Senior Marketing Manager

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Job Purpose

The Senior Manager, Marketing, Digital Learning will lead the marketing and communication strategy for ISB’s Online portfolio, driving brand visibility, learner engagement, and programme adoption. The role is the driving force behind all programme marketing initiatives and strategic comms. The marketing lead will oversee all customer-facing assets, content, and campaigns across physical and digital platforms, ensuring alignment with ISB’s positioning and business objectives. This role will focus on building the narratives, assets, and strategies that enable effective campaigns and sustained market presence, while aligning closely to ISB’s brand equity.

Job Outline

1. Strategic Marketing & Communication-

   Lead the planning, development, and execution of all brand and programme communication across websites, social media, blogs, collateral, PR, and events. Ensure high-quality, consistent messaging that differentiates ISB Online in a competitive market and resonates with learner personas. Translate programme features into compelling narratives tied to aspirational and business outcomes.

2. Outreach & Campaign Leadership -

   Oversee B2C and B2B outreach campaigns across owned and earned channels; partner with the performance marketing team for paid activation. Collaborate with internal stakeholders and external partners to deliver impactful launches, events, and campaigns. Drive campaign innovation in formats and channels, tailoring outreach to multiple segments (early-career, mid-career, senior professionals, enterprises).

3. Asset & Content Leadership -

   Oversee the creation, curation, and optimisation of marketing assets, including website content, video, blogs, thought-leadership pieces, and digital-first storytelling. Conduct deep reviews of all content to ensure accuracy, consistency, brand voice, and alignment with programme positioning. Step in to create or edit content directly when required, ensuring quality and timeliness in high-priority deliverables. Ensure channel-appropriate formats (LinkedIn, YouTube, Instagram, webinars, microsites) to maximise engagement and impact. Manage centralised content pipelines and editorial calendars aligned with campaign and admissions cycles.

4. Market & Competitor Analysis -

   Track industry trends, competitor strategies, and learner behaviours to identify opportunities for differentiation. Integrate insights into campaign planning and content strategy. Pilot innovative approaches to strengthen visibility and engagement.

5. Analytics & Technology -

   Leverage marketing analytics and automation tools to monitor performance across website, SEO, campaign-led content, and social media. Define and track key success metrics (engagement, brand visibility, organic growth, lead quality). Use insights to refine campaigns, optimise content, and improve ROI. Stay up to date with martech innovations and adopt tools that enhance targeting, personalisation, and reporting.

6. Stakeholder & Team Management -

   Lead and mentor a team of marketing associates, content creators, and vendors. Collaborate with programme directors, admissions, faculty, and corporate outreach teams to ensure alignment on messaging and goals. Manage agency and partner relationships to ensure delivery of high-quality creative and communication support.

Job Specification

Education -

Specific Skills -

• Excellent stakeholder management and interpersonal skills
• Exceptional organisation and prioritisation capabilities to work across multiple projects/ tasks at a time
• Extreme process orientation and eye for detail in communications, and in defining and effecting workflows.
• Strong campaign execution, coordination and vendor management capabilities
• Working experience of organic and paid social media campaigns
• Demonstrated success in leading marketing campaigns
• Proficient in social media marketing across platforms like Facebook, LinkedIn, and Twitter

Desirable Experience

• 10 years’ experience in branding, communication and driving successful marketing campaigns
• Sound working knowledge of Social Media Marketing –Facebook, LinkedIn and Twitter.
• Experience with both organic and paid social media campaigns

Key Responsibilities and % Weightage

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2 Outreach & Campaign Leadership - 20%

3 Asset & Content Leadership - 25%

4 Market & Competitor Analysis - 10%

5 Analytics & Technology -10%

6 Stakeholder & Team Management - 15%