Josiflal Ebenezer

Bold Moves and Big Wins

Josiflal Ebenezer

Marketing Head,

SIP Academy India

Driven by a relentless pursuit of excellence, Josiflal Ebenezer took a bold leap, leaving his successful career at Samsung to chart his own course. Today, as Marketing Head at SIP Academy, he channels his extensive experience into shaping powerful, customer-centric strategies that drive growth and innovation. Starting in the high-stakes smartphone industry at Samsung, Josiflal mastered marketing and product management, successfully launching products across categories like wearables and smartphones. His standout achievement was the launch of Samsung Galaxy Note10 Lite in India, where he learned to blend cutting-edge functionality with emotional storytelling to captivate consumers. Seeking to broaden his horizons, Josiflal joined Byju’s, where he revolutionised app user engagement with data-driven CRM strategies and personalised communication. This handson experience in Martech sharpened his ability to optimise user journeys and drive measurable results. Now, as the driving force behind SIP Academy’s marketing, Josiflal blends creativity with technology to elevate the brand. From innovative campaigns to enhancing digital touchpoints like websites and CRM systems, he ensures every initiative is impactful. Josiflal’s passion for excellence and his strategic foresight make him a standout leader in the marketing world, constantly pushing boundaries and delivering results. He shares more in this exclusive interview with TradeFlock.

What unique challenges do you face when marketing educational programmes compared to tech products?

Marketing educational programmes poses unique challenges compared to tech products like smartphones. Tech products often market themselves with cutting-edge features and an immediate “wow” factor, supported by campaigns that highlight their prestige. In contrast, marketing educational programmes focus on gradual improvements and long-term benefits. The key challenge is crafting fresh, engaging campaigns while staying grounded in realistic outcomes. Moreover, the delayed gratification associated with education requires fostering trust and patience. For instance, the results of an abacus programme unfold over time, so campaigns must emphasise meaningful progress rather than overpromising immediate outcomes.

What marketing innovations have you introduced at SIP Academy, and how have they impacted the brand's growth?

At SIP Academy, I have introduced several innovative strategies to modernise our marketing efforts and drive brand growth. One such initiative was incorporating digital PR and advertorials to complement traditional PR. For instance, during the launch of our CRICO English program, traditional PR secured coverage in 25 publications. By integrating digital PR, we expanded our reach to over 70 platforms, including top-tier publishers, significantly enhancing our visibility and brand awareness.To attract franchisees, I developed testimonial videos showcasing success stories of existing franchise partners. These videos were localised for different regions across India, creating a deeper connection with audiences. This approach not only increased engagement but also improved the quality of franchise leads by over 50%. Additionally, I introduced AI-powered personalised video messages to strengthen relationships with our course instructors, who are integral to our success yet not directly on our payroll. These customised videos, featuring messages from our MD addressing each instructor by name, received overwhelmingly positive feedback and boosted morale.

How do you balance creativity with brand consistency?

Maintaining brand consistency is crucial, particularly in the education sector. We set clear “guardrails” for every campaign, covering audience, tonality, positioning, and goals. For example, our Abacus program promises “5 times better results or cashback,” grounded in measurable outcomes, which prevents overpromising and builds trust. These boundaries don’t stifle creativity but encourage us to find innovative ways to deliver engaging campaigns that remain true to our brand values.

What legacy do you want to leave as a marketing leader?

I aim to build enduring brands that people love and respect. To achieve this, I’ve consciously chosen roles where my impact can be significant, like transitioning from Samsung to startups. By creating sustainable strategies, nurturing talent, and fostering innovation, I hope to leave a legacy of thriving, respected brands.

How do you adapt to unfamiliar challenges when entering a new market?

I believe marketing fundamentals remain constant across industries. My approach starts with understanding the customer—identifying pain points, how the product addresses them, and analysing competitors. This foundational research guides my transition into new markets. I also prioritise an observation period, dedicating the first month to understanding the business, its nuances, and identifying team gaps. This helps me integrate effectively without rushing immediate changes. Finally, adaptability is key. Leveraging the right resources—be it people, tools, or strategies—ensures I address challenges effectively and deliver impactful results.

What drives your marketing approach for your audience?

Our target audience comprises two key groups: children aged 5–15 enrolled in our programmes and their parents, who make the enrollment decisions. Both the audience demands tailored campaigns for each. For parents, we prioritise platforms like social media, parenting websites or career forums, highlighting the long-term benefits of our programmes. For children, we craft age-appropriate, engaging content on platforms they frequent. Carefully aligning tonality and messaging ensures our campaigns resonate with the respective audiences effectively.

How has travel shaped your leadership and marketing strategies?

Traveling has significantly influenced my leadership and marketing approach. Exposure to diverse cultures has taught me to embrace different perspectives, fostering collaboration within my team. It has also enriched my understanding of global marketing trends, from European emphasis on legacy to American focus on lifestyle, inspiring creative adaptations for local campaigns.

Which technological disruptions do you think will impact marketing the most?

AI is revolutionising marketing by enhancing content creation, enabling high-quality visuals and videos from simple prompts, which saves time and fosters creativity. Additionally, blockchain and metaverse technologies offer immense potential for virtual events, product placements, and immersive customer experiences. Embracing these disruptions ensures brands remain relevant in an evolving digital landscape.