About Us: (www.upgrad.com)

upGrad is an online education platform building the careers of tomorrow by offering the most industry-relevant programs in an immersive learning experience. Our mission is to create a new digital-first learning experience to deliver tangible career impact to individuals at scale. upGrad currently offers programs in Al, Data Science, Machine Learning, Product Management, Digital Marketing, and Entrepreneurship, etc.

Role Overview

As an Director / Associate Director – Brand Marketing, you will lead the strategic direction, execution, and evolution of the brand across the education technology ecosystem. This role will own end-to-end brand strategy, integrated campaigns, and storytelling to strengthen brand equity, drive awareness, and support long-term growth across key audiences including educators, institutions, administrators, and learners.

You will work closely with senior leadership and cross-functional teams to ensure brand alignment with business objectives, product strategy, and go-to-market initiatives.

Key Responsibilities

Brand Strategy & Leadership

Define, evolve, and champion the company's brand vision, positioning, and value proposition across all channels and touchpoints.
Ensure consistent and compelling brand expression that resonates with educators, learners, institutions, and partners.
Act as the brand custodian, setting guidelines and best practices across teams and agencies.

Integrated Campaigns & GTM

Lead the strategy and execution of large-scale, integrated brand campaigns across digital, social, content, events, and partnerships.
Align brand initiatives with product launches, business priorities, and go-to-market strategies.
Drive high-impact storytelling that builds credibility, trust, and differentiation in the market.

Content & Creative Excellence

Oversee the creation of high-quality brand assets including videos, websites, presentations, case studies, thought leadership, PR, and social content.
Lead internal creative teams and manage external agencies to ensure brand consistency, quality, and innovation.
Establish creative standards and ensure excellence across all executions.

Analytics, Measurement & Optimization

Define and own brand KPIs, track brand health metrics, and measure campaign effectiveness.
Use data and insights to continuously optimize messaging, audience targeting, and channel mix.
Present performance insights and recommendations to senior stakeholders.

Cross-Functional & Stakeholder Collaboration

Partner closely with Product, Growth/Performance Marketing, Content, Sales, Customer Success, and Events teams to drive cohesive brand and GTM efforts.
Support major initiatives including conferences, enterprise pitches, product rollouts, and RFP responses with tailored brand narratives.
Influence senior leadership through strong strategic thinking and clear communication.

Experience & Qualifications

Bachelor's degree in Marketing, Communications, Business, or a related field.
8–10 years of experience in brand marketing, integrated marketing, or strategic marketing roles.
Strong background in edtech, SaaS, consumer tech, or mission-driven organizations preferred.
Proven ability to lead large-scale brand initiatives that drive awareness, engagement, and business impact.
Exceptional storytelling skills with the ability to simplify and communicate complex educational or technical concepts.

Associate Director - Brand Marketing