Senior Brand Manager - Digital Advertising

Role Overview

The Indian School of Business(ISB) is seeking a results-oriented digital marketing specialist to lead strategy & execution of high-impact brand advertising roadmaps & initiatives that amplify the Flagship Brand (isb.edu), Knowledge Portal ( Discover.isb.edu) & Executive Education programmes. The ISB Main & Executive Education sites are focused on developing Leaders with elite Management courses, largely full-funnel driven, & admissions focused properties. ISB Discover (Knowledge portal) is a first-of-its-kind, academic & industry-leading, Management Research focused asset that is authority-led, insight-driven, evergreen, & audience-first (industry, students, academia, government). Success for the Knowledge portal is measured by establishing the site as a trusted resource, driving new subscribers growth & deepening engagement of existing subscriber base, and intellectual influence through impactful citations

You are a storyteller and strategist who uses digital platforms to build brand connect, love and authority. You will architect multi-channel brand campaigns that communicate our unique value proposition, innovative market leading management programmes, research thought leadership, and elite faculty experience. Your work sets the stage for performance efforts, creating the demand that the performance team converts.

The ideal candidate has a proven track record of developing strong brand advertising solutions, is rooted in advertising platforms expertise, understands the Brand marketing landscape & has an ownership & innovation mindset.

Core Responsibilities

1. Integrated Brand Campaign Strategy: Develop integrated digital brand campaigns roadmaps for the 3 key properties - Flagship Brand programme suite, Knowledge Portal, & Executive Education programmes across the relevant & full suite of advertising formats of Meta, LinkedIn, YouTube, Google Search, and premium digital publishers. Ensuring platform setups (Google, Meta, LinkedIn) are architected for maximum connect, engagement, reach, efficiency and scale. Your expertise extends beyond paid platforms to understand how organic efforts and offline experiences influence digital branding.
2. Content-Driven Marketing: Collaborate with the content team to repurpose flagship research, executive education & master brand programmes, faculty expertise, alumni success stories, and student experiences into engaging ad formats (video, carousel, Stories) across digital channels.
3. Audience Building& Engagement: Deep strategic focus on growth & impact of key brand & performance metrics. Focus on upper-funnel metrics: brand recall, sentiment, video views, engagement rate, brand lift, search lift, and audience growth. Manage the brand marketing budget with a holistic view of channel contribution, including the role of organic and offline.
4. Measurement & Insights: Use GA4 and platform analytics to measure brand lift, audience engagement, and website traffic quality. Track the impact of brand campaigns on mid-funnel consideration metrics and assist in modeling their contribution to lead generation.
5. Salesforce Integration: Ensure brand campaign interactions are tracked within Salesforce to build a complete view of the customer journey. Use insights to inform audience targeting for both brand and performance campaigns.
6. Platform Innovation: Stay ahead of trends on key platforms (e.g.,LinkedIn Thought Leadership ads, Brand Link, YouTube Branding campaigns, Shorts, Reels etc) to leverage & maximize our brand's connect & impact.
7. Cross-Functional Leadership: Work closely with the Performance Manager, Content, PR - Social, Sales and Admissions teams to ensure brand consistency and a unified message across the entire student journey.
8. SEO-Performance Synergy: Collaborate with content teams to identify

high-performing brand related organic topics and keywords, and leverage these insights to inform paid search and content syndication strategies.

Requirements -

Experience: 6–10 years in Brand Marketing. Prior experience in EdTech or high-intent lead generation is preferred.

• Platform Expertise: In-depth, hands-on mastery of Google Ads (Search/Display/YouTube & Discovery campaigns), Meta Ads Manager, and LinkedIn Campaign Manager with a focus on driving top-of-funnel goals.. Digital Video content strategy and execution experience is a must.
• Technical: Deep proficiency in GA4, GTM, and CRM integrations (Salesforce) for analyzing audience behavior, content engagement, and measure holistic impact.
• Story Telling - Exceptional communication and storytelling skills, with a portfolio of successful brand campaigns.
• Analytical Skills: Strong ability to translate platform data into strategic insights and long-term brand plans.
• Education: MBA or Bachelor degree(Marketing, Finance, or Engineering)