Product Marketing Manager

2 days ago

Gurgaon, India NIIT Limited Full time

Key Responsibilities1. Product Marketing & GTM- Lead go-to-market strategy for new programs, product features, and AI-powered journeys across NIIT Digital & BFSI.- Define and communicate product positioning, value proposition, and messaging that resonates with target segments.- Collaborate with Product, Design, and Sales to ensure consistent narrative across landing pages, lead journeys, and CRM.- Drive adoption and engagement metrics for launched features or courses, tying them to business outcomes.2. Performance Marketing & Funnel Efficiency- Partner with the Performance Marketing team to lower CAC while improving lead quality and conversion.- Identify and plug funnel drop-offs using behavioral data and CRO tactics (A/B testing, heatmaps, user session insights).- Align marketing campaigns with product flows to create a seamless top-to-bottom funnel experience.- Define attribution frameworks and ensure clean data capture across platforms (GA4, Meritto, Power Bi, etc.).3. SEO, AEO & Organic Growth- Own organic growth strategy with focus on both Search Engine Optimization and Answer Engine Optimization (AEO) for AI-driven platforms like ChatGPT, Gemini, and Perplexity.- Build topical authority across priority domains (AI, Data Science, Digital Marketing, BFSI, etc.).- Improve discoverability, click-through, and engagement through structured content, schema, and conversational SEO.- Monitor keyword rankings, content performance, and intent coverage to fuel sustained organic growth.4. Mid-Funnel & Product Experimentation- Lead mid-funnel optimization initiatives, from landing pages and program detail pages to lead nurturing journeys.- Partner with Tech and Product teams to test new UI flows, onboarding logic, and contextual nudges that improve conversion.- Translate marketing insights into product hypotheses and validate through experiments.- Leverage AI tools to personalize user journeys and content recommendations based on behavior and intent.5. Project Management & Cross-Functional Alignment- Manage end-to-end project timelines across GTM, website changes, and marketing-product integration.- Collaborate with internal and external teams (Performance, SEO, Tech, Creative, Product) to ensure timely delivery.- Build structured documentation, from Gantt charts to post-launch reports, for visibility and accountability.- Drive alignment through regular reviews on funnel performance, AI experimentation, and lead quality outcomes.Qualifications- 5–10 years of experience in Product Marketing / Growth / Performance / Product Management, preferably in EdTech or SaaS.- Proven record of driving CAC reduction, V2L improvement, and mid-funnel performance uplift.- Deep understanding of SEO + AEO, conversion funnels, and AI-driven personalization.- Strong data skills , comfort with GA4, Data Studio, Looker, Search Atlas, or equivalent analytics stacks.- Experience with CRM and automation tools (e.g., Meritto, HubSpot, WebEngage).- Excellent storytelling and cross-functional communication skills.- Ability to translate product capabilities into compelling narratives and measurable growth outcomes.Key Success Metrics- Reduction in CAC / MCAC across digital funnels.- Increase in Visit-to-Lead (V2L) and Lead-to-Enrollment conversion.- Improvement in mid-funnel engagement (landing → lead → intent).- Growth in organic and AEO traffic share.

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