Brand Manager - ATL & Digital Branding

About StudyIn StudyIn is one of India's leading international education consultancies, helping students discover the world's best universities and supporting them throughout their overseas education journey. We are building one of the most recognised and trusted brands in the study abroad category through innovative marketing, impactful storytelling and memorable brand experiences. Role Summary The Brand Manager will own StudyIn's consumer brand visibility across offline and online branding channels. The role is responsible for planning, executing and optimising ATL campaigns and high-impact brand visibility initiatives that improve awareness, consideration and brand preference. This role requires someone who understands both traditional media and emerging digital branding platforms, ensuring consistent brand presence across the customer journey. The ideal candidate combines strategic thinking with execution excellence and has experience managing multiple agencies, media partners and creative stakeholders. Key Responsibilities ATL Campaign Planning & Execution Develop annual ATL branding strategy aligned with business objectives.Plan and execute integrated brand campaigns across:RadioOutdoor (OOH)Transit MediaCinema AdvertisingPrint (where relevant)Manage campaign calendars for major student recruitment seasons.Ensure consistent messaging across all ATL touchpoints.Outdoor (OOH) Media Management Identify high-impact OOH opportunities across target cities.Evaluate and recommend premium outdoor inventory based on:Student movementSchool & college clustersMetro stationsMallsHigh traffic junctionsConduct site inspections and recommend billboard locations.Coordinate creative adaptation for different formats.Track visibility, maintenance and campaign compliance.Digital Branding & Awareness Own branding initiatives across premium digital media channels including: SpotifyMyGate/NoBrokerhoodOTT PlatformsDigital Outdoor ScreensAudio AdvertisingResponsibilities include: Media planningAudience targetingCreative recommendationsBrand lift optimisationReach & frequency managementCampaign reportingBrand Visibility Develop innovative brand visibility opportunities through: Apartment communitiesPremium residential societiesEducational institutionsCorporate parksCafsMetro brandingEvents & sponsorshipsStudent festivalsYouth propertiesMedia Planning Build annual media plans and budgets.Recommend optimal media mix.Negotiate rates with media partners.Maximise media ROI.Coordinate with buying agencies.Monitor campaign delivery.Brand Campaign Management Lead end-to-end execution of integrated campaigns.Brief internal creative teams and agencies.Manage production timelines.Ensure campaigns launch on schedule.Coordinate with PR, Social Media and Performance Marketing teams for integrated launches.Agency Management Manage relationships with: Creative AgenciesMedia Buying AgenciesOOH VendorsRadio PartnersDigital Media PlatformsProduction HousesReview campaign performance and drive continuous optimisation. Market Research & Consumer Insights Monitor category trends.Conduct competitor benchmarking.Track brand awareness.Identify new media opportunities.Recommend innovative branding formats.Analyse consumer behaviour and media consumption trends.Budget Management Own ATL branding budget.Track campaign spends.Ensure cost efficiency.Deliver campaigns within approved budgets.Brand Governance Ensure brand consistency across all sites and mediums.Maintain adherence to StudyIn brand guidelines.Review creative assets before release.Protect brand identity across partner executions.Skills & Qualifications Experience 46 years in Brand Marketing or ATL Marketing.Experience with consumer brands, education, BFSI, telecom, retail or digital-first companies preferred.Proven experience planning ATL and OOH campaigns.Experience working with media agencies.Knowledge Strong understanding of: OOH planningRadio advertisingDigital brandingMedia planningBrand strategyConsumer behaviourBrand trackingCreative developmentSponsorships & partnershipsTechnical Skills Microsoft ExcelPowerPointGoogle Analytics (awareness metrics)Campaign reporting dashboardsMedia planning toolsSuccess Metrics (KPIs) Brand Awareness Increase aided and unaided brand awareness.Improve Share of Voice versus key competitors.Improve brand search volume.Increase branded website traffic.ATL Performance On-time execution of 100% ATL campaigns.Reach and frequency targets achieved.Media delivery compliance above 95%.Cost efficiencies achieved versus benchmark.OOH High-impact site acquisition in priority cities.OOH visibility audits completed.100% campaign compliance.Commercial Impact Increase in direct enquiries attributable to branding campaigns.Contribution to overall marketing-qualified lead growth through awareness initiatives.Why Join StudyIn This role offers the opportunity to shape one of India's fastest-growing international education brands by .