Associate Director - Growth Marketing - EdTech

Role Overview:

This is a zero-to-one leadership role with end-to-end ownership of GTM, positioning, acquisition, mid-funnel conversion, and marketing performance. You will lead the marketing team, work closely with Sales and Strategy, and partner directly with universities and faculty to take new programs from concept to a scalable enrolment engine. The role is ideal for a growth leader who can combine brand, performance, analytics, and commercial thinking - and is excited by the opportunity to build the playbook rather than inherit one.

Key Responsibilities:

GTM & Growth Strategy:

- Own the GTM strategy for new programs - from audience definition and positioning to channel strategy, launch plans, and growth targets.

- Build differentiated narratives and ensure consistency across campaigns, landing pages, content, masterclasses, and sales touchpoints.

- Identify new growth opportunities and turn them into scalable acquisition and enrolment programs.

- Own marketing budgets and make data-backed decisions on channel mix, investment, and prioritization.

Funnel & Performance:

- Own the marketing funnel from acquisition through mid-funnel conversion and enrolment.

- Drive performance across CPL, conversion, CAC, cost per enrolment, and payback.

- Partner closely with Sales to improve lead quality, follow-up, conversion, and overall funnel efficiency.

- Build a strong test-and-learn culture - quickly identify what works, eliminate what doesn't, and scale winning channels.

Leadership & Execution:

- Lead the marketing team across performance, brand, content, and campaigns.

- Set clear goals, operating rhythms, and performance standards across the function.

- Work closely with Sales, Strategy, Product, Content, and Analytics to drive integrated launches.

- Manage external agencies and partners where required.

- Work directly with senior leadership and own high-impact marketing decisions.

University Partnerships:

- Work directly with university partners and faculty to take programs to market.

- Collaborate with professors on program positioning, content, masterclasses, and marketing initiatives.

- Build strong institutional relationships while ensuring programs deliver against commercial goals.

What We're Looking For:

- 6 - 10 years of experience in growth marketing, marketing, GTM, or related roles.

- Strong experience across both performance and brand marketing.

- Proven experience building GTM strategies and launching products, programs, or channels from scratch.

- Strong understanding of marketing funnels, CAC, conversion, unit economics, and budget allocation.

- Experience working closely with Sales and owning shared business outcomes.

- Strong strategic and analytical ability, with a bias toward action and experimentation.

- Proven ability to build positioning and narratives that drive customer response.

- Experience leading and developing multidisciplinary marketing teams.

- Strong stakeholder management skills, with the ability to operate effectively with senior leadership.

- Experience in edtech, consumer internet, or other high-consideration / high-ticket businesses is preferred.

- Willingness to work from the Gurugram office.

Good to Have:

- Experience with university partnerships or B2B2C business models.

- Experience working with faculty or academic institutions.

- Experience managing agencies across performance, content, creative, SEO, or brand.

- Experience building a growth or marketing function from zero.

Why Should You Apply?:

- Build from zero: Create the GTM and growth playbook for a new portfolio of university-affiliated programs.

- Own the function: Lead the marketing team across brand, performance, content, and campaigns.

- Own the numbers: Directly influence acquisition, conversion, CAC, and enrolment outcomes.

- Work at leadership level: Partner closely with the CMO and senior leadership on strategic growth decisions.

- Build at scale: Work with leading universities and faculty to take new programs from launch to repeatable growth.