Assistant Marketing Manager

• *About the Role**

We are looking for an experienced, dynamic and target\-oriented Assistant Manager – Marketing to drive student acquisition, admissions, referral\-network development and institutional partnerships for GAIC.

This is a growth\- and revenue\-focused role. Alongside leading marketing and brand\-building activity, the Assistant Manager will build a strong network of referral sources and college and institutional tie\-ups that generate a steady flow of admissions across GAIC's programmes — including courses for those aspiring to work overseas, such as the NCFE CACHE Level 3 Diploma in Adult Care, and the institute's other diploma and certificate courses. The role carries a fixed salary plus an incentive linked to the revenue achieved.

• *Key Responsibilities**

1\. Referral Network \& Channel Development

• Identify, develop and activate referral sources that drive student admissions across all GAIC courses.
• Build and manage a network of referral channels — including schools and higher\-secondary institutions, colleges, nursing and paramedical tutorials, coaching centres, hospitals and clinics, healthcare organisations, alumni, community groups and career\-guidance counsellors.
• Develop referral sources specifically for GAIC's overseas\-aspirant courses — including the NCFE CACHE Level 3 Diploma in Adult Care — reaching candidates and communities seeking internationally recognised caregiving qualifications.
• Establish and manage referral arrangements, track source\-wise performance, and recognise or reward productive referral partners within approved policy.
• Represent GAIC's international pathways accurately and ethically in all communications — highlighting the value of an internationally recognised qualification, without guaranteeing overseas employment or a visa in any country.

2\. College \& Institutional Tie\-ups

• Establish tie\-ups with colleges and institutions for both (a) admissions and student referrals to GAIC courses, and (b) skilling assignments — delivering GAIC caregiving and healthcare skilling modules as add\-on, elective, value\-added or embedded programmes within partner institutions.
• Negotiate and formalise Memoranda of Understanding and partnership arrangements; coordinate scheduling and delivery with the academic team.
• Build long\-term relationships with training institutions, hospitals, healthcare organisations, NGOs, placement agencies and community organisations for student referrals and course promotion.
• Conduct presentations and awareness sessions on GAIC courses and the career opportunities they open.

3\. Lead Generation \& Student Acquisition

• Generate a strong and consistent pipeline of qualified student enquiries.
• Manage the complete marketing funnel: Lead Generation → Enquiry → Counselling → Application → Admission → Batch Joining.
• Coordinate with the admissions/counselling team to maximise conversion; monitor source\-wise leads and admissions.
• Develop strategies to improve lead quality, reduce cost per admission, and run effective follow\-up and lead\-nurturing campaigns.

4\. Marketing Strategy \& Planning

• Develop and implement monthly, quarterly and annual marketing strategies aligned with course\-wise and batch\-wise admission and revenue targets.
• Identify and target potential students, job seekers, caregivers, healthcare aspirants, overseas aspirants and other relevant segments.
• Conduct market and competitor research to identify new opportunities, locations and markets.
• Develop strategies and campaigns for new course launches and each admission cycle.

5\. Digital Marketing

• Plan, execute and optimise campaigns across Meta Ads (Facebook \& Instagram), Google Ads, YouTube, WhatsApp marketing, social media, website \& SEO, and online lead\-generation platforms.
• Monitor campaign performance and optimise budgets based on ROI and cost per admission.
• Coordinate with content creators, designers, videographers and digital\-marketing agencies for batch, course and career\-opportunity campaigns.

6\. Offline \& Field Marketing

• Plan and execute school and college outreach, career\-guidance programmes, seminars, workshops, education and job fairs, and community outreach and awareness campaigns.
• Manage outdoor advertising, newspaper advertisements, and brochure/leaflet campaigns.
• Conduct promotional and field activities across Kerala, identifying new locations and markets for student acquisition.

7\. Brand Development

• Strengthen the Guardian Angel Institute of Caregiving brand and maintain consistent brand communication across all channels.
• Coordinate the creation of brochures, presentations, advertisements, videos, social\-media content and other promotional materials.
• Position GAIC as a trusted institution for professional caregiving education and career development.

8\. Team, Vendor \& Reporting

• Coordinate and support the marketing team; set and monitor activity targets.
• Coordinate with external agencies, designers, printers, media agencies and other vendors, ensuring campaigns are delivered within approved budgets and timelines.
• Maintain MIS reporting on leads, admissions, revenue, referral\-source and tie\-up performance, and campaign ROI.

• *Key Performance Indicators (KPIs)**

Performance — and the incentive component — will be measured against, among others:

• Course\-wise and batch\-wise admissions achieved against target.
• Revenue achieved from admissions (the basis for the incentive component).
• Number and productivity of active referral sources and college/institutional tie\-ups onboarded.
• Enquiry\-to\-admission conversion rate.
• Cost per admission and overall marketing ROI.

• *Qualification \& Experience**

• Bachelor's degree in Marketing, Business Administration, Management, Communications or a related field; MBA/PGDM in Marketing an added advantage.
• 3–5 years of relevant experience, preferably in education, skill development, vocational training, healthcare, training institutes or EdTech.
• Proven experience in lead generation, student acquisition, admissions and conversion, and in building referral networks or institutional partnerships / business development.
• Existing network among schools, colleges, healthcare or skilling institutions in Kerala is a strong advantage.
• Strong working knowledge of Meta Ads, Google Ads, social\-media marketing, SEO, content marketing and WhatsApp marketing, across both digital and offline campaigns.
• Strong analytical and reporting skills.

• *Skills \& Competencies**

• Excellent network\-building and relationship\-management skills, with a field / business\-development orientation.
• Clear target and revenue focus, and comfort working on an incentive\-linked model.
• Strong communication and presentation skills (English and Malayalam preferred).
• Self\-driven, organised, and willing to travel across Kerala.

Pay: ₹33,000\.00 \- ₹35,000\.00 per month

Work Location: In person