Senior Brand Manager

Job Title: National Brand Manager / Senior Brand Manager

Location: Corporate Office (with frequent travel pan-India)

Department: Brand & Marketing

Reporting to: Head of Brand

Experience Required: 612 years in brand/marketing roles (preferably in education, retail, or consumer sectors)

Employment Type: Full-time, On-site

About Sri Chaitanya Academy

Sri Chaitanya Academy is a leading offline coaching institute in India, specializing in JEE, N EET, and Foundation (Grades 812) preparation. With a pan India footprint and a proven academic legacy, the Academy empowers thousands of students annually through rigorous classroom programs, expert faculty, and a mission to build India's next generation of top-performing doctors and engineers.

Role Overview

As the National Brand Manager / Senior Brand Manager, you will be responsible for driving the brand vision, strategy, and execution across India. This role entails developing and executing integrated marketing camp aigns, managing mass media and hyperlocal initiatives, and ensuring consistent brand visibilit y, recall, and impact across all markets. You will lead regional execution teams, collaborate with business and academic stakeholders, and be accountable for driving awareness, trust, an d footfall to Sri Chaitanya's physical centres nationwide.

Key Responsibilities

1. National Brand Strategy & Positioning

Define and refine the national brand strategy, ensuring consistent messaging across all regions and formats.

Translate the core brand values into scalable campaigns tailored for Tier 1, 2, and 3 cities.

Build a long term roadmap for brand growth while supporting quarterly and annual admission targ ets.

2. Market Intelligence & Consumer Insights

Conduct nationwide primary research and leverage third party reports to understand student parent personas, competitive benchmarks, regional cultural nuances, and local media consumption patterns.

Identify whitespace opportunities and develop campaigns that resonate with regional a spirations and decision-making behaviors.

Regularly track and report brand health metrics (awareness, consideration, NPS, recall, etc.).

3. Integrated Marketing Campaigns (ATL, BTL & Digital Sync)

Design and execute pan-India ATL campaigns (TV, Print, Outdoor, Cinema, Radio) to build brand awareness and aspiration.

Lead planning and rollout of BTL campaigns, including hoardings, brochures, school outreach, standees, and in-centre branding.

Coordinate with the digital marketing team to amplify offline messaging through targ eted digital and social campaigns.

4. Centre Footfall & Lead Generation

Own the marketing funnel from awareness to walk in, ensuring continuous footfall growth across over 100+ centres.

Drive localized centre marketing strategies using a combination of mass media, comm unity events, school partnerships, and local influencer activations.

Monitor lead pipelines, walk ins, and conversion metrics to refine marketing tactics by region.

5. Events & Outreach Programs

Design and oversee national level brand events such as scholarship drives, talent hunts, felicitation ceremonies, an d Olympiad-based outreach.

Enable regional teams to execute micro events in schools, RWAs, education expos, and cultural fests with branded touchpoint s.

Develop scalable event playbooks and SOPs for seamless execution.

6. School, Community & Influencer Partnerships

Establish strategic partnerships with school chains, educational consultants, and local influencers to drive brand visibility and credibility.

Plan co-branded engagements with aligned education or youth centric brands and media platforms.

Build a school engagement calendar in collaboration with regional sales and academic s teams.

7. Vendor & Agency Management

Manage national ATL and BTL agencies (creative, media buying, printing, event partners) to ensure quality, speed, and cost efficiency.

Evaluate agency performance using campaign KPIs and quarterly business reviews.

Implement centralized procurement processes to reduce wastage and improve agility.

8. Budget Planning & Performance Tracking

Own the national brand budget and drive cost effective campaign execution with a clear focus on ROI.

Develop and maintain dashboards for tracking campaign performance, lead flow, spend utilization, and centre-level walk-ins.

Optimize spends through data-driven decision-making and post campaign performance audits.

9. Regional Alignment & Execution Oversight

Build and mentor a network of regional brand and marketing executives across key zo nes (North, South, East, West, Central).

Create campaign execution kits and playbooks for standardized implementation acros s locations. Ensure on ground audit mechanisms for brand visibility, quality of implementation, and adherence to timelines. Qualifications & Skills Must-Haves:

MBA in Marketing or equivalent from a reputed institute.

612 years of brand marketing experience, ideally across multiple regions or zones.

Proven expertise in handling large-scale ATL/BTL campaigns and driving walk ins in an offline business setup.

Strong analytical skills with ability to use data to improve targeting and efficiency.

Hands-on experience managing vendors, media agencies, and internal cross functional teams.

Good-to-Have:

Experience in the education, test prep, EdTech, FMCG, or retail sectors.

Knowledge of regional media and marketing nuances in Tier 2/3 cities.

Ability to work in a fast-paced, multi-stakeholder environment with high ownership.

Key Success Metrics

Growth in national brand awareness and brand preference scores

Month-on-month increase in centre walk-ins and lead-to-admission conversions

ROI and cost efficiency of brand campaigns

Quality and reach of school and local partnerships

Standardization and scalability of local marketing across centres

Why Join Sri Chaitanya Academy

Play a pivotal role in shaping one of India's most iconic education brands.

Drive real-world impact by influencing the aspirations of millions of students.

Be part of an ambitious, growth-focused, and purpose-led leadership team.