Key Responsibilities
1. Strategy & Planning
- Design and implement the annual marketing strategy aligned with business goals across certification, training, and assurance services.
- Develop and maintain a quarterly marketing calendar including campaigns, content, webinars, product/service launches, and events.
- Translate service offerings (e.g., ISO 27001, ISO 14001, ESG Reporting, IRCA Courses, etc.) into value-driven messaging for defined customer personas and industries.
- Build marketing processes, templates, guidelines, and reporting structures from scratch.
- Identify and onboard key vendors/agencies for design, digital, and content support as needed.
2. Brand Building & Positioning
- Define brand positioning, tone of voice, and visual identity in collaboration with leadership.
- Develop core messaging and value propositions for different verticals.
- Ensure consistent branding across all channels and collaterals.
3. Digital Marketing & Demand Generation
- Plan and manage SEO/SEM, Google Ads, LinkedIn Ads, and paid social media campaigns to attract targeted leads.
- Oversee organic and paid growth of the website, optimize landing pages, CTAs, and lead funnels.
- Track lead journey and MQL conversion using tools like Google Analytics and Zoho CRM.
4. Content & Communication
- Own the content roadmap: create, review, and publish case studies, blogs, infographics, brochures, PPTs, videos, and client success stories.
- Draft and manage internal and external newsletters, press releases, and stakeholder communications.
- Collaborate with Subject Matter Experts (SMEs) and auditors to translate technical content into audience-friendly language.
5. Social Media & Brand Visibility
- Own the social media strategy across LinkedIn, YouTube, and Instagram to build awareness, credibility, and engagement.
- Design and manage a social content calendar, reels, visual creatives (using Canva, Adobe Suite), and campaigns for awareness days, standards updates, and success highlights.
- Actively grow follower base and community engagement.
6. Events, Webinars & Partnerships
- Plan and manage virtual webinars, panel discussions, and physical participation in expos, industry events, and conferences.
- Coordinate with business development and training teams for promotion of certification & assurance services, lead auditor courses, open programs, and new modules.
- Build and manage strategic partnerships with industry associations, media platforms, and learning portals.
7. CRM, Automation & Reporting
- Implement marketing automation and drip email campaigns using platforms like Zoho Campaigns, HubSpot, or Mailchimp.
- Maintain lead hygiene, tagging, nurturing, and reporting within CRM systems.
- Prepare weekly/monthly performance dashboards (MQLs, campaign metrics, CTRs, CPLs, ROI).
8. Cross-functional Collaboration
- Work closely with Certification, Training, and Technical teams to align marketing with pipeline and project priorities.
- Support proposal design, pitch presentations, and event collateral.
- Assist HR with employer branding, internal campaigns, and onboarding presentations.
9. Vendor & Budget Management
- Liaise with creative agencies, freelancers, digital ad vendors, and web developers to execute campaigns.
- Prepare and track marketing budget utilization and vendor performance.
Qualifications & Experience
Education:
- Bachelor's degree in Marketing, Mass Communication, Design, or Business.
- Certification in Digital Marketing (e.g., Google, Meta, HubSpot) preferred.
Experience:
- 4–7 years of experience in B2B marketing, preferably in certification, training, SaaS, consulting, or services industries.
- Experience leading multi-channel campaigns and content creation.
- Prior exposure to compliance, ISO standards, ESG, or cyber/information security is an added advantage.
Skills & Competencies
- Strategic thinking with the ability to translate technical offerings into client-centric communication.
- Strong writing, editing, and visual storytelling skills.
- Proficient in Google Ads, Meta Business Suite, Canva, Google Analytics, SEO tools, and CRM platforms (preferably Zoho).
- Excellent planning, prioritization, and project management capabilities.
- Self-motivated, detail-oriented, and able to work cross-functionally with minimal supervision.
Key Performance Indicators (KPIs)
- Monthly/Quarterly Marketing Qualified Leads (MQLs) generated.
- Growth in organic and paid web traffic.
- Performance of campaigns (CTR, CPC, ROI).
- Social media engagement and brand mentions.
- Timeliness and effectiveness of content, creatives, and reporting.
- Internal stakeholder satisfaction.
Why Join Us
- Purpose-Driven Work: Contribute to initiatives that promote safer workplaces, compliance, sustainability, and operational excellence.
- Ownership & Growth: Opportunity to build the marketing function, lead campaigns, and shape brand visibility in domestic and global markets.
- Cross-Functional Collaboration: Work closely with multiple internal teams for strategic alignment and business impact.
- Innovation Culture: Freedom to experiment with tools, channels, and ideas to drive demand, engagement, and visibility.
Shubham Vishwakarma
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