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.