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 AAFT's 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 AAFT's 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
