Key Responsibilities

Brand & Product Positioning

Define and execute brand messaging and programme positioning for each AAFT school, tailoring value propositions to diverse learner personas.
Map and articulate Points of Parity (POPs) and Points of Difference (PODs) for AAFTs programmes vs. competitors.
Create and maintain feature comparison tables for use across landing pages, brochures, and sales collaterals.

Competition Analysis

Conduct detailed competitor benchmarking across each vertical (e.g., Whistling Woods for Cinema, Pearl Academy for Fashion, etc.)
Extract insights around pricing, curriculum, placements, and faculty to refine AAFTs communication strategy.

Call Quality & Sales Support

Regularly listen to counsellor calls to capture common objections, learner queries, and missed pitch opportunities.
Work closely with Admissions to train sales teams on how to pitch betterusing programme USPs, competitive differentiation, and trust-building content.
Provide battlecards, talking points, rebuttal scripts, and updated decks to enhance sales effectiveness.

Conversion Rate Optimisation (CRO)

Use heatmaps, scroll tracking, and A/B testing tools (e.g., Hotjar, VWO, Microsoft Clarity) to identify and eliminate friction on programme pages.
Drive constant landing page improvements across headlines, CTAs, testimonials, visuals, and form placement to boost conversion rates.

Performance Marketing Alignment

Collaborate with paid media teams to create effective ad hooks, creatives, and funnel-stage-specific copy.
Ensure all ad creatives and copies for diploma and degree batches are delivered well in advance of campaign launch timelines.
Analyse performance creative metrics (CTR, CVR, etc.) to evolve winning content styles and messaging themes.

Collateral Development & Campaign GTM

Lead the development of brochures, landing pages, prospectuses, FAQs, and alumni/faculty reels aligned with each programme.
Plan and execute go-to-market strategies for new launches, masterclasses, industry events, and application windows.
Ensure communication consistency across touchpoints (website, ads, emails, WhatsApp, ORM, etc.)

Cross-functional Collaboration

Act as a bridge between Product, Academic, Tech, Creative, Admissions, and Performance Marketing teams.
Drive project management rigour using tools like Notion, Asana, or Trello to deliver sprint-wise outputs.
Mentor junior marketing team members to deliver on briefs, timelines, and quality standards.

Requirements

69 years in product marketing or category management roles in ed-tech, SaaS
Expertise in storytelling, creative briefing, and performance campaign alignment
Experience with CRO tools and A/B testing frameworks
Strong understanding of digital funnels, lead nurturing, and full-funnel messaging
Excellent project management and stakeholder coordination skills
Comfortable conducting call audits, writing sales enablement tools, and guiding ad creatives

Product Marketing Manager