Senior Marketing Leader – Online Programs (India)
Core Objective
Launch. Scale. Build Brand. Drive Revenue.
This is not a visibility-focused marketing role. This is a high-impact, P&L-owning leadership position responsible for building and scaling online programs in India.
This role requires:
- Non-linear, first-principles marketing thinking.
- Deep 360° marketing exposure (brand + performance + lifecycle).
- Strong commercial ownership of pipeline and revenue.
What You Will Own
1. Program Launch & Go-to-Market
- Lead GTM strategy for new online programs (UG, PG, Executive)
- Define positioning, ICPs, messaging architecture, and pricing narratives
- Build integrated launch plans across digital, brand, and partnerships
2. Growth & Revenue Accountability
- Own funnel metrics end-to-end: Leads → MQL → Applications → Enrollments → Revenue
- Drive both volume and quality of leads
- Optimize CAC, ROI, and channel mix
- Work closely with Admissions & Sales to maximize conversion efficiency
This is not just a marketing visibility role, this is a business P&L-impacting role.
3. 360° Marketing Leadership
You must be equally comfortable with:
Brand Marketing
- Building salience and long-term brand equity for Atlas Online
- Designing high-impact campaigns (digital-first, community-led, PR-driven)
- Crafting thought leadership narratives
- Building credibility in the online degree space
Performance Marketing
- Deep understanding of Meta, Google, YouTube, Affiliates, SEO
- Media planning, budget allocation, experimentation frameworks
- Funnel optimization and attribution models
- Scaling campaigns without compromising efficiency
4. Non-Linear Growth Thinking
- Identify unconventional growth levers beyond paid media
- Community-led acquisition
- Strategic partnerships
- Masterclasses, webinars, referral engines
- Influencer ecosystems
- Owned media channels (YouTube, Instagram, etc.)
We are looking for someone who doesn't default to increase spend as the only growth lever.
5. Team & Agency Leadership
- Build and scale an in-house marketing team
- Manage creative, media, and digital agencies
- Establish execution rigor and performance dashboards
- Drive accountability and speed across teams
What Success Looks Like
- Strong program launches with measurable enrollment impact.
- Sustainable CAC across cohorts.
- Improved brand recall in the online degree category.
- Marketing that drives pipeline predictably, not episodically.
- A team that moves fast and thinks strategically.
Who You Are
Must-Have Experience
- 10+ years of marketing experience, with at least 4+ years in a leadership role.
- Strong exposure to both brand and performance marketing.
- Proven track record of scaling India-focused businesses (EdTech experience preferred).
- Demonstrated experience in program or product launches.
- Strong commercial orientation — understands revenue, margins, and cohort economics.
- Experience working closely with Sales / Admissions teams.
- Ability to operate both strategically and hands-on.
Ideal Profile
- Experience in higher education programs / EdTech / consumer internet.
- Built a category or scaled a new vertical from early stage.
- Comfortable in high-growth, high-accountability environments.
- Data-driven with strong creative instincts.
- Thinks in systems, not just campaigns.
