About Masai
Masai is one of India's leading outcome-driven career schools. Alongside our own programs, we run certificate and executive programs in partnership with institutions like the IIMs, IITs and BITSoM — across analytics, AI/ML, management and emerging tech.
Our growth runs on two engines: paid performance marketing and creator-led acquisition. This role sits at the intersection of both and is measured on what they deliver.
Role Overview
This is a growth role with a number attached to it.
You will run acquisition campaigns end to end - plan the budget, pick the channels and creators, ship the campaigns, read the data, and reallocate spend toward whatever is working. You'll own CPL, CAC and conversations for the programs assigned to you, and you'll be expected to explain movement in those numbers without being asked twice.
You should have a working network of agencies, creators and talent managers you can pick up the phone and activate.
Over the next 6–12 months, this role will grow into managing a team of 2–3 people.
If your instinct on a dashboard is to look for the story behind the drop rather than the drop itself, you'll do well here.
Key Responsibilities1. Performance Marketing
- Assist the performance marketing team with sourcing UGC creatives, influencer videos, and track paid acquisition campaigns across Meta, Google, YouTube and other performance channels.
- Own creative budget allocation and pacing across programs - decide where the next rupee goes and be able to defend the decision.
- Drive down CPL and CAC while protecting lead quality - volume at the cost of quality is not a win here.
- Work closely with the content and design teams on creative briefs, iterations and refresh cycles.
- Influencer & Creator-Led Growth
- Identify, evaluate and onboard creators across niches, tiers and languages, matching creator audience to program fit.
- Negotiate commercials, deliverables, timelines and usage/ad rights; manage the relationship through the full campaign cycle.
- Work with the content team on briefs and scripts, and hold the quality bar on what goes live.
- Track creator performance down to the individual creative — views, clicks, leads, bookings, cost per booking — and build a tiering view of who to scale, who to retain, and who to retire.
- Repurpose high-performing creator content into paid creatives to extend the life and reach of every activation.
- Data, Analytics & Decision-Making
- Build and maintain reporting on campaign and channel performance.
- Analyse the full funnel impressions and identify exactly where drop-off is happening and why.
- Use GA4, Meta Ads Manager, Google Ads and Excel/Google Sheets to pull your own data.
- Turn analysis into decisions: budget shifts, channel pivots, narrative changes, funnel fixes. Insight that doesn't change an action isn't useful to us.
- Report performance to leadership with a clear point of view
- New Channels & Growth Experiments
- Identify and test new acquisition channels and growth levers beyond the current mix.
- Design experiments with a clear hypothesis, budget cap and success metric; document what you learn either way.
- Spot market saturation and channel fatigue early, and lead the pivot before performance falls off.
- Cross-functional Collaboration
- Partner with Content, Design, Product, Admissions and Counselling to keep the message consistent from ad to landing page to counselling call.
- Coordinate with agencies, talent managers and external partners on delivery and accountability.
- Share campaign learnings back into the wider marketing team so wins compound.
- Team Leadership
- Start as a strong individual contributor with full ownership of your programs.
- Grow into hiring, onboarding and managing a team of 2–3 marketers.
- Build and document processes for campaign setup, reporting, creator onboarding and QA so the function scales beyond you.
Required Skills
- 3–4 years of full-time experience in performance, growth marketing or influencer marketing, in a corporate/in-house or agency setup. Freelance or independent consulting experience will not be counted toward this requirement.
- Demonstrated experience with influencer/creator marketing and other growth channels.
- An existing, active network of creators, agencies and talent managers you can activate quickly.
- Strong command of marketing metrics — CPL, CTR, CPM, CPC, CAC, ROAS, conversion rate — and what actually moves each of them.
- Strong analytical ability: comfortable in Excel/Google Sheets, GA4 and platform dashboards, and confident reading data and making decisions from it.
- Sound business judgement — you can connect a campaign decision to a business outcome and change course when the business needs it.
- Strong negotiation and stakeholder management skills, internally and with external partners.
- Clear written and verbal communication; able to present numbers and reasoning to leadership.
- Fluent in English; working comfort with Hindi is an advantage given our creator and audience mix.
Preferred Qualifications
- Experience in EdTech, D2C, consumer internet or SaaS.
- Experience marketing high-consideration or high-ticket products with a counselling-led or sales-assisted funnel.
- Prior experience mentoring or managing junior marketers.
- Understanding of CRO and landing page optimisation.
Success Metrics
Primary
- CPL and CAC for the programs you own.
- Lead quality and downstream conversion to bookings and enrolments.
- Budget efficiency — output delivered per rupee spent, and accuracy of spend pacing.
- Performance of creator activations you source and run.
Secondary
- Number and quality of new creators, agencies and channels brought in.
- Velocity and hit rate of growth experiments.
- Quality and reliability of reporting used by leadership.
- Ramp-up and output of the team members you eventually manage.
Why Join Masai
- Own real acquisition budget behind certificate and degree programs built with the IIMs, IITs and BITSoM as well as Masai label programs.
- Work across both paid performance and creator-led growth instead of being boxed into one channel.
- Fast feedback loops — you'll see the impact of a decision within days, not quarters.
- Build and lead your own team as the function scales.
- Direct exposure to leadership and to decisions that shape how the business grows.
Skills: cac,leadership,influencer,marketing manager
