Marketing Manager, Birkbeck Bengaluru

Delegations

• External marketing agencies and creative partners

• Functional oversight of social media and content resources

• Marketing budget management in line with approved delegations

• Vendor and campaign approval authority within approved limits

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Significant working relationships

Internal‍

• Head of Student Acquisition Birkbeck Bengaluru
• Provost – Birkbeck Bengaluru
• CEO – ECA Ventures
• Head of Marketing – ECA Group
• Admissions and Student Services teams
• Shared Services Marketing Team
• Campus Operations and Academic Leadership

External

• Birkbeck, University of London marketing and brand teams
• Education agents and recruitment partners
• Digital and creative agencies
• Industry and employability partners
• Student ambassador and creator networks
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‍Position Summary

This is a unique opportunity to help launch a globally recognised UK university brand into one of the world’s fastest-growing higher education markets.

The Marketing Manager – Birkbeck Bengaluru is responsible for leading the launch, growth, and brand development of the new Birkbeck Bengaluru campus in India.

The role leads integrated marketing strategies to drive domestic student recruitment, brand awareness, student engagement, and retention outcomes aligned with the campus growth strategy.

Working closely with ECA Group Marketing, the Head of Student Acquisition, and the Birkbeck Bengaluru leadership team, the role is responsible for establishing Birkbeck Bengaluru as a premium international higher education brand within the Indian market.

The role oversees agency partners, campaign delivery, student engagement initiatives, content strategy, and market positioning, while supporting sustainable enrolment growth and a high-quality student experience.

As a launch-stage campus, the role is responsible for building market awareness, generating demand, attracting and converting founding cohorts of students, and establishing Birkbeck Bengaluru as one of India’s leading international higher education brands.

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Key responsibilities
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Finance / Growth / Governance / Risk

• Develop and execute annual marketing and student recruitment plans aligned with campus growth objectives
• Drive lead generation, applications, and enrolment outcomes in partnership with the Head of Student Acquisition
• Manage marketing budgets and agency performance to deliver strong ROI outcomes
• Support the launch and growth of the Birkbeck Bengaluru campus brand in India
• Monitor campaign performance, lead quality, and conversion outcomes across all channels
• Ensure all marketing activities comply with regulatory, institutional, and brand requirements
• Contribute to student retention and engagement initiatives supporting long-term student success
• Support the development and launch of future international university partnership campuses in India
• Develop and optimise the end-to-end student recruitment funnel from enquiry through to enrolment.
• Monitor and improve lead quality, conversion performance and return on marketing investment.
• Own website performance, optimisation and conversion outcomes in partnership with internal and external stakeholders.

Marketing and Brand Activities
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• Lead integrated marketing campaigns across digital, social media, events, PR, and student engagement channels
• Manage external creative, media, and digital agencies
• Develop localised marketing content aligned with the Birkbeck global brand
• Support campus launch activities, brand positioning, and market awareness initiatives
• Oversee social media strategy, student storytelling, and student ambassador programs
• Support recruitment events, webinars, Open Days, and industry engagement activities
• Collaborate with recruitment and admissions teams to improve enquiry-to-enrolment conversion outcomes
• Build marketing reporting dashboards and campaign performance insights
• Lead the positioning and differentiation of Birkbeck Bengaluru within the Indian higher education market.
• Develop campaigns and content that build confidence among parents and family decision-makers.
• Promote university progression pathways, employability outcomes and global career opportunities.
• Lead media, PR and thought-leadership activity to establish Birkbeck Bengaluru as a recognised education brand.

‍Quality, operational / Excellence & Business improvement

• Implement scalable marketing processes and campaign workflows
• Use CRM and marketing automation tools to improve lead engagement and campaign effectiveness
• Monitor brand consistency across all marketing and recruitment activity
• Drive continuous optimisation across digital campaigns, content, and conversion pathways
• Support data-driven decision making through campaign reporting and market insights
• Collaborate with ECA shared services teams to improve operational efficiency and student experience

People / Culture / Leadership
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• Build strong collaborative relationships across marketing, recruitment, admissions, and campus teams
• Lead and manage external marketing agencies and vendors
• Foster a high-performance, student-focused, and brand-led culture
• Support the development of student ambassadors and campus engagement initiatives
• Contribute to a collaborative and entrepreneurial campus launch environment

Customers (Agents / Students / Internal)
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• Deliver a high-quality and engaging prospective student experience across all marketing touchpoints
• Support strong relationships with education agents and recruitment partners
• Build trust and awareness for the Birkbeck Bengaluru brand in the Indian market
• Collaborate with internal stakeholders to align recruitment, retention, and student engagement strategies
• Support student satisfaction and community engagement through targeted campaigns and activities
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Selection criteria – Necessary
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Qualifications
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• Bachelor qualification in Marketing, Communications, Business, or related discipline
• Postgraduate qualification desirable
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Experience
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• Minimum 7+ years’ experience in higher education marketing or student recruitment
• University sector experience is essential
• Experience launching or growing education brands in India highly regarded
• Proven experience managing integrated marketing campaigns and external agencies
• Experience supporting student recruitment, lead generation, and brand growth outcomes
• Experience working with multiple stakeholders across marketing, recruitment, and academic environments

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Knowledge
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• Strong understanding of the Indian higher education market and student decision drivers
• Knowledge of digital marketing, lead generation, CRM, and student engagement strategies
• Understanding of higher education brand positioning and student recruitment funnels
• Knowledge of international education trends and competitive market dynamics
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Skills
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• Strong strategic marketing and brand development capability
• Excellent stakeholder management and communication skills
• Strong project and agency management capability
• Commercially minded with a data-driven approach to marketing performance
• Ability to operate effectively in a fast-paced and growth-oriented environment
• Strong collaboration and leadership capability
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Desirable
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• Experience working with international university brands
• Experience in campus launch or education growth environments
• Experience managing student ambassador or student engagement programs
• Exposure to marketing automation and CRM platforms
• Experience supporting employability or student retention initiatives

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