Growth Marketer

21K Group

Bengaluru

On-site

INR 1,800,000 - 3,600,000

Full time

8 days ago

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Job summary

21K School in Bengaluru seeks a Growth Marketer to accelerate learner acquisition and admissions growth across international markets, focusing on GCC, ANZ, Africa, and beyond. You will craft scalable growth engines spanning performance marketing, drip campaigns, SEO, content, and YouTube growth.

The role requires data-driven thinking, hands-on execution, and EdTech experience across global markets, with collaboration across admissions, counselling, and marketing teams to optimise the learner

Qualifications

4–8 years of experience in Growth Marketing, Performance Marketing, or Digital Marketing.
Mandatory experience driving growth initiatives within EdTech across international markets, GCC exposure preferred.
Proven track record of learner acquisition, admissions growth, and scalable digital growth.

Responsibilities

Develop and execute scalable growth strategies to drive learner acquisition and admissions across priority international markets.
Build and drive GTM plans for new programs, campaigns, geographies, and learner segments.
Identify high-impact growth opportunities across community, referral, organic, content, partnerships, and paid channels.

Skills

Growth marketing

Performance marketing

Digital marketing

GTM strategy

Tools

CRM

Marketing automation

Google Ads

Meta Ads

YouTube growth

Job description

21K School is India’s first online school, delivering world-class, personalized 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 behavior is essential for success in this role.

Key Responsibilities

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.
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.

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)