AVP Marketing - Higher Education

Senior Marketing Leader Online Programs (India)

Core Objective

Launch. Scale. Build Brand. Drive Revenue.

This is not a visibility-focused marketing role. This is a high-impact, P&L-owning leadership position responsible for building and scaling online programs in India.

This role requires:

• Non-linear, first-principles marketing thinking.
• Deep 360 marketing exposure (brand + performance + lifecycle).
• Strong commercial ownership of pipeline and revenue.

What You Will Own

1. Program Launch & Go-to-Market

• Lead GTM strategy for new online programs (UG, PG, Executive)
• Define positioning, ICPs, messaging architecture, and pricing narratives
• Build integrated launch plans across digital, brand, and partnerships

2. Growth & Revenue Accountability

• Own funnel metrics end-to-end: Leads MQL Applications Enrollments Revenue
• Drive both volume and quality of leads
• Optimize CAC, ROI, and channel mix
• Work closely with Admissions & Sales to maximize conversion efficiency

This is not just a marketing visibility role, this is a business P&L-impacting role.

3. 360 Marketing Leadership

You must be equally comfortable with:

Brand Marketing

• Building salience and long-term brand equity for Atlas Online
• Designing high-impact campaigns (digital-first, community-led, PR-driven)
• Crafting thought leadership narratives
• Building credibility in the online degree space

Performance Marketing

• Deep understanding of Meta, Google, YouTube, Affiliates, SEO
• Media planning, budget allocation, experimentation frameworks
• Funnel optimization and attribution models
• Scaling campaigns without compromising efficiency

4. Non-Linear Growth Thinking

• Identify unconventional growth levers beyond paid media
• Community-led acquisition
• Strategic partnerships
• Masterclasses, webinars, referral engines
• Influencer ecosystems
• Owned media channels (YouTube, Instagram, etc.)

We are looking for someone who doesnt default to increase spend as the only growth lever.

5. Team & Agency Leadership

• Build and scale an in-house marketing team
• Manage creative, media, and digital agencies
• Establish execution rigor and performance dashboards
• Drive accountability and speed across teams

What Success Looks Like

• Strong program launches with measurable enrollment impact.
• Sustainable CAC across cohorts.
• Improved brand recall in the online degree category.
• Marketing that drives pipeline predictably, not episodically.
• A team that moves fast and thinks strategically.

Who You Are

Must-Have Experience

• 10+ years of marketing experience, with at least 4+ years in a leadership role.
• Strong exposure to both brand and performance marketing.
• Proven track record of scaling India-focused businesses (EdTech experience preferred).
• Demonstrated experience in program or product launches.
• Strong commercial orientation understands revenue, margins, and cohort economics.
• Experience working closely with Sales / Admissions teams.
• Ability to operate both strategically and hands-on.

Ideal Profile

• Experience in higher education programs / EdTech / consumer internet.
• Built a category or scaled a new vertical from early stage.
• Comfortable in high-growth, high-accountability environments.
• Data-driven with strong creative instincts.
• Thinks in systems, not just campaigns.