Manager – Custom Solutions & Partner Channel Marketing

Job Title:

Function:

Reports to position:

Location:

Band:

Job Purpose

The Manager – Custom Solutions and Partner Programmes is responsible for the strategic planning, execution, and oversight of B2B marketing initiatives targeted at enterprise and government clients. This role combines high-level content and campaign strategy with operational execution and leadership. The manager will lead the development of B2B marketing assets and oversee the review of all content produced for partner programmes, ensuring alignment with ISB’s brand standards and strategic goals. The role also supports lead generation, performance optimisation, and partner collaboration to enhance visibility and impact across custom and partner-led engagements.

Job Outline

Campaign Management

• Plan, develop, and oversee multi-channel B2B marketing campaigns (social media, email, digital ads).
• Ensure consistent brand messaging across all channels.
• Develop and execute communication strategies that resonate with external clients, maintaining a nuanced understanding of client expectations.

Content Development

• Lead the development of high-quality content assets (brochures, landing pages, video content, social media posts) to establish ISB’s authority in the B2B space.
• Drive video content creation, ensuring alignment with brand guidelines and targeted distribution across digital channels (social media, email, website).
• Collaborate with subject matter experts (faculty, industry leaders) to develop thought leadership content.
• Develop and drive thought leadership initiatives, including industry reports, and client roundtables.

Partner Programme Oversight

• Review and ensure the quality, consistency, and brand alignment of all partner-branded marketing assets.
• Monitor digital presence and social media activities of partner programmes.
• Provide strategic feedback and support to partner marketing teams.

Lead Generation & Nurturing

• Design, execute, and optimise lead generation strategies (CRM, automation, email marketing).
• Drive account-based marketing (ABM) initiatives for high-value clients.

Performance Analysis

• Monitor and analyse campaign performance using data analytics.
• Present performance insights and recommendations to senior management.

Stakeholder Management

• Collaborate with internal teams (sales, product, programme teams) and external stakeholders (agencies, vendors) to align marketing initiatives with business goals.
• Act as a point of contact for key internal stakeholders (sales, programme leads).
• Lead negotiations and manage relationships with digital marketing agencies, creative agencies, and external vendors.
• Ensure cost-effective and high-quality deliverables.

Job Specification

Knowledge / Education

Specific Skills

• Expertise in content creation and a deep understanding of communication principles aligned to the marketing funnel
• A clear understanding of the STP framework (segmentation, targeting, and positioning)
• Acute understanding of marketing funnel
• Deep analytical skills for tracking content performance and efficacy
• 6 - 8 years of experience in B2B marketing, preferably in enterprise and government segments.
• Proven experience in content creation, campaign management, and lead generation.

S.N, Key Responsibilities

1 Campaign Management - 25%

2 Content Development - 25%

3 Partner Programme Oversight - 20%

4 Lead Generation & Nurturing - 10%

5 Performance Analysis - 10%

6 Stakeholder Management - 10%