Category Marketing Head

PW (PhysicsWallah) is a student’s lifelong learning partner that is democratizing education at scale in India, with a presence spanning online, offline, and hybrid modes, reaching 98% of India’s pin codes. PW has more than 10 million paid students on the PW app. PW also provides quality education to more than 36 million students through its 80 YouTube channels in 8 vernacular languages

About the role:-

• Ability to design and execute both inorganic (paid: YouTube, Meta, Google, affiliates) and organic (SEO, content, influencers, WhatsApp CLM) funnels.

• Understand cohort analysis, attribution models, and ROAS tracking.

• Track record of improving visit-to-demo and demo-to-master conversion rates. Demo booking on marketing landing pages.

• Can deep dive into parent persona (Tier 2/3, Gulf, NRI, etc.) and map buying journeys.

• Experience running storytelling campaigns, influencers, parent-led content, YouTube shows, and SEO content farms.

• Can align Product, Sales, Mentors, Design, CLM, and Tech around a category P&L.

• Experience in building and leading a 5–10 member category/marketing team.

• Should bring a structured A/B testing playbook for ad creatives, pricing pages, WhatsApp CLM flows, demo reminders, and referral nudges.

• Knows how to rebalance spending across channels quickly (e.g., shifting from YouTube to Affiliates if CPL spikes)

• Must be a hustler who can fit into a startup (like CuriousJr within PW)