Product Marketing Manager

2 weeks ago

Noida, Uttar Pradesh, India AAFT Full time US$ 90,000 - US$ 1,20,000 per year

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 better—using 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

  • 6–9 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

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