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The Brand Marketing Lead is the primary custodian of the university’s identity, reputation, and emotional resonance in the market. This role owns the brand platform and ensures it is consistently translated into impactful campaigns, content, and experiences. You will bridge strategy and execution, set direction while ensuring the brand is represented clearly, consistently, and distinctively across all touchpoints.
Qualifications & Experience
Minimum Bachelors Degree in Marketing or relevant field
8–10+ years of experience in Brand Management, Integrated Marketing, or Creative Strategy. Education sector experience is a plus.
Proven experience leading campaigns and managing creative, content, or social teams
Strong understanding of brand building, storytelling, and digital ecosystems (particularly social and creator-led platforms)
Develop and evolve the brand architecture and positioning to ensure distinctiveness in a competitive landscape.
Translate the university’s mission into a compelling and consistent narrative across all channels and targets.
Ensure brand consistency across all touchpoints, from digital content to campus environments.
Integrated Campaign Management
Lead the conceptualization and development of major brand campaigns.
Translate brand strategy into clear campaign frameworks, messaging structures, and channel rollout plans.
Bridge the gap between "Idea" and "Market" by ensuring creative concepts are grounded in market insights and business objectives.
Oversee the Campaign & Partnership arm to identify strategic collaborations that amplify brand reach and relevance.
Content & Social
Oversee the development of always-on content strategies across TikTok and social platforms.
Ensure content is platform-native, relevant, and aligned to the overall brand narrative.
Guide the Content & Social team in delivering storytelling-led content, including creator collaborations and student-generated content.
Shift content output from reactive posting to structured, narrative-driven storytelling.
Creative Direction & Storytelling
Oversee the Creative Studio, providing high-level direction on storytelling, AOR management, and visual standards.
Shift the creative output from "service-desk" delivery to "strategic-creative" leadership.
Champion "always-on" content strategies across TikTok, social media, and creator networks to keep the brand relevant daily.
Demand Generation & Performance Collaboration
Work closely with the Commercial & Growth to ensure brand campaigns are optimised for lead capture without sacrificing aesthetic or narrative integrity.
Reduce over-reliance on tactical, discount-led messaging by building high-value brand equity.
