Marketing head - confidential search as there is someone existing

 

Business background:

Study abroad division - BU run end to end with HQ in Noida. 120 Cr business & growing by 50-60% up to 200-250 Cr. Just about turned profitable.

Not burning cash, so needs someone to reboot marketing for the division & spend the money well

People who go abroad for masters/ undergrad, typically local agents are there who help with colleges & applications

UpGrad does the first year online & the second year is abroad on campus - so you don't have to leave your job or pay for living abroad in the first 9 months

Very interesting business as it's very unique, can be marketed very well

 

Role notes:

Exp: Performance marketing is a must but not limited to that, needs to know other avenues as well like brand marketing, social media etc. Profitability & ROI are imp, so should think beyond just performance. Campaigns & physical outreach is also something that can be done.

Sector: Doesn't have to be limited to ed tech, prefers from outside rather. Consumer tech, ecom, B2C will work, may be even retail or telecom if someone interesting - new age is important as they need fresh perspectives as the TG is students.

Location: Noida

 

Current incumbent is weak at perf marketing, but not able to think beyond this as well. Not clicking also, cannot keep up with the pace at UpGrad

Current team structure: Separate team, end to end, 10-15 members across all sub functions, mostly in house.

CTC: 50L approx, flexible, wants to see what kind of people are available

Marketing budgets around 20 Cr

Reports to the BH (Amit Garg)