Marketing Manager
Location: Sovabazar, Kolkata
Employment Type: Full-Time
Experience: 4+ years preferred
About IND
The Institute of NeuroDevelopment (IND) is a mission-driven organisation working to transform the developmental journeys of children with autism and other neurodevelopmental differences.
Our work spans child development, parent education, assessments, therapy, research, digital education, community engagement, professional training and other initiatives aimed at improving outcomes for children and their families.
As IND grows, we are building a strong marketing function that can understand our audiences deeply, build trust, communicate our value effectively, create demand for our programmes and services, and establish IND as a trusted and differentiated organisation.
About the Role
We are looking for a Marketing Manager who fundamentally understands marketing, rather than someone who is primarily a salesperson or a digital-platform operator.
The Marketing Manager will be responsible for developing and executing marketing strategies across both online and offline channels.
The role requires a strong understanding of
customer psychology, market positioning, segmentation, value propositions, brand building, demand generation, content marketing, campaign development, customer journeys and conversion funnels.
Digital channels will form an important part of the role, but technology and platforms are means of executing marketing strategy, not substitutes for marketing thinking.
The ideal candidate should be able to understand an audience, identify what matters to them, formulate the right proposition and message, develop campaigns around those insights, coordinate execution across teams and measure whether the marketing is actually producing meaningful outcomes.
This is a hands-on leadership role. The candidate should be capable of developing strategy while also getting into the details required to make it work.
Key Responsibilities
1. Marketing Strategy
Develop and execute marketing strategies for IND's various offerings, including:
* Consultations
* Assessments
* Webinars
* Bootcamps
* Parent programmes
* Therapy and developmental services
* Educational programmes
* Professional training
* Publications
* New products and services as they are developed
For each offering, determine:
* Target audience
* Audience segment
* Customer need
* Market opportunity
* Positioning
* Value proposition
* Core message
* Offer structure
* Customer journey
* Appropriate channels
* Campaign approach
* Measurement framework
2. Audience & Consumer Understanding
Develop a deep understanding of IND's audiences, particularly parents and families.
Understand:
* Their existing beliefs
* Their concerns and fears
* Their aspirations
* Their unmet needs
* Their information-seeking behaviour
* Their objections
* Their decision-making process
* Their trust barriers
* What motivates them to act
* What prevents them from acting
Translate these insights into practical marketing strategies and campaigns.
3. Positioning & Messaging
Develop and refine the positioning of IND and its individual offerings.
The candidate will work on:
* Brand positioning
* Product and programme positioning
* Value propositions
* Campaign messages
* Communication themes
* Differentiators
* Offers
* Calls to action
The objective is to communicate clearly why IND's approach, programmes or services are relevant and valuable to the intended audience.
All communication should remain responsible, evidence-informed and appropriate to the sensitive nature of our work with children and families.
4. Campaign Development
Conceptualise, develop and lead marketing campaigns from beginning to end.
A typical campaign may involve:
Audience insight
→ Marketing objective
→ Campaign concept
→ Positioning & message
→ Content & creative
→ Distribution
→ Lead capture
→ Nurturing
→ Conversion
→ Measurement & learning
The Marketing Manager should be capable of owning this entire chain and coordinating the specialists responsible for individual components.
5. Content Marketing
Work closely with the Storyteller/Scriptwriter, Content & Creative team and other content contributors to develop:
* Content pillars
* Editorial themes
* Educational content
* Awareness campaigns
* Parent education content
* Thought leadership
* Long-form content
* Short-form content
* Video campaigns
* Podcast-related content
* Webinar content
* Lead magnets
* Campaign-specific content
The candidate should be able to distinguish between content that generates attention and content that contributes meaningfully to marketing objectives.
6. Digital Marketing
Lead the marketing strategy across relevant digital channels, including:
* Search
* Social media
* YouTube
* Email
* WhatsApp
* Websites and landing pages
* CRM
* Online communities
* Digital advertising
The candidate should understand platforms such as Meta and Google and be able to evaluate their effectiveness.
They do not necessarily need to personally execute every technical aspect of every campaign, but they must understand how digital channels fit into the broader marketing system.
7. Demand & Lead Generation
Develop systems for generating qualified demand through:
* Organic content
* Paid campaigns
* Search
* Referrals
* Partnerships
* Webinars
* Events
* Communities
* Email
* WhatsApp
* Existing parent and professional networks
* Other relevant channels
Work closely with the Digital Growth Manager to improve the quantity and quality of demand generated.
The focus should be on qualified prospects and meaningful business outcomes rather than lead volume alone.
8. Customer Journey & Funnel Development
Map and continuously improve the customer journey:
Awareness
→ Interest
→ Engagement
→ Lead
→ Trust Building
→ Consultation / Webinar / Assessment
→ Programme / Service
→ Retention
→ Referral
Identify points at which prospective clients lose interest or fail to progress and determine what marketing intervention may improve the journey.
9. Marketing & Sales Alignment
Work closely with the Sales and Community Engagement teams to understand:
* Lead quality
* Common objections
* Reasons for non-conversion
* Customer feedback
* Competitive alternatives
* Pricing concerns
* Messaging gaps
* Reasons for withdrawal or drop-off
Use these insights to continuously improve marketing.
The Marketing Manager is not primarily a salesperson, but must understand how marketing ultimately influences customer decisions.
10. Brand Development
Contribute to building IND as a trusted and differentiated brand among:
* Parents and families
* Professionals
* Educators
* Schools
* Healthcare professionals
* Organisations
* Researchers
* The wider public
Maintain consistency in:
* Positioning
* Brand voice
* Communication
* Visual identity
* Public messaging
11. Marketing Analytics & ROI
Measure marketing based on meaningful outcomes rather than vanity metrics.
