About the Role
We are seeking a strategic and creative Brand and Communication Head to lead all brand-building and communication initiatives for upGrad School of Technology (SOT). As the custodian of the upGrad SOT brand, you will be responsible for crafting and executing a comprehensive communication strategy that builds brand equity, drives student engagement, and positions upGrad SOT as the premier destination for technology education in India.
Reporting to the CMO/Head of Marketing, you will lead a cross-functional approach encompassing influencer marketing, content strategy, creative execution, and event management both online and offline to create a distinctive and aspirational brand presence.
Key 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 production—from concept to execution—ensuring 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
Requirements
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
