21K School
Website:
21kschool.com
Job details:
Job Description & Person Specification
Role: Growth Marketer
Location: Bangalore, India
Employment Type: Full-Time
Mode: Onsite
Experience: 4–8 Years
About 21K School:
21K School is India’s first online school, delivering world-class, personalised education to learners across 70+ countries. We serve thousands of learners globally through a fully online schooling model designed around flexibility, quality teaching, and modern pedagogy.
At 21K School, we are committed to making quality education accessible, learner-centric, and future-ready through the integration of academics, technology, and innovation. As we continue to scale internationally, driving learner acquisition, admissions growth, brand visibility, and market expansion remains a key strategic priority for the organization.
About the Role:
The Growth Marketer will play a critical role in accelerating 21K School’s global growth journey by driving learner acquisition, admissions growth, market expansion, and digital brand visibility across key international markets including the GCC region (UAE, KSA, Qatar, Kuwait, Oman, Bahrain, and Jordan), along with ANZ, East Asia, and Africa.
This is a high-impact, growth-focused role requiring a strong understanding of Go-To-Market (GTM) strategy, community-led growth, performance marketing, lead generation, drip marketing, inside sales alignment, SEO, content-led growth, and full-funnel optimization. The role demands both strategic thinking and hands-on execution to build scalable growth engines that directly contribute to business growth and enrolments.
The ideal candidate should possess strong analytical and problem-solving capabilities, a data-driven mindset, and prior experience working within the EdTech ecosystem across international markets. A deep understanding of parent decision-making journeys, learner acquisition funnels, community engagement, and high-consideration consumer behaviour is essential for success in this role.
Key Responsibilities
1. Growth Strategy & Market Expansion
- Develop and execute scalable growth strategies to drive learner acquisition, admissions, and revenue growth across priority international markets.
- Build and optimize GTM plans for new programs, campaigns, geographies, and learner segments.
- Identify high-impact growth opportunities across community, referral, organic, content, partnership, and paid channels.
- Build and drive community-led growth initiatives across parent, learner, and school communities to strengthen brand trust, engagement, referrals, and admissions growth.
- Drive business growth initiatives aligned with organizational objectives and expansion plans.
2. Performance Marketing & Demand Generation
- Plan, execute, and optimize high-performing campaigns across Google, Meta, TikTok, YouTube, and other relevant digital platforms.
- Drive lead generation, conversion optimization, and admissions-focused marketing initiatives.
- Monitor and optimize campaign performance metrics including CAC, CPL, ROAS, conversion rates, and lead quality.
- Continuously improve marketing efficiency through experimentation, audience optimization, and A/B testing.
3. Drip Marketing, Funnel Optimization & Inside Sales Alignment
- Design and manage drip marketing journeys across CRM, email, WhatsApp, and marketing automation platforms.
- Build personalized communication journeys to improve engagement, lead nurturing, and admissions conversions.
- Work closely with inside sales, admissions, and counselling teams to strengthen funnel movement, lead quality, and conversion effectiveness.
- Develop strategies aligned with parent and learner decision-making journeys.
4. Content, SEO & YouTube Growth
- Drive content-led growth initiatives through blogs, landing pages, YouTube, and SEO-focused content strategies.
- Collaborate with content, creative, and academic teams to create engaging and conversion-oriented content for global audiences.
- Improve organic visibility, keyword rankings, website traffic, and audience engagement through SEO best practices.
- Build scalable organic acquisition strategies through YouTube growth and content marketing.
5. Analytics, Experimentation & Growth Optimization
- Analyze campaign, funnel, and user behavior data to identify actionable growth opportunities.
- Build dashboards and reports to track growth performance, campaign effectiveness, and business impact.
- Conduct regular experiments and optimization initiatives to improve acquisition, engagement, and conversion metrics.
- Drive data-backed decision-making across marketing and growth initiatives.
Selection Criteria
A. Experience
- 4–8 years of experience in Growth Marketing, Performance Marketing, or Digital Marketing roles.
- Mandatory experience driving growth initiatives within the EdTech industry across international markets, with strong preference for exposure to GCC markets (UAE, KSA, Qatar, Kuwait, Oman, Bahrain, and Jordan), along with ANZ, East Asia, or Africa.
- Proven track record of driving user acquisition, admissions growth, and scalable digital growth initiatives.
B. Must Have
- Strong understanding of GTM strategy and full-funnel growth marketing.
- Hands-on expertise in Google Ads, Meta Ads, TikTok Marketing, YouTube growth strategies, and marketing automation tools.
- Hands-on experience in community-led growth, engagement-led acquisition, and referral-driven growth initiatives.
- Experience in drip marketing, lead nurturing, and inside sales/admissions alignment.
- Strong knowledge of SEO, content marketing, and performance-driven communication strategies.
- Experience managing parent/learner acquisition funnels and high-consideration buyer journeys.
- Strong analytical mindset with experience in campaign tracking, funnel analysis, and performance optimization.
- Ability to independently drive growth initiatives from strategy through execution and optimization.
- Strong ownership mindset with ability to thrive in a fast-paced, high-growth environment.
- This role requires regular overlap with GCC market working hours, including late-evening collaboration and engagement as per business requirements. So, availability during the required time zones/working hours is a pre-requisite.
C. Good to Have
- Experience working with CRM and marketing automation platforms.
- Exposure to learner acquisition and market expansion strategies across GCC, ANZ, East Asia, or Africa.
- Familiarity with EdTech admissions funnels, lifecycle marketing, parent/community engagement models, and referral-led growth initiatives.
- Understanding of branding, storytelling, and digital audience engagement strategies.
D. Preferred Candidate Profile
- Growth-oriented and highly execution-driven mindset
- Strong business acumen with focus on measurable growth outcomes
- Data-driven decision maker with creative problem-solving capabilities
- Comfortable working in dynamic and evolving environments
- Passion for education, digital learning, and scaling impact-driven products
- Ability to balance strategic thinking with hands-on execution
What Success Looks Like
- Increased learner acquisition and admissions conversions across priority international markets
- Strong growth in qualified lead generation and funnel efficiency
- Improved campaign ROI, CAC, and conversion metrics
- Growth in organic traffic, SEO rankings, and YouTube engagement
- Strong community engagement and referral-driven learner acquisition
- Scalable and measurable marketing initiatives with clear business impact
- Increased global brand visibility and digital engagement
Key Performance Indicators (KPIs)
- Learner acquisition and admissions growth
- Lead generation and funnel conversion metrics
- CAC, CPL, ROAS, and campaign ROI
- Organic traffic growth and SEO performance
- YouTube and content engagement metrics
- Effectiveness of drip campaigns and lead nurturing journeys
- International market growth and expansion performance
- Community engagement and referral growth metrics
- Overall contribution to revenue and business growth
Click on Apply to know more.