Hybrid Senior Marketing Specialist

at QS Quacquarelli Symonds

• Job title: Senior Marketing Specialist
• Job type: Full Time
• Experience level: Senior
• Salary: Not specified
• Degree requirement: Bachelor's Degree
• Location requirements: Hybrid, Mumbai, India

About the role

• Senior Marketing Specialist leading marketing initiatives for QS Apply services. Focusing on B2C market to attract high intent student leads and strengthen the QS Apply brand.

Responsibilities

• Develop the overall marketing strategy for QS Apply in APAC, ensuring alignment with the strategic direction set by the Head of Marketing Asia.
• Create integrated go-to-market plans including audience segmentation, campaign objectives, messaging frameworks, and channel mix.
• Shape the social media strategy for QS Apply, while the Social Media Manager handles execution and content creation.
• Analyse competitive trends, market insights, and student behaviours to inform strategy and identify opportunities for growth.
• Define the performance marketing strategy and goals for QS Apply, including channel priorities, audience targeting, messaging direction, and KPIs.
• Work closely with the central PPC team to brief them, set expectations, align on goals, share insights, and ensure that all paid campaigns support lead generation and funnel performance objectives.
• Monitor PPC, organic and paid social performance regularly, identify optimization opportunities, and share recommendations with the execution teams to improve lead quality and conversion.
• Create and manage landing pages, CRM workflows, and user journeys to enhance conversion and engagement.
• Ensure all digital and channel activities align with brand, measurement standards, and best practices.
• Analyze campaign data, track KPIs, and provide regular reporting and insights to drive continuous optimization across channels.
• Lead the content strategy for QS Apply across paid and owned channels.
• Provide clear briefs, insights, and campaign requirements to the Social Media Manager for content development.
• Ensure that messaging, visuals, and content formats consistently reflect the QS brand and support campaign outcomes.
• Produce strategic marketing collaterals when required, in collaboration with in-house designers, writers, and agency partners.
• Support the QSA team in building partnerships with universities, colleges, student communities, professional bodies, and influencers to drive brand visibility and high-quality lead generation.
• Branding and engagement for activities across colleges and universities in the region to strengthen awareness and deepen student engagement.
• Manage relationships with media partners, content creators, and external agencies to support amplification and collaboration opportunities.
• Track and report on marketing KPIs including impressions, engagement, lead volume, lead quality, CPA, and conversion rates.
• Conduct post campaign analysis to identify insights and inform improvements.
• Provide regular performance dashboards and strategic recommendations for continuous optimisation.
• Collaborate closely with the regional and global student recruitment teams, and the PPC team to ensure coordinated delivery and aligned goals.
• Ensure compliance with QS brand guidelines, regional marketing governance, and data protection policies.
• Support budgeting, forecasting, and quarterly reviews with timely updates and analysis.

Requirements

• Bachelor’s or master’s degree in marketing or a related field, with demonstrated experience in social media marketing, including work with influencers.
• Relevant years of marketing experience, with strong exposure to B2C digital marketing and lead generation.
• Knowledge of higher education markets and student mobility trends.
• Excellent writing skills with ability to guide content strategy.
• Strong stakeholder management and project coordination abilities.
• Data driven mindset, solid analytical skills, and experience managing budgets.
• Open to travel, if required for events.
• Proven ability to create engaging, platform-specific content using Canva or other design/video editing tools; experience with AI tools is a plus.
• Skilled in developing content formats (text, images, videos) for platforms like Instagram, Facebook, Telegram, etc., aligned to student and Gen Z interests.
• Strong creative writing skills for ad copy, emailers, and social media content.
• Experience collaborating with the right mix of social media influencers to create short- and long-form content.
• Comfortable using HubSpot and other CRM tools for reporting, lead tracking, and social media monitoring.
• Working knowledge of email and affiliate marketing.
• Experience with counselling agencies and/or engaging with student communities is a strong advantage.
• Background in Higher Education or Student Recruitment is a plus.
• Proactive, confident team player who collaborates well across functions.
• Creative, detail-oriented, and solutions-focused with strong execution skills.

Benefits

• Competitive base salary
• Access to an annual bonus scheme (for qualifying roles only)
• 20 days annual leave, plus public holidays
• Generous maternity and paternity leave
• Access to an Employee Assistance Programme (EAP) and MiCare health
• A vibrant social environment and multicultural and multinational culture
• Free subscription to the Calm App – the #1 app for sleep, meditation, and relaxation
• A focus on welfare which is led by our global wellness team, with mental health first aiders globally
• Access to a variety of diversity and inclusion initiatives and groups
• Strong recognition and reward programs – including a peer-to-peer recognition platform, quarterly and annual QS Applaud Awards, Connect with your Career annual PD event
• Support for volunteering and study leave
• Free subscription to LinkedIn learning – with over 5000 courses and programmes at your fingertips
• Options to join our outstanding global Mentorship programme