Upashana Borpuzari
Digital and Outreach Marketing, Project Management
Beverwijk
Summary
Marketing and Project Management Professional with over nine years of experience focused on higher education and product marketing for standardized tests such as the GMAT, NMAT, and IELTS. I worked as a Marketing Consultant for the Graduate Management Admission Council (GMAT) in Europe. I enjoy learning new skills and have taken on various responsibilities in the organizations I have worked for in the past. I have participated in candidate outreach initiatives and market development efforts, boasting a strong track record in Europe and South Asia Markets.
Marketing professional with significant experience driving impactful campaigns and strategies. Strong focus on collaboration and achieving measurable results. Skilled in market analysis, digital marketing, and brand management. Reliable and adaptable, consistently meeting evolving business needs with high standards.
Overview
9
9
years of professional experience
6
6
years of post-secondary education
4
4
Certifications
3
3
Languages
Work History
Marketing Consultant
GMAC
05.2023 - 12.2024
- Supported the market development team in Europe with go-to-market planning for the GMAT Focus Edition launch
- Handled information dissemination through email marketing, webinars (more than 24 webinars in 2024), and attending in-person fairs like 3-fellows, QS, and MBA Tour to connect with schools and candidates in key markets like Italy and Paris, Germany
- Supported executing European campaigns and activities to drive consideration and decision of customers, including promoting candidate-facing events such as MBA and Masters Tours
- I drove digital marketing initiatives to increase GMAT registrations and managed inquiries from partners and participants
- Additionally, uploaded and tracked leads from the marketing efforts and ensured the presentations and information regarding our products were up to date
- Creating and editing digital collaterals, nurturing email campaigns, and SEO-optimized content by coordination with the Market Development Team
- GMAT Scholarship Promotions (promoting DEI in business studies) - Collaborated with the team to secure sponsors, partnered with various educational websites for promotion, managed the shortlisting of applications, and organized workshops for both selected and non-selected applicants
- This initiative fosters diversity, equity, and inclusion (DEI) in the candidate pool by providing scholarships to 10 exceptional candidates aspiring to pursue business education
- We received over 300 applications this year
- Performed data analysis to track campaigns, field marketing initiatives, candidate application trends (including age and demographics), and GMAT scores sent to European schools
- Provided insights into lead behaviors to optimize marketing strategies and supported the team with comprehensive assessments, including web traffic performance against targets
- Conducted desk research to support Europe Marketing Development initiatives, including analysing competitor behaviours and promotions, auditing business school and education partner websites to ensure accurate GMAT content is on display, and monitoring influencers, market landscapes, and emerging trends
- Tools I worked with- HubSpot, Canva, PowerBi, Microsoft Office, Zoom, Google Analytics
- Assisted the Business Development team in market research, identifying potential sales leads through LinkedIn, and initiating first contact through email workflows
Marketing Manager
GMAC
11.2021 - 02.2023
- Planned and coordinated the candidate outreach calendar for GMAC's flagship exams- GMAT and NMAT
- In collaboration with Business Schools, I organized two summits over a year and arranged 14 candidate outreach events, including meet and greets, educational presentations on GMAT in front of large crowds, webinars with partners, YouTube Live sessions, etc
- Worked closely with our external partners like Wiley (offline product sales) for the launch of our yearly guide for the GMAT in South Asia
- Manage on-ground promotions for all prep products
- Coordinate with the team for sales information and feedback
- Manage lead reporting and upload all leads collected from events, partners, and marketing into our CRM system
- Monitor their progress over time and generate reports accordingly
- Collect market insights from candidates both in person and through online surveys
- Facilitate focus group discussions with trainers and candidates to shape market strategies and gather insights for persona building
- Worked with the global marketing team to build SEO-optimized content for our website, mba.com, specifically to cater to the South Asia demographic
- Spearheaded initiatives like Women in Business, where we interviewed women in several business careers and promoted them through reels and excerpts on our website and HubSpot campaign to drive pipeline diversity and encourage DEI in business careers
Senior Project Officer
British Council
12.2018 - 11.2021
- Proposed budget plans, outlined project resources, forecasting, and staff costs, predicted risks related to financing, and shaped project design and targets
- Managed three English and Education projects during my tenure, collaborating with multiple organizations, reaching 1000+ teachers and 6000+ students in multi-year projects covering 9 states in India
- Spearheaded an alumni engagement plan for UK university graduates, organizing nurturing and networking activities, culminating in an alumni panel discussion at the UK Education Fair in 2018
- Streamlined lesson learn logs and best practices for managing projects
Operations Manager/Executive
British Council
08.2015 - 12.2018
- As the IELTS manager for North and West India, I organized tests at 20+ venues for 2600+ candidates every week
- My responsibilities included leading a team of 5, planning, due diligence, venue setup, safety audits, and vendor management
- Managed high-stakes exams, examiners, and 250+ freelancers in North and West India
- Evaluated their work and generated transparent reports
Education
Masters - Political Science
Delhi University
01.2009 - 01.2012
Bachelors - Political Science
Delhi University
01.2006 - 01.2009
Skills
- HubSpot CRM
- Power BI
- Building collaterals using Canva
- Project management
- Content development
- Data Analysis
- Google Analytics
- Analyzing data
- Brand messaging
- Product Marketing
- Campaign development
Certification
Foundations of Digital Marketing and E-commerce, by Google
Other details
HSM Spouse Visa, Sponsorship not required., English C1, Dutch A1-A2
Reading, travelling and movies
I enjoy reading fiction and nonfiction books occasionally, depending on my mood. I love to travel a lot; I have had opportunities and roles that allowed me to visit many places in India and Europe. I also like watching movies and sports, mainly football and Formula 1 racing.
Timeline
Marketing Consultant
GMAC
05.2023 - 12.2024
Marketing Manager
GMAC
11.2021 - 02.2023
Senior Project Officer
British Council
12.2018 - 11.2021
Operations Manager/Executive
British Council
08.2015 - 12.2018
Masters - Political Science
Delhi University
01.2009 - 01.2012
Bachelors - Political Science
Delhi University
01.2006 - 01.2009
Similar Profiles
Laura IossiLaura Iossi
Internet Remarketing Manager at GMACInternet Remarketing Manager at GMAC
Mark BryanMark Bryan
Systems Integrator at GMAC Media TechnologiesSystems Integrator at GMAC Media Technologies
Desherie P. CallahanDesherie P. Callahan
Senior Claims Consultant at GMAC INSURANCESenior Claims Consultant at GMAC INSURANCE
Eef SparlaEef Sparla
Board Member and International Delegate at Union Internationale des Concierges d'Hôtels (Les Clefs d'Or)Board Member and International Delegate at Union Internationale des Concierges d'Hôtels (Les Clefs d'Or)
Jeroen Jan PersoonJeroen Jan Persoon
Head of Sales France Benelux at Lohmann CompaniesHead of Sales France Benelux at Lohmann Companies