Influencer Marketing Specialist

We are looking for a Growth Marketing – Influencer & CRM Manager who can operate at the intersection of acquisition, retention, and conversion. The role involves building scalable influencer-led acquisition channels while ensuring that leads generated through marketing are consistently nurtured towards applications and admissions.

This is a hands-on role for someone who enjoys working across channels, data, and execution rather than operating within a single marketing silo.

Key Responsibilities

1. Influencer Marketing & Creator-led Growth

• Own the influencer/creator marketing funnel end-to-end, from identifying relevant creators to outreach, negotiation, briefing, execution, and performance tracking.
• Build and maintain a network of education, JEE, engineering, student-life, career, and technology-focused creators.
• Identify creators based on audience relevance, engagement, content quality, and potential to drive qualified leads rather than relying purely on follower count.
• Develop creator briefs, campaign hooks, content requirements, and CTAs aligned with Mirai's acquisition objectives.
• Track creator-level performance across reach, engagement, leads, applications, paid applications, and CAC/CPA.
• Maintain a structured database of creators, commercials, deliverables, performance history, and relationship status.
• Work with content and creative teams to ensure creator content aligns with Mirai's brand and messaging.
• Identify high-performing creators and develop long-term relationships and ambassador models.
• Continuously experiment with new creator formats, platforms, communities, and acquisition partnerships.

2. CRM, Retention & Lead Nurturing

• Own the lead-to-application and application-to-admission nurture funnel across WhatsApp, SMS, email, and other relevant channels.
• Build structured communication journeys for different lead cohorts based on source, intent, application stage, engagement, and eligibility.
• Develop automated and manual WhatsApp/SMS journeys for:
• New lead nurturing.
• Application-intent leads.
• Unpaid application recovery.
• MAINS/application reminders.
• Missed-slot and rescheduling journeys.
• Interview/PI reminders.
• Application completion.
• Seat-booking nudges.
• Dormant/win-back cohorts.
• Referral and advocacy journeys.
• Create multi-step nurture journeys rather than one-off broadcasts, with clear messaging, timing, and CTAs at every stage.
• Continuously test messaging, hooks, timing, segmentation, and communication frequency to improve conversions.
• Work closely with the admissions/calling team to ensure marketing communication and human follow-ups complement each other.

3. Funnel Analytics & Conversion Optimisation

• Track the complete funnel: Lead → Qualified Lead → Application Intent → Paid Application → PI → Selection → Seat Booking.
• Identify major drop-offs and develop targeted interventions to improve conversion at each stage.
• Build cohort-level reporting to understand performance across:
• Lead source.
• Campaign.
• Influencer.
• Geography.
• Student profile.
• Funnel stage.
• Engagement level.
• Monitor key metrics such as lead-to-intent, intent-to-paid, paid-to-selection, CAC/CPA, and cohort conversion rates.
• Work with the performance marketing team to identify acquisition sources generating high-quality leads and those requiring optimisation.
• Translate data into actionable changes across campaigns, messaging, and funnel journeys.

4. Customer/Student Feedback Loop

• Establish a structured Voice of Student and feedback mechanism across the marketing and admissions funnel.
• Capture recurring questions, objections, concerns, and drop-off reasons from students and parents.
• Work with the admissions/counselling team to categorise and quantify common objections, including:
• Fees and financing.
• Campus/location.
• Degree recognition.
• Placements/career outcomes.
• Curriculum.
• AI/technology positioning.
• Hostel/lifestyle.
• Comparisons with other colleges.
• Convert these insights into actionable inputs for creatives, influencer briefs, landing pages, WhatsApp journeys, FAQs, and sales scripts.
• Maintain an organised repository of customer insights and regularly share learnings with Growth, Content, Admissions, and Product/Leadership teams.

5. CRM & Automation

• Work with CRM and marketing automation platforms to build and optimise lifecycle journeys.
• Manage segmentation, triggers, campaign logic, and communication workflows.
• Coordinate with internal Tech/Product teams and external CRM/automation partners to implement required journeys.
• Maintain campaign hygiene, audience lists, tagging, and funnel tracking.
• Identify opportunities to automate repetitive follow-ups without compromising the student experience.

6. Cross-functional Growth

• Work closely with Performance Marketing, Content, Creative, Admissions, and Counselling teams.
• Ensure acquisition campaigns have corresponding nurture journeys in place before launch.
• Share downstream conversion data with acquisition teams to improve lead quality.
• Collaborate with the Content team to convert recurring student questions and objections into relevant content.
• Support broader growth experiments across communities, referrals, partnerships, and emerging acquisition channels.

What We're Looking For

• 3–6 years of experience in Growth Marketing, CRM, Lifecycle Marketing, Influencer Marketing, D2C Growth, EdTech, or a similar high-growth environment.
• Strong understanding of lead nurturing, lifecycle marketing, and conversion funnels.
• Hands-on experience with WhatsApp marketing, SMS, email, or CRM-led communication.
• Experience managing influencer/creator campaigns from outreach to performance measurement.
• Strong analytical mindset with the ability to move beyond vanity metrics and connect marketing activities to revenue and conversions.
• Comfortable working with spreadsheets, dashboards, CRM platforms, and campaign analytics.
• Strong copywriting and communication skills, particularly in writing effective WhatsApp/SMS/CRM communication.
• Ability to understand customer objections and translate qualitative feedback into marketing actions.
• Strong project management and stakeholder coordination skills.
• Comfortable working in a fast-paced environment where the role spans strategy, execution, and analysis.