Innovation-led Execution Design high-impact campaigns within frugal, cost-sensitive budgets. Identify and activate synergies with sub-brands across the ISB portfolio to unlock shared cost efficiencies (content, media buys, events). Continuously benchmark cost-per-outcome against industry norms to justify spend decisions.
6. Stakeholder & Partnership Management Build and sustain strong working relationships with internal stakeholders (RCIs, faculty, sales, digital marketing, media & PR, Studios teams) and external partners (agencies, alliance bodies). Act as the primary liaison for cross-functional and cross-brand marketing initiatives.
7. Market Intelligence & Competitive Strategy Continuously track competitor positioning, pricing, and campaign activity across peer programmes. Monitor industry and demand trends to spot white-space and strategic growth opportunities. Feed competitive and market insights into product positioning, comms and campaign strategy discussions.

Job Specification

• Education - MBA/ master's in marketing with Strategy or Finance from a cat A/ B business school
• Specific Skills - Proven experience in launching and building sustainable portfolios, product lines
• Strong logical, analytical and creative skills
• Excellent written and verbal communication skills
• Deep understanding of crafting nuanced product marcom
• Adept at project management across multiple projects in parallel
• An entrepreneurial solution-oriented mindset with the ability to operate in complex and dynamic environments is imperative to success
• Excellent stakeholder management skills

Desirable Experience

• Overall marketing experience of 10 years is needed
• A minimum of 6 years experience in brand building and product marketing is a MUST
• Experience working in a fast-paced, dynamic environment will be crucial for success in this role
• Experience working with cross-functional teams