Market Strategy Manager

Product Marketing & Creative Lead (GTM + Conversion Focus)

Core Mandate

Lead the creative engine and product marketing strategy for Imarticus’s flagship programs and center-led initiatives ensuring every learner touchpoint (ads, landing pages, collaterals, events) is on-brand, conversion-focused, and impactful.

Product Marketing & GTM

• Define positioning, messaging, and launch playbooks for new programs and initiatives.
• Translate product features into learner-centric stories: outcomes, alumni success, faculty credibility.
• Lead program GTMs: from launch assets and videos to sales collaterals and PR hooks.
• Partner with product and program teams to spot differentiators and craft narratives.

Creative & Content Leadership

• Lead the internal creative squad (designer, video editor, copywriter) - ensuring briefs are sharp, timelines are respected, and outputs meet brand standards.
• Be the quality gatekeeper for all marketing assets: ads, videos, brochures, landing pages, event collaterals.
• Maintain a central asset library for sales and regional teams to access and reuse.
• Set up processes for creative production: briefing formats, review cycles, feedback loops, and version control.
• Drive a data-informed creative culture: link CTR, engagement, and conversion data back to creative decisions.

Mid-Funnel & Conversion Optimisation

• Own CTR and CVR uplift across paid creatives, video ads, and landing pages.
• Run structured A/B tests on messaging, design, and formats.
• Collaborate with performance team on TOFU -> MOFU handoff quality.
• Build persona-driven variations of messaging and creatives (student, working professional, career switcher).

Cross-Functional Coordination

• Work with sales to build playbooks, battle cards, and objection-handling decks.
• Coordinate with regional/center teams for on-ground activations and localised assets.
• Ensure alignment with program, product, and business owners so GTMs are cohesive.

Research & Insights

• Run competitor benchmarking on creative + positioning.
• Track learner feedback + counsellor inputs to refine content and collaterals.
• Use GA4, CRM, and campaign dashboards to track funnel performance.

Qualifications & Skills

• 3+ years in creative-led product marketing / campaign management.
• Strong creative sensibility (able to critique ads, videos, copy and push for better).
• Hands-on with mid-funnel optimisation (ad CTR, LP CVR).
• Excellent project management: juggling multiple briefs, deadlines, vendors.
• Effective communicator and stakeholder manager.

What Success Looks Like

• Creative team runs like a studio: predictable, high-quality, and on-time.
• Ad CTRs and LP CVRs improve within first 3–6 months through testing.
• GTM campaigns land with clarity, speed, and impact.
• Sales team adoption of collaterals increases.
• Brand output across ATL/BTL feels consistent and premium.