Open To Work
Saket Upadhyay
New Delhi
Work Preference
Summary
Marketing leader with 18+ years of experience driving revenue growth and market expansion across International Education, Travel, and Financial Services in South Asia. Currently leading regional marketing with full ownership of go-to-market strategy, brand positioning, and marketing P&L.
Delivered significant business impact through data-led marketing, including a 63% increase in student confirmations and over 40% reduction in customer acquisition costs. Expertise in scaling performance marketing, leading digital transformation, and executing integrated, cross-channel growth strategies.
Known for building high-performing teams, strengthening strategic partnerships, and aligning marketing with commercial objectives to drive sustainable growth and enhance brand equity.
Overview
19
19
years of professional experience
1
1
Certification
Work History
Head Marketing, South Asia
Study Group
04.2020 - Current
- Own and lead value proposition and go-to-market strategy across South Asia, influencing commercial direction.
- Drive data-led brand and commercial strategy, using analytics for executive-level decision-making and market prioritization.
- Lead the development and execution of a unified local marketing strategy across owned and paid channels ensuring brand consistency across all touchpoints and driving brand awareness, consideration, and purchase intent.
- Accountable for developing and implementing integrated cross-channel marketing campaigns and the always-on digital activation strategy.
- Managed regional marketing budgets and plans, optimizing resource allocation to maximize student recruitment across South Asia.
- Increased student confirmations by 63% through the strategic development and execution of a performance-enhancement campaign for underperforming agents at key university partner sites.
- Optimised the International Year One pathway programme through targeted market repositioning, resulting in a measurable 18% growth in student applications.
- Developed annual marketing plan, benchmarking industry standards and identifying competitive insights to align business strategies with organizational goals.
- Built and strengthened strategic partnerships, enhancing market presence and supporting long-term growth in South Asia.
- Oversaw marketing direction for the region, ensuring alignment of brand narrative with organizational goals.
- Deliver data driven insights and customized marketing solutions for our partner universities.
- Conceptualise and deliver media interviews, interactions, feeds, and public appearances in line with brand philosophy to strengthen brand image.
- Overhauled event marketing strategies to deliver impactful student recruitment fairs and webinars, driving increased engagement and participation.
- Developed a digital marketing road map based on a month-on-month growth plan.
- Lead cross-functional teams across different geographies to align marketing with P&L goals and operational efficiency.
- On the basis of traffic penetration and customer feedback, guide the contracting department to contract with Hotels in prospective regions.
- Led internal marketing team, defining performance targets aligned with business objectives and conducting regular performance reviews.
- Worked with cross-functional teams to achieve goals.
Sr. Manager Marketing
First Time Travellers Ltd (icanstay.com; Luxury Hotel Booking Platform)
03.2018 - 03.2020
- Enhanced brand positioning through innovative marketing initiatives informed by competitive trend analysis, resulting in improved market perception.
- Increased brand visibility across social media platforms, driving engagement and audience growth on Facebook, YouTube, and Instagram.
- Developed annual marketing plan by benchmarking industry standards and identifying competitive insights to align marketing strategies with business goals.
- Defined targets for monthly, quarterly, and annual marketing activities to align with business objectives.
- Planned all digital marketing channels to maintain brand consistency across various platforms.
- Monitored digital media activities to drive traffic according to business priorities.
- Prepared strategy in collaboration with operations and sales to convert traffic into revenue.
- Guided contracting department in selecting hotels in target regions based on traffic and customer feedback.
Lead Marketing
Safeducate Learning Pvt Ltd
05.2016 - 01.2018
- Increased brand visibility through integrated campaigns across ATL, BTL, and digital platforms, securing multiple award nominations.
- Developed and executed marketing strategy using market intelligence and customer insights to refine segmentation and strengthen value propositions.
- Implemented program-specific marketing communications aligned with business objectives to drive engagement.
- Crafted compelling value proposition narratives from case studies and testimonials, promoting via social media, PR, and print channels.
- Drove website traffic by engaging stakeholders with targeted social media campaigns that aligned with overall marketing objectives.
- Created innovative digital content for Safeducate across paid, owned, and earned media channels.
- Managed online marketing efforts including Google Ads, Facebook, and LinkedIn campaigns.
- Formulated product positioning strategies through vertical-based marketing adaptations across diverse markets.
Asst Manager Marketing
Achromic Point Consulting
01.2014 - 05.2016
- Led entire marketing initiatives (GTM), business planning, and demand generation through digital, ATL, and BTL.
- Managed marketing and corporate partnerships to foster collaboration and drive joint initiatives.
- Executed marketing tie-ups with media platforms, enhancing brand visibility and expanding audience reach.
- Managed multiple online advertising campaigns across LinkedIn, Google, and Facebook.
