Influencer Marketing Manager

Location: Bengaluru

Work Mode: Work From Office

Employment Type: Full-Time

Experience: 3 to 5 years

Team: Marketing

About upGrad:

upGrad is one of India's largest online higher education platforms. We work with leading universities to offer UGC-recognized online degrees and career-focused programs to working professionals and young learners across the country. Our marketing team's job is to help people see online degrees as real, relevant and affordable education, and to make it easy for them to start studying.

About the Role:

We are looking for an Influencer Marketing Manager (or Assistant Manager, based on experience) to own influencer marketing for upGrad and our university partner programs. You will plan and run campaigns end to end, build a strong creator network, and tie every campaign to outcomes that matter: awareness, trust, leads, applications and enrolments.

This is an in-house role. You will work closely with the brand, performance, content, creative and partner university teams, and you will lead a small team of Influencer Marketing Executives.

Key Responsibilities:

Strategy and planning

• Own the influencer marketing strategy for upGrad and its university partner programs, aligned to business and brand goals.
• Turn campaign objectives into clear plans: creator shortlists, content formats, deliverables, budgets, timelines and KPIs.
• Build the right creator mix across macro, mid-tier and micro creators, across categories such as education, career, finance, technology and lifestyle, and across languages and Tier 1, 2 and 3 audiences.
• Use influencer content to build trust in online degrees and to show who is studying online and why.

Campaign execution

• Manage campaigns from briefing and creator selection through content approvals, publishing, reporting and post-campaign review.
• Review creator content for brand fit, accuracy of program and university information, and compliance with ASCI and platform disclosure guidelines.
• Keep campaigns on schedule by coordinating with creators, agencies and internal teams, and by resolving issues early.

Creator network and commercials

• Identify, assess, negotiate with and onboard creators who fit our audience, objectives and budget.
• Build long-term relationships with creators, and build a bench of creators who genuinely connect with learners.
• Own campaign budgets and commercial negotiations, and keep spend controlled and well allocated.
• Manage influencer agencies and platforms where needed.

Performance and insights

• Track performance against agreed KPIs, including reach, engagement, content quality, lead volume, cost per lead and enrolment contribution.
• Work with the performance marketing team to measure influencer impact on the funnel and to repurpose top-performing creator content for paid media.
• Share clear reports with insights and recommendations with marketing leadership and partner teams.
• Use campaign learnings and platform trends to improve future strategy.

Requirements:

• 3 to 5 years of experience in influencer marketing, with ownership of campaigns and creator relationships.
• Proven experience planning and delivering end-to-end influencer campaigns against defined objectives and KPIs.
• Strong understanding of influencer platforms, creator selection, campaign measurement and social media trends, especially Instagram, YouTube and LinkedIn.
• Strong negotiation, budgeting, planning and problem-solving skills.
• Confident communication and presentation skills, with the ability to turn campaign data into useful recommendations.
• Ability to manage multiple campaigns at once while maintaining quality and meeting deadlines.
• Agency or brand-side experience is welcome. Experience in education, edtech, BFSI or other considered-purchase categories is a plus.

What We Are Looking For

Someone who is creative, proactive and organized, and who is comfortable working with creators, agencies and internal teams. You take ownership of campaigns from start to finish, care about results as much as reach, and believe in the value of education for people at every stage of their careers.