Marketing Manager

Marketing Manager

Overview

Marketing Manager

How You’ll Create an Impact

As a Marketing Manager, you will play a key role in strengthening our brand presence and building meaningful relationships with institutions, professors, academic leaders, and other higher-education stakeholders across India.

This is a hands-on, external-facing marketing role that combines institutional marketing, account-based marketing, B2B customer engagement, brand building, conferences and events, campaign management, and new-account identification.

You will work closely with the Sales/CAM, Product, Content, Digital, Operations, Technology, and external partners to translate business priorities into impactful marketing initiatives.

You will be expected to demonstrate how marketing activities create meaningful institutional engagement, generate qualified opportunities, strengthen the brand, and contribute to business growth.

What will you be doing?

Go-to Market Strategy & Planning

• Develop and execute Go-to-Market (GTM) strategies for new products, initiatives, and business opportunities. Define: Target customer segments, Customer personas, Positioning, Value proposition, Messaging, Channel strategy, Launch strategy, Marketing communication
• Marketing Campaign Management- Plan and execute integrated marketing campaigns across: Digital marketing, social media, Email marketing, Events, Webinars, Institutional marketing, Partnerships, Content marketing and Trade promotions.
• Identify key growth opportunities across customer segments, channels, products, and markets.
• Develop marketing plans covering awareness, consideration, acquisition, adoption, and retention.
• Define marketing priorities, budgets, timelines, and KPIs. Translate business objectives into actionable marketing programs.
• Market Research & Analysis: Conduct market research and competitor analysis to identify target audiences, market trends, and opportunities. Analyse and track product performance to help management in data drive decision making.

Digital Marketing

• Develop and execute digital marketing strategies across relevant channels, Manage and optimize- Website campaigns, Search, Social media, Email, Digital advertising, Content marketing, Lead-generation campaigns.
• Track digital engagement, traffic, leads, conversion, and customer acquisition.
• Use digital analytics to improve campaign effectiveness.

Institutional & Account-Based Marketing

• Work closely with the Sales/CAM team to understand existing institutional accounts, their needs, priorities, and opportunities.
• Develop and execute account-based marketing initiatives for priority institutions.
• Engage with professors, academic leaders, and institutional stakeholders to understand their requirements and challenges.
• Create targeted marketing initiatives that strengthen institutional relationships and increase brand visibility.
• Use customer and sales insights to develop relevant communication, engagement programs, and marketing activities.
• Support the Sales team by nurturing relationships and identifying opportunities within existing accounts.

New Institution Identification & Opportunity Development

• A key part of this role will be identifying and developing relationships with potential new institutions.
• You will: Identify potential institutions, decision-makers, academic stakeholders, and emerging opportunities.
• Leverage conferences, seminars, vice-chancellor meets, higher-education forums, and industry networks to build new relationships.
• Initiate conversations with relevant institutional stakeholders.
• Understand institutional needs and identify potential areas of collaboration.
• Nurture qualified opportunities and hand them over to the Sales/CAM team for further development.
• Build a strong pipeline of institutional relationships and opportunities.

Conferences, Events & Institutional Marketing

• Identify and participate in relevant conferences, seminars, workshops, exhibitions, and higher-education forums.
• Represent the organization at institutional and industry events.
• Develop event-specific marketing and communication plans.
• Deliver presentations and communicate our solutions and value proposition to institutional stakeholders.
• Engage with professors, academic leaders, and decision-makers.
• Identify new institutional relationships and opportunities through events
• Measure event effectiveness through participation, engagement, relationships developed, qualified opportunities, and business outcomes.

Campaign Management & Customer Engagement

• Plan and execute integrated B2B and institutional marketing campaigns across relevant channels, including Institutional campaigns, Email marketing, Targeted stakeholder communication and Customer outreach
• Content and thought-leadership initiatives, such as Events and webinars, Partnerships, Digital campaigns and Account-based marketing programs.
• The focus will be on reaching the right stakeholder with the right message at the right time.

Brand & Marketing Communication

• Build stronger brand visibility and relevance within the institutional and higher-education ecosystem.
• Develop clear and differentiated messaging for products, solutions, and initiatives.
• Translate customer needs into compelling marketing communication., Work with content and creative teams to develop: Presentations, Brochures, Campaign creatives, Videos, Email campaigns, Institutional communication, Sales collateral, Event material, Ensure consistent brand positioning and communication across touchpoints.
• Present the organization's value proposition clearly and confidently to external stakeholders.
• Develop communication that clearly articulates customer need → solution → benefit → differentiation

Market & Competitive Intelligence

• Monitor developments across the education, publishing, technology, and higher-education ecosystem.
• Track market trends, customer needs, competitor activity, positioning, pricing, and emerging opportunities.
• Conduct competitor and market benchmarking.
• Identify new technologies, business models, partnerships, and institutional opportunities.
• Convert market intelligence into actionable marketing recommendations.
• Share relevant insights with Sales, Product, and leadership teams.

Customer & Institutional Insights

• Develop a strong understanding of institutional stakeholders and their needs through: Customer conversations, Professor engagement, Sales/CAM inputs, Surveys, Interviews, Market research, Event interactions.
• Digital and campaign analytics- Use these insights to improve: Customer segmentation, Personas, Messaging, Campaigns, Institutional engagement, Product communication, Customer experience

Vendor & Event Management

• You will work with external vendors and partners to deliver marketing and institutional initiatives. Responsibilities will include, Identifying and coordinating appropriate vendors and agencies., Managing event and campaign requirements., Coordinating with internal and external stakeholders.
• Managing vendors against agreed deliverables and timelines.
• Working within approved marketing budgets.
• Ensuring activities achieve their intended marketing and institutional objectives.

Sales Collaboration

• You will work closely with the Sales/CAM team to turn marketing engagement into meaningful business opportunities. The role will involve approximately 25% collaboration with Sales, including: Understanding account priorities, Leveraging sales insights and relationships.
• Identifying whitespace and new opportunities.
• Supporting account-based engagement.
• Sharing qualified institutional opportunities.
• Nurturing prospects before handover to Sales.
• Measuring the effectiveness of marketing-led engagement., Leading with an understanding that successful B2B marketing is not just about generating activity, it is about creating business-relevant engagement and opportunities.

Marketing Analytics & ROI

• You will be expected to take a data-driven approach to marketing. Track and evaluate: Campaign performance, website traffic, Stakeholder engagement, Leads and qualified opportunities, Conversion, Event effectiveness, Email performance, Digital engagement, Customer acquisition and Marketing spend as well as ROI and revenue contribution.
• Develop regular marketing dashboards and performance reports.
• Identify performance gaps and recommend corrective actions.
• Present marketing insights and recommendations to senior management.

What We’re Looking For

• 6- 10 years of relevant marketing experience.
• Strong experience in B2B marketing, institutional marketing, account-based marketing, customer engagement, or enterprise marketing.