Associate Director - Brand Marketing

About Us:

(www.upgrad.com)

upGrad is an online education platform building the careers of tomorrow by offering the most industry-relevant programs in an immersive learning experience. Our mission is to create a new digital-first learning experience to deliver tangible career impact to individuals at scale. upGrad currently offers programs in Al, Data Science, Machine Learning, Product Management, Digital Marketing, and Entrepreneurship, etc.

Role Overview

As an

Associate Director – Brand Marketing

, you will lead the strategic direction, execution, and evolution of the brand across the

education technology ecosystem

. This role will own end-to-end brand strategy, integrated campaigns, and storytelling to strengthen brand equity, drive awareness, and support long-term growth across key audiences including

educators, institutions, administrators, and learners

.

You will work closely with senior leadership and cross-functional teams to ensure brand alignment with business objectives, product strategy, and go-to-market initiatives.

Key Responsibilities

Brand Strategy \& Leadership

• Define, evolve, and champion the company’s

brand vision, positioning, and value proposition

across all channels and touchpoints.

• Ensure consistent and compelling brand expression that resonates with

educators, learners, institutions, and partners

.

• Act as the brand custodian, setting guidelines and best practices across teams and agencies.

Integrated Campaigns \& GTM

• Lead the strategy and execution of

large-scale, integrated brand campaigns

across digital, social, content, events, and partnerships.

• Align brand initiatives with

product launches, business priorities, and go-to-market strategies

.

• Drive high-impact storytelling that builds credibility, trust, and differentiation in the market.

Content \& Creative Excellence

• Oversee the creation of high-quality brand assets including

videos, websites, presentations, case studies, thought leadership, PR, and social content

.

• Lead internal creative teams and manage external agencies to ensure

brand consistency, quality, and innovation

.

• Establish creative standards and ensure excellence across all executions.

Analytics, Measurement \& Optimization

• Define and own

brand KPIs

, track brand health metrics, and measure campaign effectiveness.

• Use data and insights to continuously optimize

messaging, audience targeting, and channel mix

.

• Present performance insights and recommendations to senior stakeholders.

Cross-Functional \& Stakeholder Collaboration

• Partner closely with

Product, Growth/Performance Marketing, Content, Sales, Customer Success, and Events

teams to drive cohesive brand and GTM efforts.

• Support major initiatives including

conferences, enterprise pitches, product rollouts, and RFP responses

with tailored brand narratives.

• Influence senior leadership through strong strategic thinking and clear communication.

Experience \& Qualifications

• Bachelor’s degree in

Marketing, Communications, Business

, or a related field.

• 8–10 years

of experience in brand marketing, integrated marketing, or strategic marketing roles.

• Strong background in

edtech, SaaS, consumer tech, or mission-driven organizations

preferred.

• Proven ability to lead

large-scale brand initiatives

that drive awareness, engagement, and business impact.

• Exceptional storytelling skills with the ability to simplify and communicate

complex educational or technical concepts

.