Brand Manager - Marketing - EdTech

Role Overview: We are looking for a sharp, hands-on Brand Manager who can own the brand end to end - from how they show up on Instagram feed to how we are perceived at an on-ground event. This role sits at the intersection of strategy, creativity, and execution. You will shape the brand narrative, drive campaigns across channels, manage agency and vendor partners, and use data to make every rupee work harder. You will get involved in - writing briefs, reviewing creatives, tracking campaign metrics, coordinating with product and sales, and constantly iterating based on what is working and what is not. Key Responsibilities: 1. Brand Strategy & Positioning: - Own and evolve the Infinity Learn brand identity - positioning, voice, visual language, and messaging architecture across all touchpoints. - Develop and maintain brand guidelines ensuring consistency across teams, agencies, and platforms. - Build and refresh the brand narrative for different audience segments: students (Grade 1 - 12), parents, and institutional partners. - Conduct competitive brand audits and track brand health metrics (aided/unaided recall, NPS, sentiment). 2. Creative & Content Development: - Lead the creative process end to end with agency and internally - from ideation and briefing to review, feedback, and final sign-off on all brand collateral. - Write or direct compelling copy for campaigns, social media, product launches, app store listings, emailers, and landing pages. - Manage relationships with creative agencies, Inhouse creative designers, video production houses, and content creators. - Ensure all creative output meets the brand's editorial and visual standards - no generic, templated work ships. 3. Market Research & Consumer Insights: - Commission and lead primary research to uncover insights that shape brand and product strategy. - Track competitor activity across edtech (apps, coaching, content platforms) and identify white spaces for differentiation. - Analyse category trends, enrolment patterns, exam cycles, and seasonal behaviour to time campaigns effectively. - Translate research findings into actionable briefs for creative, product, and growth teams. 4. Social Media & Community Management: - Own the social media calendar and content strategy across Instagram, LinkedIn, X (Twitter), and emerging platforms. - Drive organic growth through culturally relevant, shareable content - not just promotional posts. - Manage influencer and creator partnerships: identification, negotiation, briefing, and performance tracking. - Monitor social listening tools and community sentiment; respond to trends and conversations in real time. - Track social KPIs (engagement rate, follower growth, share of voice) and report monthly with actionable insights. 5. Events & On-Ground Activations: - Plan and execute on-ground and virtual brand events - school activations, parent seminars, exam prep workshops, result celebration campaigns, and education expos. - Manage event logistics, vendor coordination, branded collateral, and post-event reporting. - Identify sponsorship and partnership opportunities aligned with brand objectives (school partnerships, exam bodies, government schemes). - Capture event content (photos, video, testimonials) for use across marketing channels. 6. CRM & Lifecycle Marketing: - Design and own the CRM communication strategy across email, SMS, WhatsApp, and push notifications. - Map the user journey (lead - trial - subscription - renewal - referral) and build automated, personalised communication flows for each stage. - Track CRM metrics (open rates, click rates, conversion, churn) and continuously optimise cadence, copy, and timing. 7. Cross-Functional Collaboration: - Work with Product to align launches, feature releases, and in-app messaging with overall brand strategy. - Partner with Sales and B2B teams to create collateral for institutional outreach (school presentations, partner decks). - Coordinate with the academic content team to package results, testimonials, and student success stories for marketing use. - Present brand performance reviews and campaign post-mortems to leadership on a monthly/quarterly basis. Who You Are: - 6 - 8 years of experience in brand management, marketing communications, or a similar role ideally in Education/ edtech, consumer tech, D2C, or FMCG. - Proven track record of building or scaling a consumer brand with demonstrable campaign results. - Strong creative instinct with an equally strong analytical mindset. - Hands-on experience managing creative agencies, media planners, and production vendors, have handled a team of creative designers, content and social. - Deep understanding of digital marketing channels: Social, SEO, CRM, and content marketing. - Excellent written and verbal communication skills in English; Hindi proficiency is a strong plus. - Comfortable working in a fast-paced, metric-driven environment where priorities shift and speed matters. - Bachelor's degree required; MBA in Marketing from a reputed institution is preferred.