Zonal Head

Role Overview

The Zonal Head – BTL Marketing will be responsible for planning and executing large-scale BTL marketing and on-ground activation initiatives across the assigned zone. The role will drive student acquisition and brand visibility through campus activations, events, seminars, education fairs, workshops, lead-generation activities, and local partnerships.

The ideal candidate should have strong experience in BTL, activation, field marketing, education marketing, or campus marketing, with proven ability to manage large teams, agencies, vendors, budgets, and multi-city campaigns.

Key Responsibilities

• Own the BTL marketing strategy and execution for the assigned zone.
• Plan and execute campus activations, seminars, workshops, education fairs, events, and student engagement activities.
• Drive qualified lead generation and enrolment contribution through on-ground campaigns.
• Identify and build partnerships with colleges, schools, coaching institutes, student communities, and local organisations.
• Manage and mentor zonal/regional BTL teams across multiple cities.
• Plan and manage BTL budgets, campaign spends, vendors, agencies, and activation partners.
• Identify new markets, cities, institutions, and activation opportunities for business expansion.
• Track campaign performance, leads, conversions, CAC, ROI, and overall marketing effectiveness.
• Ensure consistent brand visibility and execution standards across all activations.
• Work closely with Sales, Performance Marketing, Partnerships, Admissions, and Business teams to maximise conversion.
• Conduct regular market visits and competitor analysis to identify local opportunities.
• Develop MIS and performance reports for leadership and recommend corrective actions.

Desired Candidate Profile

• 8+ years of experience in BTL, field marketing, activation, campus marketing, education marketing, or a related function.
• Experience handling zonal, regional, and multi-city marketing operations.
• Proven experience managing large teams, agencies, vendors, and significant marketing budgets.
• Strong exposure to student acquisition, lead generation, campus activations, and offline marketing.
• Experience in EdTech Higher Education will be preferred.
• Strong understanding of on-ground marketing and local market dynamics.
• Excellent stakeholder management, negotiation, communication, and execution skills.
• Strong analytical ability to measure campaign ROI and business impact.
• Willingness to travel extensively across the assigned region.