Campaign Branding Manager

Campaign Branding Manager – City Visibility & Outdoor Media

Role Purpose:

Responsible for end-to-end planning, execution, monitoring, and optimisation of outdoor branding campaigns to maximise city-wide visibility across hoardings, transit media, and high-impact public locations. Ensures timely updates aligned with admissions, placements, events, and institutional milestones.

Key Responsibilities

1. City Branding Strategy

• Develop city-wide outdoor branding plans aligned with the annual marketing and admissions calendar.
• Identify high-visibility zones: arterial roads, junctions, education hubs, IT parks, malls, hospitals, airports, bus terminals, metro stations, and high-footfall areas.
• Map and prioritise branding zones (Tier 1 / Tier 2 / Seasonal).

2. Hoarding Planning & Deployment

• Finalise hoarding locations based on traffic density, dwell time, student/parent movement, catchment and feeder areas.
• Coordinate with vendors and civic authorities for site feasibility, permissions, compliance, and installation timelines.

3. Campaign Calendar & Creative Rotation

• Plan hoarding changes for admissions launch, deadlines, scholarships, placements, results, and rankings.
• Ensure creative refresh cycles and structured content sequencing (teaser → core message → urgency).

4. Content & Brand Governance

• Coordinate with marketing/creative teams for artwork briefs, message clarity, brand tone, and visual identity.
• Ensure accuracy of dates, helpline numbers, QR codes, and website links; manage urgent corrections if required.

5. Vendor & Budget Management

• Manage outdoor media agencies, printers, installers, and maintenance partners.
• Negotiate rates, optimise cost vs visibility ROI, and track budgets, invoices, and campaign-wise spends.

6. Monitoring, Audits & Reporting

• Conduct physical audits for visibility, damage, wear & tear, and illumination (day/night).
• Maintain a live tracker of location, campaign theme, installation date, and replacement timelines.
• Share monthly visibility and effectiveness reports with leadership.

7. Cross-Functional Coordination

• Work closely with Admissions, Placements, Digital Marketing, PR, and Events teams.
• Ensure outdoor branding reinforces digital and on-ground campaigns.

Desired Skills & Competencies

• Strong expertise in outdoor advertising and city media planning
• Excellent execution, vendor management, and coordination skills
• Strong eye for branding impact and message recall
• Data-driven approach to visibility tracking and ROI

Qualification & Experience

• MBA / PG in Marketing, Mass Communication, or Advertising
• 8–10 years’ experience in outdoor branding, campaign management, or large-scale visibility projects
• Prior experience with education, real estate, or large consumer brands preferred