Based in Gurgaon, India, Ashish Gupta is the driving force behind the marketing efforts of IDP Education Pvt Ltd. With 18 years of experience, Ashish is a senior marketing executive known for his expertise in both B2B and B2C sectors. His role involves spearheading marketing strategies that aim to achieve short-term and long-term objectives through a blend of innovative digital and offline techniques. His work is crucial in enhancing brand visibility and driving growth across India. At EliteX, we are proud to have Ashish Gupta as part of the edition: Marketing Maverick: Inspiring Leaders to Watch, 2024.
Ashish Gupta | Head of Marketing | IDP Education Pvt. Ltd.
Ashish’s journey in marketing began right after completing his education. Drawn to the dynamic nature of advertising and brand communication, he started his career in a brand consulting firm. His initial years in the advertising industry laid the groundwork for his understanding of traditional marketing channels. This foundation was further solidified through his experience in the retail industry before transitioning into the education sector. Each phase of his career has been driven by a passion for creating meaningful connections between brands and consumers. Before joining IDP Education in 2013, Ashish worked with notable brands such as BIBA, a leading women’s wear brand in India, and Koutons. At BIBA Apparels, he played a key role in establishing a strong franchise network, which significantly expanded the company’s presence both domestically and internationally. This experience equipped him with valuable skills in brand management and expansion, setting the stage for his future successes.
“Success in marketing requires a blend of strategic thinking, creativity, and a deep understanding of the audience.”
A significant turning point in Ashish’s career came with his move from the retail sector to the education sector. Leading the marketing efforts for IDP Education, a global brand, allowed him to merge his traditional marketing knowledge with modern, data-driven strategies. This transition provided him with opportunities to lead large-scale campaigns and manage teams, marking a pivotal shift in his professional journey. Ashish draws inspiration from the relentless pursuit of excellence, both in himself and his colleagues. The tangible impact of strategic marketing efforts—whether it’s boosting brand visibility, enhancing customer engagement, or driving business growth—fuels his passion for the field. Additionally, the ever-evolving landscape of marketing motivates him to innovate and stay ahead of industry trends.
Describing his leadership style, Ashish emphasizes collaboration and results-driven approaches. He believes in empowering his team by fostering an environment where creativity and data-driven insights can thrive. His leadership approach involves guiding his team with a clear vision while encouraging them to take ownership of their projects. This strategy not only helps achieve goals but also promotes personal growth and development within the team.
One of the marketing campaigns Ashish is particularly proud of is the launch of the computer-delivered IELTS in India. This campaign was multifaceted, involving both online and offline channels, and required meticulous planning and execution. The success of the campaign was evident in its reach and engagement, as well as in solidifying IDP IELTS position as a leader in this space. Witnessing the campaign’s direct impact on market position and customer acquisition was particularly rewarding for him. A notable challenge Ashish faced in his career was managing the transition from traditional to digital marketing channels during a period of rapid industry evolution. To overcome this, he invested in learning and understanding digital marketing’s nuances. This shift required a change in mindset from long-term brand building through traditional media to more agile and responsive digital campaigns. By integrating both approaches, he was able to craft a comprehensive marketing strategy that delivers robust results.
Currently, some of the most important trends in marketing include personalized customer experiences, the influence of social media, and the integration of AI and data analytics. These trends are reshaping how brands interact with their audiences, enabling more targeted and effective campaigns. Additionally, sustainability and ethical marketing practices are gaining importance as consumers become more conscious of their choices. Technology has profoundly changed Ashish’s approach to marketing. The availability of data and advanced analytics tools has facilitated the creation of highly personalized and targeted campaigns. Social media platforms and digital channels allow for real-time customer engagement, a feature not possible with traditional marketing methods. Overall, technology has enabled a more integrated approach to marketing, combining creativity with measurable outcomes.
When it comes to engaging with customers, Ashish finds that a combination of personalized content, consistent communication, and value-driven interactions is most effective. Leveraging both digital and offline channels creates a cohesive customer journey. While social media plays a crucial role in real-time engagement, traditional channels like events and print media still hold value in making a lasting brand impression. Success in marketing is measured through a mix of quantitative and qualitative metrics. Key performance indicators (KPIs) such as lead generation, conversion rates, and return on investment (ROI) are essential for tracking campaign effectiveness. Customer feedback and brand perception studies also play a crucial role in assessing how marketing initiatives impact brand affinity and loyalty. For Ashish, a successful campaign not only drives business results but also strengthens the brand’s relationship with its audience.
For those starting out in marketing today, Ashish’s advice is to stay curious and continuously learn. The marketing landscape is ever-changing, and keeping up with the latest trends and technologies is crucial. Building a strong foundation in both traditional and digital marketing is essential, as a diverse skill set enables adaptation to the industry’s evolving demands. Most importantly, understanding your audience and crafting messages that resonate with them should always be a priority. Balancing creativity with data-driven decision-making is key in modern marketing. Ashish approaches this by allowing data to inform strategy while giving creativity the freedom to bring that strategy to life. Data helps identify opportunities and optimize campaigns, but creativity is what makes a campaign memorable and impactful. Encouraging his team to use data insights to guide their creative process ensures that campaigns are both effective and engaging.
Looking ahead, Ashish envisions the future of marketing becoming even more personalized and technology-driven. Advances in AI and machine learning will enable deeper customer insights and more precise targeting. As consumers demand greater transparency and ethical practices, brands will need to focus on building trust and authenticity. The integration of online and offline experiences will also continue to grow, creating seamless customer journeys that blend the best of both worlds.
“The success of the campaign was evident in its reach and engagement, as well as in solidifying IDP IELTS position as a leader in this space.”
For personal growth in a marketing career, Ashish highlights the importance of adaptability, analytical thinking, creativity, and a strong understanding of AI technologies. The ability to quickly adapt to new tools and trends is crucial as the industry evolves. Analytical skills are essential for interpreting data and making informed decisions, while creativity is key to developing compelling campaigns. Strong communication and leadership skills are also vital for managing teams and projects as one advances in their career. By combining these skills with AI, marketers can stay ahead of the curve and drive innovation and success within their organizations.
In closing, Ashish shares that marketing is an incredibly rewarding field with endless opportunities for innovation and impact. His journey has shown that success in marketing requires a blend of strategic thinking, creativity, and a deep understanding of the audience. Embracing change, continuously learning, and staying connected with consumer needs will be key to staying relevant in the future. Ashish is excited about the future of marketing and looks forward to continuing his contributions to its growth.