A journey of adaptability, growth, and purpose 

In talks with Kiran Kumar, Senior VP of Marketing at UNext Learning, about the importance of an MBA and its impact on the lives of professionals looking to explore a career in new-age marketing.  

In this candid Q&A, we speak with Kiran Kumar, Senior Vice President of Marketing, whose illustrious career spans industries such as automotive, media, and edtech. Currently leading marketing at Online Manipal, Kiran brings over two decades of expertise in driving strategy, innovation, and impactful campaigns. Through this conversation, we aim to uncover his perspectives on online education, the relevance of online MBA programs in today’s professional landscape, and the evolving demands of marketing in a digital-first world. 

From managing brand strategies at TVS Motors to navigating the dynamic media industry and now shaping the future of edtech, Kiran’s journey highlights the power of adaptability and purpose-driven leadership. His reflections offer invaluable lessons for aspiring marketers and professionals exploring opportunities in online education. 

Q1: What has been your educational journey and how has it influenced your career? 

I pursued my mechanical engineering degree from Mangalore University between 1993 and 1997. After graduating, I worked for a year at Kirloskar, which introduced me to the professional world. However, I wanted to expand my horizons, so I joined TAPMI for a PGDM degree. The MBA was a game-changer for me. It offered exposure to peers from diverse backgrounds, taught me the importance of teamwork through group projects, and significantly contributed to my personality development. Marketing became my specialization, aligning with my natural aptitude and interest in understanding consumer behavior, problem-solving, and communication. 

Q2: How did your MBA experience at TAPMI shape your professional outlook? 

The whole B-school experience at TAPMI was a game-changer for me, transforming my career and my approach to teamwork and problem-solving. TAPMI strongly emphasized team-building activities, such as case studies and group projects, which taught me how to collaborate effectively, manage tasks in a time-bound manner, and leverage individual strengths to achieve collective goals. These experiences prepared me to navigate complex professional environments with confidence and adaptability.

Group discussions were a highlight of my MBA experience at TAPMI, offering a platform to debate diverse perspectives on real-world business scenarios. These sessions honed my analytical and communication skills while exposing me to different ways of thinking, fostering a well-rounded perspective that has been invaluable in my marketing and leadership roles. Specializing in marketing further provided a solid foundation in consumer psychology, branding, and strategic planning. Coupled with TAPMI’s practical and immersive curriculum, this combination of technical knowledge, interpersonal skills, and a collaborative mindset prepared me to tackle real-world challenges with clarity and confidence, shaping my career and setting me up for long-term success. 

Q3: Could you elaborate on your early career at TVS Motors? What were your key learnings? 

At TVS Motors, I began as a management trainee in 2001 and quickly took on the role of brand manager for two-stroke motorcycles, despite the market’s decline. Collaborating with cross-functional teams, I developed pricing strategies and explored consumer needs, honing my skills in data-driven decision-making and teamwork. Transitioning to a sales role, I worked across regions like Eastern India and Madhya Pradesh, gaining firsthand experience in market dynamics and strengthening my ability to align product strategies with customer expectations. 

In my sales role, engaging directly with dealerships and customers provided valuable insights into the preferences of two-stroke motorcycle users, including working-class individuals, small business owners, and young riders. Customers valued affordability, reliability, and low-maintenance bikes with good fuel efficiency and durability. These insights allowed me to tailor product and pricing strategies, such as introducing financing options and offers, to better meet customer needs and sustain volumes in a challenging market. 

Q4: What inspired your transition from the automotive to the media industry? 

After years in the automotive sector, I was keen to explore an industry that was more dynamic and creative. The private FM radio industry, Radio Mirchi, which was relatively new at the time, presented an exciting opportunity. In 2007, I joined as a station head in Bangalore, where I was tasked with driving sales in a nascent radio advertising market. It was a steep learning curve. We had to think outside the box to meet targets, and one of our most innovative solutions was bundling on-ground activations with airtime to attract advertisers. Later, I moved to Walt Disney’s television channels in Bangalore, Karnataka, where I focused on business development. These roles taught me how to navigate fast-paced environments and deliver impactful results. 

