Product Marketing Manager

Key Responsibilities

1. Product Marketing & GTM

• Lead go-to-market strategy for new programs, product features, and AI-powered journeys across NIIT Digital & BFSI.
• Define and communicate product positioning, value proposition, and messaging that resonates with target segments.
• Collaborate with Product, Design, and Sales to ensure consistent narrative across landing pages, lead journeys, and CRM.
• Drive adoption and engagement metrics for launched features or courses, tying them to business outcomes.

2. Performance Marketing & Funnel Efficiency

• Partner with the Performance Marketing team to lower CAC while improving lead quality and conversion.
• Identify and plug funnel drop-offs using behavioral data and CRO tactics (A/B testing, heatmaps, user session insights).
• Align marketing campaigns with product flows to create a seamless top-to-bottom funnel experience.
• Define attribution frameworks and ensure clean data capture across platforms (GA4, Meritto, Power Bi, etc.).

3. SEO, AEO & Organic Growth

• Own organic growth strategy with focus on both Search Engine Optimization and Answer Engine Optimization (AEO) for AI-driven platforms like ChatGPT, Gemini, and Perplexity.
• Build topical authority across priority domains (AI, Data Science, Digital Marketing, BFSI, etc.).
• Improve discoverability, click-through, and engagement through structured content, schema, and conversational SEO.
• Monitor keyword rankings, content performance, and intent coverage to fuel sustained organic growth.

4. Mid-Funnel & Product Experimentation

• Lead mid-funnel optimization initiatives, from landing pages and program detail pages to lead nurturing journeys.
• Partner with Tech and Product teams to test new UI flows, onboarding logic, and contextual nudges that improve conversion.
• Translate marketing insights into product hypotheses and validate through experiments.
• Leverage AI tools to personalize user journeys and content recommendations based on behavior and intent.

5. Project Management & Cross-Functional Alignment

• Manage end-to-end project timelines across GTM, website changes, and marketing-product integration.
• Collaborate with internal and external teams (Performance, SEO, Tech, Creative, Product) to ensure timely delivery.
• Build structured documentation, from Gantt charts to post-launch reports, for visibility and accountability.
• Drive alignment through regular reviews on funnel performance, AI experimentation, and lead quality outcomes.

Qualifications

• 5–10 years of experience in Product Marketing / Growth / Performance / Product Management, preferably in EdTech or SaaS.
• Proven record of driving CAC reduction, V2L improvement, and mid-funnel performance uplift.
• Deep understanding of SEO + AEO, conversion funnels, and AI-driven personalization.
• Strong data skills , comfort with GA4, Data Studio, Looker, Search Atlas, or equivalent analytics stacks.
• Experience with CRM and automation tools (e.g., Meritto, HubSpot, WebEngage).
• Excellent storytelling and cross-functional communication skills.
• Ability to translate product capabilities into compelling narratives and measurable growth outcomes.

Key Success Metrics

• Reduction in CAC / MCAC across digital funnels.
• Increase in Visit-to-Lead (V2L) and Lead-to-Enrollment conversion.
• Improvement in mid-funnel engagement (landing → lead → intent).
• Growth in organic and AEO traffic share.