- Developed digital marketing strategies and implemented them across various platforms.
- Analyzed target group and developed tailored marketing strategies to align with consumer needs.
- Collaborated with creative agencies and vendors to develop POSM, collateral, and event materials.
- Executed branding strategies at customer touch points to strengthen brand presence.
- Planned marketing activities across India and executed BTL activities to generate retail business.
- Identified efficient, cost-effective mediums to engage target group for Achromic Point Consulting offerings.
- Conducted seminars to boost visibility and generate inquiries.
- Analysis and providing feedback to the top management.
Senior Executive
NIIT-IFBI
06.2010 - 12.2013
- Managed business operations for the Delhi-NCR and North territory, focusing on growth and client engagement.
- Achieved profitability by consistently meeting lead targets.
- Ensured maximum lead generation through strategic mix of ATL and BTL activities.
- Planning Marketing activities for various regions, executing BTL activities to generate retail business.
- Identified cost-effective mediums to effectively reach target groups for NIIT IFBI offerings.
- Formed strategic partnerships with undergraduate colleges across Delhi, U.P., Punjab, and Rajasthan, expanding outreach significantly.
- Coordinated roadshows and rural marketing activities, effectively promoting services to target audiences.
- Organizing various events such as Town Hall, Seminar, Career Fair etc.
- Supervising and supporting junior team members, training them on marketing and compliance related processes and assisting them in event planning.
- Executed post-sales processing, documentation, and compilation of management information systems while ensuring compliance.
- Analyzing the leads and providing feedback to the top management.
Marketing Executive
Clinical Research Education and Management Academy Ltd.
12.2009 - 05.2010
- Led marketing initiatives for CREMA in northern region, enhancing brand awareness and engagement.
- Executed BTL activities and social media marketing, enhancing web presence through targeted articles and blogs.
- Conducted seminars and workshops in Northern India to enhance visibility for Clinical Research programs offered by CREMA.
- Collaborated with Head Office marketing teams to create marketing plans for the region and managed relationships with local agencies.
- Compiled MIS reports and analyzed market research on competitor activities, providing actionable insights that informed strategic decisions for senior management.
- Pursued sales targets through strategic communication and follow-up with clients. by closing calls promptly and collecting payments.
- Responded to inbound inquiries via phone, email, and web channels.
Assistant Marketing Manager
Wigan & Leigh College
05.2008 - 12.2009
- Identified new business sourcing opportunities, contributing to expanded market reach.
- Engaged with students and employers at various career fairs, fostering valuable networking opportunities.
- Conducted career seminars for graduates and final-year undergraduate students to enhance job readiness.
- Filed management information system reports daily, enabling monitoring and analysis of key data trends.
Assistant Marketing Manager
HDFC Ltd.
05.2007 - 04.2008
- Secured housing loan by linking it with life insurance, increasing customer satisfaction.
- Trained sales team on product features and benefits, enhancing overall product understanding.
- Managed customer applications using loan and insurance software, ensuring accurate and timely processing.
Education
PGDBM - Finance
WIGAN & LEIGH
Delhi05-2007
B.SC -
PGDAV
Dehradun05-2003
Higher Secondary -
KVFRI
Dehradun03-2000
Senior Secondary -
KVFRI
Dehradun03-1998
Skills
- Project management
- Go-to-market strategy
- Cross-functional collaboration
- Digital marketing strategy
- Strategic planning
- Public and media relations
- Influencer partnerships
- Brand positioning
- Performance analytics
- Social media management
- Brand strategy
- Market analysis
- Data analysis
- Integrated marketing campaigns
- Business growth and market expansion
- Online reputation management
Certification
- Google Analytics, 01/01/19, Advanced Google Analytics Completion
- DUCAT, Noida, 01/01/07, SAP FICO two months module with Marks-78%
Languages
- Hindi
- English
Timeline
Head Marketing, South Asia
Study Group
04.2020 - Current
Sr. Manager Marketing
First Time Travellers Ltd (icanstay.com; Luxury Hotel Booking Platform)
03.2018 - 03.2020
Lead Marketing
Safeducate Learning Pvt Ltd
05.2016 - 01.2018
Asst Manager Marketing
Achromic Point Consulting
01.2014 - 05.2016
Senior Executive
NIIT-IFBI
06.2010 - 12.2013
Marketing Executive
Clinical Research Education and Management Academy Ltd.
12.2009 - 05.2010
Assistant Marketing Manager
Wigan & Leigh College
05.2008 - 12.2009
Assistant Marketing Manager
HDFC Ltd.
05.2007 - 04.2008
PGDBM - Finance
WIGAN & LEIGH
B.SC -
PGDAV
Higher Secondary -
KVFRI
Senior Secondary -
KVFRI