Lead - B2C Growth & Community Building

Company Description:

Global Education Alliance (GEA), founded in 2004 and headquartered in Hong Kong, is a technology-driven education solutions provider specializing in international student recruitment. Leveraging an AI-powered platform, GEA streamlines institution selection, application processing, and enrollment management for students, consultants, and institutions. With over 5,000 channel partners across Asia and 750+ institutional partners in 21 countries, GEA has facilitated tens of thousands of applications and enrollments annually. The organization operates across East Asia, Southeast Asia, Oceania, North America, and Europe, supported by regional branches in key markets. 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 GEAs 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.

This role suits someone who has spent over a decade in international education or study-abroad marketing, has built or scaled a B2C function before, and is energised by the idea of doing that again - this time across two markets, with real ownership and visibility at the leadership level.

Responsibilities-

Strategy and Market Planning-

• 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

Affiliate, Influencer & Partnership Network-

• 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

Paid Campaign and Lead Generation Strategy-

• 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

Brand Building, Community and Ambassador Programme-

• 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

Social Media Strategy and Direction-

• 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

Events, Promotion, Calendar and Counsellor Enablement-

• 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 

Lifecycle and Email Nurture Strategy

• 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

FunneL Strategy and CRM Oversight

• 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

Team and Cross Team Coordination-

• 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

Qualification-

• 10–15 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.

Nice to have-

• 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
• Exposure to the Nordic or European study-abroad market