Aanchal Gupta

Senior Manager – Brand, Growth Marketing & Operations
(Progression: Student Recruitment Advisor → Team Lead → Manager → Senior Manager)
Toronto, ON | Jan 2019 – Nov 2025

Owned brand management, digital growth marketing, and operational strategy for multiple higher-education institutions under GUS, supporting multi-campus, multi-program across North America, South Asia, Middle East, and Africa.

Brand Management & Positioning

• Led brand positioning, messaging, and digital presence across institutional websites, paid media, and CRM touchpoints.
• Supported new program and campus launches with go-to-market planning, brand frameworks, and campaign execution.
• Ensured alignment with higher-education compliance requirements and brand governance standards.

Growth Marketing & Lead Generation

• Owned end-to-end digital lead generation strategy across SEO, paid search, paid social, email, and CRM workflows.
• Optimized acquisition and conversion funnels from inquiry to enrollment using performance data and experimentation.
• Drove sustained increases in qualified inquiries and enrollment pipeline, improved lead-to-enrollment conversion by 18%.

Digital Performance & Analytics

• Built and governed performance dashboards using PowerBI, Google Search Console, and CRM data.
• Tracked CPL, CAC, ROI, enrollment yield, and channel performance to inform investment decisions.
• Improved marketing efficiency and reduced cost per lead by 20% through data-driven budget optimization.

Marketing Operations & Process Excellence

• Designed and standardized marketing and admissions workflows across regions and campuses.
• Partnered with operations, admissions, and IT teams to improve speed, accuracy, and scalability of campaigns.
• Reduced campaign execution timelines by 25% through process improvements and better cross-team alignment.

AI, Innovation & Optimization

• Leveraged AI-enabled tools for lead scoring, campaign optimization, content testing, and reporting automation.
• Tested new digital channels and tools to support rapid program and market expansion.

Leadership & Stakeholder Management

• Led and mentored cross-functional teams spanning brand, digital marketing, admissions, operations, and analytics.
• Managed agency partners and vendors, ensuring accountability, performance tracking, and ROI alignment.
• Presented insights and recommendations to senior leadership to support growth and expansion decisions.

• Supported large-scale credential evaluation and education verification operations within a highly regulated, compliance-driven environment.
• Managed end-to-end processing of international academic credentials, ensuring accuracy, quality, and compliance with organizational standards.
• Reviewed, validated, and audited sensitive academic documentation across multiple global education systems.
• Utilized internal systems and databases to track case progress, workflows, and service-level adherence.
• Collaborated with quality assurance, technical, and operations teams to resolve data discrepancies and system issues.