GoToUniversity
Website:
gotouniversity.com
Job details:
Organic Growth & Digital Marketing Manager
Location: Mumbai
Experience: 2+ years; 3+ years preferred
About GoToUniversity
GoToUniversity is a global ed-tech platform helping students discover universities, explore careers, prepare for admissions and get into their dream universities worldwide.
We are building a strong digital presence across international markets and are looking for someone who can own and grow our organic acquisition engine across Search, Social Media and AI-powered search platforms.
The Role
We are looking for a mature, highly driven and hands-on growth marketer who can combine strategy with execution.
This is not a content-posting or social media management role.
You will be responsible for building our organic growth strategy, creating and distributing content, improving SEO, increasing our visibility across AI search platforms such as ChatGPT and Perplexity, and most importantly, turning organic visibility into qualified traffic, leads and sales.
You will have significant ownership and will be expected to identify opportunities, test ideas, execute campaigns, analyze results and continuously improve what works.
What You'll Own1. Organic Growth Strategy
- Develop and execute GoToUniversity's overall organic growth strategy across SEO, social media, content and AI search.
- Identify opportunities to increase qualified traffic, enquiries and conversions.
- Build content and growth strategies around students, parents, universities, admissions and career exploration.
- Research competitors and identify content, keyword, social and distribution opportunities.
- Develop strategies that build long-term organic acquisition rather than relying only on paid advertising.
2. SEO & Organic Search
- Own day-to-day SEO strategy and execution.
- Conduct keyword research and identify high-value search opportunities.
- Improve on-page SEO, content structure, internal linking and search intent alignment.
- Build topical authority around important education, admissions, test preparation and career topics.
- Identify content gaps and create recommendations for new articles, landing pages and resources.
- Monitor Google Search Console, Google Analytics and SEO tools to identify opportunities and problems.
- Work with the product/development team on technical SEO improvements where required.
- Track rankings, organic traffic, conversions and overall SEO performance.
3. AI Search / LLM Visibility
AI-powered search is changing how students discover information.
You will help us build visibility across platforms such as:
- ChatGPT
- Google AI Overviews / AI Mode
- Perplexity
- Gemini
- Other emerging AI search and answer engines
You will research and experiment with AEO/GEO/LLM visibility strategies to improve the likelihood of GoToUniversity, our content and our expertise being surfaced in AI-generated answers.
This may include:
- Building authoritative and well-structured content
- Strengthening topical and entity authority
- Improving content credibility and discoverability
- Structured data and content organization
- Digital PR and authoritative mentions
- Community and third-party visibility
- Monitoring how our brand and content appear in AI answers
- Identifying opportunities where competitors are being cited but we are not
You do not need to be an existing expert in AI search. We are looking for someone who is analytical, curious and capable of learning and experimenting quickly.
4. Social Media Growth
Own our organic social media strategy across:
- Instagram
- Facebook
- LinkedIn
- YouTube
You will:
- Develop the content strategy and content calendar.
- Identify topics and formats that can generate meaningful reach and engagement.
- Create and publish posts, carousels, Reels, Shorts and other formats.
- Develop short-form video concepts and scripts.
- Write strong captions, hooks and social copy.
- Build content around students, parents, careers, universities, admissions, study abroad and education trends.
- Experiment with different formats and analyze what works.
- Build an engaged audience rather than simply increasing follower count.
- Monitor comments, DMs and community conversations.
5. Content Creation
You should be comfortable being hands-on.
You may be expected to:
- Create designs in Canva.
- Edit short-form videos using CapCut or similar tools.
- Use AI tools to accelerate research, ideation, writing, design and video production.
- Repurpose one piece of content across multiple channels.
- Turn research, webinars, interviews and existing material into multiple content assets.
We don't expect you to be a professional designer or filmmaker. We do expect you to have good creative judgment and the ability to produce high-quality content independently.
6. Organic Lead Generation
Our ultimate objective is not followers or page views.