Q5: What led you to your current role at Online Manipal, and how is it different from your past experiences? 

After a brief entrepreneurial stint in sports, I realized that I wanted to channel my skills and experiences into a sector where I could make a significant and tangible impact on people’s lives. Education has always been a transformative force, and the edtech industry offers a unique opportunity to bridge gaps in accessibility and quality of education. This realization led me to Online Manipal, where I now serve as the Head of Marketing. 

At Online Manipal, my role is both challenging and rewarding, requiring a full-funnel marketing approach in a digital-first edtech environment. I focus on enhancing the student experience by creating impactful campaigns, driving referrals through a fulfilling journey, and optimizing acquisition costs with data-driven insights and innovative strategies. This ensures sustainable growth while building trust and loyalty among learners. What makes this role unique is its mission-driven focus—unlike industries like media or automotive, edtech empowers learners globally with accessible, high-quality education. Being part of a team that transforms careers and shapes futures brings an unmatched sense of purpose and fulfillment, making every effort deeply impactful. 

Q6: How do you view online MBA programs in today’s professional landscape? 

Online MBA programs have become essential in today’s professional landscape, especially for working professionals seeking to upskill without pausing their careers. These programs offer flexibility, enabling learners to balance their personal and professional commitments while accessing high-quality learning materials, interacting with experienced faculty, and gaining diverse perspectives from peers—all from the comfort of their location. Additionally, online MBAs empower learners to apply new knowledge directly to real-world challenges, making education both practical and impactful. 

However, replicating the peer interaction and networking opportunities of traditional MBAs remains a challenge. At Online Manipal, we address this by fostering vibrant online communities and interactive platforms through virtual meetups, group projects, and discussion forums. These initiatives ensure learners can build meaningful professional networks and enjoy a holistic MBA experience comparable to traditional programs. 

Q7: What skills do you believe are crucial for marketers in the digital-first world? 

In the digital-first world, adaptability is paramount. Marketers must stay updated with emerging trends and tools, whether it’s leveraging AI in campaigns or understanding the nuances of data analytics. Strong storytelling skills are also vital—crafting narratives that resonate with your audience can make all the difference. Additionally, having a customer-centric approach and focusing on the overall user experience is key to driving loyalty and referrals. Lastly, soft skills like teamwork, communication, and stakeholder management remain as important as ever in achieving long-term success. 

Q8: What have been the most rewarding and challenging moments in your career so far? 

The most rewarding moments are when my work has a direct, positive impact on people, like empowering learners through Online Manipal. It’s fulfilling to see how our efforts help students and professionals achieve their career goals. The challenges, on the other hand, have often involved navigating rapidly changing markets, like introducing innovative solutions in the budding FM radio industry or managing acquisition costs in a highly competitive edtech space. Each challenge, however, has been a learning opportunity that has helped me grow as a marketer and leader. 

Q9: Based on your career journey, what advice would you give to aspiring marketers? 

Marketing is an ever-evolving field, and to succeed, you must strike a balance between specialization and a broad understanding of business. Identify a niche area, such as digital marketing, analytics, or brand strategy, and master it. Simultaneously, ensure you have a strong grasp of other business functions like finance and operations, as marketing doesn’t exist in a vacuum. Creativity, strategic thinking, and empathy for your audience are essential skills. Lastly, focus on delivering measurable business impact, and cultivate patience—great marketing results often take time to materialize. 

Q10: If not marketing, is there another profession you think you could have excelled in? 

If not for marketing, I believe I could have done quite well in finance. Looking back, if I had worked a bit more on my mathematical skills, I feel I could have built a strong career in the field. Finance intrigues me because of its analytical nature and the critical role it plays in driving business decisions. It requires precision, strategic thinking, and a deep understanding of numbers—all of which I find fascinating. While I chose marketing because it came more naturally to me, I have immense respect for the financial domain. 

Kiran’s journey exemplifies the power of adaptability, purpose-driven leadership, and continuous learning in navigating diverse industries and roles. His insights offer invaluable guidance for aspiring marketers and professionals exploring the evolving edtech landscape. To connect with Kiran and learn more about his professional experiences, visit his LinkedIn profile.