Mid-Funnel Marketing Manager

2 days ago

Bengaluru, Karnataka, India upGrad Full time ₹ 15,00,000 - ₹ 25,00,000 per year

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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