Product Marketing Manager

Key Responsibilities

Brand & Product Positioning

• Define and execute brand messaging and programme positioning for each AAFT school, tailoring value propositions to diverse learner personas.
• Map and articulate

  Points of Parity (POPs)

  and

  Points of Difference (PODs)

  for AAFT’s programmes vs. competitors.
• Create and maintain

  feature comparison tables

  for use across landing pages, brochures, and sales collaterals.

Competition Analysis

• Conduct detailed competitor benchmarking across each vertical (e.g., Whistling Woods for Cinema, Pearl Academy for Fashion, etc.)
• Extract insights around pricing, curriculum, placements, and faculty to refine AAFT’s communication strategy.

Call Quality & Sales Support

• Regularly

  listen to counsellor calls

  to capture common objections, learner queries, and missed pitch opportunities.
• Work closely with Admissions to

  train sales teams

  on how to pitch better—using programme USPs, competitive differentiation, and trust-building content.
• Provide battlecards, talking points, rebuttal scripts, and updated decks to enhance sales effectiveness.

Conversion Rate Optimisation (CRO)

• Use

  heatmaps, scroll tracking, and A/B testing tools

  (e.g., Hotjar, VWO, Microsoft Clarity) to identify and eliminate friction on programme pages.
• Drive constant landing page improvements across headlines, CTAs, testimonials, visuals, and form placement to boost conversion rates.

Performance Marketing Alignment

• Collaborate with paid media teams to create effective ad hooks, creatives, and funnel-stage-specific copy.

• Ensure all ad creatives and copies for diploma and degree batches are delivered well in advance

  of campaign launch timelines.
• Analyse performance creative metrics (CTR, CVR, etc.) to evolve winning content styles and messaging themes.

Collateral Development & Campaign GTM

• Lead the development of brochures, landing pages, prospectuses, FAQs, and alumni/faculty reels aligned with each programme.
• Plan and execute go-to-market strategies for new launches, masterclasses, industry events, and application windows.
• Ensure communication consistency across touchpoints (website, ads, emails, WhatsApp, ORM, etc.)

Cross-functional Collaboration

• Act as a bridge between Product, Academic, Tech, Creative, Admissions, and Performance Marketing teams.
• Drive project management rigour using tools like Notion, Asana, or Trello to deliver sprint-wise outputs.
• Mentor junior marketing team members to deliver on briefs, timelines, and quality standards.

Requirements

• 6–9 years in product marketing or category management roles in ed-tech, SaaS
• Expertise in storytelling, creative briefing, and performance campaign alignment
• Experience with

  CRO tools and A/B testing frameworks

• Strong understanding of

  digital funnels, lead nurturing, and full-funnel messaging

• Excellent project management and stakeholder coordination skills
• Comfortable conducting

  call audits, writing sales enablement tools

  , and guiding ad creatives