Content Marketing Lead

Position Summary

The Content Marketing Lead provides operational leadership for brand, engagement, that advance UNSW Bengalurus societal impact agenda and strengthen the campuss reputation, visibility, and community connection in India. The role is responsible for designing and delivering integrated marketing strategies that engage priority B2C audiences, including alumni, donors, partners, and the broader community, while aligning with UNSWs global brand and governance frameworks.

Operating within a newly established joint venture university campus, the role focuses on building scalable marketing capability, partnerships, and campaigns that reflect local cultural context and regulatory requirements, while maintaining strong alignment with UNSWs institutional values, ethical standards, and global brand stewardship. The position supports the Board and campus leadership by ensuring marketing investment delivers measurable engagement, reputational value, and long-term impact.

Accountabilities

Brand Marketing & Content Strategy

• Develop and lead the localisation of key brand messaging and promise territories for UNSW Bengaluru, aligned to campus objectives, joint venture priorities, and UNSWs broader societal impact and brand strategies.
• Design and implement go-to-market plans that build awareness, engagement, and advocacy across priority audiences, including alumni, donors, and community stakeholders.
• Develop and implement social media content calendar to support UNSW Bengaluru campaign build awareness, engagement, and advocacy across priority audiences, including future student, alumni, donors, and community stakeholders.
• Establish scalable marketing frameworks, operating rhythms, and governance processes suitable for a growing joint venture campus in line with the central UNSW Sydney playbooks and through engagement of UNSW Sydney Social Media Community of Practice.

Content Development & Brand Stewardship

• Oversee campaign messaging, creative development and SEO-aligned content across paid, owned and social media channels
• Own and optimise customer-facing content and communications, ensuring messaging is culturally relevant, accurate, and aligned to UNSW brand standards.
• Steward creative excellence while ensuring compliance with institutional, regulatory, and ethical requirements applicable in India.
• Create, edit, and manage search-optimised content across digital channels, including lead capture, nurture communications, and conversion-focused assets.
• Collaborate with marketing, web, and digital teams to optimise landing pages, websites, and content for improved user experience and funnel conversion.
• Ensure all content is accurate, audience-focused, culturally appropriate, and aligned with UNSW brand guidelines.

Performance, Insights & Optimisation

• Use data, insights, and market intelligence to assess campaign effectiveness, audience engagement, and brand performance.
• Translate insights into recommendations that improve marketing outcomes, resource allocation, and strategic focus.
• Communicate performance and impact clearly to the JV Board, campus leadership, and UNSW stakeholders to support informed decision-making.

Stakeholder & Partner Management

• Build strong working relationships with UNSW Bengaluru leadership, societal impact, alumni, advancement, and external engagement teams.
• Collaborate effectively with Sydney-based Marketing & Digital Experience teams to ensure alignment to global frameworks and knowledge transfer.

Governance, Values & Safety

• Operate within UNSW Sydneys global brand governance model, ensuring all activity is aligned with defined Playbooks, with appropriate approvals and compliance to defined frameworks and processes.
• Actively demonstrate alignment with the UNSW Code of Conduct and Values.
• Ensure marketing activities comply with relevant regulatory, privacy, and advertising standards applicable to India and UNSW joint venture operations.
• Comply with all health, safety, and wellbeing policies and take reasonable care to ensure actions do not impact the psychosocial or physical health and safety of self or others.

Skills & Experience

Essential

• Relevant tertiary qualification with substantial experience in marketing, brand, or engagement roles, or equivalent competence gained through education, training, or experience.
• Demonstrated experience leading integrated marketing programs with accountability for engagement and reputational outcomes.
• Demonstrated experience delivering search-optimised content and supporting digital marketing initiatives.
• Working knowledge of SEO principles, content optimisation, and digital performance metrics.
• Strong capability in campaign development, content strategy, and agency management.
• Proven ability to work effectively within complex, matrixed, or joint venture environments.
• Excellent communication and stakeholder engagement skills, including the ability to present outcomes to senior and board-level audiences.

Desirable

• Experience in higher education, public sector, or similarly regulated environments.
• Experience working in or with international or emerging markets, particularly India.
• Familiarity with enterprise marketing platforms and analytics tools (e.g. Adobe stack or equivalent).
• Experience supporting organisational establishment, transformation, or scale-up activities.

Key Relationships

• UNSW Bengaluru Board
• COO
• Rector, UNSW Bengaluru
• Marketing & Digital Experience stakeholders (Bengaluru and Sydney)
• External creative, media, and community partners

This Position Description outlines the objectives, responsibilities, skills, experience, and behaviours required to successfully perform the role. The accountabilities may evolve in line with the changing requirements of UNSW Bengaluru and the joint venture as the campus establishes and scales.