JD: Marketing Manager – Admissions & Brand
Department: Admissions & Marketing
Designation: Marketing Manager
Location: AIMS Institutes, Bangalore
Reporting To: Head – Admissions & Marketing
Employment Type: Full-Time
POSITION PURPOSE
Education
The Marketing Manager will plan, execute and manage AIMS's overall marketing, brand visibility, digital and performance marketing, content, social media, events and student acquisition activities. The role strengthens AIMS's position in the higher education market, drives visibility among prospective students and parents, and builds integrated campaigns that support institutional admission objectives, translating activity into measurable outcomes across:
Brand Awareness → Engagement → Enquiries → Qualified Leads → Applications → Admissions
The role combines strategic thinking with hands-on execution, managing internal teams, agencies and vendors across multiple campaigns simultaneously, and should be able to answer every month: Are more students aware of AIMS Are the right students engaging Are campaigns generating quality enquiries and sufficient applications Is marketing investment producing measurable results
KEY ACCOUNTABILITY AREAS
- Brand visibility, positioning and creative communication
- Marketing campaigns – digital, performance, social media and content
- Website, landing pages and SEO / organic visibility
- Lead-generation campaigns and marketing events / activations
- Agency and vendor management
- Marketing analytics, MIS and market intelligence
Key Responsibilities
Marketing Strategy & Brand Management
- Develop and execute the annual marketing plan and programme-wise strategies for UG and PG programmes, aligned to admission cycles and institutional targets
- Develop student and parent personas, identify target geographies, and recommend new marketing channels
- Maintain brand guidelines and ensure consistent messaging, logo and asset use across all departments and channels
- Promote institutional strengths – accreditation, rankings, placements, faculty, infrastructure, alumni and campus life – and act as guardian of the AIMS brand at execution level
Digital, Performance Marketing & Lead Generation
- Manage the digital ecosystem – Google Ads, Meta, YouTube, LinkedIn, SEO, email/WhatsApp/SMS – and monitor budgets, tracking and conversions
- Track leads, CPL, cost per qualified lead/application/admission, CTR, conversion rate and ROAS; base decisions on Data → Insight → Action → Optimisation
- Develop programme-wise lead-generation campaigns, monitor lead quality and coordinate with the Admission Manager on source performance
Content, Social Media & Website
- Develop monthly social media calendars and content pillars covering academic, career, student, institutional and admission content
- Coordinate creative briefs, campaign shoots, testimonials and maintain a central creative asset library
- Monitor website content, landing pages, enquiry forms and user journeys; coordinate SEO, keyword research and organic traffic
Events, Offline Marketing & Market Intelligence
- Plan and execute open houses, education/career fairs, school visits, webinars and campus tours with clear objective-to-ROI tracking
- Manage offline/BTL marketing – brochures, hoardings, campus branding – evaluating effectiveness against measurable objectives
- Track competitor institutions, fees, programmes and campaigns; collect student/parent/alumni insight to refine communication
Agency, CRM, Budget & Team Management
- Manage digital, creative, media, PR and event agencies – briefs, deliverables, timelines, budgets and KPI achievement
- Work with the CRM team on lead-source tracking, nurturing and segmentation, ensuring lead volume matches admissions capacity
- Prepare and monitor marketing budgets, campaign-wise spend and ROI; recommend reallocations and avoid non-performing expenditure
- Supervise Digital Marketing, Social Media, Content, Creative, Events and Coordinator roles – KPIs, reviews, training and evaluations
- Maintain daily, weekly and monthly MIS dashboards covering spend, leads, CPL, applications, admissions attributed to marketing and channel performance
Qualification & Experience
- Essential: Bachelor's degree in Marketing, Business Administration, Communications, Mass Communication, Advertising, Digital Marketing or a related discipline
- Preferred: MBA/PGDM or Master's in Marketing/Communications/Digital Marketing; certifications in Google Ads, Meta, Google Analytics or SEO
- 6–10 years of relevant marketing experience, including 3+ years in a managerial/team-leadership role
- Experience in higher education, universities, autonomous institutions, education groups or EdTech, with student recruitment or service-sector marketing, is preferred
Required Skills & Personal Attributes
- Strategic: marketing strategy, brand positioning, campaign planning, market research, segmentation
- Digital & Analytical: Google Ads, Meta Ads, SEO, Google Analytics, CRM, funnel and ROI analysis, budget optimisation
- Creative & Leadership: content strategy, copywriting, storytelling, team and agency management, stakeholder management
- Attributes: strategic, creative, analytical, highly organised, commercially aware, target-oriented, proactive and strong in execution – a doer, not only a planner
REPORTING STRUCTURE & ROLE BOUNDARY
Reports to the Head – Admissions & Marketing, and supervises Digital Marketing, Social Media, Content, Creative, Events/Activation and Marketing Coordinator functions. Provides daily operational updates, a weekly performance report, a monthly marketing dashboard and a quarterly marketing review.
FINAL ROLE STATEMENT
The Marketing Manager is responsible for building AIMS's brand, creating market demand, generating high-quality student enquiries and executing measurable marketing campaigns across digital and offline channels – combining brand management, performance marketing, content, social media, events, market intelligence, agency management and analytics to convert marketing investment into sustainable student enrolment growth, working closely with the Admissions Team.
Skills: management,marketing,outreach,campaigns
