Mid Funnel Marketing Manager

About the RoleWe are looking for a strategic and execution-focused Mid-Funnel Marketing Manager to design and run campaigns that nurture prospective students and parents through the admissions journey at upGrad School of Technology (uGSOT) . This role is critical in bridging performance marketing and admissions, ensuring that leads generated at the top of the funnel are educated, engaged, and motivated to move towards application, test-taking, and enrollment. A core part of this role is Customer Lifecycle Management (CLM) - designing and executing engagement strategies that guide students smoothly across every stage of the funnel.Important:Interested and eligible candidates are requested to submit their application through the Google Form link provided .Application link: ResponsibilitiesCustomer Lifecycle Management (CLM)Map and manage the entire student-parent journey across funnel stages (lead → application → test → interview → offer → enrollment).Build stage-specific communication journeys (emails, WhatsApp, SMS, webinars, FAQs) tailored to different audience segments.Monitor lifecycle health metrics (stage-to-stage conversions, drop-offs, engagement levels).Design and execute interventions to reduce drop-offs and accelerate movement through the funnel.Collaborate with admissions to integrate real-time objections and FAQs into lifecycle communication.Funnel Nurturing & CampaignsCreate mid-funnel campaigns that build trust and move families from awareness to consideration.Build trust-building assets (student stories, parent testimonials, video explainers, brochures).Ensure communication is empathetic, personalized, and relevant to each decision stage.Content & MessagingWork with content and design teams to craft messaging for different audiences (students vs. parents, JEE aspirants vs. non-JEE).Maintain consistent brand voice while adapting tone to address concerns.Support webinars, Q&As, and explainer content that strengthen decision-making.Channel ManagementOwn CRM-driven communications across email, WhatsApp, SMS.Plan and execute webinars and engagement events to nurture families.Partner with influencer and partnerships teams for storytelling amplification.Data & OptimizationTrack key mid-funnel metrics: open/click rates, webinar participation, lead-to-application conversions, offer acceptance.Run experiments (A/B tests, message sequencing, creative formats) to optimize funnel performance.Share insights with leadership to refine strategies and improve ROI.Collaboration & LeadershipWork closely with performance marketing (top-of-funnel) and admissions (bottom-of-funnel) to ensure smooth handoffs.Manage external vendors/agencies for campaign execution.Mentor junior marketers on CLM best practices.Requirements3-4 years of experience in marketing, CRM, or lifecycle management , ideally in edtech, consumer internet, or subscription businesses.Strong expertise in CLM and CRM tools (CleverTap, WebEngage, MoEngage, LeadSquared, etc.).Ability to design and execute automated lifecycle journeys.Analytical mindset with experience in funnel analysis and A/B testing.Strong communication and stakeholder management skills.Empathy-driven approach to balance persuasion and trust in communication.What Success Looks LikeImproved stage-to-stage conversion across the funnel (lead → application → test → offer → enrollment).Reduced mid-funnel drop-offs through timely lifecycle interventions.High engagement rates on CLM campaigns (open, click, participation).Seamless alignment between marketing, admissions, and content teams.CLM-driven strategies contributing significantly to admissions conversions.This role is ideal for someone who thrives at the intersection of lifecycle strategy, CRM automation, and storytelling — building a seamless, empathetic admissions journey for both students and parents.