About the Job:
Emeritus is committed to teaching the skills of the future by making high-quality education accessible and affordable to individuals, companies, and governments around the world. It does this by collaborating with more than 50 top-tier universities across the United States, Europe, Latin America, Southeast Asia, India and China. Emeritus’ short courses, degree programs, professional certificates, and senior executive programs help individuals learn new skills and transform their lives, companies and organizations. Its unique model of state-of-the-art technology, curriculum innovation, and hands-on instruction from senior faculty, mentors and coaches has educated more than 250,000 individuals across 80+ countries.
Founded in 2015, Emeritus, part of Eruditus Group, has more than 2,000 employees globally and offices in Mumbai, New Delhi, Shanghai, Singapore, Palo Alto, Mexico City, New York, Boston, London, and Dubai. Following its $650 million Series E funding round in August 2021, the Company is valued at $3.2 billion, and is backed by Accel, SoftBank Vision Fund 2, the Chan Zuckerberg Initiative, Leeds Illuminate, Prosus Ventures, Sequoia Capital India, and Bertelsmann.
Job Summary:
We are partnering with some of the world’s most prestigious universities to launch their campuses in India, making world-class education more accessible to Indian students. As our Senior Manager -GTM, you will be instrumental in executing and scaling our brand vision while leading go-to-market strategies across platforms, channels, and student touchpoints.
In this team leadership role, you’ll drive integrated brand campaigns, GTM planning, content initiatives, and ATL/BTL activations to build awareness, drive student engagement, and reinforce the reputation of our partner universities in India. You'll collaborate cross-functionally with marketing, admissions, content, and digital teams to ensure that our brand narrative is consistent, compelling, and effectively brought to market.
Key Responsibilities:
1. Brand Strategy & Development
- Implement and maintain brand guidelines across all external and internal communications.
- Ensure brand consistency across digital, print, events, and partner communications.
- Adapt global university brand frameworks for the Indian market, balancing aspiration and authenticity.
2. Go-To-Market (GTM) Strategy & Execution
- Lead end-to-end GTM strategy for program launches, campus rollouts, and key academic cycles.
- Define target segments, positioning, messaging, and channel mix for each launch.
- Develop integrated launch plans across digital, offline, PR, and on-ground activations.
- Partner with admissions and performance marketing teams to align GTM efforts with enrollment goals.
- Track launch performance, optimize campaigns, and drive continuous improvement in conversion funnels.
3. ATL / BTL Marketing & Media Planning
- Assist in planning and manage the execution of ATL campaigns (print, outdoor, radio) for awareness building.
- Lead BTL marketing initiatives such as school/college fairs, student events, and experiential activations.
- Coordinate with media agencies for execution, vendor management, and ROI tracking.
4. Website & Digital Experience
- Manage website updates, content curation, and performance tracking in collaboration with product and tech teams.
- Ensure brand voice and storytelling is consistently reflected across digital touchpoints.
- Support SEO and UX improvements in line with student search behavior and content engagement trends.
5. Digital Brand Campaigns
- Support conceptualization and execution of digital-first brand campaigns across platforms like YouTube, Meta, and LinkedIn.
- Manage creative asset development, messaging, and performance optimization in partnership with the performance marketing team.
- Explore new formats for brand storytelling — reels, short films, student stories, and interactive content.
6. Content Marketing
- Build and lead the content marketing strategy to engage prospects and build brand equity over time.
- Develop high-impact content formats: blogs, articles, newsletters, student/faculty stories, and thought leadership pieces.
- Collaborate with admissions, academic, and digital teams to ensure content aligns with student journeys and application cycles.
7. Creative / Content Production & Agency Management
- Own and oversee production of all brand assets — video, copy, design, motion, and physical collateral.
- Coordinate with agencies for creative development, campaign rollout, and timely execution.
- Maintain quality control over brand content and visual identity.
8. Internal Brand & Stakeholder Alignment
- Drive internal brand onboarding for faculty, staff, and operations — ensuring cultural alignment and brand advocacy.
- Equip all departments with toolkits and training to live and represent the brand consistently.
Required Qualification & Experience:
- 6+ years in brand, marketing, GTM, or creative roles — ideally in education, youth brands, or omni-channel businesses targeting Gen Z audiences.
- First-hand experience in launching products/programs in the Indian market with strong GTM planning and execution.
- Proven experience managing brand campaigns across ATL, BTL, and digital.
- Demonstrated ability to lead integrated campaigns from strategy through execution and optimization.
- Strong hold over cross-functional collaboration, project management, and strategic thinking.
- Experience in leading website development and digital brand platforms.
- Exceptional creative judgment, stakeholder leadership, and analytical thinking skills.
- Experience managing a small team is a strong plus.
In press:
- https://inc42.com/buzz/edtech-startup-eruditus-fy23-revenue-crosses-inr-3000-cr-mark
- https://www.outlookbusiness.com/start-up/news/eruditus-secures-150-million-funding-for-ai-expansion-business-growth
