Associate Director - Growth & Marketing - EdTech

Key Responsibilities:

1. Growth & Funnel Ownership

- Drive user growth across channels: SEO, paid marketing, affiliates, and partnerships

-Own and improve key funnel metrics: registrations - activation - paid conversion

- Identify and execute high-impact growth opportunities across exam categories

2. Conversion & Lifecycle Marketing

-Optimize user conversion through CRM channels (email, push, WhatsApp, SMS)

- Improve activation and engagement of users through data-driven interventions

- Work with tools like Clevertap (or similar) to build lifecycle journeys

3. Performance Marketing

- Oversee paid marketing (Google, Meta, etc.) with a strong focus on ROI

- Work with internal/external teams on creatives, targeting, and campaign scaling

4. Organic Growth (SEO & Content)

- Drive SEO-led growth through blogs and content strategy

- Identify scalable content opportunities aligned with exam demand cycles

5. Affiliate & Influencer Ecosystem

- Manage and scale affiliate channels (YouTube, Telegram, influencers)

- Build strong relationships and optimize partner performance

6. Cross-functional Collaboration

- Work closely with Category Team, Product to improve funnels and user experience

- Collaborate with Sales to improve lead quality and overall conversion

- Align with Content and Faculty teams for campaign execution

7. Data & Experimentation

- Build a strong experimentation culture across channels

- Analyze performance data to identify growth levers and bottlenecks

- Drive weekly and monthly reviews on key metrics

Key Requirements:

- 6-10 years of experience in growth/marketing roles (consumer internet / edtech preferred)

- Strong understanding of organic growth marketing, CRM/lifecycle marketing, and growth funnels

- Proven track record of driving measurable user growth and conversion

- High ownership mindset-someone who can operate with end-to-end responsibility

- Strong analytical thinking and comfort with data-driven decision making

- Ability to work in a fast-paced, execution-heavy environment

Good to Have:

- Experience in edtech or test prep

- Familiarity with Indian competitive exam ecosystem

- Experience managing multi-channel growth at scale