IMS Learning Resources - Head - Brand Enhancement

Role Summary / Purpose:

This role is responsible for leading IMSs marketing efforts with a sharp focus on performance marketing, digital growth, and brand enhancement. It will own demand generation across business units through data-driven strategies, high-conversion campaigns, and digital-first thinking. Without this role, IMS would lack dedicated leadership to drive scalable and profitable marketing outcomes in a competitive test prep and higher education landscape.

Role Scope & Accountability (Top 4 but not limited to):

- Marketing Strategy Across Channels: Develop and execute a cohesive marketing strategy that combines digital performance marketing with strong brand-building initiatives.

• Drive Demand Generation through ROI-driven campaigns across digital, referral, affiliate, and ground-level marketing channels.

• Establish IMS as a Preferred Brand in Test Prep: Craft compelling brand narratives and create strong brand recall among students and parents across India for all IMS offerings CAT, GMAT, GRE, Study Abroad, etc.

• Work closely with regional heads, business heads and center teams to design high-impact local campaigns (online + offline) that support walk-ins. Build marketing playbooks and assets that empower ground teams to drive growth.

Outcomes expected (within first 612 months):

- Marketing efforts translate into high-intent leads with strong conversion potential, directly impacting revenue growth across key test prep verticals.

• Significant improvement in brand recall and preference across target student. And gaining visible ground in competitive markets through focused, hyperlocal campaigns and brand penetration strategies.

• Create agile processes, define key metrics, and build a data-backed, high-performance marketing team culture with strong collaboration across product, sales, and tech functions.

• Sharp rise in organic and paid viewership, follower growth, content engagement, and platform-specific visibility on Instagram, YouTube, and LinkedIn aligned with student discovery habits.

Qualification / Competencies Required (Must-Have):

- Postgraduate / MBA in Marketing.

• 7-15 years of experience in performance marketing.

• Strong digital-first thinking, funnel optimization, and analytics capabilities.

• Highly collaborative mindset with sales, tech, and creative teams.

What Success Looks Like in This Role:

- Marketing contributes measurably to revenue targets by delivering high-quality leads.

• IMS Becomes a Preferred & Trusted Brand in Test Prep. Brand recall improves significantly across CAT, GMAT, GRE, and Study Abroad segments.

• Marketing Evolves Into a Strategic Growth Engine: A robust, scalable marketing ecosystem is established. Decision-making becomes insight-led, and marketing execution is consistent, timely, and ROI-driven.