It is qualified students and parents entering our funnel.
You will:
- Identify which topics and channels generate qualified leads.
- Connect content with relevant landing pages and calls-to-action.
- Analyze the journey from content → website → enquiry → conversion.
- Identify opportunities to improve organic conversion rates.
- Work with the admissions/sales team to understand lead quality.
- Continuously optimize content based on business outcomes.
What We're Looking For
You could be a great fit if you:
- Have 2+ years of hands-on experience in SEO, organic growth, digital marketing or social media growth; 3+ years is preferred.
- Have actually grown a website, social media account, community, personal brand or digital business and can demonstrate results.
- Think beyond individual tasks and understand the relationship between content, traffic, leads and revenue.
- Have strong SEO fundamentals and understand search intent, keyword research, on-page SEO and content strategy.
- Have a strong understanding of social media algorithms and content formats.
- Are comfortable using Canva and basic video editing tools.
- Are comfortable using AI tools such as ChatGPT, Claude, Gemini, Perplexity, CapCut AI, Runway or similar tools.
- Are curious about AI search, LLM visibility, GEO and AEO and willing to experiment.
- Can look at analytics and turn data into actionable decisions.
- Have strong written English and excellent communication skills.
- Have good storytelling and creative instincts.
- Are comfortable working independently with limited hand-holding.
- Take ownership of outcomes rather than simply completing assigned tasks.
We Particularly Value
Evidence of results.
For example:
- “Grew organic traffic from 20K to 100K/month.”
- “Generated 500 qualified leads through SEO.”
- “Grew a YouTube channel from 5K to 50K subscribers.”
- “Built an Instagram page from 10K to 100K organically.”
- “Ranked 100+ keywords in the top 10.”
- “Built a content strategy that generated X leads/month.”
- “Successfully grew a personal brand or community.”
We care much more about what you have actually achieved than the number of certificates you have.
Bonus Points
- Experience in EdTech, education, study abroad, university admissions or test preparation.
- Experience marketing to international audiences.
- Experience with Google Search Console, GA4, Ahrefs, SEMrush or similar tools.
- Experience with Looker Studio or marketing dashboards.
- Knowledge of technical SEO and structured data.
- Experience with digital PR, link building or online reputation building.
- Experience with YouTube SEO.
- Experience with AI search / AEO / GEO.
- Experience working with international brands or multi-country markets.
- Basic knowledge of Photoshop, Illustrator or Premiere Pro.
- Strong portfolio of SEO, social media, content or growth work.
What Success Looks Like
Within the first 3–6 months, we expect you to help build a measurable organic growth engine.
Success will be measured through:
- Growth in qualified organic traffic
- Growth in organic leads and enquiries
- Organic conversion rate
- Growth in non-branded search visibility
- Improvement in rankings for strategic keywords
- Growth in social reach and engaged audience
- Leads generated through social/content
- Increased brand visibility across AI search platforms
- Growth in authoritative mentions and backlinks
- Content performance and ROI
We care more about qualified traffic, leads and business impact than vanity metrics such as follower count.
What You Get
- Ownership of GoToUniversity's organic growth function.
- The opportunity to work across SEO + Social + Content + AI Search + Lead Generation.
- Significant strategic and creative autonomy.
- Exposure to international markets and a global education brand.
- The opportunity to experiment with emerging AI-powered marketing strategies.
- Direct visibility into the impact of your work on traffic, leads and revenue.
- A high-ownership environment where good ideas can be implemented quickly.
- Fast learning and career growth.
One Important Thing
This role is for someone who wants to build, not just execute.
If your strength is simply scheduling posts, creating Canva designs or following an existing content calendar, this may not be the right role.
If you enjoy asking “How can we get 2X more qualified students from organic channels?”, finding the answer, testing it and making it happen, we'd love to hear from you.
Please share your portfolio and examples of measurable organic growth/results you have achieved.
Click on Apply to know more.