Senior Marketing Specialist
Role: Senior Marketing Specialist
Location: Mumbai (Hybrid)
Job type: Full time, Permanent
Why QS?
At QS, we believe that work should empower you. That’s why we foster a flexible working environment that encourages every employee to own their career whilst flourishing personally and professionally. Our company values underpin everything we do – we collaborate, respect and support each other.
It’s our mission to empower motivated people around the world to fulfil their potential through higher education, ensuring that everyone has access to opportunities that change lives.
Our diversity makes us stronger. By sharing our experiences, we learn from one another and achieve more together, driving progress across the sector.
At QS, you’ll be responsible for implementing real change in the international higher education landscape. You’ll take on meaningful challenges that see a positive impact across the business and the wider sector.
We’re confident you’ll feel right at home here. QS was named as one of Newsweek’s Top 100 Most Loved Workplaces® in the UK (October 2023), recognising the respect, trust and appreciation that drive our culture every day. And as a gold-accredited Investors in People organisation – putting us among the top 28% of workplaces globally – it’s official: QS is a place where everyone can thrive.
The role
The Senior Marketing Specialist for QS Apply Asia leads integrated marketing initiatives aimed at building awareness, consideration, and demand for QS Apply services across APAC. This role focuses on the B2C market and is responsible for designing and executing campaigns that attract high intent student leads, strengthen the QS Apply brand, and support enrolment outcomes for partner institutions.
The role requires strong digital marketing expertise, deep familiarity with youth focused channels, and the ability to create impactful campaigns across diverse markets in the region. It works closely with cross functional teams to support the growth of QS Apply and build a strong presence across the APAC student market.
Role responsibilities
Strategy and Planning
- 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.
Integrated Marketing and Performance
- 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.
Content and Communications
- 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.
Partnership Marketing & Outreach
- 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.
Analytics & Reporting
- 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.
Cross-functional Collaboration & Governance
- 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.
Key skills and experience
- 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
So, who are we and what do we do?
QS is the world leader in higher education services, analytics, insights and intelligence. From consultancy to student mobility, academic partnerships to branding solutions, our services power both institutional and individual success.
We’re behind the world’s most widely read university rankings (Meltwater 2023). Our QS World University Rankings® reach hundreds of millions, shaping decisions and guiding futures.
Since launching in 1990, our impact and influence have only grown. Today, we work with more than 2,000 of the world’s leading higher education institutions, over 12,000 employers, and governments seeking change and socioeconomic development through higher education.
Join QS and you’ll join an 800-strong community of problem-solvers, creators, collaborators and change-makers based in 40+ countries and 11 international offices, including Australia, Malaysia, India, Romania, Singapore, France, Germany, the USA and our headquarters in London.
With every talented new hire, business acquisition and bold initiative, we’re strengthening our reach and delivering even greater value to institutions and learners worldwide. Are you ready to shape the future of higher education?
We take investing in our people very seriously.
- 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
But that’s not all. Outside of these standard benefits we also offer resources to allow professional growth and wellness initiatives to nurture a healthy mindset:
- 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
Like what you’ve heard? Great, apply now!
As a candidate, we know the application and interview process can be daunting and so it’s important that you have a great experience with us. Our dedicated Talent Team will work hard to ensure you are fully informed at all stages and you are really excited by this opportunity to do meaningful work in the education space.
Equal opportunities
QS Quacquarelli Symonds is proud to be a fair and equal organisation where everyone has the same opportunity to achieve their full potential, irrespective of their background or personal attributes. We celebrate our diversity and believe through sharing our experiences we can learn from one another, be stronger together, and enable our business to thrive.
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