Brand and Communication Head

Role & responsibilities

Brand Strategy & Custodianship

• Own and evolve the upGrad SOT brand identity, ensuring consistency across all touchpoints and communication channels
• Develop and execute a comprehensive brand strategy that positions upGrad SOT as a trusted, innovative, and aspirational technology education brand
• Define brand guidelines, tone of voice, and messaging frameworks for internal and external stakeholders
• Monitor brand health metrics, competitor positioning, and market trends to inform strategic decisions
• Act as the guardian of brand integrity across all marketing, sales, and partnership materials

Influencer Marketing & Partnerships

• Design and execute influencer marketing campaigns targeting students, parents, and career seekers
• Identify, onboard, and manage relationships with education influencers, tech content creators, alumni ambassadors, and industry thought leaders
• Create structured influencer programs including brand ambassadorships, sponsored content, and co-created campaigns
• Track ROI and engagement metrics for all influencer initiatives
• Build a community of brand advocates who authentically represent upGrad SOT values

Content Marketing & Storytelling

• Lead the content marketing strategy across blogs, social media, email, video, and emerging platforms
• Develop compelling narratives around student success stories, faculty expertise, industry partnerships, and curriculum innovation
• Oversee the creation of high-quality, SEO-optimized content that drives organic traffic and engagement
• Plan and execute content calendars aligned with admissions cycles, product launches, and industry events
• Collaborate with product, admissions, and partnerships teams to ensure messaging alignment

Design, Creative & Production

• Lead the creative vision for all brand assets including campaigns, digital creatives, videos, print collateral, and merchandise
• Build and manage relationships with in-house designers, video editors, and external creative agencies
• Oversee end-to-end creative productionfrom concept to executionensuring quality and brand consistency
• Drive innovation in visual storytelling through motion graphics, animations, and interactive content
• Manage the design and maintenance of brand templates, asset libraries, and creative toolkits

Online & Offline Event Planning

• Conceptualize and execute marquee online and offline events including webinars, masterclasses, hackathons, open houses, and student festivals
• Manage end-to-end event logistics, vendor coordination, and on-ground execution for offline events
• Leverage digital platforms to create engaging virtual experiences with live interactions, gamification, and community building
• Collaborate with partnerships and admissions teams to integrate events into the lead generation funnel
• Measure event success through attendance, engagement, lead quality, and brand sentiment metrics

Team Leadership & Cross-functional Collaboration

• Build, mentor, and lead a high-performing brand and communication team including content writers, designers, event managers, and social media specialists
• Work closely with performance marketing, admissions, product, and partnerships teams to ensure integrated campaigns
• Manage external agencies, freelancers, and production partners for specialized projects
• Foster a culture of creativity, accountability, and continuous learning within the team

Analytics & Reporting

• Define KPIs for brand awareness, engagement, sentiment, and share of voice
• Utilize analytics tools to track campaign performance, content effectiveness, and event ROI
• Present regular reports and strategic recommendations to leadership
• Use data-driven insights to optimize campaigns and allocate budgets effectively

Preferred candidate profile

Experience & Qualifications

• 7-10 years of experience in brand management, communication, or marketing roles with at least 3 years in a leadership capacity
• Proven track record in building and scaling brands, preferably in edtech, education, consumer tech, or D2C sectors
• Strong portfolio showcasing successful campaigns, content initiatives, and event executions
• MBA or equivalent degree in Marketing, Communications, or related field preferred