
Mid-Funnel Marketing Manager
1 day ago
Key Responsibilities
Customer 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 & Campaigns
Create 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 & Messaging
Work 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 Management
Own 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 & Optimization
Track 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 & Leadership
Work 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.
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