Senior Marketing Manager

Job Description

About the job

Company Description:

As a pioneer in digital transformation for global education, GEA focuses on expanding equitable access to quality education through data-driven innovation and strategic partnerships.

Role Description-

We are looking for an experienced marketing leader to take ownership of GEA's B2C growth strategy across two markets - India and Scandinavia. This is a rare opportunity to shape a brand-new vertical from an early stage, with the backing and credibility of a 20-year-old organisation behind you.

You will set the direction for everything from affiliate partnerships and paid lead generation to brand building, community, student lifecycle communication, and events. You will lead a small, focused team and work closely with Sales and leadership in both regions.

Responsibilities-

• Own the overall B2C marketing strategy for India and Scandinavia
• Set quarterly goals, channel priorities, and budget allocation in partnership with regional leadership
• Identify bottlenecks in the student acquisition and conversion journey across both markets, and drive the fixes
• Stay close to international education trends and adjust strategy as the market shifts

• Build, manage, and grow a tiered network of affiliate and referral partners - coaching institutes, school and colleges, career advisors, and education influencers
• Maintain and deepen existing affiliate relationships, while identifying and on-boarding new high-quality partners
• Design incentive structures and partnership agreements that scale efficiently
• Explore creative collaboration opportunities beyond traditional affiliates - student communities, youth platforms, co-working spaces, and campus organisations

• Define the paid lead generation strategy across Meta and Google for both markets
• Set budget priorities and review bi-weekly performance
• Continuously refine targeting and channel mix based on lead quality and cost-efficiency

• Lead brand presence in target cities through creative, non-traditional marketing -campus activations, partnerships, and events
• Build and scale Referral Program (both internal & external), creating a peer-driven student referral network
• Drive brand growth in the Scandinavia market through digital community strategies and local collaborations

Ensure a consistent, recognisable brand voice across every market and channel

• Define the social media content strategy, tone of voice, and monthly themes for both markets
• Brief and review content created by the Digital Marketing Specialist and Social Media Intern
• Spot relevant trends and creative formats worth pursuing for the brand

• Own the events calendar - in-office sessions, college and school visits, online webinars, and out-of-the-box brand activations
• Coordinate counsellor-led events end-to-end, ensuring strong lead capture and follow-up
• Develop sales enablement materials
• one-pagers, destination guides, and follow-up templates
• that help counsellors convert leads
• Co-ordinate with vendors

• Define the student nurture strategy - audience segmentation, content themes, and communication cadence for both markets
• Guide the team on email and WhatsApp content and goals
• Review nurture performance and refine messaging based on engagement and conversion data

• Own the end-to-end student funnel, from first touch through to enrolment
• Review the CRM (ActiveCampaign) funnel for gaps and opportunities, briefing in automation improvements as needed
• Track conversion metrics at every stage and take corrective action on drop-offs
• Run a regular marketing-to-sales sync to keep lead quality and conversion aligned

• Provide day-to-day direction to the Digital Marketing Specialist and Social Media Intern
• Coordinate with an Automation Specialist on project-based CRM and technical work
• Report monthly to leadership on progress, performance, and priorities across both markets

• 6-8 years of marketing experience, with substantial depth in international education or study-abroad consultancy
• A demonstrated track record of building or significantly growing a B2C brand, ideally in an early-stage or startup environment
• Experience building and managing affiliate, referral, or partner networks at scale
• Comfort owning the full marketing funnel
• from brand awareness through to conversion
• not just one part of it
• Experience directing a small team, including non-marketing specialists such as performance or design talent
• Strong stakeholder management skills, with experience reporting to and aligning with leadership
• Excellent written and spoken English
• Based in Delhi NCR, or willing to relocate, with flexibility to travel regularly
• Used to Start-Up work environment
• Actively uses AI tools to drive marketing efficiency, and brings ideas for where AI can improve processes beyond their own function.

• Experience working across more than one international market simultaneously
• Familiarity with CRM platforms such as ActiveCampaign, and comfort interpreting marketing funnel data
• Existing relationships within the Indian education, coaching, affliates or counselling ecosystem
• Study Abroad Education is a Plus