Marketing Manager

The Opportunity

Lead Queen Elizabeth's School - Gurugram’s integrated marketing across ATL and BTL campaigns, brand partnerships, and parent community engagement to support admissions and retention. You will drive campus-level planning, creative direction, and execution across OOH, print, activations, sponsorships, while collaborating with central performance teams for digital media and with the Social Media Manager for content and channel execution; and with the communications and events manager to enable planned activities. All activities must uphold safeguarding, brand standards, and compliance in line with school policies.

The Role

Strategy and Planning

• Put together the annual and term-wise campus marketing plan covering ATL, BTL, partnerships, local outreach, and parent engagement, aligned to admissions and academic calendars.
• Translate school priorities (open days, launch phases, exam results, sports and performing arts achievements) into integrated campaigns that combine ATL/BTL, PR, and digital.
• Define local audience segments and parent personas, plan messaging and value propositions for awareness, consideration, and conversion stages.

ATL and BTL Campaigns (Non-Performance Digital)

• Plan and manage ATL and BTL initiatives including OOH (billboards, pole kiosks, transit), print (newspapers, magazines, inserts), radio/TV (where relevant), cinema slides, and local activation spaces (malls, clubs, RWAs, corporate parks).
• Work with creative partners to develop concepts, copy, and artwork; ensure consistent visual identity and message hierarchy across all touchpoints.
• Coordinate media planning and buying with agencies and/or central marketing, ensuring efficient reach and frequency within target catchments.
• Plan and execute BTL activities such as school fairs, kiosks, on-ground activations, workshops, and parent seminars, ensuring strong lead capture and follow-up.

Collaboration with Performance Digital and Social Media

• Partner with the Central Performance Digital Marketing team on campaign briefs, messaging, landing-page needs, and optimisation priorities; share on-ground insights to refine targeting and creative.
• Set direction and key messages for paid social, content themes, and campaign moments in collaboration with the Social Media Manager, without managing day-to-day posting or community management.
• Ensure a cohesive narrative across all channels and campaigns.

Sponsorships, Partnerships, and Outreach

• Identify and secure relevant sponsorships and partnerships (sports clubs, cultural institutions, parenting communities, premium residential societies, corporate employers) that align with QE Gurugram’s positioning.
• Develop sponsorship proposals and activation plans that deliver value for both the school and partners (branding, speaking opportunities, co-hosted events, content collaborations).
• Manage relationships with partners and sponsors, ensuring commitments are delivered and impact is measured and reported.

Analytics, Budget Management, and Reporting

• Plan and manage the campus marketing budget and clear tracking of spend versus impact.
• Track performance of ATL, BTL, sponsorships, and campus-led campaigns (e.g., enquiries, footfall, leads, cost per lead), working with Admissions for data
• Provide regular reports and recommendations to the Head of Marketing, highlighting what to scale, refine, or stop.

Governance, Safeguarding, and Brand Compliance

• Ensure all communications, comply with school safeguarding policies, data privacy expectations, and consent requirements; maintain audit-ready records.
• Uphold QE Global brand guidelines across every channel; manage approvals with the Head of Marketing, Principal, and central teams as required.

Collaboration and Vendor Management

• Work closely with Admissions, Academics, Sports, central Marketing, Brand Communications and Events Manager, Social Media Manager, and relevant support functions.
• Source and manage agencies and suppliers; negotiate scopes, SLAs, and timelines, and review performance regularly.

The Person

• 6–8 years of professional experience in marketing, with strong exposure to ATL/BTL and digital in India’s K–12 education sector or a similar premium/luxury services environment.
• Demonstrated success planning and executing ATL/BTL campaigns (OOH, print, activations, sponsorships), including budgeting and vendor management.
• Strong understanding of the parent decision journey in premium schooling, and of the Gurugram/Delhi-NCR catchment landscape.
• Proven ability to collaborate with performance marketing and social media teams and to integrate offline and online efforts.
• Excellent project management, negotiation, and stakeholder communication skills.
• Master’s degree in marketing, Communication, or a related field; based in or willing to relocate to Gurugram.

Beneficial

• Experience in premium or luxury brand storytelling and results-driven marketing.
• Familiarity with CRM systems and analytics dashboards, to interpret performance reports and convert them into meaningful campus actions.
• Exposure to AI-enabled marketing tools for content and workflow support (even if not hands-on performance optimisation).