This is a unique opportunity to help launch a globally recognized UK university brand into one of the world’s fastest-growing higher education markets.
The Marketing Manager – Birkbeck Bengaluru will lead the development, launch, and growth of the Birkbeck Bengaluru campus brand in India. The role is responsible for driving integrated marketing strategies that support student recruitment, brand awareness, student engagement, and retention objectives aligned with the campus growth strategy.
Working closely with ECA Group Marketing, the Head of Student Acquisition, and the Birkbeck Bengaluru leadership team, the Marketing Manager will establish Birkbeck Bengaluru as a premium international higher education destination within the Indian market.
As part of a launch-stage campus, this role will play a critical part in building market awareness, generating demand, attracting and converting founding cohorts of students, and positioning Birkbeck Bengaluru among India’s leading international higher education brands.
Key Responsibilities:
1. Student Recruitment, Growth & Marketing Strategy
- Develop and execute annual marketing and student recruitment plans aligned with campus growth objectives.
- Drive lead generation, applications, enrolments, and conversion outcomes in partnership with the Head of Student Acquisition.
- Design and optimize the end-to-end student recruitment funnel from enquiry through to enrolment.
- Monitor and improve lead quality, conversion rates, and return on marketing investment.
- Support student retention and engagement initiatives that contribute to long-term student success.
- Contribute to the planning and launch of future international university partnership campuses in India.
- Ensure all marketing activities comply with regulatory, institutional, and brand requirements.
2. Brand Development & Market Positioning
- Lead the positioning and differentiation of Birkbeck Bengaluru within the Indian higher education landscape.
- Build awareness and credibility for the Birkbeck brand among prospective students, parents, educators, and industry stakeholders.
- Develop localized marketing campaigns and content aligned with Birkbeck’s global brand standards.
- Promote university progression pathways, employability outcomes, and global career opportunities.
- Develop campaigns and messaging that build confidence among parents and family decision-makers.
3. Campaign Management & Marketing Execution
- Lead integrated marketing campaigns across digital, social media, events, PR, content marketing, and student engagement channels.
- Manage external creative, digital, media, and performance marketing agencies.
- Support campus launch activities, awareness campaigns, and recruitment initiatives.
- Oversee social media strategy, content development, student storytelling, and student ambassador programs.
- Coordinate recruitment events, webinars, open days, campus visits, and industry engagement activities.
- Collaborate with admissions and recruitment teams to improve enquiry-to-enrolment conversion performance.
4. Digital Marketing & Website Performance
- Own website performance, optimization, and conversion outcomes.
- Drive continuous improvement of digital campaigns, landing pages, and user journeys.
- Utilize CRM and marketing automation platforms to enhance lead nurturing and engagement.
- Monitor campaign performance across all channels and implement data-driven improvements.
5. Media, PR & Thought Leadership
- Lead public relations, media engagement, and thought-leadership initiatives.
- Establish Birkbeck Bengaluru as a recognized and respected education brand in India.
- Identify opportunities for brand visibility through industry partnerships, events, and media coverage.
- Develop communication strategies that enhance institutional reputation and market presence.
6. Reporting, Analytics & Business Improvement
- Develop and maintain marketing dashboards and performance reports.
- Track key performance indicators including lead generation, conversion rates, enrolments, engagement, and ROI.
- Provide actionable insights through campaign reporting and market intelligence.
- Support data-driven decision-making across marketing and student recruitment activities.
- Implement scalable marketing processes and workflows that improve efficiency and effectiveness.
7. Leadership & Stakeholder Management
- Build strong collaborative relationships across marketing, admissions, recruitment, academic, and operational teams.
- Lead and manage relationships with external agencies, vendors, and partners.
- Foster a high-performance, student-focused, and brand-led culture.
- Support the development of student ambassador and campus engagement initiatives.
- Contribute positively to a collaborative, entrepreneurial, and growth-oriented campus environment.
8. Student & Partner Engagement
- Deliver a high-quality prospective student experience across all marketing touchpoints.
- Build strong relationships with education agents and recruitment partners.
- Support student satisfaction, engagement, and community-building initiatives.
- Collaborate with internal stakeholders to align recruitment, retention, and student engagement strategies.
Selection Criteria Essential Qualifications
- Bachelor's degree in Marketing, Communications, Business, or a related discipline.
- Postgraduate qualification in Marketing, Business, Communications, or a related field is desirable.
Essential Experience
- Minimum 7+ years of experience in higher education marketing, student recruitment, or related fields.
- Demonstrated experience within the university sector.
- Proven success in managing integrated marketing campaigns and external agency relationships.
- Experience driving student recruitment, lead generation, and brand growth outcomes.
- Strong experience working with multiple stakeholders across academic, recruitment, and marketing environments.
- Experience launching or growing education brands in India is highly regarded.
Knowledge
- Strong understanding of the Indian higher education market and student decision-making factors.
- Knowledge of digital marketing, CRM systems, marketing automation, and lead generation strategies.
- Understanding of student recruitment funnels and higher education brand positioning.
- Knowledge of international education trends and competitive market dynamics.
Skills & Competencies
- Strategic marketing and brand development expertise.
- Strong commercial acumen with a data-driven mindset.
- Excellent stakeholder engagement and communication skills.
- Strong project management and agency management capabilities.
- Ability to thrive in a fast-paced, entrepreneurial, and growth-oriented environment.
- Strong leadership, collaboration, and influencing skills.
- Excellent analytical and problem-solving abilities.
Desirable
- Experience working with international university brands.
- Experience in campus launch, expansion, or education growth environments.
- Experience managing student ambassador and student engagement programs.
- Exposure to CRM and marketing automation platforms such as Salesforce, HubSpot, Marketo, or equivalent.
- Experience supporting employability, student success, or retention initiatives.
Success Measures
The Marketing Manager will be measured against:
- Student lead generation and enrolment growth targets.
- Brand awareness and market positioning outcomes.
- Campaign performance and return on marketing investment (ROMI).
- Website traffic, engagement, and conversion performance.
- Student recruitment funnel effectiveness.
- Student engagement and retention support initiatives.
- Quality of stakeholder relationships and cross-functional collaboration.
- Successful launch and growth of the Birkbeck Bengaluru brand in India.
Pay: ₹60,000.00 - ₹80,000.00 per month
Benefits:
Ability to commute/relocate:
- Whitefield, Bengaluru, Karnataka: Reliably commute or planning to relocate before starting work (Preferred)
Application Question(s):
- Mentioned your current CTC.
Experience:
- Marketing: 7 years (Preferred)
Work Location: In person