Track and analyse, as applicable:
* Qualified leads
* Cost per qualified lead
* Lead-to-consultation conversion
* Consultation-to-programme conversion
* Customer acquisition cost
* Marketing-attributed revenue
* Campaign ROI
* Channel contribution
* Organic demand
* Referral contribution
* Audience growth
* Engagement quality
The Marketing Manager should continuously ask:
> Are we reaching the right people, with the right message, through the right channel, at the right point in their journey?
12. Team & Partner Management
Provide marketing direction and coordinate with:
* Digital Growth Manager
* Content & Creative team
* Storytellers and Scriptwriters
* Community Engagement team
* Sales team
* Designers
* Video editors
* External agencies
* Freelancers
* Other marketing partners
The Marketing Manager should establish the marketing direction and priorities, while ensuring that specialists have the clarity and resources required for execution.
What We Are Looking For
We are looking for someone who:
* Is genuinely passionate about marketing.
* Thinks deeply about customers and consumer behaviour.
* Understands marketing beyond digital platforms.
* Enjoys figuring out why people make decisions.
* Can develop positioning and value propositions.
* Can turn audience insights into campaigns.
* Understands both brand and performance marketing.
* Can connect marketing activity to business outcomes.
* Is comfortable working across online and offline channels.
* Can lead specialists while remaining hands-on.
* Is comfortable testing ideas and learning from results.
* Has strong analytical and strategic thinking.
* Can work in an evolving organisation where the marketing system is still being built.
What This Role Is Not
This is not primarily:
* A Business Development role
* A Sales role
* A Telecalling role
* A Performance Marketing-only role
* A Social Media Manager role
* An Ads Operations role
Someone who can operate Meta Ads Manager and Google Ads but cannot explain the target customer, customer motivation, positioning, value proposition and campaign logic would not be considered a strong fit.
Similarly, someone whose primary experience is outbound sales or lead conversion should not be considered a marketing candidate merely because their previous designation was "Business Development Executive".
Required Experience
* Minimum 4 years of relevant marketing experience preferred.
* Demonstrated experience developing and executing marketing campaigns.
* Strong understanding of consumer behaviour and customer psychology.
* Experience with content marketing.
* Experience with digital marketing channels.
* Understanding of lead generation and conversion funnels.
* Experience analysing marketing performance.
* Experience coordinating teams, agencies or external partners.
* Demonstrated ability to take a marketing initiative from concept to execution.
Preferred Background
Candidates with experience in the following environments may be particularly relevant:
* Consumer marketing
* FMCG
* D2C
* Healthcare
* Education
* Advertising
* Brand management
* Consumer Internet
* EdTech
* HealthTech
* Media
Experience in healthcare, child development, education or parent-focused businesses will be an advantage but is not mandatory.
Key Competencies
Marketing Thinking
Ability to understand markets, customers, positioning and demand.
Consumer Psychology
Ability to understand why people notice, trust, engage and make decisions.
Strategic Thinking
Ability to translate business objectives into marketing strategy.
Creativity
Ability to develop differentiated ideas rather than simply replicate competitors.
Analytical Thinking
Ability to use data and evidence to improve marketing decisions.
Digital Fluency
Strong understanding of modern digital channels without confusing technology with marketing.
Execution
Ability to convert strategy into actual campaigns and measurable outcomes.
Leadership
Ability to direct and coordinate specialists and external partners.
Experimentation
Willingness to test hypotheses, learn from results and change course when required.
Ownership
Ability to take responsibility for marketing outcomes rather than merely completing assigned activities.
Key Performance Indicators
The Marketing Manager will be evaluated on:
Marketing Effectiveness
* Qualified demand generated
* Marketing-attributed conversions
* Cost per qualified lead
* Lead-to-consultation conversion
* Consultation-to-programme conversion
* Marketing ROI
Brand & Demand
* Growth of relevant audience
* Organic demand
* Quality of engagement
* Direct enquiries
* Referral contribution
* Brand reach among relevant audiences
Campaign Performance
* Campaigns delivered against agreed objectives
* Campaign performance against targets
* Conversion-rate improvement
* Number and quality of marketing experiments
* Learning incorporated into subsequent campaigns
Strategic Contribution
* Quality of marketing strategy
* Clarity of positioning
* Effectiveness of campaigns
* Quality of customer insights
* Improvement in the overall marketing funnel
Growth Opportunity
The role offers significant scope for growth as IND's marketing function develops.
Potential progression:
Marketing Manager
↓
Senior Marketing Manager
↓
Head of Marketing
↓
Chief Marketing Officer
The successful candidate will have the opportunity to help build the marketing function itself, rather than simply operate within an already-established marketing department.
Why Join IND?
You will have the opportunity to build marketing for an organisation working on a meaningful problem affecting children and families.
You will work at the intersection of:
Marketing + Consumer Psychology + Healthcare + Education + Content + Digital + Community + Emerging Technology
The role offers considerable scope for experimentation, ownership and professional growth while contributing to a mission-driven organisation.
Application Requirements
Please submit:
* Updated Resume
* Portfolio or examples of marketing campaigns you have personally worked on
* Details of 2-3 significant marketing initiatives you have led or contributed to
* Brief description of your specific contribution to each initiative
* Relevant campaign results, where available
For queries regarding the position or application process, please contact the HR Team at 9147711360/9073442666
Benefits:
- Cell phone reimbursement
- Flexible schedule
- Internet reimbursement
- Paid sick time
Work Location: In person
