D2C Growth Hacker - Ed Tech

Job Overview

We are looking for a data-obsessed, hands-on Growth Hacker & Performance Marketing Lead to build and scale our digital acquisition engine from the ground up. You will own the full learner journey—from top-of-funnel creative experiments across Meta and Google to high-converting landing pages, app installs, and paid workshop/cohort conversions. This role requires a blend of rapid experimentation, deep paid media mastery, funnel CRO (conversion rate optimization), and a genuine appreciation for content, storytelling, and culture-driven audiences.

The Pallikoodam

Location: Chennai, India (On-site / In-person)

Experience: 1.5 to 3 Years

Employment Type: Full-time

About The Pallikoodam

The Pallikoodam is a premier digital learning platform dedicated to performing arts like music, dance, and drama. We blend traditional art forms with structured modern pedagogy, enabling aspiring artists, hobbyists, and cultural enthusiasts worldwide to learn through structured curriculums.

Key Responsibilities

• Paid Acquisition (Web & App): Plan, execute, and optimize daily paid campaigns across Meta Ads (Instagram & Facebook) and Google Ads (YouTube, Search, PMax) to drive profitable enrollments for self-paced courses, live masterclasses, and cohort programs.

• Growth Hacking & Rapid Experimentation: Design and run continuous A/B tests across hooks, ad formats (reels, founder/mentor videos, student testimonials), landing pages, and price-point packaging (free masterclass vs. low-ticket workshop vs. high-ticket masterclasses).

• Full-Funnel CRO & Automation: Map and optimize the full learner journey—from ad click to WhatsApp/Email nurture sequences, final enrollment checkout.

• Audience Expansion & Global Targeting: Strategically test and scale acquisition across local/regional audiences ( South India) and the high-LTV Indian diaspora/NRI market (US, UK, Middle East, Singapore, Australia).

• Unit Economics & Analytics: Maintain real-time reporting tracking blended CAC, Channel CAC, ROAS, Learner LTV, funnel drop-offs, and refund/churn rates.

• Agency & Creator Collaboration: Guide internal content creators or external agencies on high-performing creative briefs, ensuring ads feel authentic to the performing arts rather than purely transactional.

Required Skills & Qualifications

• 1.5 to 3 years of hands-on, proven experience in scaling D2C brands, performance marketing, growth hacking, or digital acquisition within D2C, EdTech, Content/Media, or Subscription based businesses.

• Platform Mastery: Deep technical expertise in Meta Ads Manager, Google Ads (especially YouTube & Search), and analytics platforms (GA4, Mixpanel/CleverTap/AppsFlyer).

• Funnel Savvy: Strong understanding of lead-generation funnels, WhatsApp/Email marketing automation, and checkout landing page builders (WordPress, or custom LMS).

• Creative Sensitivity: Knack for spotting strong video hooks and translating creative performances into compelling short-form ad creatives.

• Analytical Problem-Solver: Comfortable working with raw data, attribution modeling, and translating numbers into immediate strategic experiments.

• Work Location: In-person at our Chennai office, Teynampet.