Senior 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